[...]r /> 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 of “what, who, why, when, where” of a particular issue (<-- ‘research problem’ is a foundation of this technique)

define boundaries of climate change --to-->
•focus on who is responsible
•ask why is it happening
•identify when is it happening
•locate where

(Campbell's) meta-observation ==> more each field discovers about climate change ==> category expansion (the more it seems to grow in scale)

*what Campbell finds in the discursive evolution of climate change*: a manifestation of (what the philosophical movement known as speculative realism criticizes as) [*]correlationism: we only ever have access to the correlation between thinking & being, a means to temper the real, to constrain it such that is becomes thinkable to human categories (yoke thinking & being together : we cannot think the unthought without relating it to existing correlates) }--Meillassoux--> never able to get out of the relation being thought and being to distinguish between an object & properties belonging to the subjective access to the object --> bad idea of epistemology ==> recuperates climate change within categories that make it seam manageable =/= (Campbell claiming) *climage change : ontological world* ==> it is everywhere and nowhere, present at all levels and yet absent as a distinct “thing” we can point to


Meillassoux --> how difficult it is to think anything without in some way introducing a qualification that one cannot know it without rendering it “for-us” though our framing = *it cannot be known absolutely*

(problem of access:) anti-realism within continental tradition of philosophy ==> the idea that reality is inaccessible in-itself =/= Meillassoux's attempt to ***fuse reality with speculation in a logical manner***

to deploy speculative leap to defuse the problem of access --> *weird realism* to avoid the paths of analytic thought, positivism, scientism (~?!=> religion, faith, conspiracy theory, paranoia, ,,)

correlationism ==> despite repeatedly showing that it creates massive sudden fluctuating geologic singularities, climate change is still folded back into known organizational coordinates
}--> *interactional openness* (+ temporal boundedness) (@apass) ==> negotiation complexity, high technical policy instrument, multiplication of actors,  multiplication of negotiation tracks
}==> *solutions shift from a field-endogenous catalyst of institutional change --to--> a mechanism of field maintenance*
}--Campbell--> framing of climate change ==dictate==> the organizational structure to address it ==> misrecognize what it is
=/= ***a world [=/= a problem] ==generates==> problems (that no current organizational form can address)***


correlationism (--> prevailing belief that human reason cannot attain certainty in metaphysical, religious, moral matters) ==Meillassoux==> fear of dogma/absolute (deep-seated desire to be non-dogmatic) ==> *knowledge becomes a matter of belief* ==>{ reason undergoes a process of religionizing : ‘reason = a means to buttress claims based on faith’ =/= aiming to capture absolute knowledge itself, condemning irrational claims upon it }==> ***discourage hierarchies of reason (always to slightly disblieve waht we believe) [<-- happens in apass!]


speculative realism ==>
1. *organizational research* (@Chloe2) in the future must be deidicated to finding the right categories to account for a new worl (and not for a superwicked problem)
2. enables us to approach climate change from the *widest rational angle*
3. (‘climate change = world’ ==>) we can begin to theorize the escalation and absolutization of ethics that is necessary to authentically occupy it --Campbell--> bleak optimism: acceptance of ecological collapse + begin the necessary work to organize within the new world of climate change (@Inga)


dialectical process of critique and reassessment <-- absorbed by organizations
•strategic agenda
•framed as an opportunity
•how climate change is always conceived as something “outside” that needs to be internalized by the organization


(Campbell thinking with Meillassoux) laws of nature changing (~ *forms of emergence without precedent* [three cases/advents --> *radical discontinuities rupture the fabric of what has come before*]):
**world of material =/= world of life =/= world of thought**
1. matter: reducible to what can be theorized in physico-mathematical terms
2. life: (understood more specifically as a set of terms:) affections, sensations, qualitative perceptions, etc. (--> cannot be reduced to material processes)
3. thought: understood as a capacity to arrive at the ‘intelligible content’ bearers of eternity (--> cannot be reduced to life processes)
}--> ****n the transition from non-life to life : the laws of biological life were not contained in the pre-life world --> they emerged ex nihilo (they were not immanent in [nor emerged from] the previous laws)****
--> (Meillassoux:) reality can generate advents on its own =/= the idea of vitalism: the idea that reality contains a hidden organization guided by transcendent intervention


to think of an ontological core for climate change where it is regarded as a world (in the Meillassouxian sense) --> situate climate change as a discontinuity --> *new world will create novelty in organization that exceeds thinkability today*

(from the position of speculative realism) what is important is (the “=/=” of) ‘holocene =/= anthropocene’ (and not the anthropocene)
•what did the world look like at the beginning of holocene?
holocene ==created==> epistemological categories that lasted thousands of years and became the most fundamental modes through which we understand & organize:
◦birth of language
◦birth of religion
◦concept of resources
◦concept of exchange
◦concept of exchange
◦invention of all known technology
◦development of agriculture
◦domestication
◦urbanization
==(by this metric)==> ‘climate change = world’ marks the end of organization as we can think it 😱


(let's widen rationality rather than abandoning it)

speculative realism --Campbell--> (a strategy for thinking at the) widest rational angle

example of speculative realism --> Meillassoux's spectral dilemma: [theist] resurrection of the dead (to provide justice for unjust deaths) + [atheist] inexistence of God (to absolve God of past injustices ~ meaningless deaths) ==> it is possible that God might emerge in the future --> complete justice has an ontological & real basis }-->
•the possibility of living according to *absolutizating thoughts* (one of Meillassoux's main tactics is to raise the stakes extremely high to show that *ethical commitments are either absolute or not* [--Campbell--> to speak in absolutizating ways about climate change]) (=/= focus on rthical dilemmas as epistemological conundrums and escalation of ethics to the status of a universal absence of justice ==> despondency + cynicism)

(the problem of) critical philosophy wants to avoid dogmatism, but it also incubates dogmatism because in abandoning any ratinoal access to the absolute (they want to be devoid of the slightest pretension to rationality) it renders this space accessible only by dogmatic faith and irrationality
--> (an unintentional and undesirable by-product of healthy scientific scepticism:) the mild sensible scepticism we hold towards “reality” cab be exlpoited to undermine any and all belief in it : climate change ==> logic schism =/= object of/for knowledge (both sceptics and believers use knowledge to deepen their differing positions =/= to elucidate the situation) [---> go to Tsing's coalescence]


correlationism ==activate==> a deeply seeted belief that *we are a necessary part of reality* (a permanent fixture), even when we know rationally that we have not always been
=/= (more ontologically authentic) non-correlationist perspective --> we are a moment in time
--> speculative realism: تدارکی preparatory device, an attitude engine, a strategic lens (to see ‘climate change = world’):
1. climate change has already happened
2. climate change marks the end of human civilization
}--> how do we adjust?

The greatest challenge we face is a philosophical one: *understanding that this civilization is already dead*. The sooner we confront our situation and realize that there is nothing we can do to *save* ourselves, the sooner we can get down to the difficult task of *adapting*, with mortal humility, to our new reality. [=/= declare urgency]
-Scranton

hope =/= optimism
  |(?)       |(?)
saving =/= adopting
(the world) (to the world)


!!!☠️
[bleak mood]
(climate change -->) multi-leveled death:
•loss of a civilization
•irreversible death of difference (biodiversity)
•ultimate limit of the human project
•
=/= (modernity -->) secret belief that this civilization will last forever

(what could be opportunities for) **creative foreclosure** of the old world --> space for optimism ♥
--> ****preparing for an end without apocalypse**** [= foreclosure, @Goda and Sina dictionaryofapocalypse.com] ([curatorial?] organizing for the end of the world that is an escalated absolutizing commitment to divest justly) --> ****organizing without hope*** [=/=? death drive]

(we need دورویی) two-faced {<-- I think artists from Iran and former Soviet Union countries with *double consciousness* تجربه چندگانگی تجربه دوگانگی are good at *hopeless optimism* خوش بین ناامید}
1. acknowledge the unbounded unthinkabile incalculable nature of this new reality
2. a chance to experiment with organizational forms of justice, ethics, politics, reason (that are without precedent)


{(examining growing boundaries of) climate change ==> increasing category expansion ==> epistemologies cannot encompass climage change reality}--Campbell--> (we are) afforded a chance to ontologize it

speculative realism: a mode of commitment to a non-correlated reality --Campbell--> an organizational strategy ==> a mood --> bleak optimism


unthinkability: refusal to let framing occur

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

how mythology is being used in consumer research
[...]
[Tillotson and Martin offering various myth typologies to support theorists in evaluation of myth theories and appropriate integration of theoretical advancements in the field of consumer culture theory:] --> how consumer researchers have sailed though every discipline--from psychology, sociology, anthropology and cultural studies, to literary criticism, history and political economy...
myth has been understood in consumer research from five perspective:
•symbolic
•functionalist
•semiotic
•structuralist
•critical theory
•monomythic


Weber{ modern bureaucratization and intellectualization ==> disenchantment of the world }--> modern experience = rationalization and mythological mysticism ==> marketplace, *no institution has been more willing and able to respond to this (Weberian) desire for enchantment than the modern marketplace* ~=> ***normative preference for enchantment = consumption***
--problem--> *the market remains firmly in charge of myth of consumption, its rewards and its consequences* : marketplace mythology has increasingly become an all-encompassing construct of assorted descriptions and theoretical advancements including the sacred, extraordinary, symbolic and transcendental

myth: a way of organizing perceptions of realities


consumer culture theory

{[Mead & Blumer's] symbolic perspective of myth: how symbols are adorned with meaning and that affect social interaction --> symbolic myth research: verbal/nonverbal forms of communication, with an emphasis on how people behave in day-to-day circumstances in the context of socio-historical structure and ideological of their environment ==> “mythology = narrative” }=/= Joseph Campbell: “interaction with the symbolic ==> mythology”

