Perhaps you, like me, have fallen back on the name of a cosmic abomination as an off-the-peg metaphor for something sprawlingly vast in time and space, monstrously abhorrent to behold, and existing outside of all human notions of morality. No, not Donald Trump but HP Lovecraft’s Great Old One, a horror supposedly even more disturbing than the thought of a Trump presidency: mighty Cthulhu.
Scan the index of a modern text by someone working in a university Humanities faculty and you will most likely encounter this name. Cthulhu has become a metaphor for something wholly other – sprawling, tentacular, supermassive, transcendent of Kantian ideas about time and space as a priori intuitions, the mental framework necessary to apprehend things-in-themselves. When academics reach for Cthulhu, these inhuman qualities are what they hope to transmit.
How did this fictional entity become a lazy metaphor for Humanities and Cultural Studies students and academics to fall back on (myself included)? Just what are they implying when they evoke HP Lovecraft’s creation? And how could such a non-existent object become so entangled in the logic of capitalism that is now available as a wool-knit toy, crocheted balaclava and as a variant of the Che Guevara T-shirt? These are some of the occult mysteries which this short essay will examine.