The Art Directors' Handbook of Professional Magazine Design

Our understanding of much in the world is more poetic than noetic. We let others do the work and take their half-understood ideas for a ride, all unaware of the cognitive principles that gave birth to them. That those principles and their corollaries would have shocked and perplexed us had we lived in other times is interesting but irrelevant for our purposes. You do not have to understand Faraday’s and Maxwell’s electromagnetic theories of light to operate a light switch, or even to become a professional lighting designer. The upshot of Imagism, Vorticism, Cubism, Neo-Plasticism, Constructivism, Acmeism, Futurism, Dadaism and all the other -isms that flooded art in the twentieth century was to allow a new kind of poetry, of which concrete poetry is one, the work of cummings another. Such practices now inform the works of thousands of poets around the globe. Since, unlike traditional metrical poetry, they descend from conscious ideas rather than techniques evolved (by way of music and dance) out of the collective unconscious of three millennia, their genesis did seem worth a small excursion ...»