•Freud's use of mythic stories as metaphors in psychoanalysis ==> (early) symbolic perspective
•Jung's archetype: embodiment beliefs/images ==collectively==> myth and religion }==> “mythology = extension of the collective unconscious into society”
•Blumer's social life: construction built up by the actor (=/= relationship of structures directing human life); ability to act toward oneself, ability to internally define themselves as objects [self with goal] as the symbols of their own actions
--McAdams--> personal myth: narrative storyline as a means to organize meaning in their lives --in--> context <==forms== historical, religious and state-influenced belief systems, culturally specific themes and ideology
}--> identity and society --responsible-for--> life story --negotiated--> personal myth as interpretive strategy
}==> concepts of ‘consumption’ and ‘identity’ in consumer culture theory

identity work =/= personal myth
[Velliquette + Murray + Creyer:] example of tattoo culture: private and public burrs physically with the attachment of personal meaning to physical marking of the skin and symbolically through the personal stories attached to public brands --> *individuals attach meaning to consumption* <== negotiating the cultural tensions <==throu== perception of self contrasted with the influence of institutional structures (race, class, gender, age) and ideological pressure }==> “meaning = dialectic of object and consumer”

•(Jung's archetype ==>) Joseph Campbell's monomyth: universally applicable narrative of mythology (like in Hollywood films about the hero's rites of passage --> experience of life in accordance with the phenomena of time)
myths/dreams find expression in symbolic form --> “participating in ritual == engaging myth”
}--> **consumer research as hero's journey** : Consumer Behavior Odyssey's travelling across America in a motorhome to learn about self, the world, and other people [@Jassme and Mia] --> transcendental knowledge of the American consumer ==> academic literature
(consumer Odyssey found that) ‘the journey’ holds a sacred status that transforms knowledge generation into new mythological epistemologies and opens up new doors to understanding (of consumption)
&
‘extraordinary experiences as rites of passage’ [--example: white water river rafting --> (emergent themes of) personal growth, communitas harmony with nature translated to other consumer experiences]

‘rites of passage’ [~= ‘monomyth']:
•separation [~= departure]
•transition [~= initiation]
•reintegration [~= return]

(river rafting ~=) ritual ~= enactment of myth

}--(Arnould & Price)--> narrative of service embodies the initiation of the journey
‘extraordinary experience' = event & *enchanted temporal period*

liminality: the threshold of a ritual where ambiguity and disorientation occurs before the ritual has been completed [Van Gennep, Turner]

[Dobscha and Foxman:] how a joyous activity is actually stressful and invokes *transcendent experiences of a mythic journey* --> ‘call to adventure’ in a chaotic retail setting rife with conflict [~= buying (the quintessential perfect) wedding dress at Filene]

consumers engage and overcome conflicts (by enacting power, achievement, and mastery ~ mythic agency) and cross the mythic threshold ==> transform consumption process into extraordinary event


Saussure's “words considered as signifiers to signs where meaning is held” & meaning is dependent on difference (and not on concepts outside language) --structuralism--> “myth = a form of speech that exists before ideas”
==> Strauss: [speech and remembrance ==>] pre-literary societies produce images and narratives that resembled nature and the meaning of the mind --> mythic narrative = embodied resolution of contradiction [=/= archives of achievements]
--Doja--> mythic structures: generalizable forms (common in all types of societies and universal categories of the human mind) ~ “collective structures ==> superstructures = myth”
Strauss: “myths operate in men's minds without their being aware of the fact”
[for example Mauss's gift: obligation of reciprocation = power-relationship creating a binary of giver and receiver ==reciprocity==> synthesis of the gift]

•Geertz's ‘thick description’ (--> an antidote, symbolic anthropology =/= technocratic, mechanistic means of understanding cultures and settings, exercise of bridging perceived binary oppositions and creating triadic arrays of meaning)
•Derrida's random movement of signifiers (=/= origin as a transcendental anchor to build signification, Strauss's concept of the exemplar model)

Saussure ==>
•Barthes: “myth = manifestation of ideological tendencies of cultures” --> distorts history, depoliticizes speech ==> “language of the bourgeoisie becomes the myth of universal truths, obscuring the power relations and blocking the perspective of power between class, race, gender and other marginalized people” --> perpetuate existing social conditions
=/= Peirce: systems of signification create discourses (~ practices create the meaning behind an individual's interaction with a sign)
}--> ‘advertisers and marketers use signs and symbols to create meaning surrounding their brands. consumers interpret these signs and symbols in different ways’

‘perspective theory’
naturalization of ideological assumptions and how consumers problematize those assumptions in creating individual identity (shared identity and symbolic significance through consumer narratives)
[Thompson and Haytko]

problematization --highlight--> ideological subtexts --formulate--> binary opposition --naturalization--> constructed consumption meaning

four major imaginaries within stock shows:
1. ‘symbolic freedom and independence of rancher life =/= commercial ranching’ ==> mythically relieve anxiety
2. ‘ove and respect for nature =/= need for food and control over nature’
3. ‘community =/= competitive realities of ranching life’
4. mythologising ‘family unification =/= male domination and female subordination’

[symbolic perspective of mythology ==>] “narrative performance = ideology --> allowing people to act without logic, facts or values through illusion or myth” --> mythology: a storyline crafted by the process of individuals’ incorporation of symbolic resources provided through the marketplace, which then must be negotiated between the cultural contradictions and sphere of the dominant and public viewpoints


functionalism: each part of society is dependent on other parts of society ==> social cohesion
~ “whatever is happening in society is what is supposed to happen” --> “myth: a collective representation that empowers and supports social solidarity”
•Durkheim: “knowledge is socially constructed and the world exists through collected representations”
“personal desire =/= community obligation ==> mythology”

•Eliade: “myth = an account of a creation,” of that which ‘really’ happened --> religion

}--(Belk, Wallendorf, Sherry)--> sacred and profane consumption
•sacred consumption inherent in material objects that embody myth helps to develop social cohesion.
sonsumers resist commodification of cultural resources that in Eliade's view are the embodiment of myth
*consumers’ sacred creation*
[example: temporary consumption community Burning Man: synthesis of community and markets through the exchange of goods and creative acts of art and performance --> community narratives embodying mythological creativity as art and performance ‘construct a temporary cohesiveness']
functionalist perspective of social cohesion: “consumption = means of consumer conformity to culture” --> (cohesion perspective:) ***a positive feeling through the appropriation of creative agency and resistance to challenge the unreflexive consumption at the heart of the marketplace myth***

Barthes ==>
•critical theory: “myth = naturalising socially constructed and historical discourse” ~ dominant societal actors oppress subordinates by normalising markers of segregation and subordination --> the concern is to take the side of the oppressed's language and *emancipation*[= demythologising (dominant ideology)] <== Marx's ‘false consciousness’ (for example capitalist ideology conceals and naturalizes managerial power and implicit subordination of workers) --> either side of a power duality can become valorised
•Hegel: “mythology = ideology aesthetically expressed for easy adoption by society” --> “ideology = an imaginary map”; political breakdowns ==> ideologies become apparent (independent of mythology)
-(Murray and Ozanne:) meanings people attribute to social structures change more slowly than the structures themselves --> reality[= the meanings given to social structure and the objective structures] is contradictory <== *inconsistency between subject and object* (~ societies both create reality and are shaped by it)
}--> consumers as the oppressed class in postindustrial society
Thompson: natural health myth (based on ‘cultural creatives’: dominant consumer segment of natural medicine):
•*romantic ideology derived from technologies’ ill effects on humanity and nature --> nature is mythologized as a state of harmony, science and technology as forbidden knowledge
•*gnostic myth emerged from a desire of consumers to bridge technology and spirituality --> “the immune system is metaphorically rendered as a mysterious immaterial force, constituted by intricate mind-body connections and ephemeral energistic forces, which can be brought to practical ends through quasi-magical practices of holistic healing” [Thompson 2004]
}--> advertisers exploit these tensions as conflicting ideologies converge with reality
brand ==> a point of difference + oppositional meanings --> [for example the attraction of the coffee shops that don't personify the Starbucks hegemony ~] anti-hegemonic consumers hold strong preferences for decor that symbolises the counter-culture

(Thompson + Barthes ==> Kristensen, Boye, Askegaard:) how communities develop conceptualizations of right and wrong
*moral systems are inherently ideological* in order to emancipate consumers from these forces critical reflection must occur***
@constant and apass: ***consumers don't escape the market per se but instead reshape collective identity through counter-mythology***
(for example) hipster consumer's attempt to demythologize a consumption ideology in order to protect themselves from mainstream consumers or ‘followers’ (when followers encroach on inside values:) consumers demythologize their consumption practices ==allowing==> new avenues of consumption to occur in an emancipated state

(critical theorists:) **market = arena of domination and power struggle**
==> consumerism can be enslaving and manipulative mythology crafted by the ruling class, can be overcome through resistance and demythologizing ==> ***emancipation = (a form of) new consumption arenas (that hold a favourable power dynamic for consumers)***

mythology --> consumer resistance, emancipation and identity projects

neoliberalism:
•community-based meaning of goods
•individuals (able of) attaching meaning to objects in their own self-expressive way

mythology research: shifted from ‘myth as organizational cohesion’ to ‘understanding agency and emancipatory consumption practices in oppressive situations’

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

with Ereshefsky
how to do scientific metaphysics?
•conduct piecewise and local metaphysics (not universalist metaphysics, not science fiction)
•balance naturalism and normativity
◦naturalism --> learn about different scientific practices that have different aims
◦normativity --> evaluate how well those practices achieve those (epistemic and pragmatic) aims
•


