Limeating Inc

What is it about?

The catapulting of social media into mainstream communicative vehicles has been coupled with the advent of so-called ‘ordinary celebrities’, that is people who have managed to rise to stardom due to anticipating, inventing and occasionally consolidating more or less niche cultural trends. Furious Pete is an exemplary figure among ordinary celebrities, not merely due to his feats in the niche sport called speed-eating, but because he has managed to institute a wholly new cultural ethos that I call ‘limeating’, that is eating to the limit or, metaphorically, eating the limits of recognized cultural practices. His global limeating excursions point to a new cultural ethos that is marked by the reduction of consumptive desire to omnivorous drives and by the annihilation of cultural values in the name of a churning will-to-introjection. Psychoanalytic, culturological, philosophical and anthropological insights are recruited in order to elucidate the inner machinations of Pete’s prototypically cannibalistic unbound orality.

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Why is it important?

Furious Pete institutes a wholly new cultural ethos that redefines the very fundamental laws of branding, such as the quest for relevant differential positioning and the possibility to command premium prices for scarcely available and high in demand goods. Limeating is driven and not desiring; it is driven by a narcistically introjective will-for-annihilation of discursively and materially differentiated product offers.

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