Introduction : A very uncool book -- 1. Excavating categories : Foucault's Birth of Biopolitics -- Interlude 1 : Old school cool -- 2. Rethinking difference : the limits of interpellation -- Interlude 2 : Instant cool! -- 3. From instant karma to instant wealth : the fantasies and cathexes of these neoliberal times -- Interlude 3 : Neoliberal cool -- 4. "How cool is that?" : gender and the neoliberal imaginary -- Interlude 4 : The birth of cool -- 5. Reading race as the real : the securities and punishments of neoliberal cool -- Interlude 5 : Real cool, now -- 6. Stop making sense : the aporia of race and ethics
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Advertising-- Social aspects-- United States-- History
Commodification-- United States
Minorities in advertising-- United States-- History