“Flat Surface” as Material Metaphor: “Bad” Cover Design, “Good” Storytelling, and Post-Fordist Sensibility in Chinese Web Novels

Abstract

Abstract The article deploys the material metaphor of “flat surface” to read the unexpected cross-modal affinities between amateurish cover design and professional storytelling in Chinese web novels. Canvassing the ways visual and verbal artifacts put into play metaphoric associations with “flat surface,” this essay interprets the popular fascination with flatness as a symptom of China's alignment with ubiquitous computing in its transition to a post-Fordist cultural economy when the world is increasingly conceived as a flat horizon. The author first exhibits a selection of spoof covers and argues that their willful indulgence in two-dimensionality is an antidote to the uncanny similarity of illusionist covers born out of what Mario Carpo calls “mass customization” in the digital era. Then the author turns to examine the web novel Zhuixu 赘婿 (Matrilocal Son-in-Law) by Fennu de Xiangjiao 愤怒的香蕉 (Angry Banana), a highly acclaimed alternate history fiction with a curiously lousy cover, focusing on how Angry Banana's cover designs and narrative storytelling convey the flattening effect. The author attributes the fascination with flatness to the rise of post-Fordism in China's cultural economy by demonstrating how the protagonist in Zhuixu succeeds in flattening “all under heaven” (tianxia 天下) by way of nonhumanizing his existence and weaponizing an internet of things (IoT) while embracing a post-Fordist network of work, life, and governance. Finally, the author furnishes a few more examples to suggest the broader trends toward flatness in Chinese web novels and concludes by discussing the critical edge of the metaphor of flatness in its applicability to post-Fordist cultural analysis.