[...] 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 different from what that appear to be
•in advertisement: the consumer thinks while other people are persuaded, they themselves are not
•in politics: the consumers (voters) listen as if the politicians are espousing genuinely personal views
•in media: stating the role of the polls + reflecting the politicians view with utmost seriousness
•ethnic restaurants --> delicious life styles of which food is just a manifestation --> **simulated adventure in a theatrical society**
•
}--> the postmodern consumer does not judge the experience from a foundational perspective
*it recognizes only difference*, only fragments (=/= inequality, conflict)

anything is at once acceptable and suspect ( مجاز majaz)

*juxtaposition of opposites ==> total irony + ambiguity --> pastiche*

marketing --> *incorporation: pulling the contradictory (country cultural) movements into market economy : emptying expressions (music, fashion) of rebellion (for example punk) of their content ==> commodities them

society historical process is affairs through politics and social relations --✕--> market mediates social conflicts (for example the content and the looks of news program in VOX news)

*marketization (of politics): the possibility of representing them through electronically manipulated images (for example USA's 1991 gulf war was run more as a marketing campaign)
~=> *management of consent*

“authentic” traditional cultures in order to survive have to become marketable --> touristic attractions

•marketing taking the center stage in most western institutions
•market = locus (dominant mediator) of legitimation


marketing: a cultural process representing the post-


transnational (corporation) : postmodern cultural change agent


in traditional world of commerce ‘commercial space & time =/= programming space & time’

modernist vacuum created by obsolete notions of what is good or bad (sacred or profane) --> filled by marketing (enters --into--> culture)


fragmentation ==require==> use of many different styles and forms

(ideas and movements which already have made) sensational impact --> spectacle --> commodities


(marketing helped in entrenching) artist selebrity setting new trends and values <-- a postmodern phenomena with its roots in 1960s “anti-” movements
•not challenging or endorsing or committing to any one style, but rebelling by doing “one's own thing” (Madonna's rebellion 1991 --> she will continue to find large audiences as long as she represents and combines the postmodern aspects of critique of the metanarrative and the marketable commercial sensationalism of the fragmented spectacle)

paradoxical nature of postmodern culture <-- fragmentation and discontinuity of their experience
not owning a TV (conscious rejection) + driving a car (integrated into mainstream)


merging of education and marketing
*televisual generation*
(in north america and western europe) the education is taking place mostly outside of three classroom

(modern) institutionalized education --> (postmodern) marketing system : the individual of the postmodern encounters the institutionalized education as obligation, drudgery, and the means to achieve positions

(from) a process of reading issues and questions for exploration --to--> a process of persuasively communicating the necessities of knowing (and following efficient ways of doing things) --> literacy: being able to manipulate and construct (recognize and grasp multi-layered multi-faceted multi-media images --> to impress upon all senses) }<-- marketing is best situated to educate this
[-can a true critical deconstruction of postmodernism start from literacy? ---> go to telegram bestiary text]


***the consumer is also a signifier***
(constructed in the images that are culturally signified, for example the female)
(even metaphorically) putting somebody on the pedestal (stage) ==> exposure to voyeuristic gaze ==> objectification ~=> commodification }--Baudrillard-->
•a liberation (the subject is the object which has the powers of seduction as the focus of desire --> in control)
•a loss of freedom (the subject is culturally signified and constructed for fonctions determined outside its own power --> a property of the other)

*decoupling of culturally signified categories (of gender, etc.)* --marketing--> (postmodern stance and trend:) male model/actors who represent emotional, nurturing, and sensitive + female model/actors who represent aggressive, powerful, rational (in American advertisement and TV series)
==> “i shop, therefore i am” becomes applicable to men
==> both men and women become ideal consumers --> flourish of market exchange

* * (both male and female) seek authentic self --> (get caught up in) objectification + fragmentation * *

pattern quest: imaging (representing) =/= being, knowing

[image marketing]
*the image does not represent the product, but the product represents the image* -->
•consumers are essentially consumers of symbols
•consumption culture = construction of symbolic environment
}==> tourism as the largest industry in the world (translate your culture images into marketable products ~= consumer fetishes) --> *global culturalism*

[manipulation of symbols]
(from) ethical issue (modern) --to--> stylistic issue (phenomenological, postmodern)

