“What’s wrong with making a living?” Melissa said. “Why is it inherently evil to make money?”
“Baudrillard might argue,” Chip said, “that the evil of a campaign like ‘You Go, Girl’ consists in the detachment of the signifier from the signified. That a woman weeping no longer just signifies sadness. It now also signifies: ‘Desire office equipment.’ It signifies: ‘Our bosses care about us deeply.’”
The wall clock showed two-thirty. Chip paused and waited for the bell to ring and the semester to end.
“Excuse me,” Melissa said, “but that is just such bullshit.”
“What is bullshit?” Chip said.
“This whole class,” she said. “It’s just bullshit every week. It’s one critic after another wringing their hands about the state of criticism. Nobody can ever quite say what’s wrong exactly. But they all know it’s evil. They all know ‘corporate’ is a dirty word. And if somebody’s having fun or getting rich—disgusting! Evil! And it’s always the death of this and the death of that. And people who think they’re free aren’t ‘really’ free. And people who think they’re happy aren’t ‘really’ happy. And it’s impossible to radically critique society anymore, although what’s so radically wrong with society that we need such a radical critique, nobody can say exactly. It is so typical and perfect that you hate those ads!” she said to Chip as, throughout Wroth Hall, bells finally rang. “Here things are getting better and better for women and people of color, and gay men and lesbians, more and more integrated and open, and all you can think about is some stupid, lame problem with signifiers and signifieds. Like, the only way you can make something bad out of an ad that’s great for women—which you have to do, because there