I recommend eating chips An Essay by Sam Anderson www.nytimes.com Join me. Grab whatever you’ve got. Open the bag. Pinch it on its crinkly edges and pull apart the seams. Now we’re in business: We have broken the seal. The inside of the bag is silver and shining, a marvel of engineering — strong and flexible and reflective, like an astronaut suit. Lean in, inhale that unmistakable bouquet: toasted corn, dopamine, America, grief! We are the first humans to see these chips since they left the factory who knows when. They have been waiting for us, embalmed in preservatives, like a pharaoh in his dark tomb. Looking Closely is EverythingOne brick seeingdetailsfood
The arbitrariness of the sign A key difference between verbal language and the modernist ideal of a visual “language” is the arbitrariness of a verbal sign, which has no natural, inherent relationship to the concept it represents. The sound of the word “horse”, for example, does not innately resemble the concept of a horse. Ferdinand de Saussure called this arbitrariness the fundamental feature of the verbal sign. The meaning of a sign is generated by its relationship to other signs in the language: the sign’s legibility lies in its difference from other signs. Ellen Lupton & J. Abbott Miller, The ABC's of ▲■●: The Bauhaus and Design Theory Gods of the Word soundmeaninglanguage