A quote has an even more powerful effect if we presume not just a particular author behind it, but God, nature, the unconscious, labor, or difference. These are strong fetishes, each conjuring the powerful submedial in a particular way. Yet all of them must nonetheless be exchanged in a certain rhythm according to the laws of the medial economy. In order to create such fetishes, one does not have to use brilliant quotes by famous authors but can use anonymous quotes that stem from the author- less realm of the everyday, lowly, foreign, vulgar, aggressive, or stupid. Precisely such quotes produce the effect of medial sincerity, that is, the revelation of a deeply submerged, hidden, medial plane on the familiar medial surface. It then appears as if this surface had been blasted open from the inside and that the respective quotes had sprung forth from the submedial interior—like aliens. All of this, of course, refers to the economy of the quote as a gift that can be offered, accepted, and reciprocated.
Boris Groys, Under Suspicion: A Phenomenology of Media
quote