[...]="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

="large lg2" stl="font-size:110%"> 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


='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

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)


="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)

performance of a textual sex change operation

(monotonality) monovisuality of the dominant visual message

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


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


deconstruction ='lgc'>=/= re-="trms">interpretation
     |                    |
impossible ='lgc'>+          providing a
plausible ="trms">story       ="trms">different ="trms">story


deconstructive ="trms"nttrm="already,spread">reading (idio="trms">syncratic to the text) ='lgc'>==offer='lgc'>='lgc'>==> multiple ='and'>& contradictory potential meanings to the text


="ppl">Derridean approach to meaning making='lgc'>:
="lsts lst1">•cricular
="lsts lst1">•paradoxical
='lgc'>='lgc'>~= it requires us to ='strcls'>*deconstruct the deconstruction='strcls'>* ='lgc'>='lgc'>--> ='strcls'>*work against meaning and ="trms">interpretation='strcls'>*


name of man='lgc'>: (the name of that being who throughout the entire ="trms">history has dreamed of full ="trms">presence='lgc'> = the reassuring foundation, the o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin ='lgc'>=/= play)

='lgc'>[my ="trms">fable workshop was about this ='lgc'>='lgc'>-->='lgc'>] ="ppl">Derridean deconstruction of images ='lgc'>='lgc'>-->
="lsts lst1">•drawing attention to the way image constructs itself in order to implicitly re="trms">present a single ="trms">history (='lgc'>=/= seeking to tell the truth about what X means)
="lsts lst1">•keeping alive the contra="trms">dictions within it (='lgc'>=/= solutionizing)


="large lg3" stl="font-size:111%"> (='qstn'>?how to deconstruct ='lgc'>[iamges of='lgc'>]) nano="trms">technology='lgc'>: practice of manipulating all types of living and non-living ="trms">matter at its atomic level
="lsts lst1">•corporations portraying nano="trms">technology as a ="trms">positive and legitimate force (='lgc'>+ visually close down the possible meanings of its products)='lgc'> = Iron Man
="lsts lst1">•nanospace='lgc'>: planetary bodies afloat in the darkenss of ="trms">intergalactic space
="lsts lst1">•fantastical un="trms">serious endeavour


(='lgc'>[what is='qstn'>?='lgc'>] my problem with) message شعاری


="large lg4" stl="font-size:112%"> ='strcls'>**advertisement ='lgc'>='lgc'>==> confuse ="trms">agency ='and'>& ownership='strcls'>**

the fantastic is rescued by the human (face)

(in advertisement ='lgc'>='lgc'>-->) ='strcls'>**the ways in which knowl="trms"nttrm="knowledge,Knowledge">edge ='and'>& reality are marshalled into collective visual con="trms">sensus='strcls'>**


visual deconstruction ='lgc'>='lgc'>--> ="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigor towards the idio="trms">syncrasy and singularity of any text

="large lg5" stl="font-size:131%">
restricted economy of the text ='lgc'>='lgc'>==> particular meaning ='lgc'>=/= ="ppl">Derrida='lgc'>: moveing from a restricted ='lgc'>--to='lgc'>='lgc'>--> general economy of the text

="display:block;white-space:nowrap;margin-bottom:-1em;overflow:hidden;">...................................

="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphysics='lgc'>: enterprise of returning (strategically, ideally) to an o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin (a ="trms">priority) thought to be simple, intact, normal, pure, standard, self-identical ='lgc'>[='lgc'>=/= to think in terms of derivation, complication, deterioration, accident='lgc'>]
[...]