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

filial piety --> family formation + consumption behaviours (in Asian context)
(public policymakers and) social marketers addressing family dissatisfaction

understanding family identity has important implications for consumption --western-->
•how meal consumption helps to maintain family bonds
•how home-made meals are useful in constructing and communicating family identity (@apass, Leo, Sarah, food-ing, ‘formulations of family identity ~=!? collective’)
•how families preserve identity through the transfer of inalienable possessions
•how families navigate complex consumption choices such as involving parenthood
•


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

(Campbell + Saren -->) [*]posthumanism: an aesthetic (not just an epistemology) that blends:
1. the primitive
2. technology
3. horror

[*]metamorphosis: (an engine that encourages the viewer) to recognize life not as being, but as perpetual becoming =/= (liberatory promises of) ‘flow’

(each articulating opposing fantasies of posthumanism:)
morphing =/= mutating

primal technology

proto-atavism نياکان گرايى --> ***multiple paradigms of life exist on the peripheries of humanist life***

Campbell --> a posthuman biology (an ethical imperative that in a technological age, that life is not just life)


Golem --> perennial horror in western imagination
Jewish psalms of the 6th century
formation of life (golmi: unformed limb) <==emanate== mother's womb & nonhuman earth itself
--exemplifies--> how *western humanist versions of technology tend to create a master-servant dialectic* (master-slave) and anything that threatens this divide invokes horror
(roots embedded in the Romantic tradition:)
•“frankenfood” (mash up original and unexpected food combinations, genetically modified crops)
•genetic engineering technologies
•“revenge of nature”
•“nature out of control” leitmotif
•
*since antiquity (in the west) technology has been simultaneously imbued with magic and rationality, evil and redemption, trickery and transparency [---> go to Baxstrom + Meyers Realizing The Witch]

Descartes: the philosopher who provided the western imagination with the most enduring model of the human --> preoccupation with mechanism as something that pervaded machines, bodies and animals but never the non-material, spiritual realm of the mind

*eschatological significance attached to technology*
schizoid stance, alternating between the technophobic and the technophilic (--> expressed in avant-garde): Dadaism, Futurism, Cubism, constructivism)
•technocs aestheticized and fetishized: world expos such as the Crystal Palace, garden cities, the cite industrielle, Citta Nuova, the Werknund, etc.
•military machinery of first world war which alienated human life while at the same time making the human inhuman

*technology as revold*
imagined as rebellious and repellent
(human civilization) haunted by the temptation of a reverse evolution which coexists in it with the potential for progress
--> *techno-anxiety: potential infallibility of the technological

(teratology, wider context of studies on monsters)
logic of contemporary technoculture --trope-->
•primitive
•technology
•horror


(Campbell drawing from a larger) intertextual repertoire consisting of advertising, film, and other images in visual culture
--> aesthetic conflation of the primitive, technology, and horror points to three new concepts:
•metamorphing: {<<--** exactly my problem with Manning's process philosophy}
◦(a logic of) ***identity as constant becoming***
◦***emphasis on flow*** (as a necessary way to understand process)
•primal technology =/= (humanist and pervasive) concept of technology as modern, progressive, clean, nonalive
•proto-atavism: evolutionary traits from the future can exist in the present (=/= atavism: evolutionary traits from the past can exist in the present) []
==> type of posthuman biology conception of life

(let's have atavism instead of activism)

Campbell --> *critique the almost universal celebration of flow in contemporary philosophical thought* {<-- yes yes! thank you! ♥}


primitive: a site of primordial simplicity ~= originary unity }<== history of technology <--(told from a western lens)-- gradual progression and sophistication of the technical (for example Black Panther film)
-the presence or absence of specific technologies has often been read as a marker of cultural ‘backwardness’ <== “technology = something that comes from the West (rich-world technologies) and does something to other people in other places such as the “third world” (a well-intentioned framework that denies both agency and contemporaneity to the ‘other’ --> for example Eliasson's Little Sun)

technological progress is not a force unique to modern ‘civilized’ society; it is intimately bound with art and antiquity
•Heidegger (seeks the origin of technology in ancient Greece) --> technology referred to the ways in which realities are brought into the world, a mode of unconcealing reality (hervorbringen) [=/= mere means or instrument]
+ every unconcealment of reality is also by necessity a concealment of another reality
*poiesis: bring hither out of concealment forth into unconcealment* --> techne = tech + art

paleolithic hunters (so-called primitive societies) have been shown to have been affluent and technologically advanced

technological primitivism, as aesthetic in subcultures of high-technology, incorporating into their philosophies icons of: shamanism, esotericism, hermeticism, the occult, mythology
=/= my ajayeb.net


horror in commercial images (Campbell's investigation =/= fear appeals that act to discourage or warn)
horror (like primitive) is a historically specific form =/= an eternal constant (~ whay is horrific today might be completely unhorrific tomorrow --> for example ajayeb's horror)
horror = science fiction + primitivism

liberatory/avant-garde horror
female-as-victim
female-as-horror
--> apparatus of phallogocentrism
--Campbell--> *horror works to produce figures that contain within them an overflow of contradictory signs*


20th century high-tech machines induce horror : depiction of *technology out of control* inducing horror in the humanist consciousness (for example Black Mirror TV series)
(both primitive & technical) borderline figures of contemporary culture: replicants, androgynes, zombies, androids, posthumans, avatars, clones, undead
}--> *almost-not-quite ontologies* <-- displacing the unitary subject of classical humanism <== {new processes and quasi objects} <==create== ***{globalization, questions of history, social change, political movements, collapse of communism, fundamentalism, feminism, post-communist nationalism, global immigration flows, transnational projects such as human genome, digital human}***

•mothers
•machine: the scientific, political and discursive field of technology
•monster: emblematizes the history and philosophy of the biological sciences + their relation to difference and different bodies

enlightenment ==> a comprehensive philosophical and scientific discourse of positioning “people of color, native australians, females, slaves (+ scaipods, cynocephali, tailed men, giants) = nearly-human =/=liberal human subject (white male)
-in the interstices between humans and apes, there was plenty of space to locate speculative or imaginary creatures: *similititudines huminis* (beast-men, monsters with human resemblances, degeneracy)


posthuman
•celebratory declaration of the end of humanity as we know it
•heralding an era of:
◦human being will be superseded by technical being (+ ironically promissing to vouchsafe human being for eternity)
◦(liberatory seeks to) displace the arrogance of the human (as the ultimate and sole authorities of meaning)
•replete with ideological positions (ranging from horrific to hopeful)
•concerned with deconstruting the human as an ancient concept [~?~> dissatisfied and alienated by nature]

ectogenetic foetus (growth of an organism in an artificial environment)
surrogate mother جایگزین
pregnant man {in the fear-fantasy of miscegenation

(crossing:)
animal
  human
inanimate
   technologies
    }==> horror (accompanying the posthuman)



[title]
monstrous logic of ajayeb

monstrous =/= neat categories

teratology
in a wider context of studies of monsters
written texts (not only physical manifestations) ~ defy canonical categories

[*]gothic: (not only a genre,) any type of text that makes coherent interpretation fail*** <== text suffers from an overload of contradictory meanings which make it literally fall apart at the seams


(Derrida:) monster: *species of the nonspecies* = as-yet unnameable which is proclaiming itself --> make people turn their eyes away
-the figure of the monster embodies a means of thinking otherwise
-event of the Derridean text signalling a rupture with the discourses in which it is gestated
--Campbell--> both Derrida and Darwin were engaged in the *practice of revealing monstrosity to the world*


***contemporary Iran = postmodern gothic***
آخوند‎ akhoond: social imaginary of post-industrial society producing teratological monstrous formations <== their technological character transgresses conventions of taxonomical description --Braidotti--> cyber-teratological (fascinatino with grotesque + technological)
-what are the non-unitary subjectivities in Tehran today? (monster = horror + marvel)

monster =/= demonstrate, de-monstrate <-- vision + monstrosity
*monster: sites of otherworldliness* --used--> teratoscopy

1- Greek and Roman --> race of monsters: ethnic entity horrific & fantastic
2- baroque and enlightenment --> began to produce a scientific, wondrous, fantastic, rare, entertaining --(such as: madmen and dwarfs and other marvels participated in the life of his or her town and enjoys certain privileges [...] jesters and fools can transgress social conventions and do things that “normal” human beings cannot afford -Braidotti)
3- genetic turning point in the post-nuclear era --> cybernetic teratology: effects of toxicity and environmental pollution ==> new monsters [--> Tsing]


