a woman and her truck

What’s being celebrated here? [Woman]? Technology? Masculinity? Bracketing the illusion, that this is a truck commercial, the narrative that ‘Chevy’ chose here is interesting. The idea that Chevy builds ‘tough’ trucks for ‘tough’ people…can’t we easily replace ‘tough’ with ‘masculine’? Ignoring the assumption that Chevy’s  targeting a male audience during the commercial break of a baseball all-star game, let’s imagine this was ‘geared’ towards women. Well, all this reveals is that the notion of a ‘tough’ woman only exists as derivative of a culture that is a priori masculine. That insofar as ‘woman’ is, is because Chevy defines her via recourse to its-self. Typical corporate psychology, at least in the world of the hyper-real commercial. Which is what the masses confuse as ‘reality’. Is this ‘woman’? How can one say ‘no’? Yet how can one affirm this depiction of ‘woman’ without recourse to masculine values? I suppose what’s being celebrated here is the notion of grit. Western grit. That grit belongs to boys and girls alike. Perhaps thats a way to circumvent the male/female or object/subject dichotomies: don’t address the identity, address what identity presupposes. Anyways. with the above being said, I surprisingly like this commercial. Not cause I agree with Chevy or the commercial world’s message or any such intentionality that’s behind the video. Tapping into that 5th dimension, the woman in the world of the video gives me hope of possibility. She’s doing her own thing, world be damned. And the ribbons ain’t going in her hair, but on her wall. And she’s driving that truck, that truck ain’t driving her. ‘Two bodies with one mind’– can’t say I affirm this one though; Chevy slipped up there and could take a cue from the Fast and Furious series. It’s not one mind but one body in affective relation with its environment, be it natural or mechanical. Not merely a woman and her truck but a woman and her horse. A woman as her self without reference to that male other. Again, she’s driven but not being-driven. What’s driving her would be a mystery for only men properly speaking (and by this I mean in Freudian terms), have ‘drives’. And so man drives, for his metaphysical nature so compels him to drive, to cause accidents, pave roads, map the earth and emit poison upon the atmosphere. The drive towards innovation, technology, and ‘life’; yet, it’s a drive that simultaneously denies life and what sustains it. But not so for the woman and her horse. Her way [is] the nurture of mystery. It is unknown to us. And yet it sustains us. To speak of it is to deny it, to deny it is to speak of it. Confounding and marking the the limits of binary/patriarchal reason and being.


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