In the current “second reception” of Althusser, the concept of the capitalist mode of production as explored in Reading Capital and On the Reproduction of Capitalism has been relatively underdiscussed. The concept, however, remains an important component of larger discussions in Marxist theory. This paper rereads Althusser and Balibar’s early contributions to the concept of the mode of production alongside Marx and contemporary thinkers such as Jairus Banaji. In so doing, preliminary connections are made between Althusser’s (...) second reception and important recent interdisciplinary work on subsumption and heterogenous development. (shrink)

The unresolved dilemma of Marxian theory is whether the overall social constellation may legitimately be called 'mode of production' because mono-causal economic explanations are acceptable or whether there is instead a more complex causality at the level of the 'ökonomische Gesellschaftsformation', i.e. the social constellation as a whole.

Perceptual modalities have been traditionally considered the product of dedicated biological systems producing information for higher cognitive processing. Psychological and neuropsychological evidence is offered which undermines this point of view and an alternative account of modality from the enactive approach to understanding cognition is suggested. Under this view, a perceptual modality is a stable form of perception which is structured not just by the biological sensitivities of the agent, but by their goals and the set of skills or expertise which (...) they are deploying at a given time. Such a view suggests that there is no such thing as an experience that is purely visual, auditory, or otherwise modal and that our attempts to understand consciousness and the mind must be conducted within a framework that provides an account of embodied, goal-directed adaptive coping with the world. (shrink)

The article analyzes the technological shifts which took place in the second half of the 20th and early 21st centuries and forecasts the main shifts in the next half a century. On the basis of the analysis of the latest achievements in inno-vative technological directions and also on the basis of the opportunities pro-vided by the theory of production revolutions the authors present a detailed analysis of the latest production revolution which is denoted as ‘Сybernetic’. The authors give (...) some forecasts about its development in the nearest five decades and up to the end of the 21st century. It is shown that the development of various self-regulating systems will be the main trend of this revolution. The authors argue that at first the transition to the beginning of the final phase of the Cybernetic Revolution will start in the field of medicine (in its some innovative directions). In future we will deal with the start of convergence of innovative technologies which will form the system of MBNRIC-technologies (i.e. the technological paradigm based on medicine, bio- and nanotechnologies, robotics, IT and cognitive technologies). The article gives a detailed analysis of the future breakthroughs in medicine, bio- and nanotechnologies as well as some other technologies in terms of the development of self-regulating systems with their growing ability to select optimum modes of functioning as well as of other characteristics of the Cybernetic Revolution (resources and energy saving, miniaturization, individualization, etc.). (shrink)

The concept of modes of existence of semiotic entities underlies (post)Greimasian semiotics, yet it seems to have received little attention. Modes of existence can be used in different senses. For Greimas, from the perspective of narrative semiotics, when Michelangelo first receives a block of marble and decides to sculpt the David, his intention is in a virtual mode; as Michelangelo progresses he ends up bringing the David into existence, and his intention comes to the realized mode. In Fontanille’s (...) tensive semiotics, however, modes of existence can have to do with how one can narrow or broaden the scope of our apprehension of the David as our eyes look at it in order to produce a meaningful experience. In this work, the perspectives of narrative and tensive semiotics are contrasted both theoretically and practically applying both to a number of examples. In order to identify all possible modes of existence and all the possibilities of transitioning from one to the other in the examples presented, we resort to the method of finite-state automata from computer science. In the end, we propose a robust narrative account of modes of existence that relies on narrative semiotics for its definition, but into which intent and apprehension from tensive semiotics can be integrated. This work calls for the need of establishing a syntax of modes of existence, since both Greimas and Fontanille construe them as being necessary to account for the production of signification. (shrink)

The past years have witnessed a growing awareness of the role of institutions of knowledge production in reproducing the global climate crisis, from research funded by fossil fuel companies to the role of mainstream economics in fuelling the idea of growth. This essay argues that rethinking knowledge production for post-carbon futures requires engaging with the co-determination of modes of knowing and modes of governing. The ways in which knowledge production is embedded in networks of global capitalism shapes (...) how we (can) think about the future. The essay argues for an attentivity to the material and infrastructural sides of knowledge production, which will enable us to re-think transition to post-carbon futures in ways that recognize the deep structural, spatial and social inequalities underpinning knowledge production. (shrink)

With the desperate usurpation of global spaces under the everexpanding capitalist mode of production, the political struggle still necessitates an emancipatory class politics as aimed by Marx and Engels. This paper will be a synthesis of Marxist geographer David Harvey’s theory of capitalist production of space and MarxEngels’ notion of freedom, and their notion of emancipatory class politics. According to David Harvey, its survival as a system is through its widescale control on the production of spaces. (...) I will first expose the theory of the Marxist geographer David Harvey on how capitalism produces a space through his theory of the capitalist production of space. This necessary strategy of capitalism to own and extend to spaces is essential to its nature to increase capital and profit. According to him, capitalism always needs to expand territories to create new sources of labor, wealth, and new markets. This necessitates obtaining profits to sustain capital accumulation amidst its problem of crises. The spatial ontology of capital will be the springboard showing a possible construction of the type of freedom or emancipation that is necessary in forwarding a class politics of spatiality. In effect, emancipating the place is tied with the classical notion of the liberation of the proletariat. I conceptualize the concept of place as a signifier of the spaces that humanity produces—may it be their home, their work, or geometries of modern life—but have been put under the dictates and design of capital. Thus, I will go back to the classical notion of emancipatory politics of Marx and Engels. This synthesis combines the possibility of emancipatory class politics based on the ontology of the present capitalist production of space. (shrink)