experience of the world of high-technology

artifacts of visual culture, (TV advertisements) dealing with the tropes of the primitive, technology, horror:
(these artifacts connote دلالت ضمنى long histories of techno-mytho-political dramas)
•Audi spider; where Audi is likened to a preditor, ensnaring, devouring its rivals; Vorsprung durch Technik written in gothic-style jagged, suspended cobwebs {<-- Ridley Scott's alien's technology as dirty; a lair swathed in a thick cobweb-like substance --> *technology as life* <== the dirt and dampness of *dirty technology* suggest an animate, sweating, breathing life-force [~ an aesthetic]} --> horror <== damp dark leaking space containing moulding cocoons of spider --Campbell--> motivation, goals or logic of this life form cannot be recovered within the economy of the human (=/= clean cold untouched technological artefact)
◦***technology covered in its own dirt --implies--> life --implies--> disorganization --implies--> disintegration of borders between ‘us’ (bounded) and ‘them’ (unbounded) --implies--> loss of control
◦ajayeb-e spider // links the world (of primitive + high-technology), its metamorphosis into automobile ==> its multiple and contradictory genealogy; sight of spider --Freud--> induce crisis of neurotic anxiety (arguing that this fear comes from an unconscious association of the spider with the image of the phallic mother and the web --> threatens to engulf us --> mpnstrous feminine, Ridley Scott's alien = technologized embodiment of the phallic mother)
◾ancient activity of weaving [computer emerges out of the history of weaving; the first computers were based on the logic of the loom, quintessence of women's work (Plant, Babbage, Campbell)] --> *contemporary technoculture is an era of insectophilia* (love of insects and arachnids, spiders ants bees worms etc.)<== these insects embody the logic of high-technology which values decenterdness, microprocessing, and swarm intelligence. colonies, swarms, teems ==acts==> *metaphor & epistemology & ontology* to understand decenterdness, rhizomaticity, distribution and microprocessing ==> *insect aesthetic* [#use the term collapse as marketing storytelling, divided entities now mixed with eachother to induce mixed feelings in the audience --> chimera in advertisement]
◽matrix, from the latin ‘mater' = womb, the term matrix possessing the potential to nurture & to trap (---> go to Matrix film series)
◽Arachne: a younge woman, was so skilful at weaving that she was rash enough to challenge the goddess Athene to a contest. she was transformed into a spider and was doomed to weave forever
•Nike mutant foot; to convey the feeling that running with these shoes is like running in bare feet (--> chimera?); the mutant foot evokes a worn and labored transition from human to posthuman which leaves behind traces of pain; ‘foot of the future’ contains within it the supplement of its embodied visceral human existence, a potent reminder of the human within the posthuman. Nike mutant foot *suffers from origin horror* (= no secure telos of origin which can link back to a primary source of either technology or organicism) we cannot trace it back to an originary ideal category of existence ==> it horrifies
•Nissan pathfinder; shape-shifting technology, moves between the animal and technical --> *automobile metamorphoses without any trace of its metamorphosis* (it bears no marks, scatches, dents, damage); mighty industrialized rendering (transformers film series) --> (an X-Men fantasy:) a future world of *ontological mobility* : entities are not fixed, their morphing into other entities is not painful, but a natural instantaneous reaction to their environment [=/= ajayeb]
•BBC digital faces; a giant disembodied head that roams across hilly countryside ~ *an affront to a humanist sensibility of integral bounded being*; filled with tiny selves --> genealogy of monstrous and mythical forms (Matrix 3rd episode the machine face) --> *visualization of the idea that the self possesses no central consciousness* [<-- posthuman: all mental thought, all consciousness and spirit, can be attributed to the operation of micro-material processes distributed in autopoitic (~ self-creating) body] /ERG website

metamorphing
critique of becoming (of consumer)

Cartesian (human logic of a world of fixed entities) =/= posthumanism (polymorphic unfixity, articulating a logic of identity as decentered and in the state of transition)

mutating =/= morphing (universally regarded as positive, apolitical <-- in poststructural theory)--> imagined technological posthumanism which cruises effortlessly and seamlessly through ontologies [like T1000 in Terminator]
digital morphing is a common production device in contemporary visual culture (transformers, X-Men <-- to resist that in our web designs)

morphing =/= ontological fixity
•how technology does not oppose nature, but stimulate it (Nissan pathfinder)
•how the morph causes a radical splintering of consciousness (BBC digital faces)
•how morph is the a visualization not of being, but of becoming
--> *flow, universally coded as positive* (sensibility of process and flux considered liberatory)
--> a logic of quick-change (embedded in entertainment and computer industries)


high-technology embodiments:
•cyborg
•foetus
•ecosystem
•database
•genome
•cellular automata
•insects
•


morphing =/= mutating: the visceral, painful, embodied experience that results from ontological boundary clashes
mutating into otherness =/= morphing into otherness
(pain of the flow -->) ***mutation is a concept that stops the flow***

(utopian:) technological imaginary portraying a simple and painless ascent into a silicon existence

chimera: (a term biotechnological discourse uses to refer to) the evolution of elements that do not belong together
[in greek mythology, a savage beast part lion part goat part snake =/= natural order]


•(Iron Man's definition of) technology: an instrument which accords the human with a gradual ascend towards increasing civilization, linear progress and power over her or his environment
•(Black Mirror's definition of) technology: paradoxical scene, a primal instinctual force


(my ajayeb =/=) technological primitivism: (aesthetic that is produced by) the ways “primitive” icons are used in discourses of high technology
technological merges into the mythological
ancient merges with the modern
•eXistenZ film 1999, a high-tech-primitive blend of amphibian eggs and synthetic DNA
portrayal of a symbolically resonant ancient life-source + form of a technical life-source


(Campbell suggesting) atavism: how supposedly primitive evolutionary traits which had disappeared generations ago reappear in contemporary human or animal life
-traits of a former time but still exist in the present
*proto-atavism: (exhibiting of) future evolutionary traits in the present ==> collapsing the quality of linear time [~=? my sleep-walking] (=/= human approaching a state of technological perfection through an orderly ascent of increasing complexity and sophistication)
--> technological progress = nonlinear, punctuated, multiple [<-- used in marketing today]
proto-atavism --argument--> that multiple paradigms of life exist on the peripheries of humanist life ==Campbell==> (how) *human life: a cacophony of co-existing interacting states of past present future existences with no recourse to a single reassuring origin* (=/= singular progression)


(like animal rumors in old bestiaries ajayeb in a story-starated world) found telegram videos and internet pic used in my image assemblages --> (found images which make it difficult to trace their lineage) in an image-starated world ==construct==> ambivalent visual representations that do not have a signifier in an external “real” world (Baudrillard's rhetoric simulacrum: an object that is a copy of something which does not “exist”)
==Toffoletti==> potentiality: exceeding the bounds of description


(we are living in an) age of **technosubjectivity**
(Margulis theorizes) the symbolic basis of eukaryotic cells
(Dawkins posits) the existence of selfish genes and the extended phenotype
*system theory: human life subsumed radically into an all-encompassing concept of system, of which the human is merely a psychic system, where the only important unit of analysis is systems (human, cell, society, law)
(Sagan's) metametazoa: a multiple creature afloat in the omnisexuality of bacterial exchange
(Octavia Butler's) xenogenesis: polysexual interspecies reproduction
(Haraway's) differential artifactualism: (~= SF, science fiction) a diffractive interruptive mutative anti-reflective monstrous logic (to a humanist eyes) --> generation of novel forms which need not be imagined in the stodgy bipolar terms of hominids ==make==> ontological room for naturecultures
-mixotricha paradoxa: “a mixed up, paradoxical, microscopic bit of hair [...]they are nested in each other's tissues in a myriad of ways that make words like competition and cooperation, or individual and collective, fall into the trash heap of pallid metaphors and bad ontology”
(Thacker speaks for) extrinsic life: the kinds of life that cannot be contained inside itself (such as: the epidemic) ~ lifelike death ==> depict the strangeness of life in a technological era

(diffraction ==>) myopic: eyesight abnormality resulting from the eye's faulty refractive ability --> posthuman: an essentially ethical precondition of life in high-technology

background of posthuman theory:
•metamorphing --> premised on the liberatory potential of flow : processes objects and living systems are thought to be in a constant state of becoming =/= Campbell: flow is not always a liberatory metaphor -->{ (a politics or logic of) *inertia* =/= contemporary politics of flow }
•primal technology --> technology is not always s progressive civilizing inanimate force, rather it is a destructive-constructive rich-poor lively-inanimate force in the world
•proto-atavism --> modes of living at the edges of humanist life
•posthuman biology ==> *monolith of humanist life is myopic*

in a way, in my research i have been seeking ways to acknowledge the place of posthuman ways of being in the world --through-->
•observing the high-tech (cellular automata, database, bibliographic technologies)
•observing the ancient (medieval bestiaries ajayeb al makhlughat ajayeb technologies)
•


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

roots of ‘emancipate ourselves’ --in--> “being critical" = ability to be self-reflexive and to translate criticality into action and expressions of art (Renan)
transform knowledge sites --to--> knowledge scenes --> *communities of concepts* (=/= communities of people)
-(to form an artistic site not into a theme, a subject or a project --> discursive architecture)
how we could actually initiate solidarity through translation? (-->? internationalism) =/= equivalence of contexts
-how strategies of governance can be very sophisticated and can be embedded into what we see as good for instance in health (cleaning, or in providing food)
[*]naming: a way in which we could enter into each other's experiences, a process of conjunction and disjunction (with the problems of the previous naming process)
*investment: i'm investing into your thoughts and interests, to possible connections between us
-to look away from it momentarily, so that they can look into it again
(criticality is something that we can inherit)
faith into criticality ==> epistemological violence (~ criticality used as a counter capital to any problem or any situation that we seem unable to engage with)
(in relation of criticality --> the notion of) care: to ask is this the right place and the right time to “overperform” your criticality? when to be naive?
[yes, i am so tired of the Marxist lineage of criticality]
sometimes you don't have a voice in dialogue --> you need a space where you can do a monologue
*monological circuits* (Renan) --> monologue: you take the conversation out of value making (from a neoliberal logic)
(problem of) discourse = a sophisticated capital in arts (that is easily distributed and circulated)
-appoint [yourself] as institution =/= alternative art organization --> don't contribute to marginalizing yourself as alternative
research organization =/= magazine


