[...]iscourses* ==produce==> reality effects at the level of body]
•Barthes's semiology =/= the idea that the author is the single and authoritative source of meaning


Derrida's list of concepts:
differance
retrait
revenant
dissemination
deconstruction
hymen
invagination
archiécriture
supplement
khora
pharmakon
scrypt
parergon
subjectile
}--> levers applying torque گشتاور and displacement in the textual machinery


deconstruction
==> counter-intuitive analyses
--> presupposes a detailed knowledge of construction (one must become intimate with the ways something is assembled) [=/= cart blanche for meaning]
--> (Jassem's style of) reading otherwise: passing the classical discipline (=/= abandon, jettison it) to explore what it omits, forgets, excludes, expels, marginalizes, dismisses, ignores, scorns, slights, takes too lightly, waves off, not serious enough

•anthropcentric truth: a truth that appears to human beings
•instrumental truth: a truth aimed at getting things done (making things work)
•teleological truth: a truth which closes debate and fastens meaning


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

***instances of visual control:
•uniforms
•packaging
•computer software packages
•brand logos
•buildings
•websites @apass
•management reports
•staff
•servicescapes [an environment where the first/primary perceived aspect is service]
•


harmful, deficient, deformed, secondary =/= superman, supergirl

logocentrism: letting the logic lead the letter --Campbell--> images are logocentric in that they create meaning by appealing to a central apparently undeconstructible system of authoritative truth (appealing to sources of transcendence outside of the image) [--> for example forensic architecture images =/= Derrida's *there is nothing outside of the text*]
•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 authoritative meaning


[title]
ruined coherent heritage


there is no escaping the enclosure of (logocentrism of western tradition of) metaphysics <-- we can critically engage it from within

bricolage
bricoleur --> one is participating in the intellectual heritage one is critiqing

death of man
•Barthes --> death of author
•Strauss --> structuralist approach to human nature
•Foucault --> history of the historical arbitrariness (of the human sciences)
•
}--> antihumanism (of Barthes and Foucault) suggests it might be possible to stand outside the humanist legacy (and analyse from a position outside) ==Derrida==> (escaping from human constitutes) a very human tendency that has been at work in the cultural and social imaginary since antiquity --> for example Foucault's archaeology: (to understand) *how reason determined madness in different eras by looking at how reason evolved historically* ==> puts the analyst outside the humanist legacy of reason ==restore==> the metaphysical illusion of mastery and control
=/= Derrida

(my problem with making alternative *archives, gardens, and maps* in art:)
•metaphysical complicity (with archive and garden) + critique we direct against complicity (with archive and garden) --> we cannot give up the “+" = 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 --> for example
[*]map: visual organization of the world --> quickly erase or black box the circumstances and history of their own construction ==> marshal vision into logocentric coherence --> act as reflection (=/= representation) of the world

radical cartography is now an established sub-discipline of geography (*maps are deconstructed to identify their logos*) @Sina's mimesis of 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 interfaces) --> images of technology


critical practice: producing a new knowledge of the text (==> explain the ideological necessity of its silence) =/= make a whisper audible, complete what the text leaves unsaid

other: other meanings of a text, other ways of seeing things

self/other --Derrida--> it only has meaning insofar as it differs from something else
•every concept has its opposite or its other (somehow marked within it)
•the good one can be designated only through the metaphor of the bad one #fable


deconstructing an image:
•looking at what the image includes and excludes
•detecting the social roles it creates
•examining the hierarchies that appear natural in the image
}<== **visual representation works as much through what is not shown as what is shown** (Hall), through feints and deceptions (Mitchel), through gaps and silences (Joy + Venkatesh), through stated and unstated (Stern), through the not seen or said (Rose)


reading: detailed and specific examination (of a piece of text) = لاروب dredging machine --> disturb the text (dissecting patiently and minutely the narrative, structure, syntax, figuration, images, metaphors, metonyms استعمال لفظ در معنای غیرحقیقی majaz) ==(draw out)==> complexities, ambiguities, aporias, ironies, taken-for-grantedness, just-is-ness
--imply--> a critique of objectivity
{revelation = disturbance}-->{alternative meaning = site of simultaneous deconstruction}

dynamics of reading (close reading)
1. working of a text hides itselg (images of soap powder, children's science homework, computer chips, etc.)
2. rigorous inspection of the text
3. text is not immune to interpretation (~ text reconfigures itself according to the touch of history, personality, method, intention, politics, culture of any given interpretation =/= closed space)

*reading = producing meaning* =/= reflecting


•Toyota's advertisement --> an image of gay family life --> the image converges on a notion of multicultural pansexual divergence --> market conditions under which homosexuality is accepted
•Joe Camel campaign --> 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 category of person [=/= dinosaurs] + camel: beast of burden and of humility (Aesop's fables) and as creatures of uncontrollable lust (from depiction by monks in medieval times to teach moral fables to the public)

performance of a textual sex change operation

(monotonality) monovisuality of the dominant visual message

logocentric: a transcendental signified to which the text refers


Plato's powerful attack on writing as “dead speech”: Socrates and Phaedrus walk in the countryside. Socrates recounts to him a myth about the origin of writing: the king Thamus is presented with a present from his son Theus; the gift of writing. Theus tells his father that the gift will make his people wise as it will improve their memory --✕--> Derrida shows that in the same argument Socrates goes on to describe speech as another sort of writing; he actually uses a writing metaphor to describe the “true nature” of speech “not merely as a knowing, living, animate discourse, but as an inscription of truth in the soul”


deconstruction =/= re-interpretation
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