What do Bono, Seinfeld and Apple have in common? Nothing. However, it's the nothing of Samuel Beckett, which is something. Bold and provocative, Beckett's works and even his image are a potent force in modern society. Shoes, marketing, baby names—all fall under his spell.
This collection of new essays (one exception) finds him incorporated into virtually all aspects of popular culture—television, popular fiction, movies, tattoos, even sports—in a manner that seems to defy classifying. Is it image-making or image-taking? Why is our culture so obsessed with an obscure Irish writer most people have not read? Each essay provides a unique appraisal of Beckett's branding.