[*]globalization: (create fragmented heterogenized market -->) serve the locals with global universal signs
--> transnational: a highly symbolic communication system that is timeless, contextless, diffused in space, located anonymously, with no known history


marketing is the first institution that adapt to postmodernism

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

consumer (--impulse--> “i want”) =/= citizen (“we need”)

Sunstein
consumer sovereignty (matters of personal taste, “are they getting what they want?”, ‘freedom: satisfaction of private preferences’, ) =/= political sovereignty (*government by discussion* + reason-giving in the public domain <-- many/most citizens should have a range of common experiences =/= filtering of information, customizing information to fit)

**unplanned unanticipated encounters <-- central to democracy**

(pseudo-democratic) participation interactivity : invitation to participate in one's own manipulation by providing increasingly detailed information about personal preferences (Andrejevic, noted by Hubert)

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

*misattunement:
--Stern--> a parental technique for modifying the behaviour (+ affective experience) of the child
--Ahmed--> being out of synch with a world (“of whiteness” that aims to be in harmony)

*attunement: a technique for occupying space
---> go to #integration {for Ahmed: becoming a citizen (= nationalism) ~= the work of attunement =/= stranger: the body we are not with}

clumsiness: being in the way of yourself (to lack the coordination to coordinate yourself with yourself)
--registers--> as the loss of a possibility

(in art, performed clumsiness as strategically antagonistic?)

(Ahmed's) emotional work: closing the gap between ‘how one does feel’ and ‘how one should feel’ <-- a labour (when) is successful, it disappears as labour

how flight attendants (and teachers?) become responsible for collective moods --Hochschild--> ability to preserve the mood of a situation requires working not only on feelings, but drawing on tactic knowledge about how moods are shaped

(bad mood of a shopkeeper in Brussels...)

*histories that linger as mood*

diversity work --involves-->
•the effort to minimize differences so that those who arrive can appear more ‘in tune’ with those who are already here
•
•
--✕--> bodies do not arrive at the same time [---> go to Sina's trans-lateness lecture performance series for Akademie der Künste der Welt 2014: being late is precisely the condition for which translation is needed + critique of universal translator]


...atmospheric qualities of the market

Ahmed's criticism of hopeful performativity [<-- in her text “not in the mood” Ahmed privileges ‘bad mood’ as the emblem of marginality --> emotional misfit]


public mood: prevailing public sentiment as to what constitutes appropriate matters for governmental attention <-- thermostatic understanding of mood
--Ahmed--> fabrication of feeling (& consumer satisfaction)


*to find = to form*

the idea of the national body acquires coherence through a systems of belief ==> separate the nation from race
•“requiring those who embody diversity to give their allegiance to its body” (for example a nation can love diversity whilst demanding that Muslim women unveil)


Marxist model of commodity fetishism --Ahmed--> feelings come to reside (magically) in objects [by cutting those objects off from a wider economy of labour and production. it is then as if fear originates with the arrival of others whose bodies become containers of our fear]


(for Ahmed) happiness: a technique of distraction (a cover-up)
--> for her: potency is in the rage
(Ahmed is too fast to celebrate lesbian ‘affect alien’ =/= heterosexual marriage)

good weather --> (showing) safety and wisdom of prediction

the idea of “your unfeeling masks a disbelief”

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

interesting =/= appealling --> most satisfying videos

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

elite consumption
country house

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

dirt
waste
stink
microbes


Campbell on bacteria and market


tropes that bring bacteria into the symbolic realm:
1. cuteness
2. overpopulation
3. lower classes
4. deviant sex
}--channel--> utterances that (indirectly [political discourse of establishment neoliberalism cannot address such things in direct ways]) express fantasies about:
•purity
•gender
•race
•community
•family
•pollution
•class
•disease
•sexual promiscuity (deviancy)
}<--Campbell-- symptoms of a capitalist socio-economic order --> they are found in:
◦explicit rhetoric of anti-establishment politics (the alt-right, anti-immigrant movements)
◦implicit content of the marketing material of globalized and globalizing multinationals



bacteria: symptoms of a capitalist socio-economic order --> repressed fears and fantasies about purity, gender, race, community, pollution, class, sexual promiscuity <-- leveraged by antibacterial brands

from (psychoanalytical concept of) symptom --to--> sinthome
[*]symptom: repressed extrinsic ideology that must be revealed =/= [*]sinthome: a fantasy that does not dissolve when brought to light <== it structures reality intrinsically

a *psychoanalytically informed critical marketing* --> *consumer is made to trace their symptoms* (<-- the perverse effects of emancipatory revelatory critical analysis)

