The Power of Cute

Reviews

"In The Power of Cute, Simon May explores the most fascinating effect of cuteness—namely that moment in which what seemed at first to be merely adorable and perhaps heartwarming tips over into something strange, unsettling, and alien. In May's hands, the cute object becomes a figure that toggles back and forth between two disparate worlds, simultaneously producing anxiety and delight."—Christy Wampole, Princeton University "As a playful riposte to our self-conscious, drearily introspective age, The Power of Cute is rather more savvy than its sweetly diminutive form suggests."---Frankie McCoy, Standpoint “The Power of Cute examines an acute yet virtually unnoticed part of contemporary society, the rise of cuteness. A joy to read, this book is terrifyingly brilliant and continuously surprising, filled with subtle insights and wonderful theorizing.”—Jeffrey C. Alexander, Yale University “Modern taste has been shaped by new and emerging concepts poised on the borderline between moral and aesthetic judgment. One of these concepts is that of ‘the cute’ and Simon May has done a great service in subjecting this poor, sweet, and vulnerable idea to a hearty conceptual thrashing. This book will be read and enjoyed by all with a satirical interest in the world of sentimental emotions.”—Roger Scruton, author of The Soul of the World “In this highly readable and erudite book, Simon May develops a theory of ‘the cute.’ May probes a range of cases, particularly of artificial cuteness—Hello Kitty, Pokémon, E.T., Kewpie dolls—and gives searching reflections on what the ascendancy of cute might reflect about our broader societal values and present historical moment.”—Andrew Huddleston, Birkbeck, University of London “We think we have power over cute things—but maybe the boot is on the other foot, and cute things manipulate us. The Power of Cute considers the notion that when we find things or people cute, ambivalence is in the air: on the one hand, cute things are infantile and unthreatening, on the other hand, uncanny or unsettling. This intelligent and thought-provoking book breaks new ground.”—Simon Blackburn, author of Mirror, Mirror “From powerlessness to tyranny, and from the fluffy dog in the window to Kim Jong-il’s hairstyle, ‘the cute’ raises the abysmal issue of the world’s desire for meaninglessness. Comforting and uncanny at the same time, cuteness incarnates nihilism as plenitude, infantilism as art, and desexualization as seduction. Simon May’s humorous and profound book explores the secret dimensions of a new religion, raising the question: Is cuteness an attribute of God?”—Catherine Malabou, Kingston University London "[Simon May] posits that our mania for cute can have sinister repercussions, and might even explain the rise of Donald Trump."---Kate Wills, Evening Standard Expand reviews