This paper aims to mobilize the concept of “aleatory materialism” from Althusser’s posthumous work “The Underground Current of the Materialism of the Encounter” to theorize the emergence of a capitalist mode of production and analyze theoretical problems of thinking through the emergence of a communist mode of production out of capitalism. A “materialism of the encounter,” with its non-teleological account of causality can theorize the emergence of such a complicated object and help think through transitions without (...) recourse to necessity or sufficient reason. Retroactively, we can identify the discreet encounters that have “taken hold” in the institution of the capitalist mode of production, but we cannot trace with any necessity the islets that would form a communist mode of production. (shrink)

What is an occurrent mental state? According to a common scholastic answer such a state is at least in part a quality of the mind. When I newly think about a machiatto, say, my mind acquires a new quality. However, according to a view discussed by John Buridan (who rejects it) and John of Mirecourt (who is condemned in 1347 for considering it “plausible”), an occurrent mental state is not even in part a quality. After sketching some of the history (...) of this position, I will present two common arguments against it—the argument from change and the argument from agency. I will then turn to Mirecourt’s own position on the matter. Mirecourt, I show, in fact offers us two different theories about occurrent mental states. The first, which I call the conservation theory, accepts that mental states are in part qualities. However, a mental state is a quality together with an action on the side of the mind, namely, its conservation of a quality within itself. The second position, which I will call the pure-action theory, holds that an occurrent mental state is not even in part a quality; instead, it is an action the mind performs which is neither the production nor the conservation of a quality within itself. Mirecourt characterizes such pure actions as “modes” of the mind, and it is this position which is condemned in 1347. In the final section, I turn to an objection that both Buridan and Mirecourt raise against the pure-action theory: if accidental states of the mind are mere modes of the mind, then why not suppose that all accidents are mere modes of the subjects which they qualify? (shrink)

From the temporal perspective, this article examines shifts in the productionof sociological knowledge. It identifies two kinds of rhythms of sociology: 1) that of sociological standpoints and techniques of investigation and 2) that of contemporary academic life and culture. The article begins by discussing some of the existing research strategies designed to "chase"high-speed society. Some, predominantly methodological, currents are explored and contrasted with the "slow" instruments of sociological analysis composed of different, yet complementary, modes of inquiry. Against this background, the (...) article stresses that it is through the tension between fast and slow modes of inquiry that sociology reproduces itself. The subsequent part explores the subjective temporal experience in contemporary academia. It is argued that increasing administration and auditing of intellectual work significantly coshapes sociological knowledge production not only by requiring academics to work faster due to an increasing volume of tasks, but also by normalizing time-pressure.The article concludes by considering the problem as to whether the increasing pace of contemporary academic life has detrimental consequences for the more organic reproductive rhythms of sociology. (shrink)

The ‘expropriation of the expropriators’ is a delicious turn of phrase, one that Marx even compares to Hegel’s infamous ‘negation of the negation’. But what does it mean, and is it still relevant today? Before I analyse the content of Marx’s expression, I briefly consider contemporary legal understandings of expropriation, as well as some examples of it. In the remainder of the essay, I spell out different kinds of expropriation in Marx and focus on an ambiguity at the core of (...) the notion of ‘expropriating the expropriators’, namely, whether it describes an immanent and objective tendency within the development of the capitalist mode of production or else actively prescribes a form of revolutionary political praxis for the working class. My answer is that it does both, though not without tension. Finally, I develop some implications of these reflections by showing how the concept of expropriation can be put to use today, in struggles around housing, climate and work. (shrink)

Innovative modes of collaboration between archaeologists and Indigenous communities are taking shape in a great many contexts, in the process transforming conventional research practice. While critics object that these partnerships cannot but compromise the objectivity of archaeological science, many of the archaeologists involved argue that their research is substantially enriched by them. I counter objections raised by internal critics and crystalized in philosophical terms by Boghossian, disentangling several different kinds of pluralism evident in these projects and offering an analysis of (...) why they are epistemically productive when they succeed. My central thesis is that they illustrate the virtues of epistemic inclusion central to proceduralist accounts of objectivity, but I draw on the resources of feminist standpoint theory to motivate the extension of these social -cognitive norms beyond the confines of the scientific community. (shrink)

In his text, “The Question Concerning Technology”, Heidegger argues that modern mind is unaware of Being’s self-destining which determines Dasein’s relation to their own essence and that of other beings because it is in a delusion of being an ‘efficient cause’. A bluntness of this kind not only endangers human-freedom but also puts natural entities at the risk of losing their authenticity since the modern mode of production regards nature as a reserve that is constantly in the service (...) of human-doings. Accordingly, the discussion carried out in this article is, despite his criticism of the conception of ‘agency’ underlying western metaphysics, whether or not Heidegger overcomes the problem of anthropocentrism in his own philosophy. (shrink)

Human life in contemporary society is extremely complex and there are various external factors that directly affect the realization in the individual ends. In this work I analyze the effects of the global market economy, manifested by a mode of production and distribution of goods and services in the form of a global network of economic relations, which involve people, transnational corporations and political and social institutions in moral sphere of people, affecting their choices and the realization of (...) these choices. Individual freedom can be understand as a freedom to realize our choices in the environment of a global economic market, but it is still problematic in the sense that the choices of goods and services available in this market do not reflect individual choices, but a set of preferences standardized according to the market itself. In this paper I will reflect about the individual freedom in economic globalization pointing from the debate between Pettit and Berlin that social freedom advocated by Republican Petit can be satisfactory for a start. (shrink)

