This is a terrific book. If you believe in Platonic essences and you want to touch the essence of cool, then read this book. If you do not believe in Platonic essences, reading this book may change your mind.
Whether looking at music, drugs, work, consumption, politics, aesthetics or relations, Pountain and RObins identify Cool as the dominant attitude of the age. Combining obsessive aversion to authority, ironic detachment, hedonism and narcissism, Cool rules indeed. But, it no longer stands for rebellion, at least not a rebellion which threatens directly market-led consumerism. On the contrary, Cool discovers in rebellion a style, an attitude of mind which can easily be satisfied by fashion, image and advertising.
This book deserves to be ranked with Sennett's and Ritzer's recent works as one of the sharpest cultural critiques of our fin-de-siecle.
What is cool then?
Cool is unpredictable, unconventional, non-routine, anti-bourgeois, anti-domestic, dangerous, uncomfortable, non-rational, detached, engaged, self-contradictory. It is youthful, it is thin, it is passionate but not sentimental. It is dying in many different ways.
Cool rules! But for how much longer?