Modernism has a reputation for being a forbidding phenomenon: its visual arts disconcertingly non-representational, its literary efforts devoid of the consolations of plot and character - even its films, it's argued, fall well short of that true desideratum: entertainment.
Will SelfNowadays, my mood ungoverned, I'm free to think the most outrageous things, such as: might it not be a good idea to insist that drug companies give their preparations names that tell the user what they really do?
Will Self