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Comment and Criticism – Valentine’s Day is an overt and shameless celebration of true love, let’s make it about consumerist excess again!

 

Valentine’s Day is fast approaching, and oh, how times change. I remember when the 14th February was a day of unabashed materialism, now lofty, new-fangled notions of ‘love’ and ‘generosity of spirit’ are tarnishing the Feast of St Valentine. It seems as if the true meaning of V Day – reluctantly meeting societal expectations of romance with mawkish and superficial gestures – is being corrupted by the wholly Americanized construct of ‘true love’.

 

The steady deprivatisation of human emotion is a frightening reality. Commercial enterprise has forfeited Love as a core asset, and the shockwaves of this will be severe. Several think tanks have predicted a return to materialist romance once the economy regains total solvency by 2018, but until then, high street retailers, deprived of the opportunity to cash in on emotional insecurity, will just have to weather the storm.

It seems the more in touch with our emotions we are, the more out of touch with progress we find ourselves.

The arrival of ‘feelings’ into our socio-economic milieu is a product of weak governance and the actions of the climate change lobby. Aspiration and consumption have become dirty words, and it seems that the more in touch with our emotions we are, the more out of touch with progress we find ourselves. Don’t expect that ‘special someone’ to surprise you with anything decent this Valentine’s Day. We’re all such heartfelt and sincere cyborgs that you’ll probably end up with a candlelit dinner or a soft, solitary kiss.

 

Indeed, Valentine’s Day isn’t the only celebration being robbed of its materialist essence. Chocolate eggs and bunnies are being outshone every Easter by the Nicene Creed, the 5th of November has weirdly espoused an obscure historical significance, and even Christmas is beginning to resemble some kind of religious festival. I think I speak for everyone when I say enough is enough. I will not subscribe to the conventions of an emotionally profound society. I will not fall victim to an insipid expediency that replaces the listless exchange of cuddly hearts and plastic roses with quality time and tender embraces. Simply put, I will not compromise on love!

 

E.P. Lovejoy



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