[...]flight from consumption*
}--✕--> Campbell's *speculative consumption*
what if consumption has something relational about it?
(we must become interested in consumption @apass, Pierre, Foad, constantvzw)
*non-correlationist marketing theory* [=/= correlationism: humans doing things in the world to inanimate objects to make immaterial effects happen ~-> access]

interobjective consumption

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

ask anyone to give a definition of ‘food’ --> ‘a source of fuel or energy for the body’ --> most people will give you the engineer's perspective of the world when they are asked =/= the marketers know that everything we buy has a deeper, emotional motivation behind it
innocuous purchase:
•pleasure-seeking
•status seeking
•identity-building benefit
•

ask anyone to give a definition of ‘clothes’ --> ‘textile materials that we use on our skin to provide protection from heat and cold’ =/= marketer will tell you that clothes are portals to different realities

*we don't buy bread --> we buy sustenance for the soul
*we don't buy lightbulbs --> we buy illumination
*we don't buy lipstick --> we buy dreams

****food is not fuel, but fashion****
that means:
•food is a psycho-social comfort blanket
•we use it to compete for status
•we use it to define boundaries between ‘us’ and ‘them’


obesogenic
obesity


‘superwicked’ problem (in social policy):
-those who are causing the problem are attempting to solve it [for example food marketing's power trying to solve obesity (~= putting Dracula in charge of the blood bank)]
-time is running out

(this is absolute bullshit -->) “we simply need more education to finally understand that X (for example junk food) is bad for us”


(Campbell:) fashion brands (with their 400% growth in the last 20 years) have intensified their campaign to change the perception of clothing: from a functional investment in practical shelter to a vital projection, extension and affirmation of one's very identity

(shift in manufacturing and delivering) *fast fashion* (spearheaded by the Italian design house Benetton, but perfected by fashion brands Zara, H&M and Forever 21) mimics luxury fashion trends at very low costs

increasing efficiencies in production ==> increasing inefficiencies in consumption

*psychological dissonance*: the uneasy feeling that your laptop, car, trainers or coffee machine is no longer ‘right’ [stimulated in two principal ways in marketing:]
-1- physical obsolescence (<== down-grading the quality of product)
-2- psychological obsolescence (<== acceleration of the ‘fashion cycle’: the social phenomenon whereby a design moves through bleeding edge to mainstream to despised mainstream)
-3- ***to make clothing (or any product) a vital prop that is needed to create authentic sense of who we are*** (<== protagonist: Chanel-clad Parisian on the rain-soaked cobbles of a Montmartre morning, the sweat-soaked Nikes of a determined athlete in an empty basketball court in the Bronx, etc. disseminated through Instagram, Pinterest and Tumblr. [--> this works together but in reverse in film industry the protagonists wearings and style are used to sell that specific identity who wears them])
}==> *every single person cares about the clothes they wear*
-4- *to re-categorize clothing* (perceptual categories are critical to marketers, for example tourism brands worked hard for decades to change the idea of a holiday abroad from the category of luxury to that of necessity, clothes have moved to the status of a coffee to grab and go) <== equivalencing: degraded quality of the garment allows a decrease in the price [==> powerful psychological effect compounded by the retailscape: shoes in are sold on rails like packets of sweets, T-shirts offered in basins at the check-out, etc.]

***advertising (images) = secular magic***
==inducing==> a powerful desire to indulge in the fantasy of being:
•a solitary and steely-gazed athlete
•a sophisticated and urbane Parisian girl
•

Campbell: “The moment that I say that fashion brands do not affect me is the very moment that they have”

pleasurable daydreaming innate to us all

marketing is often a practice of *breaking taboos* ==guarantees==> brand success

detergent, apparel, car or cosmetics brands ==produce==> the monolithic, repetitive idea of ‘clean flawlessness’ that infiltrates our value systems

clothes = portals to different realities

*enclothed cognition*: the influential way clothes change psychological mood, the way clothes allow us to take up certain social roles more authentically

Alessi: fashion is social (its Latin root ‘factio’: a group of people acting together) =/= Campbell: i use clothes (fashion) as a social grammar to communicate with these others

universal clothing in sci-fi is such a lie, because that would remove one of the primary ways in our culture that we have for expressing ourselves


we need to change the manifestation rather than deny the yearning }--> Campbell proposes: slow fashion, re-categorization of clothing back to investment in long-term, high-quality items

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

[title]
nonhuman rationality

(Meillassoux's) speculative realism ==> climate change = a new world (for which we do not have categories)