This article questions the role of the author in the photographical image. Undoubtedly, the invention of photography has changed our attitude towards ourselves, towards the world. The impact of photography on one’s life is growing with the development of technology, mainly the photo-technology. One cannot but trust technological tools more than oneself, because any technological device nowadays is considered to be smarter, faster, and more precise than any human being. The technology plays a special role in photography, and that is (...) why the author’s position as the creator of the image is being challenged. Hence, there is also a much wider problem, the impact of technology on a person. Therefore, the purpose of this article is to show that photography as a kind of visual art is not directly a product of human creative activity. Nevertheless, as a technical product, it tends to anonymity when the question of authorship is simply decreasing. Although each image, as a human creation, has its author, in the photography the author becomes the background. We agree with Flusser that it is worthwhile to distinguish between the functionary and the photographer as candidates for the role of the author in the photographic process; but in the process of contemplating the photographs, the name of the author of the photographical image, regardless of his or her claims, is ignored, because the photography, retaining the function of objective documentation, captures any events without any interest. It is also completely dependent on technology; claiming not only for the mediation but also for the "authorship", it introduces the mode of anonymity and accidental fixation of events. The image is deprived of subjective features and the need to have an author. One can say that in any case the photographer falls into the "shadow" created by the device. The author "dies", giving the life to the photography, and dissolves in the technicality of the image. (shrink)

The 2015 Nepal earthquake and avalanche on Mount Everest generated one of the deadliest mountaineering disasters in modern times, bringing to media attention the physical-cultural world of high-altitude climbing. Contributing to the current sociological concern with embodiment, here we investigate the lived experience and social ‘production’ of endurance in this sociologically under-researched physical-cultural world. Via a phenomenological-sociological framework, we analyse endurance as cognitively, corporeally and interactionally lived and communicated, in the form of ‘endurance work’. Data emanate from in-depth interviews (...) with 18 high-altitude mountaineers, ten of whom experienced the 2015 avalanche. The article responds to Shilling’s (2016) call to address an important lacuna identified in sociological work: the need to investigate the embodied importance of cognition in the incorporation of culture. The concept of endurance work provides a powerful exemplar of this cognitive-corporeal nexus at work as a physical-culturally shaped, embodied practice and mode-of-thinking in the social world of high-altitude climbing. (shrink)

Tourism is one of the socio-economic trends that significantly contributes to the shift of the planetary system into the Anthropocene regime. At the same time, it is also a socio-cultural practice characteristic of the imperial mode of living, or consumerism. Thus, it is a form of commodification of nature, also a way of deepening social inequalities between a privileged minority of the global population and an exploited majority providing services to those whose socio-economic status allows them to travel for (...) fun and commoditised “experience”. This is not an inevitable activity, an activity in which environmental costs (carbon footprint, water footprint, energy consumption, and waste production) are necessary to ensure the basic resources of life. Tourism is therefore a form of luxury consumption. For any tourism model to be, not only, environmentally sustainable but also socially just, or at least acceptable, it would have to be accessible to all people. Ecotourism should also have to meet the criterion of a solidarity mode of living referred to as sufficiency. This is hardly conceivable in the climatic, demographic, and political regime of the Anthropocene. The latter is likely to be characterized by, among other things, mass migration of climate or environmental refugees on the one hand and climate apartheid of the states of the global North on the other. Ecotourism, accessible to an even smaller proportion of the world`s population than the current mass tourism, will thus be more likely to accentuate the social and environmental inequalities of which it is already a significant manifestation. Therefore, the question is whether the concept of ecotourism is not just another manifestation of greenwashing, i.e. an attempt to legitimize economic, social, and cultural activities that devastate the social and environmental environment. (shrink)

Modes of teaching and learning have had to rapidly shift amid the COVID-19 pandemic. As an emergency response, students from Philippine public schools were provided learning modules based on a minimized list of essential learning competencies in Biology. Using a cross-sectional survey method, we investigated students’ perceptions of the Biology self-learning modules (BSLM) that were designed in print and digitized formats according to a constructivist learning approach. Senior high school STEM students from grades 11 (n = 117) and 12 (n (...) = 104) participated in a survey using a 3-point Likert-scale questionnaire uploaded online through Google Forms. The survey results indicate that majority of the students perceived the modules positively, suggesting that aspects of the modules that were salient to students corresponded to essential elements of constructivist pedagogies. However, during interviews, students reported several difficulties in learning with BSLM as it was constrained by, to name a few, the use of unfamiliar words, lack of access to supporting resources, slow internet connection, and time constraints. To address these problems, teachers reported that they gave deadline extensions, complemented modules with other channels of support, and used online and offline platforms for reaching out to students to answer their queries and plan out their schedule for the week. The findings across the data sources point to the complex demands of emergency distance education that teachers, as curriculum designers and enactors, need to bear in mind in order to craft productive pedagogies, constructivist or otherwise, during this unprecedented time. (shrink)

Common wisdom, philosophical analysis and psychological research share the view that memory is subjectively positioned toward the past: Specifically, memory enables one to become re-acquainted with the objects and events of his or her past. In this paper I call this assumption into question. As I hope to show, memory has been designed by natural selection not to relive the past, but rather to anticipate and plan for future contingencies -- a decidedly future-oriented mode of subjective temporality. This is (...) not to say memory makes no reference to the past. But, I argue, past-oriented subjectivity is a by-product of a system designed by natural selection to help us face and respond to the "now and the next". I discuss the implications of the proposed temporal realignment for research agendas as well as the potential limitations of measures designed to explore memory by focusing on its retentive capabilities. (shrink)

