[...]='lgc'>-> ="trms">different/contradictory ="trms"nttrm="already,spread">readings (of images)
="lstsrd">2. radical ='lgc'>--="trms">interest='lgc'>-='lgc'>-> roots of meaning-making activity
="lstsrd">3. liberatory ='lgc'>--seek='lgc'>-='lgc'>-> evoke justice (forcing an image to account for itself)
="lstsrd">4. ethical ='lgc'>--concern='lgc'>-='lgc'>-> what is overlooked
="lstsrd">5. innovative (productive) ='lgc'>--promote='lgc'>-='lgc'>-> non-traditional ways of ="trms"nttrm="already,spread">reading (of ="trms">interpretting, of finding meaning)


intellectual climate in 1960s ='lgc'>='lgc'>==>
="lsts lst1">•="ppl">Derrida's deconstruction ='lgc'>-='lgc'>-> bringing Saussure's own work to its own radical paradoxical con="trms">="trms"nttrm="cluster,club">clusion
="lsts lst1">•="ppl">="ppl">Foucault's ="trms"nttrm="search">archeological approach ='lgc'>[="trms">question ='thdf'>the idea that human is an a ="trms">priori ='lgc'>-='lgc'>-> how humans have been diagnosed in psychiatry and (ab)normalized in criminal and sexual ='strcls'>*discourses='strcls'>* ='lgc'>==produce='lgc'>='lgc'>==> reality effects at the level of body='lgc'>]
="lsts lst1">•="ppl">Barthes's ="trms">semiology ='lgc'>=/= ='thdf'>the idea that the ="trms">author is the single and ="trms">authoritative source of meaning


="ppl">Derrida's ="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">list of concepts='lgc'>:
differance
retrait
revenant
dissemination
deconstruction
hymen
invagination
archiécriture
supplement
khora
pharmakon
scrypt
parergon
subjectile
='lgc'>}='lgc'>-='lgc'>-> levers applying torque گشتاور and displacement in the textual machinery

="large lg2" stl="font-size:111%">
deconstruction
='lgc'>='lgc'>==> counter-intuitive analyses
='lgc'>-='lgc'>-> pre="trms">supposes a detailed knowl="trms"nttrm="knowledge,Knowledge">edge of construction (one must become intimate with the ways something is assembled) ='lgc'>[='lgc'>=/= cart blanche for meaning='lgc'>]
='lgc'>-='lgc'>-> (="frds scrmbld">Jassem's style of) ="trms"nttrm="already,spread">reading otherwise='lgc'>: passing the classical discipline (='lgc'>=/= abandon, jettison it) to explore what it omits, forgets, ex="trms"nttrm="cluster,club">cludes, expels, marginalizes, dismisses, ignores, scorns, slights, takes too lightly, waves off, not ="trms">serious enough

="lsts lst1">•="trms">anthropcentric truth='lgc'>: a truth that appears to human beings
="lsts lst1">•="trms">instrumental truth='lgc'>: a truth aimed at getting things done (making things work)
="lsts lst1">•teleological truth='lgc'>: a truth which closes debate and fastens meaning


='lgc'>[='strcls'>*='lgc'>]visual='lgc'> = a form of control (='lgc'><='lgc'>--="ppl">Campbell='lgc'>-- this aspect makes it central to organizational analyses) ='lgc'><='lgc'>==
="lstsrd">1. ='strcls'>*visual organizes reality by claiming status as the preeminent form of re="trms">presentation='strcls'>* (vision is the dominant tyrannical ="trms">phenomenology of the contemporary ="trms">world ='lgc'>='lgc'>==> all forms of knowl="trms"nttrm="knowledge,Knowledge">edge can be ="trms">presented visually)
="lstsrd">2. ='strcls'>*conflation of the ‘seen='lgc'> = known’='strcls'>* ='lgc'>: “vision='lgc'> = ways of knowing='lgc'> = experiencing the ="trms">world” (='lgc'><='lgc'>-- ="trms">imagined inseparable) ='lgc'>='lgc'>==> ='thdf'>the idea that depiction/picturing/seeing are ubiquitous features of the process by which most human beings come to know the ="trms">world as it really is for them
="lstsrd">3. ='strcls'>*visual organizes the ="trms">worldview of the seer='strcls'>* ='lgc'>-='lgc'>-> visual is at its most powerful when it is most invisble (='thdf'>for example ="trms">scientific diagrams, mapping ='at'>@="nms">apass)