Renan http://temporaryartreview.com/the-infantilization-of-local-contexts/
artworld's cynical consumption of the global periphery
international worship of dialogue
unified complicity
transnational capital of in-group favoritism
cosmetology of democratism
advanced capitalism: non-hierarchical transactions, horizontal decision-making
(business of) trading contexts
Western ethnocentrism
(1970s) “art played a vital role in the amassing of cultural resources, assimilation, and formation of national cultures” ==> “improving humankind” (the colonial definition of development)
*rhetoric of development ==shaped/shaping==> art*
•diverse group of global interlopers
•content-providing native informants
•regional mediators/specialists
•solvent-like multinational institutions
[cultural development:] art act adhesive for civil society --> good governance ==> dialogues (~= to create a new moral image of man)
-*conditionally inclusive vision of the international artworld: a politically legitimate place with pluralistic inter-institutional structures driven by economic liberalism, subsequently confirmed by the participation of civil society*
...a practice of dialogue between art and development, across geographies: banking on the coalition of ethno-nationalism and globalization, and promoting “indigenous” forms of capitalism, while avoiding the optics of exoticization }==>
•divides and controls localities
•contextual differences are distributed as needs and urgencies
•juridico-engineering structures (symbolized progress)
•cultural globalism with consumption at its core
•regions soused on the liberal democratic fantasy of salvation via harmonious, multilateral exchange
(we don't want dialogues, we need meaningful dialogues)
--Renan--> [to relocate the “struggle for exchange” in] monological circuits across the topographies of power and restitution =/= geographies of guilt and embarrassment


antagonistic knowledges (organise and rally actions and thoughts for resistance) --> changes how you are socialized


Robinson Crusoe
a miniature history of human development according to bourgeois individualism [...] changed into an encyclopedic storytelling of religious virtues
•using European technology, agriculture, economic individualism [<== spiritual autobiography], (rudimentary) political hierarchy, (civilizing effect of) Christianity [--> pursuit of meaningful spiritual engagement]
...as the inertia of the colonial world's knowledge system breaks into the streams of exploratory capital, the relay of fragments crystallizes before seeping through the colonial subject's social ground
http://www.curators-network.eu/blog-entry/lightning-studies-ctcccs-part-1-3 (Renan)


Cinderella's precarity
the question of: how can we translate contexts? (the context of which I bring my precarity differs from here in Brussels)

(the notion of *difficulty* in) Cinderella =/=? Robinson Crusoe
Crusoe's precarity (European) is something that you can overcome
•technology --> I can develop something out of my precarity and survive being struck on an island
•Crusoe's techne --> human =/= Cinderella's techne --> companion
•Crusoe ==> *rise of the ordinary individual in the nation* <== every individual values themselves high enough to consider themselves the proper subject of serious literature
◦modern individual: an ordinary & alone person is able to triumph over physical environment ~ to be able to exploit every situation

using diary format for Cinderella was inspired by respond to Crusoe's epistolary and confessional method of writing
(one of the earliest genre of) realistic fiction
written during the Enlightenment
one of the most widely published books in history
==> castaway narrative: improvise the means of survival from limited resources at hand
•progress through technology
•rebuilding of civilisation (civilisation = a form of triumph)
•unfriendliness of nature
◦he is with a dog, two cats and a parrot but he cannot talk to them =/= Cinderella
◦Crusoe starts making Bible fals (فال انجیل opening the Bible to a random page and read a verse that he believed was addressed at him)
◦he makes list (pro & cons --> debit & credit [--> mentality of business studies] --Weber--> book-keeping: distinctive technical feature of modern capitalism)
◦
•Crusoe: true protagonist of the empire (--Joyce--> prototype of British colonialism, *mythology of colonialism* --Sina--> #fable of imperialism)
•(romantic notion of) nature: idyllic =/= (Crusoe) nature: unforgiving + sparse }<-- utopian =/= dystopian nature --> Lord of the Flies


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

(with Annemarie's help @apass)

*sources of knowledge =/= styles of knowing* ==> tensions

judgment: an occasion to apply one's own standards =/= observation: a mean to get to know somebody else's standards

difference
which differences exactly?
what are their interferences and their diffractions?
--> the surprises that come with finding “variations”

(stories about)
vessels & fluids
pain & technicians
patients & doctors
techniques & technologies

(bracketing the practices =/=) foregrounding the practices --> objects come into being and disappear with the practices in which they are manipulated ==> reality multiplies
=/= single passive object in the middle waiting to be seen from the point of view of seemingly endless series of perspectives (SK the elephant parable)

philosophy used to approach knowledge in an epistemological way (~ preconditions for acquiring true knowledge = Alex's question “what is artistic research”) =/= (Annemarie's) *knowledge = a matter of manipulation (=/= reference)* ==> ethnographic interest in knowledge practices (--to--> “what are artist researchers doing?”)


xxxxxxxx

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

#project: to create a multidisciplinary knowledge program around the relationship between art, marketing and [?], highlighting the imbricated فلس فلس nature of [?] as tangible resources and knowledge

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

#project index Tehran theory: to think ethnographically about non-unilateral and non-static picture of aspiration in the context of contemporary Tehran eco-techno-culture
•archive question
•contemporary media technology
•data/knowledge organization
•infrastructure
•epistemology
•Tehran techno-culture multispecies ethnography
•mini worlds
•*how people imagine a better life?* --> (to think non-unilateral and non-static) *picture of aspiration* (in the context of contemporary Tehran)
•imitations of forms
•http://ajayeb.net/?q=sensibilities+hitting+people
•start as collaborative online platform for writings/projects about Tehran emerging ecologies:
◦mice موش
◦mobile phones موبایل
◦monsters هیولا
◦heavens مثل
◦
•on Tehran trees:
◦on anthropogenic landscapes of Tehran
◦descriptive methods for the study of social relation and histories
◦learning (directly) about worldly objects of Tehran ==> take part in the kinds of creative play that are the hallmark of the research --> draws readers outside common-sense assumptions
◾(to enable a) technologically-augmented ecosystem
◾(to enable a) translocal exchange
◦{ [?not to] tokenization and verification of natural assets --> augment & utilize --?--> provoking our relation to nature, hybrid ecosystems in the technosphere }<-- question of governance
◾to explore ways for nonhumans as agents to act with the same importance of humans in/with the world via technology
◦resocializing value (less anthropocentric) --> social impact + environmental impact
◦less inalienable circulation of *cultural intelligence* (and value) among less individualized (connected networks of wider) social agents
◦critical questions + cross-pollinate


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

(inconsistency of) *physiological chaos* of the World War I --> how physicians and medical researchers (early 20th century medical science) responded to it? --> (a new web of concepts:) *semiotics of injuries and behaviors* (--> that became essential for thinking about integration and collapse in economics, social organization, psychoanalysis, symbolic representation, and international politic)
--> attuned to, to anticipate, to outdo, *specific conditions of the lived body in
states of extreme exertion*:
•in a conceptual-historical and anthropological fashion
•stage thought and experimentation
•to recalibrate their thinking
}--> logic of integration (a problematic systematization) ==> *registers of the individual and the social*

linked to each other:
integration در شکم چيزى جا دادن, collapse, self-preservation, crisis, catastrophe, witnessing, evidence, unknowing

early 20th century medical science ==> شکننده a body that is *brittle because integrated* & *integrated because brittle*

wartime and postwar therapeutics ==> conceptions of the body

Geroulanos and Meyers (=/= Foucauldian) show “how particular kinds of injury emerged during World War I, and how such injuries found their place in the bodies and lifeworlds of wounded soldiers and doctors, and in the thinking and actions of theorists and policy makers.” (ethnography of the interwar period)
=/= proposing a counter-body or counter epistemology or resistance knowledge


“in this world, we do not play chess with eternal figures like the king and the fool; the figures are what the successive configurations of the chessboard make of them.” -Veyne

([*]integration:) taxonomy of disorder ==> administrative ends (an idea of entire system of organic functioning --> homeostasis = "the wisdom of the body” ==> theories of norms, normality, disintegration, catastrophe)
•the idea of a damaged world in need of meticulous care
•the idea of the injured body that seeks to stabilize itself

#integration
the interwoven data recovered from the study of systemic and functional aspects of the broken organism ==> totality ~ establishment of a nonliberal individualism (+ social welfare) ==> **society = an integrated and fragile whole in need of care**


today's integrative medicine --> conceptualizations of the whole body ==> picture of the patient:
•neoliberal in character
•(always) future tense in orientation


destiny = personalized medicine (a project to anticipate and guide the patient's destiny)

welfare state's widest possible inclusion of its citizens clashes with the realities of the marketplace

to reconcile the individual's cognitive and physical realities with the particular demands of their world

...sociological quest to understand the locus of injury

[title]
duet of integration-crisis (==> whole-body ideals)


(Geroulanos and Meyers argue that) understanding integration and crisis in medicine ==> to wrap our heads around the way later-dominant cybernetic and structuralist theories located the individual in the world

bodily metaphor [in] integrations of domestic societies

the integrated, disintegrating human body:
•a new site of meaning and care
•subject for new analogies of body biological and body politic
•object of direct experimentation


story of the human body (at once social & biological)

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

question of technology
--locational--> where does the technological take place?
(and when?)

Heidegger --> (latecomers were) addicted to technology
“under what conditions we could arrive at a free relation to technology?”