This essay presents a point of view for looking at `free will', with the purpose of interpreting where exactly the freedom lies. For, freedom is what we mean by it. It compares the exercise of free will with the making of inferences, which usually is predominantly inductive in nature. The making of inference and the exercise of free will, both draw upon psychological resources that define our ‘selves’. I examine the constitution of the self of an individual, especially the involvement (...) of personal beliefs, personal memories, affects, emotions, and the hugely important psychological value-system, all of which distinguish the self of one individual from that of another. The foundational position that adopted in this essay is that all psychological processes are correlated with corresponding ones involving large scale neural aggregates in the brain, communicating with one another through wavelike modes of excitation and de-excitation. Of central relevance is the value-network around which the affect system is organized, the latter, in turn, being the axis around which is assembled the self, with all its emotional correlates. The self is a complex system. I include a brief outline of what complexity consists of. In reality all systems are complex, for complexity is ubiquitous, and certain parts of nature appear to us to be ‘simple’ only in certain specific contexts. It is in this background that the issue of determinism is viewed in this essay. Instead of looking at determinism as a grand principle entrenched in nature independent of our interpretation of it, I look at our ability to explain and to predict events and phenomena around us, which is made possible by the existence of causal links running in a complex course that set up correlations between diverse parts of nature, in this way putting the stamp of necessity on these events. However, the complexity of systems limits our ability to explain and to predict to within certain horizons defined by contexts. Our ability to explain and predict in matters relating to acts of free will is similarly limited by the operations of the self that remain hidden from our own awareness. The aspects of necessity and determinism appear to us in the form of reason and rationality that explain and predict only within a limited horizon, while the rest depends on the complex operation of self-linked psychological resources, where the latter appear as contingent in the context of the exercise of free will. The hallmark of complex systems is the existence of amplifying factors that operate as destabilizing ones, along with inhibiting or stabilizing factors as well that generally limit the destabilizing influences to local occurrences, while preserving the global integrity of a system. This complex interplay of destabilizing and stabilizing influences lead to the possibility of an enormous number of distinct modes of behavior that appear as emergent phenomena in complex systems. Looking at the particular case of the self of an individual that guide her actions and thoughts, it is the operation of our emotions, built around the psychological value-system, that provide for the amplifying and inhibiting factors mentioned above. The operation of these self-linked factors stamps our actions and thoughts as contingent ones that do not fit with our concepts of reason and rationality. And this is what provides the basis of our idea of free will. Free will is not ‘free’ in virtue of exemption from causal links running through all our self-based processes - ones that remain hidden from our awareness, but is free of what is perceived to be ‘reason and rationality’ based on knowledge and the common pool of beliefs and principles associated with a shared world-view. When we speak of the choice involved in an act of exercise of free will what we actually refer to is the commonly observed fact that various different individuals of a similar disposition respond differently when placed under similar circumstances. In other words, free will is ‘free’ precisely because it is not subject to constraints of a commonly accepted and shared set of principles, beliefs, and values. While it is possible that, in an exercise of free will, the self-linked psychological resources are brought into action when a number of alternatives are presented to the self by the operation of the ingredients of a commonly shared world-view, it seems likely that, that set of alternatives is not of primary relevance in the final response that the mind produces, since the latter is primarily a product of the operation of the self-based psychological resources. What is of greater relevance here is the operation of emotion-driven processes, guided by the psychological value-system based on the activity of the so-called reward-punishment network in the brain. These processes lead the individual to a response that appears to be free from the shackles of determinism precisely because their mechanisms, which are hidden from us, do not conform to commonly accepted and shared rules and principles. In contrast, inductive inference is a process that is based on the ‘cognitive face’ of self, where the self-based psychological resources play a supportive role to the commonly shared world-view of an individual. There is never any freedom from the all-pervading causal links representing correlations among all objects, entities, and events in nature. In the midst of all this, the closest thing to freedom that we can have in our life comes with self-examination and self-improvement. The possibility of self-examination appears in the form of specific conjunctions between our complex self-processes and the ceaseless changes of scenario in our external world. This actually makes the emergent phenomenon of self-examination a matter of chance, but one that keeps on appearing again and again in our life. Once realized, self examination creates possibilities that would not be there in the absence of it, and these possibilities include the enhancement of further self-enrichment and further diversity in the exercise of our free will. (shrink)

What is it for two people to think of an object, natural kind or other entity under the same mode of presentation (MOP)? This has seemed a particularly difficult question for advocates of the Mental Files approach, the Language of Thought, or other ‘atomistic’ theories. In this paper I propose a simple answer. I first argue that, by parallel with the synchronic intrapersonal case, the sharing of a MOP should involve a certain kind of epistemic transparency between the token (...) thoughts of the two thinkers. I then explain how shared words help bring about this transparency. Finally, I show how this account can be extended for thoughts expressed using demonstratives or indexicals. (shrink)

Abstract If asked about the Darwinian influence on William James, some might mention his pragmatic position that ideas are “mental modes of adaptation,” and that our stock of ideas evolves to meet our changing needs. However, while this is not obviously wrong, it fails to capture what James deems most important about Darwinian theory: the notion that there are independent cycles of causation in nature. Versions of this idea undergird everything from his campaign against empiricist psychologies to his theories of (...) mind and knowledge to his pluralistic worldview; and all of this together undergirds his attempts to challenge determinism and defend freewill. I begin this paper by arguing that James uses Darwinian thinking to bridge empiricism and rationalism, and that this merger undermines environmental determinism. I then discuss how Darwinism informs his concept of pluralism; how his concept challenges visions of a causally welded “block universe”; and how it also casts doubt on the project of reducing all reality to physical reality, and therewith the wisdom of dismissing consciousness as an inert by-product of physiology. I conclude by considering how Darwinism helps him justify the pragmatic grounds upon which he defends freewill. (shrink)

G.A. Cohen’s critique of the Rawlsian difference principle points out an inconsistency in its presentation. The initial equality decided by the participants in the original position under the veil of ignorance is not preserved by the inequality sanctioned by the difference principle. Cohen shows how the breakdown of the initial equality of the original position prevents the desired results of the Rawlsian system from being realized. Cohen argues that an egalitarian ethos is required within a society for equality preserving economic (...) distributions and Pareto superior outcomes to occur. Nonetheless, Cohen’s analysis of Rawls misses the ultimate cause of inequality, which is the dynamics of capital accumulation. An egalitarian ethos is only possible if there is a socialist mode of production to facilitate its development. Additionally, Cohen’s critique of Rawlsian constructivism through an argument for intuitionism does not address the natural-material existence of human beings. This existence must be considered for any advantageous social formation. (shrink)

