Joker: On the Folly of (Total) Branding
“Joker: Folie à Deux” extends the disturbing narrative of Arthur Fleck to a point where it can no longer be extended. We find him trapped in a double bind, caught between his lived reality and the weight of his Joker persona—a “brand” that was initially his means of escape, his line of flight, but now confines him. The film shows the dark side of “branding,” when brand becomes totalizing, when an identity becomes locked into…