Heidegger problem with addicted --> *addiction is content with what is merely available* (it never surpasses this limit) =/= anxiety


Avital focus on the *chemical prosthesis*

in war, drugs become another piece of equipment --> taking the pill: technologizing oneself into the war machine

heroin comes from heroisch

technically calibrated culture

drug --> hallucinated exteriority

electronic/drug culture --> (Nancy + Blanchot's) désœuvrement: without an end or program, an unworking that nonetheless occurs


how the *prosthetic subject* is constituted
(Junger's drug, Heidegger's tech, Benjamin's hashish, de Quincey's opium, Duras's alcoholizations:) a saturated text, pushing beyond the materiality of the book though not into any ideality

the right to drugs + the supplementary interiority that they produce

there has never been a war on drugs that is not carried by another type of drug (religion, patriotism, oil, TV)

history of narcotica ~= history of culture

[*]intoxication: (names) a method of mental labor that is responsible for making phantoms appear --> mnemonic apparatus

“you have something in you that must be killed” ==> ambivalent stimulant/tranquilizer

body proper regains its corruptible organic status
self-medication and vitamins become the occupation of every singularity

drugs explore fractal interiorities (=/= seeking an exterior transcendental dimension)

renunciation چشم پوشی، ترک، کناره گیری، قطع علاقه
(addict = nonrenouncer)

virtual reality
cyberprojections

(Dasein's) dependency: a state in which anxiety is still bound

*mimetic poisoning* (of pharmacodependency associated with literature, as sedative, as cure, as escape, etc.) --?--> relationship to law

(our French heritage --> Flaubert: “a thinker should have neither religion nor fatherland nor even any social conviction”) *thinking = radically rupturing*

drugs forced decision upon the subject --> de Quincey

opium: the transparency upon which one could review the internal conflict of freedom (+ encounters the abyss of destructive jouissance)


war against pain

higher forms of drug


*(like any good parasite) drugs travel both inside and out of the boundaries of a narcissistically defended politics* ==producing==> a lexicon of body control and a private property of self

drug's virtual and fugitive patterns
they have a secret communications network with the internalized order


Madame Bovary = clinic of phantasms


everything said about technology can be applied to drugs: acceleration, speed, inertia, the third interval

drug/medicine ==>
•deaden the pain
•separate from a poisonous maternal flux
...
•hallucinated plenitude
•pure communication ~= transcendental telepathy

(have in mind that) any substance can function as a drug


“It wasn't clear then whether the body was private property or not, whether the authorities could legislate zoning ordinances, or whether pleasure and liberty were values freely exercised upon a coded body.”
-Avital


my work over the etymology of the signifier --> moon index
(i shoot up trash fiction)


(Freud) *pain is imperious* متکبر

(failing) to meet the requirements of an authentic alterity
(we are) into forgetting and the simulacrum (=/= truth)
•hallucinator: the creature of the simulacrum (par excellence)
(trafficking in) abstract forms of forgetting

the poor
the body-broken
the racially hallucinated other


chemical prosthesis (mushroom or plant) responds to a fundamental structure

drug addict --> a mystical transport going nowhere
drug addict offers her body to the production of hallucination, vision, or trance
--> going nowhere fast


being exposed to existence = placing one's body in the grips of a temporality that pains --> addictive = artificial, beside oneself


drugs --linked-to--> a mode of departing, to desocialization [without the assurance of arriving anywhere] (~= activity of writing) =/= production of real value


...movement of the simulacrum without address (or, in another idiom, without purpose, point)

Nietzsche was the first philosopher who --Avital-->
1. to think with his body
2. to put out the call for a supramoral imperative


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

we are implicated inscribed disarticulated and reresignifed by technological prosthesis
there is no outside to technology
there is no off switch to technology
wonderological tracks of technology

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

how much nature has to change before our descendants cease to be human?
about when in the course of evolution our ancestors became human?
(unanswerable good questions)

if the human is not the one consuming, who is?

animals consume
(numinous agentic status of) dead consumer

human aspects of consumption: learning, decision making, reason, perception, ethics, agency, desire and choice --arise--> *between humans and intelligent machines*

[*]posthuman: a move that seeks to locate being, or aliveness, or meaning in the not-quite-human-as-we-know-it

(humanist) epistemology: how we investigate and describe the world
(humanist) ontology: how we understand what constitutes life and objecthood

==Campbell==> help consumer research:
1. expand the range of temporal reference (look into the future of how consumption will look like)
**assumption of the future: the future will be a post-consumption existence**
2. expand the range of physical reference (extraplanetary consumption: what the ***consumption of place*** means; embryonic consumption sites: store your child's cord blood stem cells)
3. interrogation of the roots of humanism (social sciences)


today:
robotic revolution
biotechnology revolution


*posthuman: ideological account of the future of the human species in annexation with info-bio-technologies =/= *posthumanism: (speculative philosophy + material reality) critique of the discourse and epistemologies of *humanism:
•belief in progress
•technological mastery over nature,
•separation of human and animal kingdom
•therapeutic approach to human behavior
•secular approach to scientific inquiry
*humanism = epistemology: a way of investigating the world that is consonant with our human intuition--understand--> life as comprising essentially animate or inanimate, self or other, human or nonhuman** [=/= set of diverse beliefs]

horror of surgically implanted biomedical enhancement --> (persistence of the) inviolability of the body as the seat of identity <-- a classic humanist assumption

posthumanism
•speculative philosophy + material reality
•abstract philosophy + empirical science
•ancient + futuristic
•exotic + specialized (telesurgery, amorphous computing) + banal + ubiquitous (automobility, eyeglasses)
•
--> apocalyptic era (intelligent machine takeover)
--> ecological ethics (human not the most important form of life on earth)

***attempt to overcome humanness is an age-old human tendency***

what constitutes life
•women --> Schiebinger
•slaves --> Douzinas
•computer viruses --> Parikka
•cellular automata --> Delanda
•bacteria --> Haraway
•swarms -->Thacker
•


*brand = living system* (--> distinguish themselves from environment, exclude from it what is not, feedback communication with environment, self replicate, evolve, ) =/= cultural product
@Femke


(Campbell arguing that) the human and the posthuman are (ways to describe the forces that are) already present in the human condition:

1.
computation of life
mid 19th century weaving technologies ==> logic of computation ==ontology==> “universe = giant computer” : attempting to uncover what life itself is through a better understanding and appreciation of the power and seeming omnipresence of computational logic
•a discourse [~ a way of talking about the world] (and not only a claim that people make)
--> an example of how dominant technologies are not just instruments but models (through which the world is understood)
‘clockwork universe’ was the model for the last four millennia: clockwork-like essence of cosmos + state + body (=/= romanticism, galvanism, mesmerism, quantum mechanics)
}==>
•consumer as computer/computational (consumer as information processor, consumer as automatic subject =/= psychological agent) <== science of cybernetics, automaticity, feedback
•information (a new powerful substance in mid 20th century), “raw data ==> decisions, models, theories”, a specialized value-free term (=/= fact, learning, wisdom, understanding, enlightenment) --> second half of 20th century: information began to assume a deep and proved privileges place (in politics, cultural imaginary), to informationalize consumer objects:
◦jeans as “intelligent denim” --> “vector graphics and pixelation as there expression of your individuality” (Jack & Jones)
◦cream as “pro-retinal A nanosomes and Par-Elasty” (L'Oreal)
•

2.
laborization of life
growing sophistication of the previously simple and straightforward categories of aliveness and deadness (<== technologies since the 1970s: stem cell engineering, in vitro fertilization, genomics, virtual surgery, biomaterial engineering)
}==>
•make the range of what constitutes ‘alive’ larger and more complex
•stage the interpenetration of the machinic and the organic
(in the future it will be the) marketers as the most influential groups in re-drawing categories of existence and deciding what is animate or inanimate, natural or technical (not scientists or philosophers)
[***classical marketing strategies: positioning, communication]
==> paradoxes in consumption (for example stem cell engineered meat appears as both identical and radically different from its predecessors) --> postethical consumption models (categorized as vegetarian? how marketing re-enchant food without appeal to a myth of pastoral origin?)
--> commentary consumption acts: organic food market, natural healthcare market

3.
miniaturization of life
“fast, cheap, and out of control”
autonomous (=/= central, god-like)
}==>
•technology is no more locatable within a machine (a consciousness that envelopes the world) --> dispersed: (a logic of) technology as environment [diffused] =/= tool [discrete]
internet of things : digitally enabled objects share and respond to information
1980s --> processing (of information, microprocessor)
1990s --> networking (world wide web)
2000s --> sensing and controlling
“my consumption patterns worth so much that they underwrite my acts of consumption” -Hayles
•*cognition = a product* that emerges between the self and its environment (and does not take place exclusively on the brain) --stages--> cognition as a process

4.
complexification of life
complex (feedback loops, emergence, bifurcation) =/= complicated: accurately analysable system having a large number of component and perform sophisticated tasks
•most of the most valuable products today have virtual components (software, money, etc.) that would be unrecognizable 25 years ago

5.
automation of life
(fundamental legal principle of) ius gentium: all humans are the same in so far as they are rational human beings in possession of free will =/= 21st century neuroscientific research
}--Libet--> “free won't” : the mind exists in a climate which says yes, but it can say no
agency is outsourced to systems that increasingly invisiblize from everyday life (software deciding mortgage, Facebook suggest friend, turning car into a moving computer)

dystopian imaginary of Black Mirror TV series --> these developments are a tyrannical force that undermine an a priori and fundamental humanness

--Campbell--> consumer researcher's results will be powerful counter-balances to the often too blindly utopian and dystopian accounts of the future

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

[*]advertising: (ubiquitous and contentious) symptom of organization[= corporate entity and/or common practice]
aesthetic ambassador of the organization
--(a way through which)--> **anyone outside the organization mythologizes an imaginary inside**

(its) media:
•***indirect messages of public relations that are embedded deep in the heart of non-advertising genres***
•bombastic and direct appeal of made-for-cinema advertisement and corporate communication
•

how advertising used to be scorned as a practice and profession --> gained responsibility in American culture:
-1 advertising became instrumental in enlisting soldiers during world war I ==> lending it a moral force which served more noble purposes besides commerce
-2 it was elevated through its incorporation into education (first in Harvard University 1924)
-3 it becames adept at referencing styles and commissioning work from the realm of high culture
}--now--> advertising does not just produce culture, but ***culture produces advertising***

(one of the central questions of advertising in contemporary times has been the extent to which) *advertising enframes everything within its discourse and logic*
--Campbell--> ****if advertising is everything, what is it not?**** [@apass] <-- this is a crucial question about advertising and it is part of a larger global crucial devate about the commodification of life and previously inalienable aspects thereof

scientific advertising ---> go to Haraway

advertising:
1. fascinates us
2. it works

an average person in the western world is exposed to 3000 advertisements per day

everyday, it transforms me from this world to an imaginary one for a moment

(advertising) offers through a *constant stream of visual cameos* برجسته کارى, *implicit standards* of cleanliness, sociality, family life, health, happiness, and a great many other values ==> affect me