--Campbell--> sinthome presents a tool for analysing *fantasies that focus on the form of their expression, rather than their content*
•in the case of (fantasy takes the form of) bacteria --reveal--> (a confluence between) *the politics of community & the physiology of (auto)immunity* [--> clean and dirty]


dilemma of modern subject : how to live with the unsettling truths given to us by new sciences
•my mother about fake honey
•bacteriology ==> everything (including our very selves) is terrifyingly coated in bacteria

a moment of marketing in Joyce's Ulysses character Bloom -->
•overwhelmed by the teeming bacteria <--> ingesting a different set of cultured bacteria: wine, cheese, bread
•the city and its germs envelop and simultaneously individuate him --> ****his subjectivity can only be expressed in terms of the dialectic of alienation and belonging that is at the foundation of our social world****


***living in modernity = being in constant contact with the mass of beings***
<== uncontrollable overwhelming disintegrative forces of otherness (the problem of living in a community in modern metropolis)
<-- *multiplicity of strange strangers through whom the healthy subject finds his or her sense of self*

(@Femke, analysing political arrangments of X) *market society* =/= looking at the way that we come (and invited to come) into contact with X (in Campbell's case: bacteria)


[*]sinthome: why X (symptoms) appear to us as such =/= what X mean
sinthome --> (mode of analysis) aiming to identify ***what fantasies are permitted to be sustained when the symptom take the form of X*** (in this case bacteria) =/= seeking to find what ideology lies hidden beneath the symptom [=/=! problem of artists]

Campbell mode of analysis (with sinthome) =/= a revelatory mode of critique (where our illusions arre laid bare) [<-- artists’ symptom]

advertisements offer striking evidence of *autoimmune tendecies* in contemporary market society : the body politic misrecognizes its own boundaries and attacks parts of itself
@Femke

(Joyce's Bloom) first thing that we see or feel is not in fact ourselves, but bacteria [---> go to body image] --> (his solution:) avoiding one kind of bacteria by embracing another (<-- psychoanalytically effective ***non-solution***)


(in social sciences [Ereshefsky]) *species pluralism : how various biopolitical forces use segmentation strategies in the organic world to produce competing species’ hierarchies and taxa*
thinkers in social theory --> the entities under investigation are:
•so massive --> Gaya regulatory system of planetary scope
•so dispersed --> climate change
•so ancient --Haraway--> bacterial protist Mixotricha paradoxa (“the paradoxical being with mixed-up hairs”)
•so minute جزئی --> new materials engineered through nanotechnology
•so boundless --Sagan--> metametazoa: human as a multiple afloat in the omnisexuality or bacterial exchange
•so relational --thacker--> swarm, pack, flock, epidemic [go to --> ERG website's epidemic nodes --> *the image of the relational*]
•so
}<==motivation==
1. considering the strangeness of life forms act as a template ==to==> think differently about life by mobilizing new ***prepositions of connection*** (with, alongside, between, sym-, etc.) ==provoke==> different theoretical insights into how society might work
2. ethical political drive to promote radical inclusivity and to challenge mindsets that fixate on identity and difference (<-- Harawayian) [--> Isabel, Sara]
3. work of decentering the human as the premier valance of the universe (may in turn) ==cultivate==> an ethics that is ecological, in the sense of global and interspecies (<-- Mortonian)  [--> Sina]
4. conceiving of the ‘other’ as planetmate, messmate, natureculture, mind-body, etc. (maybe) ==lead==> new conceptions of camaraderie, community, society, friendship [--> artistic research, apass, Viveiros de Castro]


bacteria [also: mushroom, swamp] --> poster-creatures of the flat ontology movement --> challenging classification
replacing Tree of Life with DNA-based model of life (homo sapiens: a micro-ingredient of an astonishing bacterial soup of prokaryotes, archaea, eukaryotes)

*bacteria: the ground zero life forms* -->! ***nearest we can get imagining the Lacanian Real***

we are more bacteria than human

(global) bacterial biome: para-collective (=/= “merely” biological)
*our ways of reacting to bacteria are as political as they are scientific*

