4/26/2023 0 Comments Alvin toffler powershift pdfThe need for such a mapping exists because, across many industries, the brand has been transformed from a way of insuring product quality into a piece of intellectual property valuable in and of itself. ![]() Modeled on but not identical to Cayce Pollard's "violent reactivity to the semiotics of the marketplace," Gibson's proposed coolhunting ethos treats the brand name as a cognitive map of the multinational economic supply chains that underlie the glossy surface of the brand. ![]() This essay analyzes William Gibson's eighth novel, Pattern Recognition, and argues that Gibson uses literary style to invite his readers to embrace the ethos of the coolhunter.
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