It’s Hispanic Heritage Month. Break out a novelty sombrero and a bottle of Patron, because like a taco smothered in salsa, heritage is waay more palpable when it’s smothered in consumerism…
I often encounter people who don’t understand why I identify as Hispanic. I’ve given it a lot of thought and I think it comes down to this: they’re eating the shit sandwich.
The shit sandwich is served-up fresh daily by consumerism. Let’s process culture, strip it of all that gunk we don’t need (like knowledge and power), and behold — now you can buy a poncho at Urban Outfitters. Culture itself has no value outside the bounds of consumption.
Culture is no different than a box of cereal.