“There is dumb dumb and there is smart dumb. There is also smart smart. Dumb dumb is plain dumb and smart smart is plain smart. Smart dumb rejects both smart smart and dumb dumb, choosing instead to walk a tightrope between the two. Smart dumb is incisive and precise. In order to be smart dumb, you have to be really smart, but not in the smart smart way.
“Dumb dumb is rednecks and racists, football hooligans, gum-snapping marketing girls, and thick-necked office boys. Dumb dumb is Microsoft, Disney, and Spielberg. Smart smart is TED talks, think tanks, NPR news, Ivy League universities, The New Yorker, and expensive five-star restaurants. By trying so hard, smart smart really misses the point. Smart dumb is The Fugs, punk rock, art schools, Gertrude Stein, Vito Acconci, Marcel Duchamp, Samuel Beckett, Seth Price, Tao Lin, Martin Margiela, Mike Kelley, and Sofia Coppola. Smart dumb plays at being dumb dumb but knows better.
“Variants of smart dumb also miss the point but in a different way. Twee (McSweeney’s, Miranda July, Ira Glass, David Byrne) feigns dumb but won’t allow itself to be dumb, for fear that someone might actually think it’s dumb, god forbid. Hipster appropriates chunks of dumb (trucker hats, facial hair, tattoos) but as a fashion trend, refuses to theorize its dumbness, thereby falling squarely into dumb dumb. Smart dumb refuses to commit to either one state or the other. Smart dumb, for instance, incorporates elements of camp but refuses to be camp enough to actually be camp. Dumb vs. smart is not a rehash of hip vs. square. Dumb is both hip and square. Smart dumb has its theorists—de Certeau, Goffman, Debord—those who articulate the mysteries of the mundane and the extraordinariness of the everyday.”
Dumb is preferable because dumb is perennial: “Dumb doesn’t go out of fashion because it is never in fashion. Dumb is stalled and irredeemable. It’s too twisted, too weird, too contradictory and takes too many turns of thought to be reduced to a slogan or ad campaign. No matter how dumb they may appear, ad campaigns are invested in being smart; at the end of the day, you need to communicate smartly in order to get someone to buy something. Dumb muddies the waters. Likewise, juries and prizes don’t recognize dumb. Juries and prizes were invented to award smart.”
Dumb is also preferable because it’s possible to be dumb all your life: “You get to dumb after going through smart. Smart is stupid because it stops at smart. Smart is a phase. Dumb is post-smart. Smart is finite, well-trod, formulaic, known. The world runs on smart. It’s clearly not working. I want to live in a world where the smartest thing you can do is the dumbest. I want to live in a world where a fluorescent tube leaned up against a wall is worth a million dollars. Or where a plumbing fixture on a pedestal is considered the most important art work of the century. Or where building an eternally locked Prada store in a vast expanse of empty Texas desert is considered a stroke of genius. Or where all of the numbers from one to a thousand can simply be classified by alphabetical order and published as a poem. Effortless and easy, dumb is free of failure, an infallible world where the best result is the one you happen to get.”
Kenneth Goldsmith, excerpts from Being Dumb