[...]vestigation and theory --Campbell--> how it enframes the world

marketing history --> (delineated between) “material (raw) resources =/= immaterial (dynamic) resources”

resources-assets-capabilities

(in math)
operand: passive objects that are manipulated (3, 5)
operator: specific actions that act upon operands (+, x)

importance of the operand resource
-the relative role of operand resources began to shift in the late 20th century as humans began to realize that skills and knowledge were the most important types of resources

operand resource: (raw material and land) an act is performed on them =/= operant resource: (technologies, knowledge, skill) those employed to act on operand resources
}--> a conceptual separation with roots in Greek philosophy:
•Plato: “material embodiment = distraction to true knowledge”
•Descartes: privileging of mental life over physical matter
==> we inherit this style of philosophy (in the west) that values formal abstract objectless thinking as the standard canonical way of knowing the world

--> *information age*:
•endorses the pre-eminence of the immaterial and disembodies (mind, skill, mental life) over the material and embodied (brute matter, physicality)
•celebrate a *culture of demateriality*
•
=/= object oriented philosophy:
•Heidegger's theory of tool-being
•Latour's displacement of the human proposed by the actor-network theory
•Merleau-Ponty's sensual phenomenology
•

(continental philosophy + analytical philosophy in West -->) **philosophies of access** to the world : they assume that the human-world gap is the privileged site of all rigorous philosophy
interest in human access to objects [--> correlationism: if things exists, they do so only for us] =/=? interest in objects


(in marketing literature)
•operant resources:
human        sophisticated
cultural     strategic
active       dynamic
agentic      immaterial
specialized  intelligent
relational   primary
*infinite*
--link--> to notions of progrss and achievement in contemporary society

•operand resources:
inhuman     machine-like
basic       stuff
functional  physical
inanimate   raw
inert       less important
secondary   lesser
tangible    subordinate
*finite*


service-dominant logic {
•operant --> infinite --> human's skill
•operand --> finite --> world's material

service-dominant logic ==> a cut (“=/=”) --> operant resources will take these sluggish raw inherently secondary materials and act on them to whisk them into something valuable
--Barad--> every act of observation makes a “cut” in what is otherwise an indissolubly unauflösbare entangled natural-cultural universe : *every new way of observation cuts open new logics ==> undermines what is known + what can be known*


[*]operand resources: resources which require action to create benefit
--✕--> crucial scenarios where operand resources (forests, sea beds, topsoil) require the opposite of action (unused or underused) in order to create or maintain (their intrinsic) value

*value-in-use: somthing is assessed according to the use a consumer has for it

*value-in-underuse --> (tourism's) deserted beaches, unspoiled countryside, uninhabited ruins
for example brand management implicitly leverages the concept of *value-in-underuse*
brands are often valuable for the very fact that they are underused : when their use is confined to small communities, enabling them to maintain their cultural capital (exclusivity or authenticity)

*vlaue-in-context: value is conceived as something that is collectively co-created by multiple actors
for example in service-dominant logic an operant resource like *brand vlaue* is one which is externally-based and dynamically determined in the context (cannot be own by a single actor) --> *consumers might co-derive affective cognitive social value in creating the brand but economic value that accrues as a result belongs entirely to the brand's shareholders* [--> issue with fandom]
for example *affective value*: when vlaue lies in the general sentiment of a networked group of actors

(in marketing's theory of value creation) the *role of the consumer* in the value creation process is now explicitly recognized and articulated (incorporated) through compelling concepts such as cocreation, coproduction, *prosumerism* [an individual who both consumes & produces]
@apass collaborative environments

[consumer research]
recognizing the ways in which consumers and consumption are both productive and value-adding

Holbrook's topology of consumer value
value is active = when it entails physical or mental manipulation of an object
value is reactive = when things are done by a product to the consumer (objects act on consumers to create value)


xxxxxx

...................................

Hayles

(to take) a problem-based approach --> taking a problem and looking for solutions =/= investigating problematics (<-- humanities [and art])

what are the reward structures in artistic research? (the way a work is recognized and validated by the field)

postliteracy
the future of human & the future of writing are entwined
meaning = resistance
to be human = to resist techno-language

an informed scientific-literate and humanistically educated public ==> democracy

...................................

(mass media) cultural standing (and standard) of live performance
paradigm of televisual <--✕--> digital

(Auslander historicizing) liveness --> historical (=/= ontological)

ideology of authenticity (in live music)

at the level of cultural economy --> theatre (live performance) =/= mass media

...................................

[why is contemporary art so reluctant to describe our experience of digitized life? --Bishop-->] digital ~= code (inherently alien to human perception) --> a linguistic model

Guy Debord --> (*physical and the social were pitched against the virtual and the representational* ~ “subjective =/= technological” -->) social relations today are not mediated by monodirectional media imagery ==>
•favor intersubjective exchange and homespun activities (cooking, gardening, conversation) with the aim of reinforcing a social bond fragmented by spectacle
•desire for face-to-face relations against the disembodiment of the Internet
•retro-craftiness
•fiddly collages
•tapestries
--assert--> subjectivity (+ tactility) =/= impregnable surface of the screen

reformatting
transcoding
modulation of preexisting files --> selection strategy ~~> meaningful recontextualization (of existing artifacts)

paranoid will to connect what cannot be connected
subjective rationales
arbitrary systems (=/= established taxonomies)

vernacular forms of aggregation --> everyone with a personal computer today has become a de facto archivist (storing and filing thousands of documents, images, and music files, + porn)

analog in appearance + digital in structure

...................................

eschatos: furthest, last (in Greek)

theological anthropology --> the theory of the person


?how eschatological attitudes changed over time + how they hovered over human experience

millenarian expectation
?how year 1000 was perceived

•preoccupation with the time of Christ second coming
•natural and political disasters and upheavals --sign--> denouncement of sacred history


medieval = fear + passion (+ expectation) ==> eschatological imagination

escapology: significance of immanent (catastrophic) future history

calculations of the end
demand for reform
monastic analysis

discourse against an identifiable moment of apocalypse

•antichrist
•whore of Babylon
•angelic pope

unfolding end of history [humbling of the mighty] + justice for the inarticulate (oppressed) [exhalation of the meek]

apocalyptic speculation about the enclosed unclean people of Gog and Magog
[...]