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From Webster's Pocket Dictionary:
So-per 1 : over and above; higher in quantity, quality,
or degree than; more than 2: in addition; extra 3: exceed
ing a norm 4: in excessive degree or intensity 5: surpassing
others of its kind 6: situated above, on, or at the top of
7: next above or higher 8: more inclusive than 9: superior
in status or position.
Mar-ket 1 : a meeting together of people for trade by
purchase and sale; also: a public place where such a meet
ing is held 2: the rate or price offered for a commodity or
security 3: a geographical area of demand for commodi
ties; also: extent of demand 4: a retail establishment usu.
of a specific kind (a meat).
A trip to the local supermarket can be an educational
experience, if you keep your eyes open. This might be dif
ficult, because the nature of the beast is to turn you into a
walking consumer machine, to seduce you into buying
and getting in and out as quickly as possible.
At one time the grocery store was a social center, a
place to meet, argue, haggle, tell jokes. To be sure, before
modern contamination prevention they were places of
food poisoning. But what are we offered today?
There is no cultural difference in supermarkets from
Photos by Scott Swoboda
New York to Calif ornia-thcy all have the same American
non-identity, inside and out.
The first thing inside that attacks and dulls the senses is
that brilliant American invention, Muzak. This, the
product of years of psychological research, takes the tra
ditional concept of music and turns it inside out like a
dirty sock. It is used to subliminally control the hapless
consumer or worker, telling them to buy or work faster.
After a while in a supermarket, youTl notice that you
don't consciously hear the Muzak until you find yourself
walking dumbly in time to the insidious beat, beat, beat.
All right-now that you are sufficiently tranquilized,
take a breath. What is that you smell? That's right, you
don't smell a thing. Years ago, a corner grocery store
smelled like food. Today everything is sanitized, pre
packaged, and 100 per cent clean. The smell of fruits,
baked goods, meats and vegetables has been replxed by a
stale, sanitized, air-conditioned atmosphere.
"Ah, but think of the abundance and variety of food
we have," you say. Yes, you are right. The horn of plenty
has been replaced by the 1 0-ft. display stack of canned
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Tonfcht - Thnrs. Oct 28
Read the
Third
Dimension
and learn.
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r0CTT29,1973
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77
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