Meillassoux's concepts { nonhuman + rational --Campbell--> ontologically think about climate change =/= (despondency & passivity) equivocal status of climate change }==> bleak optimism: climate change has already happened + human civilization must learn how to die in a way that is a *creative and just foreclosure of the earth's organizational forms*


organization: an environment-making process
--> drawing of ‘general lines’ in the fabric of the whole ==constitute==> most basic mode of existence
--> making of some sort of cut in the universe to simultaneously create & order an inside from an outside [~ *bracket ‘a’ reality out from an undifferentiated plasmic whole* ~= framing]
==produce==> elements of a reality that can be controlled by human intervention

*how we frame climate change will determine the future of life on earth*
[--Sina--> that is why we need more curatorial skills: variational + organizational]


frame: strategic device, a mode of coping with the hugeness of reality (framing moves:)
1- bounding --> defining, separating, assimilating
2- stabilizing --> fixing, delimiting, controlling
3- bring into view --> empirical, technologies of representation, controlling

frame:
•useful models for viewing reality
•recursive lenses through which that phenomenon is measured and acted upon

climate change and new frames emerge side-by-side:
climate change as:
•externality
•superwicked problem
•anthropocene


**what if climate change is unframeable?** [<-- art is good at dealing with this]
climate change qualities:
•unboundedness: hard to separate what is climate change and what is not
•incalculability: intotalizable effects ==> emergencies and materialities that are beyond known forms of planning and organizing
•unthinkability: it escapes each time we try to capture it empirically, organizationally, psychologically

}--> *questions that have no logical or empirical answer ==> ontological* (they concern its ontology) ~ we do not see its fundamental being

end of empirical/logical = beginning of ontological (secular)
                                           =/=
end of empirical/logical =? beginning of eschatological (nonsecular)


}--Campbell--> **ontologization of climate change**
*climate change = the world we live in =/= a problem within the world*

[*]climate change: the absolute context that determines what is possible + what has replaced a previous world
(i find Meillassoux + Campbell argumentation more convincing than Morton's hyperobject)


climate change as “problem” (that can be framed), “thing”, “within the world” [=/= the world: generative context from where problems emerge ==> forms of organization without precedent] ==problem==>
1. epistemological assumptions (+ expectations + responses)
2. unable to encompass (the qualities of climate change)
3. misrecognition of climate change


speculative realist idea of world

[*]speculative realism: a strategy for thinking, organizing, solving at the *widest rational angle: a form of thinking and acting that is concerned with the fundamental structure of reality in its absolute and unconditioned form (=/= manifestations of phenomena) ==> to deliver metaphysical truths unto the world without deforming them with the forceps انبر جراحى of one's own epistemic apparatus
(as) ontological threat ==Campbell==> escalation and absolutization of ethics (*that is necessary to aithentically occupy it*)
@apass: constant investigation of one's epistemology (=/= ontology) in artistic research
--Sina--> the danger of ontologization...

**massively expansive vista of rationality** =/= disavowing rationality

(the old philosophical idea of) the absolute =/= equivocal status

bleak optimism: organizing without hope <== climate change has already happened
--> how to die : a creative form of foreclosure that unlocks a justice that cannot exist without realizing the ontological dimensions of climate change


frame: general organizing device ==>
•define problems
•diagnose causes
•suggest solutions
(their) argumentative strength ==influence==> organization

frame --> define climate change ==> produce climate change --through--> (the work of:)
•problem-identification
•claim-making
•attribution-laying
•boundary delineation
•counter-framing
•bridging
•amplification
•constructing identity-forming vocabularies and discourses
==> *alter an audience's ideological beliefs*

climate change literature has been dominated by economics, (geo)engineering, legal theory/policy studies ==> solutions (to climate change) --invoke--> markets, technologies, policies (with differing criteria about what constitutes legitimacy, authority, efficacy) }<--Campbell-- *before they get a solution, the phenomenon has already been scientized, politicized, mediatized, organized*

indigenous framing of climate change
drawing from indigenous cultures in the hope that a deeper emotional maturity might lead to a deep engagement with the environment which ultimately bestows life }--> framed as an existential threat ==> (question what it means to be) an ecologically interdependent species with moral agency @Chloe2

eschatological cliche --> “existentially significant activities are no longer possible ==> the loss of meaning” (=/= Cinderella)

