Intention of Effect Kills Effect

François Jullien is a French philosopher and sinologist. Thanks to his obsession towards “Finding resonances between Occident and China’s culture”, he invented plenty of interesting concepts. The little tool I present today is short and nevertheless terribly powerful. A seed of magic against the evil 😈 :

Intention of Effect Kills Effect

In poetry or on Instagram pages, in music, movies, painting, it’s when the viewer “see you coming” with your heavy intentions, your effects. It’s why bad photographers and, even worse, bad poets are so terrible !

The lowest example of this ? Romantic sunset photographies with beautiful lovers. You’re like “yeah yeah yeah…”. And when the efficiency of a poem is based on dumb smart juxtaposition of words. Welcome to the purple wind and to iridescent hopes

Instead of being charmed, or amazed, or interested, the viewer is exhausted by his assessments.

It could be post-modern nudge effect, right ? But it will probably be more like the “smart ass effect”… Exhaussssting !

A good example ? When in a movie you get a syrupish violin-music behind a saaad-potatoed drama. You wanna poke the director on the forehead : “Hey. You. Stop that ! I got it !”.

Intention of Effect Kills Effect

Of course, this is what we all do. In every article of these little pages. On your Instagram posts. We all have an “intention”. We push like bulls. We want prove something to others.

And the audience ? If you’re lucky, they maybe will think “I see you coming, OK, do your stuff”. But the risk is that they squint their eyes and… autopinch nose, voilà. Hashtag LOLs are boring.

Tools :

Subtilities. Surprises. Movement. Elegance. Complexity. Smart dissonances. This is where effectiveness is. Effects from… invisible intelligence !

PS : Eeek ! I talked about this in another article called :
“Slide, mortals, don’t bear down”

Thanks for reading !

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