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

purity & pollution + their deep-seated link with social order and its transgression --Douglas--> {from the idea of poisonous vapours (miasma [unrelated to cleanliness]) --to-->} discovery of pathogenic organisms بيمارى زا ==> modern concept of bacteria

cleansing rituals before the bacteriological age functioned to ward off spirits and restore social order and control (@Elke, @Isabel, the artist as medium)

discovery of germs ==> radical re-conceptualization of dirt (--> it is difficult to think of dirt except in the context of pathogenicity)

if we can abstract pathogenicity and hygiene from our notion of dirt --Douglas--> we are left with the very old definition of [*]dirt: matter out of place

**when we see dirt --> we see a system**
--Campbell--> when we see bacterial images we are seeing something else

***contamination = a violation of some mythical, symbolic, or political system =/= just a physical problem***

bacteria --> symptom of a disturbed system


symptomatic analysis (=/= feedback)
pioneered by Marxist critics, Althusser

symptomatic analysis of X = to open the possibility of there being unspoken, unacknowledged or disavowed content in X

symptomatic analysis --of--> (content of) antibacterial advertisement --laden--> with libidinal intensity or *visual pleasure* (= an image that is visually intense)

**consumption can be read like dreams** (a text that says more than it consciously expresses) --reveal--> repressed material (disavowed fantasies about: purity, gender, race, family, class, disease, displacement, sublimation, etc.)
◦what fantasy is upheld by presenting repressed material as bacteria (or artwork)?
--> reading against the grain of the text (Jamesonian)
--> advertising images can be read like symptoms of repressed libidinal desire

-i did symptomatic reading of Olearius (but not of ajayeb nameh?)

1- accelerating pace of industrial production
2- population growth
}==> first full flourishing of *mass consumption*

*[*]marketing: a sphere of cultural production where image conventions co-evolve with non-marketing imnages as an intertextual constantly reciprocal environment*



1. cuteness
little monsters
infant-like
with freakishly funny features
playground of bacterial frolic

cuteness
a minor aesthetic category (in comparison to its more spectacular counterparts: sublime, beautiful)
(it is minor because it is ambiguous)
•positive affects:
◦desire to protect
◦desire to touch
•negative affects:
◦helplessness
◦pitifulness
◦excessive availability
•secondary relations:
◦resentment at being emotionally manipulated
◦contempt for the weakness of cute --accompany--> desire to:
◾touch
◾clasp
◾dominate
◾destroy
◾
}--> *cute: a site of visual intensity that is both pleasurable & disgusting*

****three objects that are most often rendered cute in consumer aesthetics:
1- women
2- technology
3- children
}<-- (in psychoanalytic terms) inherently dangerous ==> in need of control****

Campbell > why is it useful to see bacteria as cute?
***cuteness as a deep link to violence***
[*]cuteness: aestheticization of powerlessness --> a necessary step in permitting its extinction [to make everybody like unto little children is not such a bad way of disposing of them]

•representing the Other (the enemy) as despicable --> powerful effect
•representing the Other as domesticated + infantalized:
◦demonstrates the sublime Otherness of bacteria
◦we are relieved of guilt <== the bacteria is rendered beneath the threshold of ethical consideration



2. overpopulation
cramming of many life forms into tiny spaces ~= (literally) an uncanny microcosm of the imagined and feared socio-economic order

***new technologies to visualize the world ==produce==> new imaginateis of life itself*** [<-- my research on bestiaries]

microscope (19th century) --> microbial visuality --Latour--> new modes of interacting with and ingesting/consuming the world

bacteriology as a discipline emerged at the same time as the (so-called) transformation “from industrial capitalism --to--> market society”
•overpopulation
•bacterial proliferation
--> a trope in visualizing contemporary bacteria

bacteria live in obscene proximity to each other --> *bacterial intimacy =/= individualizing force of modernity*

the fantasy of there is some sort of “away” which can absorb what we overproduce

removal of excrement (in all its quises) --> demonstrating the urbanites class distinction --> (an apparent) desire to reorganize urban space according to a logic of repugnance مغايرت (--> this is why i am so uncomfortable with “clean” streets)
•the idea that a veritable subterranean system delivering *shit-free cleanliness* ==> citizen's physical, moral, sipritual cleanliness --with--> materila markers of the civilized society: cubicles, toilets, drains, sewers