****modern advertising works by appearing not to care if it works**** --> when someone utters the immortal phrase “advertising doesn't affect me" = advertising has achieved its ultimate goal --> *****advertising empowers us to feel distant to it*****

Campbell --> advertising: organizs meaning in the most powerful and generic of senses + a symptom of the organization


1920 - 1930
modern advertising's coming of age (creating compelling signs)
(its signs underwent a qualitative shift in) sophistication
personalized testimonials
*participatory tone of voice* [=/= direct imperative command]
consumer goods embodied values (that had normally been attributed to humans and the natural world) [=/= mere economic entities]
(through the system of advertising: *imagining the product as a benefit sought by the consumer* ~ illumination instead of lighting fixtures, prestige instead of automobiles, sex appeal instead of mere soap,,) *products --offer--> mini-solutions to the dilemmas of modernity[= the pace and scale of rationalization, depersonalization and urbanization brought by modern industrial capitalism ==exerted==> هزینه خسارت a toll on the human psyche]

1950 - 1960
(from) public role of sign identification --to--> private and psychological space of one's mind and interior life
rise of *depth men* (--> Mad Men TV series, people in advertising agencies that reportedly used psychological techniques to uncovers the subconscious needs, desires, insecurities, fears of consumers)
*product = unconscious fulfilments, solutions, comforts and fantasies to them*
[Packard's Betty Crocker cake mix and Esso's Tiger in your Tank campaign --> alleged power of small groups of people to organize meaning on a massive and uncontrolled level]
•freezer = a nostalgic site of security in a threatening environment =/= a device for cooling foodstuffs (*giving of food <--~~> love* + insecurity ==> more food than you can eat)
-more sophisticated motivational research and appeals

****advertising: a form of literacy**** (a new and bewildering code)

sign system of advertising is not static
the generations to come will regard contemporary sign systems as rudimentary and easy to decode
ultra-sophisticated images will appear antiquited and perhaps even humorous (@Goda hating contemporary sign system)
-the way in which advertising today visualizes software, the environment, nanotechnology as seemingly *undeconstructible & transparent* will be staple examples in classroom curricula


(the most obvious and immediate way of conceptualizing) advertising: a system that creates signs with the purpose of communicating meaning =/= Campbell

discipline of marketing --support--> investigation of image consumption


early models of advertising (--> **how we understand the philosophy of what information and communication are**)
•1949 Bell Laboratories --> information: universalized component of any system that communicated =/= “information” as rather poetic and sipritual term (at home in philosophy =/= engineering) --advertising--> hierarchy of effects: cognitive --to--> affective --to--> behavioral [--> informationalize and measure aspects of advertising]

(to understand) *information theory of communication as a reflection of larger scientific and philosophical aims of the time*
***information theory of communication ==>
•providing codified models that predict response
•enframe communication within a logic of relative effectiveness or ineffectiveness
}=/= my lectures


brand memories
brand equity

boundary between advertising and everyday life

[Campbell =/=]
the idea that qualitative advertising research has a managerialist axiology
a priori assumption of “advertising = information communication” (=/= people incorporate advertising so that it functions as a *social glue* within groups)

(vernacular specter of advertising)
spectacular vernacular of social fabric

site of investigation:
1. site of consumption = reception (the field of meaning from a consumer's perspective)
2. site of production = processes involved in making ads (favoured in media studies and ethnographic approaches to advertising)
3. site of the image: analysis of the meaning of the image itself (independent of intention and reception) are the most powerful way to show what images include and exclude (drawing influence primarily from the disciplines of history, philosophy, sociology and linguistics)

how meaning moved from *the world of advertising* --to--> *the world of the consumer* : ways in which advertising is integrated into the life-world of people

****advertising: a powerful translator of the cultural world**** & داور a central arbiter of meaning in consumer worlds (--> this is why advertising concerns me)


Barthes + Saussure + Peirce + Jacobsen --> semiotics can be regarded as one of the most comprehensive studies of sign system ~ advertisement: bundle of signs that formed finely constructed conventions ==> ‘image = text’ (its grammar:)
1. micro-level: tiny units, vectors, colors, forms (within the visual plane)
2. mid-level: human-level characteristics of gender, hairstyle, posture, facial expression, buildings, rhetorical devices in the image (such as metaphor and troping)
3. meta-level: narrative structure, mythic in nature, to see embodied in the properties and dynamics of the image the macro properties and fynamics of social world (<-- business of semiotic)

Barthes --> (new medium of) photographic advertisement = a codified structure =/= a transparent reflection of the world


-*Barthes reading of Citroen DS car
impossible newness
it appears at first sight as a superlative object صفت عالی
object which appear at first sight as completely finished present to us at once a perfection and an absence of origin, closure and a brilliance, *a transformation of life into matter*, a silence that belongs to the realm of fairy tales
*smoothness is not a property of material, but a social value*
-Christ's robe was seamless, science fiction, made of unbroken metal, phenomenology of assembling, hold together by sole virtue of their wondrous shape ==> the idea of benign nature
}--learn--> (to make) lines of connection: visual convention + religious painting, science fiction film, politics of nature (constructed over the past 2000 years of western culture) [<-- to understand this in your own work #feedback @apass]


-*Haraway
neutral images of (high-tech) science --> stock of Renaissance visual analogues ==> legitimate lineage + origin story (for technical revolutions)

(Barthes > Campbell) **what sign constructions do westerners use to tell the story of how technology comes to be present in the world?**


-*Campbell reading of Simens’ ad “builing blocks” (2005)
Simens products float into space, as naturally and as pure white snowflake falling to the earth
absence of labor ==herald==> a universe of self-organizing invisible agency
“technology = invisible force that is lighter than air, rearranging itself into whatever seems to be needed” (=/= fashioned, melted, hammered , soldered and generally forced into the natural order)
==> the agency that organizes is non-pollutant, non-disruptive, non-energetic
(from) cacophonous --to--> harmonious [<-- technology seeks its home]
sky above, supra-structure =/= [*]infrastructure: structure from below
--Simens--> [*]technology: apotheosized (تکريم) by extending its self-organizing capabilities, lending it a divinity which is universal, inevitable, natural and just (Simens’ ad ==> Iron Man image)


supra-structure --> new / Star Trek
                             |
infrastructure --> old / planets they visit


the human body: the most depicted object in advertising
--> research tradition:
humans have more synapses for interprting face
depiction of female body
male body
sex in advertising
racial marked body
(boring questions:)
•whether advertising reflects the world or shape it
•how signs reproduce, create, normalize or subvert the often unequal power structures that exist between male and female bodies
--> **despite potential ambiguity in images we as visual consumers are always presented with a “preferred reading”** @Pierre, Goda --> “image is controlled by discursive limits” (--Sina--> fable of ‘subtlest ideological weapon of advertising’) --Campbell--> paradox of identity construction: the consuming subject chooses among a limited repertoire of “iterated” or preexisting identities provided by marketing and adertising, steering viewers in preferred directions [<-- a fable]
[*]coopt: advertising pretends to acknowledge a competing discourse or ideology, but only pays lip service to it, ignoring its real radical challenge

the idea of advertising: a system that instils (القا، کم کم تزریق کردن) products and services with cultural and social values that are not intrinsic to them [~ magic]
--> highly visible display of ruling-class interests
*advertising = capitalism + aesthetics*
advertising: the pre-eminent way in which the interest of the powerful minority maintain the docility, alienation, or servitude of the majority (--> Goda's understanding of pop culture)

[*]magic: conjure an object from its immediate material rootedness and animate it with a much more potent energy ==> erase human experience of the monotony of consumption with its transient satisfactions and reinvigorate it anew with fresh promise-claims
for example advertisement for mobile phone = *suggestion* (about a certain design aesthetic + a certain tole in professional life + a certain sexual appeal + a certain social network) =/= *announcement* (about a technical device)
(announcement =/= suggestion: the act of advertising)

}--1--> the idea that advertising's signs = carefully constructed highly selective and distortive ways of seeing [=/= simple reflections of the state of the world] ==(Adorno, Horkheimer, Marcuse, Klein, Curtis, Jhally, @apass, Pierre)==>
•false consciousness
•commodity fetishism
•docility
•passivity
•manipulation of unconscious desire
•environmental degradation

}--2--> the idea that signs actually achieve their aims (through mortise and framing work, cropping, reification, interpellation, cooption, the gaze, face-ism, individuation) --> [Althusser's] interpellation: process by which we are called or hailed into subjecthood through practices imposed onto us from outside interests, subjects are created through material practices (going to church and kneeling down to pray precedes my subjecthood as a spiritual person)
•recruitment advertisement: interpellative genre par excellence ~ through the practice of response we enter into the predefined parameters of relation with the organization {Microsoft's “we want you!” --> 1: act of defining the subject: one who is special, unique, an individual among the masses. 2: collective pronoun: “we” serves to close the subject and the organization within a circuit of common purpose. 3: what is missing: a concrete visualization of working life in the organization, an absence which allows the reader to project his/her own fantasy onto space : ‘infantilize the organization ==> empower the subject’ --represent--> an imaginary relationship =/= real conditions of our existence}

