# the ideology of coffee consider the ideology of coffee(tm): that it allegedly promotes wakefulness and alertness - and yet it's truer meaning is servitude to the simulation of / that is stimulation how we humans love those delicious brown beans.. and in drinking coffee find it so effortless to blot out the pain and misery of fellow humans with brown skin the unquestioned need to drink coffee is a sign one is already fast asleep and fully unconscious; a psychologically lethargic and dull human being who is 'sleepy' to the suffering / environmental destruction caused by ir 'simple' addiction similar to the telling (authoritarian) message of those awful office signs - "you don't have to be crazy to work here - but it helps" - the strict "buzz" of coffee is already a sign that jittery neurosis and acidic nervousness is the default culturally instructed psychological state in the contemporary global cubicle this is the (/non)sense of 'totally wired' displacement that one does not willingly induce in order to fit in with 24-7-365 turbo hyper capitalism - but which is always merely it's indirect injunction; "shut up and enjoy" to sip the cool soya latte of your dreams is always to forget coffee's binding ideological links; caffeine - coca cola - cocaine - corporation the ritualistic narrative of coffee is only ever that of power - drink a little and you too will start pretending you have any; that is coffee as a symbolic marker of force coffee is the heavy hand of the inner boss; ey pushes you out of bed in the morning pushes you down those happy shopping isles - always shoving you from behind to work faster consume better - yet you're forever going nowhere those pearly beads of mildly paranoid sweat on your brow after a good caffeine 'hit' are the social stigmata of one's status as an uncomplaining member of this global work crew all too ready and willing to play ir 'jumpy' little role - a forever excited electron in the great machine with a nervous smile and bright dead-eyed dedication coffee as culture; entirely mono-cultural just like the land it's cultivated on forever internally self-obsessed; the perfect drug for modern postmodern egotists permanently 'wired' in to the 'productive' network of product like components more correctly read coffee's "the buzz is it's own reward" as "the self is all the 'i' care about" it's no mistake that coffee shops feature 'free' wi-fi for apple mac (ab)users to expediently check ir stock prices and update ir hyper-narcissistic facebook profiles there's no such thing as a 'coffee break'; what's needed is a break (escape) from the ideological demand of andor for coffee - the demand that one is continually high without a break; in the grand (old) simulation that is coffee world there's no pause no space for quiet non-stimulated reflection - there is only the sound of fools manically 'rushing' by "fair trade" coffee is a convenient misnomer; modern trade is inherently unfair and the term (as zizek correctly states) is an example of 'decaffeinated thinking' like a corpse or a pair of disembodied frog legs that can only move with artificially induced energy jolts the gulper of zealous coffee moves with predictable ironic regularity toward ir daily source of artificially induced forward momentum - a shaking zombie happy and disturbingly 'alive' only when electrochemically excited there's no such thing as 'coffee addiction'; rather addiction is the de facto ideology of coffee: "you don't have to be addicted to work - but it helps citizen"; sisyphus isn't happy - ey only seems so now another 'hipster' coffee shop has been installed at the top of that big hill rather than just consider that people drink coffee because they're terminally bored here in the western lands - consider the chronic and unquenchable boringness of the (caffinated) consumer and the nice polite 'flat white' semi existence they're instructed to follow as long as they receive ir regular java pellet docile little pigeons will peck at that button until they drop - ir sudden feeling of slow creeping tiredness immediately after consumption actually an even deeper sinking into the existential despondency of the blind neuro-cultural rush to consume ever more of it without end b.s disclaimer: amateur postmodern theorist robert what swills at least three french presses of organic 'fair' trade coffee every damn day // republic of bob