(Lacan > Morton > Campbell >) the problem of human society : what to do with one's shit

anti-bacterial advertising --> fantasy of awayness

keeping nature at a distance ==Morton==> (act out an imagined preservation -->) dumps on the rest of the world
[sadistic admiration] putting something called nature on a pedestal and admiring it from afar (for the environment) ~= what patriarchy does for the figure of the woman

bacteria adhere to each other and to their environment --> *they make any environment cohere as itself* : without bacteria there is no environment



3. lower classes
overweigth
bad skin
bad teech
criminally deviant

griminess سياهى
slick sheen ليز
dinginess چرکى
slouch اويخته
decay

in advertisement:
bacterium suicide bomber
ear-picking homeless man: the incarnation of bacterial cross-infection

**community <--> infection**
(health of the community is theatened by undesirable members)

*bacteria ==> community can come into full self-expression*
bacteria = disruption of social order ~-=> bacteria stabilizes the social order

***bacterial threat = biological model for a political necessity***

(familiar terrain of) hand: a vast and foreign bacterial colony

in a world of microbial resistance [in which common infections and minor injuries can kill <-- real possibility for 21st century and not a apocalyptic fantasy] --> *antibacterials carve out spaces of near-perfect security*

bacteria:
•overwhelm us
•outnumber us
•outclassify us
•exceed us
•pre-date us
}--> concealed by antibacterial discourse

good bacteria exists in the gut: their market-sanctioned place
*good bacteria: fantasy of the efficient worker*



4. deviant sex
bacterial sex

bacteria **propagate in the most ancient way : they have sex by contagion** = endosymbiosis, symbiogenesis --> ‘prolonged symbiotic associations ==> appearance of new organism’ (massive contagion that moves across phyla and lineages across biotic and abiotic spaces ~/= Darwinian natural selection)

1940s --> monomorphism: (in bacteria sex, proposing that) male and female are separate but visually indistinguishable

categories of inside/outside, host/guest, parent/child, original/copy, female/male --> organize civil life =/= bacteria
==> in advertising bacteria propagation appears “deviant” (in non-productive forms) --> antibacterials confer moral righteousness

Karin's germ management ♥

(Karin) “good germ management =/= good parenting”
(Dettol:) “good germ management = good parenting” [when a mother at home protects children from contact with the floor]

(in iran:) contact is contagion

Campbell assuming women tolerate germs more than men --> not in iran

**staging the unbacterial woman**

*body is a closed private property =/= contagion emanates from bodies that are not properly closed or private*

“community = the single biggest source of threat” (our sovereign cleanliness) --> *bacteria as other people* مجاز مرسل metonymically (not just metaphorically)
•degenerate human
•homeless man
•transvestite
•street sweeper
•

(cleanliness is always sovereign)


if ”(deep) ideology =/= (critical) thought” --then--> fantasy =/= ?

‘deviant’ mobilizes deep-seated fears and fantasies ==> images that are visually intense + build exceedingly successful brands

critical analysis can move from thinking about symptoms as indirect expressions of deep ideology (paranoia) --to--> *indirect expressinos of structurating fantasies*

(brands know that) ***fantasy =/= ideology***
•Lacan --> even when patients could articulate their symptoms it didn't seem to dissipate ==> symptom was a constitutive core of their own subjectivity
•Zizek --> ideology: fantasy structuring out social reality itself =/= an illusion masking the real state of things
•Marx, Freud, Zizek --> symptom =/= a thing behind which secret content is hidden
for Marx *the secret is in hte form of commodity itself** (<--but-- commodity as a central symptom of capitalism) --Sina--> in the form of the hair-styles in The Magicians TV series


from symptom (veil) --to--> sinthome (screen)

*sinthome* is not directly analysable --Campbell--> images of bacteria are symptoms of the Real, not the symbiotic order, because the Real unsymbolizable
sinthomes organize the subject (without them the subject would be obliterated, Zizek)

