HUMOR, THEORY AND THEORISTS
UNDERSTANDING JEAN BAUDRILLARD WITH PUMPKIN SPICE LATTES
SEPTEMBER 24, 2014 EUGENE WOLTERS
It’s fall, and America is once again infatuated with pumpkin spice everything. What started as a simple fascination with pumpkin spice lattes has now spread – pumpkin spice is now a culinary cancer on otherwise fine food.
Pumpkin spice also offers the perfect opportunity to understand Jean Baudrillard, the thinker of simulation and inventor of the Matrix.
But first, some history.
Pumpkin spice lattes are the demon spawn of Starbucks, who concocted the beverage about 11 years ago. As of last year, the company had sold more than 200 million. Now, pumpkin and pumped-spiced themed items grace our shelves in the form of beers, cookies and other delectables. Starbucks even began peddling pumpkin sauce and US pumpkin-flavored sales amounted to $308 million in 2013, up from $290 million in 2012, Vox.com writes.
We live in a world where our globalized and industrialized agricultural system has erased seasons. Back in the day you were stuck with what was seasonal – you ate tomatoes and watermelon when it was summer, and when old man winter rolled in, you were stuck with nature’s shit bag – like potatoes and kale – a vegetable god intended you to hate and smite you with.