='strcls'>***instances of visual control='lgc'>:
="lsts lst1">•uniforms
="lsts lst1">•packaging
="lsts lst1">•computer software packages
="lsts lst1">•brand logos
="lsts lst1">•buildings
="lsts lst1">•websites ='at'>@="nms">apass
="lsts lst1">•management reports
="lsts lst1">•staff
="lsts lst1">•servicescapes ='lgc'>[an environment where the first/primary perceived aspect is service='lgc'>]
="lsts lst1">•


harmful, deficient, deformed, secondary ='lgc'>=/= superman, supergirl

logocentrism='lgc'>: letting the logic lead the letter ='lgc'>--="ppl">Campbell='lgc'>-='lgc'>-> images are logocentric in that they create meaning by appealing to a central apparently undeconstructible ="trms">system of ="trms">authoritative truth (appealing to sources of transcendence outside of the image) ='lgc'>[='lgc'>-='lgc'>-> for example forensic architecture images ='lgc'>=/= ="ppl">Derrida's ='strcls'>*there is nothing outside of the text='strcls'>*='lgc'>]
="lsts lst1">•in investigating an image we often posses a logocentric vision, drawing it into convergence, making it coherent and giving it a non-contradictory and singularly ="trms">authoritative meaning

="large lg1" stl="font-size:142%">
='lgc'>[title='lgc'>]
ruined coherent ="trms">heritage


there is no escaping the enclosure of (logocentrism of western tradition of) ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphysics ='lgc'><='lgc'>-- we can critically engage it from within

bricolage
bricoleur ='lgc'>-='lgc'>-> one is participating in the intellectual ="trms">heritage one is critiqing

death of man
="lsts lst1">•="ppl">Barthes ='lgc'>-='lgc'>-> death of ="trms">author
="lsts lst1">•="ppl">Strauss ='lgc'>-='lgc'>-> structura="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">list approach to human ="trms">nature
="lsts lst1">•="ppl">="ppl">Foucault ='lgc'>-='lgc'>-> ="trms">history of the ="trms">historical arbitrariness (of the human ="trms">sciences)
="lsts lst1">•
='lgc'>}='lgc'>-='lgc'>-> antihumanism (of ="ppl">Barthes and ="ppl">="ppl">Foucault) sug="trms">gests it might be possible to stand outside the humanist legacy (and analyse from a ="trms">position outside) ='lgc'>==="ppl">Derrida='lgc'>='lgc'>==> (escaping from human constitutes) a very human tendency that has been at work in the cultural and ="trms">social ="trms">imaginary since antiquity ='lgc'>-='lgc'>-> for example ="ppl">="ppl">Foucault's archaeology='lgc'>: (to understand) ='strcls'>*how reason determined madness in ="trms">different eras by looking at how reason evolved ="trms">historically='strcls'>* ='lgc'>='lgc'>==> puts the analyst outside the humanist legacy of reason ='lgc'>==restore='lgc'>='lgc'>==> the ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphysical illusion of mastery and control
='lgc'>=/= ="ppl">Derrida

(my problem with making alternative ='strcls'>*archives, gar="trms">dens, and maps='strcls'>* in art='lgc'>:)
="lsts lst1">•="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphysical complicity (with archive and garden) ='lgc'>+ critique we direct against complicity (with archive and garden) ='lgc'>-='lgc'>-> we cannot give up the “='lgc'>+"='lgc'> = slip into the form, logic, implicit postulations of precisely what it seeks to contest


logocentrism operates in images by appealing to sources of transcendence outside of the image ='lgc'>-='lgc'>-> ='thdf'>for example
='lgc'>[='strcls'>*='lgc'>]map='lgc'>: visual organization of the ="trms">world ='lgc'>-='lgc'>-> quickly erase or black box the circumstances and ="trms">history of their own construction ='lgc'>='lgc'>==> marshal vision into logocentric coherence ='lgc'>-='lgc'>-> act as reflection (='lgc'>=/= re="trms">presentation) of the ="trms">world

radical cartography is now an established sub-discipline of geography (='strcls'>*maps are deconstructed to identify their logos='strcls'>*) ='at'>@="frds">Sina's ="trms">mimesis of ="ppl">Olearius's cartography