(psychoanalytic paradigm --> emerging research in marketing:)
•sustainability practices’ fetishistic disavowal of reality can serve to exacerbate ecological catastrophe
•the inherently narcissistic nature of the consumer needs others to suffer in order to derive pleasure from (consumer) objects
•reinvestigation of consumer desire as jouissance --> a perverse pleasure in the “mad destruction” of our bodies and minds
}--> examples of critical marketing pursuing emancipatory unveiling procedures
--✕--> sinthome can offer:
1. an *analytic strategy for feeling out* the contours of symptoms
2. directing us to a new *question we may ask of texts of all kinds* --> ***why do they take the form that they do?*** [=/= what ideology is beneath them --> at the level of the latent contents (meaning) of a symptom] --bacteria-->
◦why do fantasies about community, sex, death, deviance take the form of the bacteria?
◦what is it about bacteria that is so compelling that it provides a structure for this array of phenomena? (<-- we can ask that at art/artists use of biology)

***the problem of bacteria for humans = the problem of living with others***

bacteria --think--> the problem of surviving in large, alienating, cross-infecting, co-dependent populations --> *metonymy between immunity & community*
•مجازمرسل metonymy =/= structural similarity تشابه
==reveal==> disciplines of *biology* and that of *political organization* are closely related [--> to understand fundamental concepts such as individuality and agency we need to frame the immune system not as a biological but a politico-psychic-physical phenomena]


*munus: public service, duty
{munus = onus + officium, obligation + office --> root of communitas}
co-munus: to be part of a community = to be a giver and receiver of the munus, which has a kind of coercive connective power
-anyone outside this gifting cycle is described as “immune” (@apass)
-munus: a gift (a contractual obligation that one has with the community) that marks one's entry to social life


the immunity/community dynamic is a negative aporetic dialectic پویایی دیالکتیک آپورتیک منفی (=/= dichotomy دوگانگی) ~= immunity: a process that always involves an open system of self-definition that consistently produces self and other


antibacterial sinthome gives form to this ambivalent position as individuals in market society --> our lives are preoccupied with *identifying and controlling enemies* and *incorporating allies*
•combatting computer viruses
•fighting terrorism
•containing immigration
•controlling pandemics
•choosing consumer objects
}--> *immune mechanisms: identification, location, incorporation, expulsion* (<-- we all do it, Sina, Pierre, etc.)

[*]bacteria: indirect way of talking about the overpopulated, deviant, teeming, dissolutive world we live in --> terror of overwhelming disintegration of our individual being (<-- artists want this?!)

[*]autoimmunity: when the human body + body politic goes into an overactive defense, seeking to strike at the enemy and cause harm to itself

life has become a complex of protective systems that in turn attack us --Derrida--> democracy: an autoimmune system

how autoimmune systems can be interrupted?


biophilic fantasies of bacteria as *messmates*


*when we worry about bacteria, we worry about others*
*to have contact with society is an unavoidable, necessary, disquisting, all-embracing gift*

(in West and elsewhere) individuals who identify their fellow citizens as undesirable obstacles to their freedom, health, wealth --> antibacterial brands

(in Germany) integration --> overdeveloped sense of our own immunity

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

[Mary Douglas]

bring bewitched (in Sudan, Azande) ~= finding oneself the victim of embezzlement اختلاس (for modern person)
=/= fear (category of horror)


dirt = disorder

eliminating dirt is a positive effort to organize the environment (--> we are not removing something) --> creative movement

cleaning: to relate form to function, to make unity of experience
~~> part of the project of religion (atonement)

pollution:
1. instrumental --> change someone's behavior
2. expressive --> (a general view of) social order

pollution --> claim & counter-claim to status


sex pollution <--> body pollution

sexual danger --> symbole of relation between parts of society (hierarchy, collaboration, distinctiveness of social units)


expressive oversystematizing --> (sometimes) necessary to interpret beliefs

cosmologies with pollution symbol

reflection on dirt = reflection on relation of order to disorder, being to non-being, form to formlessness, life to death

rules of purity ~= comparative religion

(primitive:) sacredness ~= uncleanness


[an idea of] sanctity = (a little more than) prohibition }--> to protect profanity from divinity

hindu --> relative notion of pollution
cow dung is relatively pure to a Brahman priest, impure to a god

*respect <--> pollution*
•khak-e pa خاک پا (feet's dirt)
•dirt/dust as cleansing agent
•


Frazer > Robertson Smith (old testament scholar)
taboo: restriction of man's arbitrary use of natural things + supernatural penalty (--inspire--> fear + precaution) ==> rules of uncleanliness

uncleanliness -->
•supernatural danger
•spiritual state of unworthiness (christianity)
•


i have a savage explanation...

