Book project
The Phenomenology of the Toxic:
On Disenchanted Atmosphere Cultures
2025/26
The word ‘toxic’ gained traction around 2010 and soon became a buzzword. The reasons are multiple: the environment has become more toxic; a changing work culture has created new kinds of social pressure; and a new information culture has accelerated the spread of psychological toxicity. This book approaches the problem from a different perspective. It looks at how a new “aesthetic” form of capitalism pays much attention to atmospheres. This form of capitalism does not merely seek to “function” but pays a surprising degree of attention to moods and feelings. “Form follows function” is no longer acceptable. However, looking closer, this new “humanism” is just as functional as the high-modern functionalism that it believes to have overcome. The new humanism has turned the atmosphere into a function. The phrase “toxic atmospheric functionalism” grasps the present state of affairs.
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Since the 1980s there has been much discourse about the importance of atmospheres. Equally since the 1980s, one observes the rise of the word toxic. Paul Virilio famously said that when you invent the ship, you also invent the shipwreck. With the atmosphere come problems with the atmosphere, and the headlining of the word toxic in contemporary discourses is due to these intrinsic connections. A notable variation on this theme can be found in the expression “toxic masculinity,” which will be examined in this context.​
Air fresheners are designed to improve the atmosphere. However, they emit over 100 chemicals. I call this pattern the “air freshener paradox,” which I crystallize in various areas of society.
Paradoxically, most toxicity is produced by those who are explicitly positioned to oppose it: urban designers, business coaches, or wellness professionals. This is called “toxic positivity,” but the picture is more complex. One needs to distinguish “toxic positivity” from “positive toxicity.” Perfumes bearing the word “toxic” are examples of the latter.
Furthermore, toxicity has a positivity and a negativity spectrum. On the positive side are air fresheners and toxic kitsch. Toxic kitsch will be examined at length in this book. On the negative side are, for example, conspiracy theories and toxic masculinity. What positive and negative toxicity share is that they create alternative realities.
In 2003, Brittney Spears releases “Toxic” in which she sings: “Don’t you know that you’re toxic? And I love what you do.” This is "positive toxicity."
Toxic positivity thrives in aesthetic capitalism because this culture’s aim is to keep anything negative aloof. It does not mean that aesthetic capitalism does not have its own dark components.
Contents
Introduction
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Aesthetic Capitalism and the Rise of Toxicity
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Para-Toxic Constellations
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The Phenomenology of Toxic Environments
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Toxic versus Poisonous
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Poisonous Lies and Toxic Bullshit
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The Aesthetics of the Toxic
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Toxic Kitsch
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The Ethics of the Toxic
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Toxic Conspiracies
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Toxic Positivity
Conclusion
Kinkade Studio, Disney Chant. As a painter of atmospheres, THOMAS KINKADE is related to the “atmosphere capitalism” that this book examines.
In 2013, Demeter launches the perfume Zombie. Demeter was founded in 1924 by anthroposopher Rudolf Steiner.
The chemtrail conspiracy theory literally shows that the toxic is “in the air”: the contrails of airplanes are believed to be deliberate releases of poison by the Airforce of various countries.​
The conspiracy and the atmosphere are closely linked: “conspiracy” contains the word spirit.
I am also preparing this special issue of the journal Culture and Dialogue on the topic of toxicity. This issue is unrelated to the book project that is presented on this page