[...]rms
•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
     |                    |
impossible +          providing a
plausible story       different story


deconstructive reading (idiosyncratic to the text) ==offer==> multiple & contradictory potential meanings to the text


Derridean approach to meaning making:
•cricular
•paradoxical
~= it requires us to *deconstruct the deconstruction* --> *work against meaning and interpretation*


name of man: (the name of that being who throughout the entire history has dreamed of full presence = the reassuring foundation, the origin =/= play)

[my fable workshop was about this -->] Derridean deconstruction of images -->
•drawing attention to the way image constructs itself in order to implicitly represent a single history (=/= seeking to tell the truth about what X means)
•keeping alive the contradictions within it (=/= solutionizing)


(?how to deconstruct [iamges of]) nanotechnology: practice of manipulating all types of living and non-living matter at its atomic level
•corporations portraying nanotechnology as a positive and legitimate force (+ visually close down the possible meanings of its products) = Iron Man
•nanospace: planetary bodies afloat in the darkenss of intergalactic space
•fantastical unserious endeavour


([what is?] my problem with) message شعاری


**advertisement ==> confuse agency & ownership**

the fantastic is rescued by the human (face)

(in advertisement -->) **the ways in which knowledge & reality are marshalled into collective visual consensus**


visual deconstruction --> rigor towards the idiosyncrasy and singularity of any text


restricted economy of the text ==> particular meaning =/= Derrida: moveing from a restricted --to--> general economy of the text

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metaphysics: enterprise of returning (strategically, ideally) to an origin (a priority) thought to be simple, [...]