Essentially, however, Coca-Cola is a standard product
and it is expected to have a standard taste. When it does not, we
know that the product is not the real thing. Unlike wine, Coca-Cola
admits no nuances and no debate: either a glass of Coke is Coke,
or it is not. If Heidegger had ever considered that something like
Coca-Cola might exist, the quintessential Gegenstaendigkeit of this
American drink would have supplied him with an endless source
of inspiration for his musings on the debasement of the modern
technical object (or, by contrast, on the “thingly” worth of Bavarian

The Alphabet and the

Mario Carpo

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s