Virginia Postrel

In a media culture, we not only judge strangers by how they look but by the images of how they look. So we want attractive pictures of our heroes and repulsive images of our enemies.

Glamour doesn’t just happen, people don’t wake up in the morning glamorous.

With its fluctuating forms and needless decoration, fashion epitomizes the supposedly unproductive waste that inspired 20th-century technocrats to dream of central planning. It exists for no good reason. But that's practically a definition of art.

A world of few choices, whether in jeans or mates, is a world in which individual differences become sources of alienation, unhappiness, even self-loathing. If no jeans fit, you'll feel uncomfortable or inferior. If no housing developments reflect your taste for unique architecture, you'll write screeds against philistine mass culture.

Most of us cluster somewhere in the middle of most statistical distributions. But there are lots of bell curves, and pretty much everyone is on a tail of at least one of them. We may collect strange memorabilia or read esoteric books, hold unusual religious beliefs or wear odd-sized shoes, suffer rare diseases or enjoy obscure movies.

'Frankenstein' did not invent the fear of science; the novel found its audience because it dramatized anxieties that already existed. Although popular entertainment can, over the long run, shape public perceptions, it becomes popular in the first place only if it addresses preexisting hopes, fears, and fascinations.

Religion, art, and science flourish best in a free society. True, freedom does not afford much opportunity for grand gestures. It has little room for martyrs. But life is not supposed to be about dying well. It is about living well.

Aesthetics has become too important to be left to the aesthetes. To succeed, hard-nosed engineers, real estate developers, and MBAs must take aesthetic communication, and aesthetic pleasure, seriously. We, their customers, demand it.

The innovative process is a fragile one, dependent on a complex, often messy interplay of imagination, competition, and exchange. Curbing new ideas hurts not only individual creators but the audience for which they create and the posterity that inherits their legacy.

Glamour is an imaginative process that creates a specific emotional response: a sharp mixture of projection, longing, admiration, and aspiration. It evokes an audience's hopes and dreams and makes them seem attainable, all the while maintaining enough distance to sustain the fantasy.

At the basic consumer level, the profusion of fonts appeals to a culture that celebrates expressive individualism.

Clothes are unique sculptures, dependent on a supporting human form and created to move.

Persuasion has become a kind of force. The more the advertiser knows about what consumers want, and the more desires the product and packaging seek to fulfill, the more coercive the force.

By reshaping or decorating our outer selves, we express our inner sense of self: 'I like that' becomes 'I'm like that.'

There's a popular saying that the Internet interprets censorship as damage and routes around it. Desire and innovation will trump policy, the argument goes, as clever programmers circumvent controls.

Though designed as a mere convenience, clothing sizes establish an unintended norm, an ideal from which deviations seem like flaws. There's nothing like a trip to the dressing room to convince a woman - fat, thin, or in between - that she's a freak.

Just as producers often give consumers things they want but didn't think to ask for, consumers sometimes come up with surprising uses for new inventions. When a new product appears, it can uncover dissatisfactions and desires no one knew were there.

More than two decades after the birth of Louise Brown, and all the hysteria that surrounded her 'test tube' conception, we should know that institutions, not technologies, create dystopias. Artificially conceived children are everywhere, beloved by their parents, and they haven't radically altered our world.

By binding image and desire, glamour gives us pleasure, even as it heightens our yearning. It leads us to feel that the life we dream of exists, and to desire it even more.

The Internet's abundance - of information, goods, tastes and sources of authority - creates unparalleled opportunities for individuals to get exactly what they want. But this plenitude threatens political and cultural authorities who believe in telling individuals what they can have rather than letting them choose for themselves.

Surprise drives progress because innovation depends on the sort of knowledge no one can gather in a central place.