deconstruction is most needed at precisely those images where our immediate reaction is to say “there's nothing to be deconstructed here” (“that's just the way it is”)

software design (website ="trms">interfaces) ='lgc'>-='lgc'>-> images of ="trms">technology


critical practice='lgc'>: producing a new knowl="trms"nttrm="knowledge,Knowledge">edge of the text (='lgc'>='lgc'>==> explain the ideological necessity of its silence) ='lgc'>=/= make a whisper audible, complete what the text leaves unsaid

other='lgc'>: other meanings of a text, other ways of seeing things

="large lg3" stl="font-size:111%"> self/other ='lgc'>--="ppl">Derrida='lgc'>-='lgc'>-> it only has meaning insofar as it differs from something else
="lsts lst1">•every concept has its op="trms">posite or its other (somehow marked within it)
="lsts lst1">•the good one can be designated only through the ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphor of the bad one ='at'>#="trms">fable


deconstructing an image='lgc'>:
="lsts lst1">•looking at what the image in="trms"nttrm="cluster,club">cludes and ex="trms"nttrm="cluster,club">cludes
="lsts lst1">•detecting the ="trms">social roles it creates
="lsts lst1">•examining the hierarchies that appear ="trms">natural in the image
='lgc'>}='lgc'><='lgc'>== ='strcls'>**visual re="trms">presentation works as much through what is not shown as what is shown='strcls'>** (Hall), through feints and deceptions (Mitchel), through gaps and silences (Joy ='lgc'>+ Venkatesh), through stated and unstated (Stern), through the not seen or said (="ppl">Rose)


="large lg4" stl="font-size:112%"> ="trms"nttrm="already,spread">reading='lgc'>: detailed and ="trms">specific examination (of a piece of text)='lgc'> = لاروب dredging machine ='lgc'>-='lgc'>-> disturb the text (dissecting patiently and minutely the ="trms">narrative, structure, syntax, ="trms">figuration, images, ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphors, metonyms استعمال لفظ در معنای غیرحقیقی majaz) ='lgc'>==(draw out)='lgc'>='lgc'>==> complexities, ambiguities, aporias, ironies, taken-for-grantedness, just-is-ness
='lgc'>--imply='lgc'>-='lgc'>-> a critique of objectivity
='lgc'>{revelation='lgc'> = dist="trms"nttrm="disturban">urbance='lgc'>}='lgc'>-='lgc'>->='lgc'>{alternative meaning='lgc'> = site of ="trms">simultaneous deconstruction='lgc'>}

dynamics of ="trms"nttrm="already,spread">reading (close ="trms"nttrm="already,spread">reading)
="lstsrd">1. working of a text hides itselg (images of soap powder, ="trms">children's ="trms">science homework, computer chips, etc.)
="lstsrd">2. ="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigorous inspection of the text
="lstsrd">3. text is not immune to ="trms">interpretation (='lgc'>~ text reconfigures itself ="trms">according to the touch of ="trms">history, personality, ="trms">method, intention, politics, culture of any given ="trms">interpretation ='lgc'>=/= closed space)

='strcls'>*="trms"nttrm="already,spread">reading='lgc'> = producing meaning='strcls'>* ='lgc'>=/= reflecting


="lsts lst1">•Toyota's advertisement ='lgc'>-='lgc'>-> an image of gay family life ='lgc'>-='lgc'>-> the image converges on a notion of multicultural pansexual divergence ='lgc'>-='lgc'>-> ="trms">market conditions under which homosexuality is accepted
="lsts lst1">•Joe Camel campaign ='lgc'>-='lgc'>-> Joe (from Joseph Old Testament) shortened in colloquial american usages to “Joe”, which by the 1930s began to designate anyone whose real name is unknown or connoted the “most typical” of any ="trms">category of person ='lgc'>[='lgc'>=/= dinosaurs='lgc'>] ='lgc'>+ camel='lgc'>: ="trms">beast of burden and of humility (Aesop's ="trms">fables) and as creatures of uncontrollable lust (from depiction by monks in medieval times to teach moral ="trms">fables to the public)

="large lg5" stl="font-size:127%"> performance of a textual sex change operation

(monotonality) monovisuality of the dominant visual message

logocentric='lgc'>: a transcendental signified to which the text refers
[...]