}--✕--> (Campbell) ****images are ontologically cryptic**** : we conceive images to be both agentic & passive, residing in and affecting many spheres simultaneously
•image: visuality, apparatus, institutions, discourse, bodies, figurality, exist within a distinctive socio-legal environment --> **multiple ontologies [Ihde's multistable] move images beyond simple categories of analysis (<-- that is why i am still a visual artist, @Pierre)
***images are extra-organizational entities*** (they are designed by organization but become) *quixotic* and *uncontrollable*
*fable of complex: there is something about the image that is beyond analytic investigation (--Mitchell--> every image theorist seems to find some residue (surplus value) that goes beyond communication, signification, persuassion (there is an extra in images) --> images are complex {
1. they are constantly mutating in meaning and significance
2. they cross aesthetic borders and are not confinable to a particular domain (image = aesthetic + political + social)
3. they act on all domains recursively --impossible--> how the aesthetic life of images affects the political life of images }--Mitchell--> *image as species* (co-evolutionary entities, quasi life-form depend on a host organism) ==>
◦something not fully under human control
◦spread through the host organicism
◦some die some become pandemic


aesthetic --affect--> politic --affect--> aesthetic --affect--> politic


#workshop make an ad for apass


advertising trend
1. information: (from) traditional forms of print & television --to--> intensification and hybridization in oblique ways + through new media (adver-gaming, twitter-piccing, virtual-worlding, Corridor Crew's product placement)
2. persuasion: [as a rhetorical force] (from) information-heavy selling --to--> dramatic persuasion
3. entertainment: communication through entertainment =/= information, persuasion
•(from) staging products in films --to--> embedding of brands so deeply into the fabric of the film's narrative as object-actors that propel the plot
(Corridor Crew's unobtrusive embedding of branded goods and services in storytelling, hybrid both staging and embedding)

brand --> creativity of consumers to create artistic output in the form of art (Star Wars world, Marina Abramovic) --advertising--> rhetorical purpose: *entertain* =/= inform (announcement), persuade, *warn*[old original function of advertising]

*to warn = to inform* [<-- 15th century advertising ==> journalism]


ever growing impetus of advertising to reproduce itself in new forms ==> different account of the evolution of new media : advertising creates new media to propagate itself (*two globally pervasive and path-changing forms of media that would not exist without advertising revenue:)
•search engine
•social networking site

(McLuhan's “medium = message” --> that we should look at the structural nature of media rather than what it contains =/=) *message = medium* (in 20th century)--> [*]advertising: species that create media in order to allow it to replicate =/= a thing that we humans create and put in media as an incidental extra to an originary agent of meaning [<-- hylomorphic understanding of advertising]


[in 20th century (task of)] advertising: to render the invisible [qualities, such as: complexity, network, information,,,] into compelling visualities (--into--> public imagination)
•(in organizational discourse) complexity: (--articulate-->) unpredictable, multi-layered, decentered, emergent, globalized (world of Homeland TV series, of apass, of ERG's website: technological + adaptable + multi-layered)
*success <== visualize the complexity of their products* [in the case of ERG: student's knowledge and the institution of university]

(Goldman's landscape of Capital -->) corporate advertising:
•visually depicts the phenomenon of globalization
•affect the cultural imaginary
•shape political sensibilities (with respect to life in high-tech globalism)

amorphous phenomena (that require high-stakes visualization):
•counter-terrorism
•climate change
•


[*]advertising: an institution that organizes meaning, a visual sign system (as powerful as other systems that organize meaning: medicine, law, education,,,) [~/= apass]
--> *a form of literacy* = can be learned + lexicon + grammer (that can be fruitfully investigated)
*advertising = capitalism + aesthetic* ==Campbell==> research in advertising one of the most important research priorities in any discipline today (@apass)

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

***marketing = the ultimate social practice of postmodernity***

marketing practices
promotional campaigns
consumption culture

postmodernity: a phenomena specific to the cultural history of western europe and north america --impact--> globe
--Lyotard--> incredulity toward *metanarratives: unified idea systems
--Jameson--> consumer society (marked by:)
◦pastiche: an attitude of a certain detachment (on the part of the individual) where all stylistic expressions of parody, nostalgia, and other illustrated feeling lack emotional depth and commitment
◦schizophrenia: disjointedness and discontinuity of the individual's personal identity and experience in life
--Angus--> infinite delay of *modernity: improving human lives by controlling nature
--Wilson--> expression of incoherence of contemporary urban life

postmodernity =/= authority, unity, continuity, purpose, commitment
= “modernity: era of scientific ideology ==> disillusionment, disintegration, anxiety”
--> hedonism
--> tolerance (recognition) of difference
--> metanarrative = story (that people construct to tell themselves) =Foucault= regimes of truth
=/= conformity

examples of modern metanarratives:
•bourgeois (capitalist) ideology
•marxism

}--✕--> *market = new metanarrative in postmodernity*


postmodern condition:

1- [*]hyperreality: becoming real of what initially was/is a simulation/hype: simulation of imagined potential or imagined past (signifiers arbitrary linked to their original referent)

marketing: a practice that resignifies (a brand name)

tendency and willingness of the customers to prefer the simulation (for example the theme areas in city centers of an imagined pasts) =/= “real”

postmodernism is a cultural critique (=/= economic, social critique) of modernity

postmodern critique tends to rely on experiential or sensible judgement (--valued--> trusting intuition and sensing of what is practical/pragmatic based on cultural experience) =/= analysis of material evidence

****post world war II politics --> youth movement culminated in the 1960s --> institutionalization of the generational rebellion --> postmodernism*** ==>
•postmodern cultural critique rely on intuition + experiential sensibilities (in seeking a better world)
•postmodern consumer feels more justified in playful enjoyment of the simulation (=/= constantly seeking the somber reminders of “reality”)

hyperreality ==> “loss of history” : historical phenomena = collage with visual excitement = journalism
*voyeuristic exposure to the spectacle = cultural pastiche of the contemporary world*
--> #integration of the hollywood films (nested: music brand names become sub-spectacle within the spectacle of the film) --> (we are immersed in) an era of *metamarketing: marketing itself is marketed (becomes a prominent spectacle ---> go to Devil wears prada movie)

blurring of genres in news programs (Vox news), soap operas (), games ()

decontextualization + spectacle

the duality of ‘appearance =/= essence’ is dead in postmodernity --> cereal strategic decision-making in marketing : ****image = positioning****

-consumer always seeks an essence (in adopting a product)
-consumer of postmodern culture play the game of “surface” (they increasingly acquire the skills of recognizing the images and the positions these images offer)

[*]marketing: institution of simulation, imaginary, hype
(forms of) persuasive communication : transformational propositions ==> simulating potential experiences (=/= true or false discourse)


2- [*]fragmentation: the consumer engages in a series of independent, separate, unconnected acts --each--> require a different product
+ fleeting moments of exciting scenes and images

(postmodern) transcendence of the (modernist) necessity to *understand connections*

***artists of all kinds are increasingly assuming the role of marketing institutions***

the consumers (of postmodernity) are encouraged to play the game of *image-switching* (caring mother, efficient manager, elegant partner, gourmet homemaker --each--> require a different style {labeled as consumer liberation}) =/= central character
[---> go to Deleuze and Guattari's schizophrenia of late capitalism]

disconnected from authentic self ==> (enormous potential for) creativity in manufactured representations
~~--> market becomes a pastiche

postsuburban transformation
complex interaction of high-technology production + socio-spatial configuration + spectacular shopping environment = ubiquitous shopping malls (--acquired--> postmodern theatrical character, fragmented experience of all cultures)

unrestricted ability to use signifiers [?pushed back by some emerging sensibilities of cultural appropriation, political correctness, gender policing, religious, etc.]
--> marketing competition rests on the creation of images (meanings) removed from any history, context, origin =/= excellence and sophistication in form and technique
[---> go to contemporary artists anti-excellence attitude and the celebration of failure and failing]
--> **each instance of communication becomes a spectacle**

purposefully decontextualized + rendered free floating ==> marketable product
(surrealist artists made use of this --now--> shop window designer)
Duchamp, Rauschenberg, Warhol (ready-made)

***themes of postmodern culture:
irreverence
nonconformity
noncommitment
detachment
difference
fragmentation

(paradoxically) what seems to be difference at the level of symbolic culture stems from an underlying uniformity <-- ***heterogeneity has its origins in homogeneity*** : cultures where market and marketing are less developed exhibit greater variance in both the quality and kinds of life patterns

literacy:
•in modernity --> to read + discover connections among seemingly unrelated objects ==> understanding
•in postmodernity --> watching : recognizing images (exposing oneself to innumerable images and recognize what they stand for ~ attach meaning to them) <-- this is what i did in my telegram bestiary text!

literacy in consumption culture ~/=? established nortons of education


3- [*]reversal of production & consumption
•modernist: value is created in production (meaningful) and destroyed in consumption (profane)
•postmodern: production continues during the moment of consumption, value is created during consumption: a process through which individuals define themselves, status, image (=/= common) --> a social act, symbolic meaning ==> an individual with certain tastes, mentality, values (a type of humanity)

production & consumption prove to be different moments of the same cycle

•during production: producers are human beings, products are commodities
•during consumption: producers are images, products are human beings


4- [*]decentering subject
•modernist: the subject is in the pursuit of its goals, constituted in the separation of body and mind, to graduate from the *state of being* (existential) to the *state of knowing* (cognitive) : distance oneself from a pure existence of being (its context and condition) in order to develop a cognitive understanding
•postmodern: the subject is not in control, role of the human is to allow products perform their functions

marketing orientation
•positioning of the products (in the market)
•positioning of the consumer (in the social market)

(today's) body culture: self-objectification (==> to be consumed)
distancing of one's own gaze from one's own body to view one's self and scrutinize one's own images
--> ***fashion becomes the metaphor for culture***


5- [*]juxtaposition of anything with anything (its name?)
•opposing emotions: love & hate, contempt & annotation
•opposing cognitions: belief & doubt, reverence & ridicule
--> in advertisement a product is simultaneously made fun of and prompted, or making credibility by discrediting advertising
*high art and mundane consumption*
}<== growing acceptance of *doublethink* (~=? double bond) : the metagame of playing along as if the rules are what they seem on the surface while having the knowledge the rules of the game played are quite diff[...]