Boris Groys

An author who integrates alien signs into the medial surface of his own texts__igns behind which we presume the existence of other powerful, submedial subjects __s authors___oes not increase the comprehensibility of that text. Yet nonetheless, he increases the magical effectiveness this text exudes. Such quotations lead us to presume that the text houses a dangerous, manipulative subject, a magician with enough power to manipulate the signs of other powerful magicians and able to use them strategically for his own purposes. Thus an author who quotes alien signs conveys a stronger impression of powerful authorship than one who ad- vocates precisely his so-called own ideas__hich do not interest anybody precisely because they are only his own. It is also well known that one may not quote the same author too often, in which case quoting gradu- ally looses its magical power and begins to irritate the reader. The reason for this gradual decrease of a quote__ magical effectiveness is that it looses its strangeness over time and gets integrated into the medial surface of a text, thereby becoming a proper part of it. In order to maintain their magical effect, quotes have to be exchanged constantly so as to continue to maintain the same appearance of foreignness and freshness. The quote functions as a magical fetish that lends the entire text a hidden, submedial power beyond its superficial meaning.

A quote has an even more powerful effect if we presume not just a particular author behind it, but God, nature, the unconscious, labor, or difference. These are strong fetishes, each conjuring the powerful submedial in a particular way. Yet all of them must nonetheless be exchanged in a certain rhythm according to the laws of the medial economy. In order to create such fetishes, one does not have to use brilliant quotes by famous authors but can use anonymous quotes that stem from the author- less realm of the everyday, lowly, foreign, vulgar, aggressive, or stupid. Precisely such quotes produce the effect of medial sincerity, that is, the revelation of a deeply submerged, hidden, medial plane on the familiar medial surface. It then appears as if this surface had been blasted open from the inside and that the respective quotes had sprung forth from the submedial interior__ike aliens. All of this, of course, refers to the economy of the quote as a gift that can be offered, accepted, and reciprocated.