In lieu of an abstract, here is a brief excerpt of the content:Spinoza and the Theory of Organism HANS JONAS I CARTESIANDUALISMlanded speculation on the nature of life in an impasse: intelligible as, on principles of mechanics, the correlation of structure and function became within the res extensa, that of structure-plus-function with feeling or experience (modes of the res cogitans) was lost in the bifurcation, and thereby the fact of life itself became unintelligible at the same time that the explanation (...) of its bodily performance seemed to be assured. The impasse became manifest in Occasionalism : its tour de force of an extraneous, divine "synchronization" of the outer and the inner world (the latter denied to animals) not only suffered from its extreme artificiality, the common failing of such ad hoc constructions, but even at so high a cost failed to accomplish its theoretical purpose by its own terms. For the animal machine, like any machine, raises beyond the question of the "how" that of the "what for" of its functioning---of the purpose for which it had thus been constructed by its maker.1 Its performance, however devoid of immanent teleology, must serve an end, and that end must be someone's end. This end may (directly) be itself, as indeed Descartes had implied when declaring self-preservation to be the effect of the functioning of the organic automaton. In that case the existence as such of the machine would be its end--either terminally, or in turn to benefit something else. In the former case, the machine would have to be more than a machine, for a mere machine cannot enioy its existence. But since, by the rigorous conception of the res extensa, it cannot be more than a machine, its function and/or existence must serve something other than itself. Automata in Descartes ' time were mainly for entertainment (rather than work). But the raison d'etre of the living kingdom could not well be seen in God's indulging his mechanical abilities or in the amusement of celestial spectators--especially since mere complexity of arrangement does not create new quality and thus add something to the unrelieved sameness of the simple substratum that might enrich the spectrum of being. For quality, beyond the primitive determinations of the extended per se, is the subjective creature of sensation, the confused representation of quantity in a mind; and thus organisms cannot harbor it because as mere machines they lack mentality, and pure spirits cannot because they lack sensuality, or the privilege of confusion and thereby of illusion with its possible enjoyment. And as to their intellectual enjoyment, even that, deprived of the thrill of discovery by the same token, would pale in the contemplation of what to sufficiently large The concept of "machine," adopted for its strict confinementto efficientcause, is still a finalisticconcept,even thoughthe final cause is no longer internal to the entity, as a mode of its own operation,but external to it as antecedent design. [43] 44 HISTORY OF PHILOSOPHY intellects is nothing but the ever-repeated exemplification of the same few, elementary (and ultimately trivial) truths. There remained, then, the time-honored--Stoic as well as Christian--idea that plants and animals are for the benefit of Man. Indeed, since the existence of a living world is the necessary condition for the existence of any of its members, the self-justifying nature of at least one such member (= species) would justify the existence of the whole. In Stoicism, Man provided this end by his possession of reason, which makes him the culmination of a terrestrial scale of being that is also self-justifying throughout all its grades (the end as the best of many that are good in degrees) ; in Christianity, by his possession of an immortal soul, which makes him the sole imago Dei in creation (the end as the sole issue at stake) ; and Cartesian dualism radicalized this latter position by making man even the sole possessor of inwardness or "soul" of any kind, thus the only one of whom "end" can meaningfully be predicated as he alone can entertain ends. All other life then, the product of physical necessity, can be considered his means. However, this traditional idea, in its anthropocentric vanity never a... (shrink)

The following is an interpretation of Aquinas’ agent intellect focusing on Summa Theologiae I, qq. 75-89, and proposing that the agent intellect is a metaphysical rather than a formal a priori of human understanding. A formal a priori is responsible for the intelligibility as content of the object of human understanding and is related to Kant’s epistemological views; whereas a metaphysical a priori is responsible for intelligibility as mode of being of this same object. We can find in Aquinas’ (...) text many indications that the agent intellect is not productive of the universal as content but is, rather, productive of the abstracted or intelligible mode of being of the universal nature. This is because for Aquinas the universal nature, which is the object of human understanding, is present in the things themselves but with a different mode of being. Chapter 1 is intended to establish the fact which requires for Aquinas an agent intellect, and provides two very important principles: one is that the object of human understanding (the universal nature) is present in the things themselves and, the other, that it is not in the things themselves with a mode of being which makes it available to the intellectual eye. These two principles lead us to the main point of Chapter 2, namely the distinction between the intelligible object and its intelligible mode of being. Now, because knowing is receptive of the intelligible object (Chapter 3), which is present in the things themselves (Chapter 1), the agent intellect is productive not of the object’s intelligible content, but of its abstracted or intelligible mode of being (Chapter 4). (shrink)