[*]frame, framing: enfold audiences into an enclosure that is conceptually accessible

for example
•*ecological modernization* : a frame for climate change that seems to enclose the grreatest number of diverse stakeholders --- uses carbon as a way to engage diverse stakeholders, a centrifugal locus that is calculable, non-political, scientific ==> presents opportunities for innovation }--Campbell--> short-term strategy: a reification process that transforms climate change into “the carbon problem” ==> production of carbon markets that ironically serve as creative new modes of accumulation <-- reifies ecological maladaptation
•*catastrophic framing* of climate change --> backfires, moomerang effects, causing audiences to disbelieve the entire message
•*frame-bridging* --> when two issues ostensibly different are linked in complementariness in the same sphere as the concept in question (for example emphasizing the religious and moral dimensions of climate change ==> environment central to faith
•*emotional framing* --> we are suffering from a deficiency of *emotional knowledge* about climate change (=/= deficit of information) ==> locus of problem moves to the psychological affective realm ==> elevation of the problem to an existential threat or trauma --> (climate change becomes a factor in *identity formation*) we become more ecological in our cognition behaviour, affect
◦managers in organizations perform complex ‘affect-based’ work to translate the broader social emotions of climate change into the *local emotional landscape* ==establish==> new norms ==> alter the emotional salience of climate change (in the workplace) [<-- 26/06/2021 this has become the dominant framing in artistic research environments @apass, Pierre, Chloe2]

*(successful) frames: work through the integration of the phenomenon into a reality that is manageable* (=/= Campbell)
focus on the sustainability of discourses that are imaginable and thinkable and connectable with people's existing world =/= focus on the reality of the moving target


‘climate change’ politically more palatable مطبوع به ذائقه than ‘global warming’ in conservative circles

discursive evolution of climate change:
•1932 --> externality --> economics
•1960 --> wicked problem --> policy studies, public management
•1980 --> threat --> public media
•1988 --> global warming --> physical chemistry
•2000 --> contested debate --> science
•1968 --> tragedy of the commons --> ecological philosophy
◦collective action dilemma, common property dilemma, non-commitment =/= responsibility, transnational commons dilemma, historical versus new emitters, fossil fuel lobby and corporate power }--response-->{ develop techniques for more thorough understanding of ecological interdependencies, manage multi-stakeholder interests, unite common goals in public bad game, transnational issue-spanning, pragmatic incremental gains, address value-action gaps in individual consumption regimes
•1990 --> risk --> mathematics
•1990 --> war --> political economy
•1990 --> crisis --> science
•1990 --> catastrophe --> mathematics (used differently in public imaginary)
◦“dnd of days”, worst-case scenario, complete system collapse, extreme events, irreversible, non-calculative, non-gradual }--response-->{ use catastrophe framing to induce immediate action, fix temporal focus on visualization of the possible aftermath to prevent it Disrupt business-as-usual regimes, use urgency and fear to engage immediate action, emotional re-education, emergency planning
•2007 --> super wicked problem --> policy studies
◦time is running out, those who cause the problem are also seeking to provide a solution, the central authority needed to address it is weak or non-existent, current responses discount the future irrationally, psychological short-termism =/= long-termis }--response-->{ incentivize organizations, create path-dependent organizational interventions, progressive incremental trajectory, consensus-building, small coalitions
•2002 --> anthropocene --> geology
◦human-geological epoch (following holocene), new temporalities and spatialities, re-purposed as capitalocene, necrocene,, chthulucene etc. to incorporate political economy dimension of planetary terraforming, plantation, hyperobject }--response-->{ re-settlement of populations, adaption, repurposing the frame: capitalism to blame, not humans; capitalism surviving through exploitation


•negative externality --> should be internalized
•wicked problem --> climate change as threat
•emotional frame --> focus on values and morality
•debate frame --> balance-as-bias: dedicating half of the frame to counter-evidence of climate change --> fundamental paradox of collective action @Chloe2 --> tragedy of the commons @Nicolas
•risk framing --> forgrounding the endemic nature of the problem --> a logic of translatability : ‘risk خطر ==> commensurability توافق’
•war frame (turf wars of positions) --> a problem framing that rhetorically amplifies climate change --> logic of outsideness : ‘climate change = an enemy that is fought against’, (drawing from) emergency logic ==urge==> single-shot unified geotechnical solutions
•crisis frame --> emotional framing --leverage--> temporal logic : a climax point (peak oil, peak carbon, etc.) points to the narrowing window of opportunity to act -->
•catastrophic framing --> (using emotional language) locates the frame in the aftermath of a climate changed [<-- a popular public framing of the problem]
•super wicked problem --> temporal logic of time running out --pointing-->
◦irrational future disounting
◦lack of a central organizing authority
◦
•anthropocene --> temporal logic + pervasive spatiality ==> situating the category in deep time + planetary scale [<-- a frame used by organizations]


[*]problem: analytical techniques that lend themselves to core framing tasks[...]