*separation*
clean = set apart = holy

“primitive =/= advanced” :
**hyper attention to the material circumstances of an act** =/= christian (rules of holiness --> motive & disposition of agent is important)

contact with corpse
contact with blood


theology: god man relationship ==> assert (a definition of) nature of human


*most thinking men in the second part of 19th century were amateur anthropologists*
--> confused dialogue between anthropology & theology

(Tylor:) the theory of progression: “civilization = gradual progress from an original state similar to that of savagery” --> the idea of general continuity of human culture [---> go to integration]
“man = long process of (cultural) evolution”
what we do & believe is fossil (petrified appendages)

•Tylor --interest--> what quaint relics can tell us about the past ==found==> folklore
•Smith --interest--> common elements in modern and primitive experience ==found==> social anthropology


Green
theory of moral progress
existence and recognition of specific duties
self-sacrifice
reverence
man = unrealized ideal of a best (God)
*religion <--> ethical values of community life* (=/= speculative thought, exotic mythology, arbitrary relationship of an individual person to supernatural power...)
...


(moralizing human society = community)
(intellectual asset)


Durkheim
fictive abstract nature of religious entities [with no material reference] (==> fluid liable contagious sacred ==> rituals of separation & demarcation)
•gold and purple style of writing (Golden Bough)
•“ethical meaning =/= magical meaning”

non-sacred magic =/=? sacred
magical belief <--> primitive hygiene


two assumptions of English nineteen century thought:
1. ethical refinement is a mark of advanced civilization
2. magic had nothing to do with morals or religion
}==Frazer==> assigned evolutionary assumptions to human culture three stages of development -->{ “magic: primitive science” --to--> “religion: priestly & political fraud” --to--> “science” }<-- Hegelian dialectic
}--✕--> wisdom and philosophic depth of primitive cultures



Babylonian + Assyrian --> “sin = material impurity” --> blood: sin-remover

(during Homer) Greek thought --> relatively free of ritual pollution
pollution concepts emerge later (expressed in classical drama)

clean and polluted --> man's destiny
(it seemed always we had a clean future)



the bad idea of *medical approach to symbolism*

comparative religion =/= medical materialism
(for example Jewish and Islamic avoidance of eating pork is explained as due to the dangers of eating pork in hot climate)

*hygienic basis* of (some) ancient rites


Moses's dietary rules ~~✕~~> enlightened public health administrator

Yoruba (cult of smallpox diety)
left hand to handle dirt
right hand to eat


(source of impurity -->) all bodily emissions ~/= eating <-- a person is in the middle state of purity

india --> ground does not act as a conductor
iran --> ground acts as a conductor

ritual pollution
ideas of dirt --Douglas-->(also) express symbolic system

European ideas of defilement:
1. dirt avoidance is a matter of hygiene or aesthetics (not religion)
2. the idea of dirt is dominated by a knowledge of pathogenic organisms (<== 19th century discovery of bacteria)

(context of) pathogemicity

(old definition of) [*]dirt: matter out of place
}==>
1. *where there is dirt there is system* (dirt is not an isolated event) -->{ systemic ordering & clarification of matter ==byproduct==> dirt }--> symbolism (symbolic system of purity)
2.


ominous compendium (a garbage collector)

schema: pattern-making tendency of perception
a filtering mechanism which at first only lets in sensations we know how to use


rituals of separation ==> boundaries, margins, internal links --> total structure of thought ==> pollution ideas



book of Leviticus
list of abomination:
•clean: frog,
•dirty: camel, hare, rock badger, some locusts, mouse, hippopotamus,
•?: chameleon, mole, crocodile,

eatable:
any animal with hoof
cloven-footed
chews the cud (partly digested food return to mouth for further chewing)

don't eat:
raven after their kind (in agreement with one's nature)
night hawk after their kind
the little owl, the great owl, the water hen
stork after their kind
hoopoe and bat
all winged insects are unclean for you
all clean winged things you may eat

everything in the water that has not fins and scales is an abomination to you

whoever touches their carcass shall be unclean until the evening

__they are unclean to you__

among the swarming things that swarm upon the earth

the weasel, the mouse, the great lizard according to its kind

whoever touches them when they are dead shall be unclean until the evening
and anything upon which any of[...]