![]() The need for such a mapping exists because, across many industries, the brand has been transformed from a way of insuring product quality into a piece of intellectual property valuable in and of itself. Modeled on but not identical to Cayce Pollard's "violent reactivity to the semiotics of the marketplace," Gibson's proposed coolhunting ethos treats the brand name as a cognitive map of the multinational economic supply chains that underlie the glossy surface of the brand. This essay analyzes William Gibson's eighth novel, Pattern Recognition, and argues that Gibson uses literary style to invite his readers to embrace the ethos of the coolhunter.
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September 2023
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