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In the quint-essential vernacular of concurrent detachment and in-credulity, a self-referential negation, the American mimesis of “Sir, this is an Arby’s” constitutes a charge of voidness of meaning. Used rhetorically, spread mimetically, the statement directed at the metonymic lunatic at the fast food restaurant (the contemporary American Lumpenproletariat), negates any content of the object of its utterance through its discursive act of power directed at the form of the object. In the multi-phonic discourse of digital media, non-linear through exponential branching of commentary, the utterance is only rarely directed at the object, rather it is an utterance-of-the-object to a presumed group of peers, a “sideswipe” that is discursively performed to the side of the object of the object charged against the content of the object: the facticity of object content negated, its sub-ordination to social forms and labels confirmed.

“Arby’s”, itself an outcome of symbol distortion, where the initials of the founders, R and B, are hidden behind a veil of “beautiful” American ideology of the frontier man and his family name penetrating new terrain for small capitalist ventures, shops, and restaurants (the “petite bourgeoise” that perverts class consciousness), in late capitalist logic reduced to nothing but a “trademark” that is tagged with a price and rented, voided of material properties. The voidness of the symbol affords it with fluidity, a feminine quality, that is exploited in pursuit of profit in the mythopoetic field of the masculine American “frontier”, but also plants within itself the egg of self-contradiction and rebellion.

In the hegemonic political order, great rhetorical affection was expressed in the gerontocratic, teutonic, patriarchal all-seeing power of Robert Mueller the Third as the disruption of the mythopoetic Trump “presidency” was unfolding. The impotence of the ensuing discursive act was easily predicted: a rudimentary understanding of the “structure” epistemology and politico-legal social superstructure due to Althusser would have been adequate for the political “actors” to recognize it as masturbatory at best. In contrast, the end to the Trump “presidency” was brought about by “Sir, this is an Arby’s”. The appropriation of fluidity of the trademark, the in-credulity of its rhetorical form, and the lunatic metonymic force it wields meant that any act of discourse disruption by “@realDonaldTrump”, or “Trump”, was neutralized as the consumer situated in the épistémè of digital media received rather the negated interpellation. The void of “Trump” discursive contributions, an asset in the power dialectic between the mythopoetic antic and the earnest “empiricist’s” office politics memorandum, turned into a loss when the void of voids of “Sir, this is an Arby’s” imploded the message. The use of “Sir, this is an Arby’s” is the single greatest revolutionary act since the “invention” of fire.

To summarize all of the above, sign and signifier: Sir, this is an Arby’s.

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