[...]aled =/= [*]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 entr[...]