The present essay is a compact form of the results obtained during many decades of research into the primeval foundations of the collective fields of force, both social and of consciousness. Since everything is determined by their origins, and the collective forces arise from the mind, we had to explore the ultimate origins of mind. We have come to recognize the law of interactions as the law and necessity which determine the primeval origins of mind. It also determines the substance (...) and essence of the Universe and the modes of its existence and functioning. The present essay is a concise form of results obtained during many decades of research in the primeval foundations of collective, both social and consciousness fields. I point out that a yet unknown type of forces existed in the Golden Age, which I termed as collective force. In the Golden Age mankind lived in communities which had a full unity. The communal life developed its collective forms, of which the most significant are the development of human speech, of language, share of work and the development of the communal fests. The law determining the primeval origins of mind is the cosmic law of interactions. It defines the substance of the Universe and the ways of its existence and activity. A detailed analysis is presented on the nature of the lay of interaction here. One consequence of this fundamental principle is the general prevalence of the principle of mutuality, which plays a basic role in the understanding of the unfolding and degeneration of consciousness. The principle of mutuality determines the changes of every levels of life. The laws of the generation of consciousness in the ages of evolution toward Homo and the Golden Age are analysed. I presented some evidences indicating the factual existence of the Golden Age, as well as its destruction, which was necessarily accompanied by the overthrow of the consciousness of the Golden Age, its repression and replacement by the newly developed rational, upper or superficial mind. Starting from the consideration that our mind is a product of our history, the phenomenon of the 'double mind' is recognised, the largely antagonistic duality of human mind. It is succeeded to solve the riddle of the double mind and determining its substance. Our double mind, consisting of the ‘upper’ or rational mind and the ‘deep-mind’, is a creature of the two fundamental ages of mankind, that of the age of power domination and the Golden Age. Therefore it expresses the duality of our history. We attempted to explore the heritage of the Golden Age embedded into our world of instincts, sexuality, emotional and sensual world, and the expressions of this heritage according to the different periods of our lives. If we will succeed in enlightening the deep-mind it may make it possible to give back the long-forgotten collective fields of forces to mankind, unavailable to the surface mind at present, and would expand the all-pervasive power of the conscious mind significantly. Hopefully, our results open up new vistas for the research of the collective fields and the double nature of the human mind, and may enable us to know and complete ourselves more deeply and thoroughly. (shrink)

Exploring the history of our experience, Hannah Arendt reveals not only a radical transformation of its structure, but also the loss of experience as such and its replacement with technology. In order to identify the place of law in this process, we are trying to clarify the legal aspect of experience in terms of phenomenological hermeneutics and to trace its transformation in the digital age. The experience of law is thought of as one of the aspects of our mode (...) of being-in-the-world, which is based on openness to the world and consists in the mutual recognition of people in their dignity. Digital technologies, in turn, contribute to replacing fundamental openness with illusory freedom in cyberspace. The latter, unlike the public realm as a realm of action of many, and in this sense legal realm, is based primarily on productive activities of one and no longer requires law. (shrink)

Lloyd Jones’s *The Book of Fame*, a novel about the stunningly successful 1905 British tour of the New Zealand rugby team, represents both skilled group action and the difficulty of capturing it in words. The novel’s form is as fluid and deceptive, as adaptable and integrated, as the sweetly shaped play of the team that became known during this tour for the first time as the All Blacks. It treats sport on its own terms as a rich world, a set (...) of bodily skills, and an honest profession in itself. A reading of *The Book of Fame* can contribute to the interdisciplinary study of literature and cognition, exemplifying two-way ‘exchange values’. On the one hand, we gain insights into the nature of skilful group agency, of distinct forms and at distinct timescales, by focussing on the precise forms taken by the All Blacks’ creation of space. Here, we treat The Book of Fame as a brilliant evocation of features of collective thought, movement, and emotion that both everyday and scientific inquiry can easily miss. On the other hand, we also read back into the novel a subtle, fascinated interrogation of the mechanisms by which small groups form, evolve, and act. In this more ambitious mode of analysis, we use independently motivated theoretical concerns to help us see real features of the literary work that might otherwise remain invisible. We focus on the relationship between skilful performance and collective action. These topics fall outside the ambit of much current work by literary theorists using cognitive research, who tend to focus on theory of mind and modularity, metaphor and blending, emotion and empathy, consciousness and concepts, representation and so on. But skilled performance and collective action comprise surprisingly lively research fields across the sciences, from neuropsychology to philosophy of mind and cognitive anthropology. These areas of inquiry may provide even more productive avenues for future work in the interfield of literary and cultural theory and the cognitive sciences. (shrink)

This paper considers the significance of the informal publication and circulation in the work of one of the most important analytic philosophers of the late 20th Century, Saul Kripke. I argue that everyday copying technologies such as tape recording and photocopying enabled academic philosophers in the 1970s and 1980s to create and reproduce living documents whose private preservation and circulation offered a way to make and maintain a community of interest, carve out a space for oral discourse and, most significantly (...) for histories of alternative print technologies, that these technologies and techniques of reproduction were essential to the composition of Kripke’s ground-breaking and revolutionary published work. The recording, transcripts and photocopies archived Kripke’s ideas and offered access to them outside of institutional publishing channels. Kripke lectured a great deal, usually without notes, and was known to be reluctant to commit his ideas to print; this ‘szamizdat’ (as he refers to it) also preserved a space for the oral as the preferred mode of communication for philosophical discourse, connecting the modern tradition with the ancients, an oral tradition held together with magnetic tape, typescript, photocopies, and digital text files. This archival study draws attention to the intermediality of Kripke's work through close examination of his acknowledgments, prefaces, and footnotes to work up a history of the everyday media inscriptions (the recordings, typescript transcriptions, photocopies etc.) and practices (the lectures, seminars, and international social networks of distribution) that underpin the production of both his published and unpublished work. This essay brings a media archaeological approach into contact with scholarship on the history of the book and intellectual history. It foregrounds the role of the oral and aural in the history of print and contributes to our understanding of circulation and reproduction as a cultural practices. (shrink)

