Bloom's Morning

About the Book

Coffee, comforters, king-sized beds, gel toothpaste, razors, underwear, the morning shower-all activities and objects we have tended to pay no attention to-until the publication of this book. In a series of short vignettes endearingly illustrated by the author, Arthur Asa Berger gives Americans a profound way to understand their morning rituals.

Have you ever considered, for instance, that the digital clock, by producing free-floating liquid numerals disconnecting us from both time past and time future, could be interpreted as a metaphor for the alienation many people feel in contemporary society? Or consider our nightclothes: The pajama is the most immediate witness to our sexual activities; thus, we cover our pajamas with a bathrobe to guard against the anxiety of being revealed to other family members. The pajama is intricately connected to human shame.

Bloom's Morning, with thirty-six short chapters bracketed by brief essays on the nature of semiotic analysis, is a perfect book for the inquisitive mind. It is chock-full of valuable and quirky nuggets from this most interesting of social commentators-items that, taken together, give us a new vision through which to understand ourselves.

About the Author

Arthur Asa Berger is professor of broadcast and electronic communication arts at San Francisco State University, where he has taught since 1965. He has published more than thirty books on popular culture, media and everyday life.