In Twilight Zones: The Hidden Life of Cultural Images form Plato to O.J., Susan Bordo writes that the art of being cool is appearing not to care. That what marked someone as cool was their complete disinterest in you, everything you stand for and, especially, what you thought of them. Being cool is not being needy. This resonated with me.

Here are some ads with people who look “cool” to me:










What does it mean to live in a society that defines “cool” as disinvested in other people and the social world?

I offer this: You can see “cool” in high school and college classrooms. The truly cool people don’t care about learning, they don’t care about their grade, and certainly don’t care about social justice.  The cool students sit in the back row and look cool, but they rarely look interested.

(Images found here, here, here, here, here, here, here, here, and here.)

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