The paper begins by introducing a heuristic distinction between the “dogmatist” and the “pragmatist” approaches to philosophy of history. Dogmatists tend to use history to exemplify and shore up their pre-existing philosophical convictions. Pragmatists, on the other hand, construe philosophy of history as a form of critical reflection on the actual historical practice, with epistemic criteria of proper practice emerging in the course of the research itself, not antecedently deduced from general philosophical considerations. The core of the paper discusses the (...) work of Paul Roth, which is treated both as a specimen of the pragmatist mode of argumentation, and as a philosophical vindication, in the context of history, of the central pragmatist contention that we cannot successfully define knowledge in terms of a relation to reality, where reality is somehow understood independently and in advance of us knowing it. It is argued that Roth’s skillful deployment of arguments emerging from the recent philosophy of science to expose naïve realism in philosophy of history as a vestige of the no-longer-tenable philosophical vision opens a way for thinking productively about history as a complex and evolving form of research practice. (shrink)

The nature of the philosophical description of consciousness requires a mode of reflection that is different from ordinary understanding, including most of what transpires in the name of philosophy. Therefore, it will be helpful to review once again the basic development that has been covered thus far in previous articles. The consciousness of Understanding deals with the aspects or the “in-so-far-as” perspective of things. It does not deal with things in their contradictory wholeness. Rational consciousness, however, deals with wholes (...) that are only abstractly divided for the sake of Understanding. It is the task of Reason to determine how to deal with wholes as wholes. Most importantly, is that comprehension of the whole, even when that is attained, puts the comprehending consciousness outside the whole that it is comprehending. This is therefore not the whole as it is in and for itself. The whole must include the consciousness comprehending it as well as everything else, and it must have its own being beyond any finite conception of it, and in fact produce the finite conception of itself. It is perhaps one of the most significant achievements of Hegelian philosophy to be able to reach this goal—Truth in and for itself and not only for consciousness. Another is that Hegel is able to expound a scientific system that deals with a substantial Reality that is essentially Subject, i.e. a Truth that is rationally conscious of itself—God. And finally within his system he is able to deal with all the problems of philosophy in a consistently methodical way that proves to be both necessary and complete. All of this is the product and development of Reason which is the integrating and differentiating substance of Reality that is essentially Subject— viz., the Absolute Reason of God. (shrink)

Several contemporary philosophical theories of introspection have been offered, yet each faces a number of difficulties in providing an explanation of the exact nature of introspection. I contrast the inner-sense view that argues for a causal awareness with the acquaintance view that argues for a non-causal or direct awareness. After critically examining the inner-sense and the acquaintance views, I claim that these two views are complementary and not mutually exclusive, and that both perspectives, conceived of as modes of introspective access, (...) actually broaden the notion of introspection. I then propose a useful distinction between stimuli-induced introspection—i.e., a receptive process whereby some specific mental states induce introspection—and self-triggered introspection—i.e., a selective process whereby the individual’s own interest and volition initiates introspection. I argue that that distinction may eliminate the false dichotomy which claims that only one of those types of awareness, either the causal one or the direct one, is conducive to introspection or is defined as introspection. (shrink)

Against the backdrop of these works (Mitchell/Snyder and others), we propose an analysis of films with and about blind or visually disabled individuals that aims at exploring different modes of world perception. In our view, such an examination should not only discuss the question of “giving voice” and visibility to those who were formerly only represented in or by the media, or the fact that films belonging to what might be considered a “new disability documentary cinema” are dedicated to the (...) experience of disability from the point of view of those who deal with it. Rather, we examine films that do not restrict their field of vision to institutional context as cultural productions. These films allow the viewer to get to know different practices of seeing in the daily life of both blind or visually disabled and sighted people. In approaching these productions, we are interested in focusing on how the audio-visual regimes produce and structure our visual experience, translate it into a filmic grammar and thus not only create filmic patterns of blind perception but, at the same time, the cinematographic aesthetic of a so-called normal sightedness. (shrink)

It is an axiom of late neoplatonic metaphysics that all things are in all, but in each in an appropriate manner (ὀικείως, ET 103). These manners or modes of being are indicated by adverbial forms such as παραδειματικῶς or εἰκονικῶς. Thus, for example, the Forms are in the World Soul in the mode of images, while the objects in the sensible realm below Soul are in it in the manner of paradigms (in Tim. II 150.27). Among the many modes (...) of being distinguished by Proclus we find existence ὁλικῶς and μερικῶς – in the manner of a whole and in the manner of a part. This paper investigates the nature and significance of these mereological modes of being. (shrink)

Four modes of language acquisition and communication are presented translating ancient Indian expressions on human consciousness, mind, their form, structure and function clubbing with the Sabdabrahma theory of language acquisition and communication. The modern scientific understanding of such an insight is discussed. . A flowchart of language processing in humans will be given. A gross model of human language acquisition, comprehension and communication process forming the basis to develop software for relevantmind-machine modeling will be presented. The implications of such a (...) model to artificial intelligence and cognitive sciences will be discussed. The essential nature and necessity of a physics, communication engineering , biophysical and biochemical insight as both complementary and supplementary to using mathematical and computational methods in delineating the theory of language processing in humans is put forward. (shrink)

In this critical review I explore the anti-intentionalist stance Adorno offers in his aesthetics, specifically focusing on his Notes to Literature, and the internal limits to this stance. Adorno rejects the primacy of authorial intentionalism: The presuppositions of its aesthetic methodology, he claims, place the individual in a position of epistemic priority, without exploring the social totalities which constitute the conditions of the presentation of aesthetic knowledge by any such individual. The role of the creator for Adorno is inherently mediated (...) within the context of such totalities. -/- This is not to wholly discount the role of creative intentions, however. Rather, Adorno frames the artist as a ‘bearer’ and a ‘representative of the total social subject’. In this context he allows for a qualified form of subjectivity, construed as a mode of creativity produced by a particular kind of “achieved self-awareness” or disposition of consciousness towards an “estrangement of meaning”. Indeed, the loss of the stronger presupposition that the subject acts as an authentic expository force can lead to a realization that objectivity by this means constitutes a “loss”, Adorno claims, which creates the possibility for pursuing a critical stance to facilitate the capacity for creating autonomous works of art. Creators of autonomous works acknowledge “the paradoxical relationship of the autonomous work to its commodity character” (‘Valery’s Deviations’), namely an awareness of their inherent reification. The self-alienating yet autonomous work is described by Adorno as possessing and demonstrating tacit yet genuine ‘wants’, but this is framed by the demands of the human condition to recognize how ill-fitting the forces of social production are upon and towards securing them. Aesthetic intentions and the subjects which channel them can be critically valuable if they allude to or exposit the contradictions between these demands and those forces. (shrink)

