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Additional info for The emotional logic of capitalism : what progressives have missed

Example text

Isin 2004, 222). The notion of affect thus draws attention to the inherently constructive aspect of processes of association. Its operation requires that the material of social life be plastic (Despret 2004; Blackman 2007a), a property that William James defined as “the possession of a structure weak enough to yield to an influence, but strong enough not to yield all at once” (James 1981 [1890], 110). Affecting, constitutive relating cannot occur if an identity is so incoherent that any outside influence would destroy its structure, nor when it is fully self-sufficient and can dispense with any need for connectedness.

The task is therefore perhaps less to “resolve” the tension than to find a way to put it to productive use, to try to understand it as a constitutive aspect of the phenomenon we seek to grasp. Rather than resisting and suppressing the paradox and allowing ourselves to become entangled in the logic of the trade-off, we should more fully expose and appreciate it. ” In other words, what kind of sign is this? We should start by considering what kind of sign money is taken to be in a disembedding narrative: a fetish, that is, an idol.

We invoke the authority of the icon for our own reasons, hoping to harness its capacity and so leverage our agency. When we need something from the internet, we optimize our chances by going through Google, sustaining its central position in the process of organizing our world around our own needs. These immanently generated hubs are iconic: Google is not an abstract, empty universal but a nodal point that allows us to access whatever highly unique combination of signs we are after. It is a paradoxical combination of the general and the specific.

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