The relationship between space and human occurs through the actions performed with the body. The abstraction study as an exploration of the body is one of the significant practices for first-year design students. However, there are not enough investigations for design students regarding body, space and basic design principles. This paper aims to explore the potentiality and limitations of the body-abstraction process by comparing the impact of two different educational models on students' perception and improvement. The applied methodology includes comparing (...) two design processes of the basic design course depending on parameters: Given example, source of the video, type of movement, the number of the selected-used scenes, mode of sketching, the method for production, requested outcome, the scale of the study, the material of models and critique of the video. The results present that the activation of the body through mental practice, drawing and modelling stages is critical to understand its abstract and spatial capabilities. The realisation of the potentials in the relationship between body and abstraction in spatial perception would enable us to create an advanced design process addressing more original concepts. (shrink)

In this article, we develop a new approach to integrating philosophical phenomenology with qualitative research. The approach uses phenomenology’s concepts, namely existentials, rather than methods such as the epoché or reductions. We here introduce the approach to both philosophers and qualitative researchers, as we believe that these studies are best conducted through interdisciplinary collaboration. In section 1, we review the debate over phenomenology’s role in qualitative research and argue that qualitative theorists have not taken full advantage of what philosophical phenomenology (...) has to offer, thus motivating the need for new approaches. In section 2, we introduce our alternative approach, which we call Phenomenologically Grounded Qualitative Research (PGQR). Drawing parallels with phenomenology’s applications in the cognitive sciences, we explain how phenomenological grounding can be used to conceptually front-load a qualitative study, establishing an explicit focus on one or more structures of human existence, or of our being in the world. In section 3, we illustrate this approach with an example of a qualitative study carried out by one of the authors: a study of the existential impact of early parental bereavement. In section 4, we clarify the kind of knowledge that phenomenologically grounded studies generate and how it may be integrated with existing approaches. (shrink)

When we speak of language we usually use the concept of a particular language. In this sense the concept denoted with the word language may vary from one language to another. Real language (=the language spoken) on the contrary is the reality lived by speakers thus encompassing complex and multifarious activities. Depending on the language spoken, the modes of thinking, modes of being in the conception of things, and systems of beliefs transmitted by means of particular languages, denote the living (...) reality of language with different grammatical categories. The concept “language” is expressed sometimes with a noun, thus denoting something existing in it; sometimes with a verb, thus denoting an action or an activity; and sometimes with an adverb, thus denoting the mode of an activity. The reality or degree of reality implicit in these grammatical categories involves a particular mode of thinking, prompted with a particular mode of being in the conception of things. Because of this it is necessary to distinguish the concept of language as something different from the reality of language. But first of all it is necessary to determine the reality or degree of reality of both the reality lived by speakers and the thing usually conceived of as language or a language. (shrink)

Some have defended a Fregean view of perceptual content. On this view, the constituents of perceptual contents are Fregean modes of presentation (MOPs). In this paper, I propose that perceptual MOPs are best understood in terms of object files. Object files are episodic representations that store perceptual information about objects. This information is updated when sensory conditions change. On the proposed view, when a subject perceptually represents some object a under two distinct MOPs, then the subject initiates two object files (...) that both refer to a. My defense of this view appeals to its satisfaction of four constraints that I argue theories of perceptual MOPs should satisfy. Furthermore, I show that some existent accounts of perceptual MOPs fail to satisfy them. The defended constraints also indicate what is unique about perceptual, as opposed to linguistic or cognitive, MOPs. (shrink)

Existence as reflected in natural language is not a univocal notion, but divides into different modes of being, such as existence (as, roughly, endurance) and occurrence. One aim of the paper is to distinguish sharply between abstract artifacts and non-existent objects (e.g., plans vs. planned events that fail to occur); another is to argue for validity as a mode of being distinct from existence, as well as for corresponding distinctions among non-being.

The changes known as the loss of inflexions in English (11th- 15th centuries, included) were prompted with the introduction of a new mode of thinking. The mode of thinking, for the Anglo-Saxons, was a dynamic way of conceiving of things. Things were considered events happening. With the contacts of Anglo-Saxons with, first, the Romano-British; second, the introduction of Christianity; and finally with the Norman invasion, their dynamic way of thinking was confronted with the static conception of things coming (...) from the Mediterranean. The history of English from the 11th to the 15th century meant the introduction, confrontation and adoption of a new mental conception of things, the static way of conceiving of things, both modes of thinking defining the language today. (shrink)

Rule-following is a normative doing and therefore needs to be reconsidered in a metaethical framework. Rule-following will be discussed in the light of cognitivism and non-cognitivism. It will be shown that neither cognitivism nor non-cognitivism are sufficiently good accounts for conceptualizing rule-following, because they are held captive by a quasi-mechanistical picture of rule-following. This idea stems from Stanley Cavell´s and John McDowell´s approach to rule-following. McDowell appeals to the idea that we participate in “shared forms of life” and therefore are (...) able to follow rules correctly. I believe that his quietist view can be amplified by conceptualizing different modes of following a rule. We can also follow a rule e.g. ironically and still grasp the conceptual content of the rule adequately. (shrink)

ABSTRACT: Frege, and others who followed him, stressed the role of fallibility as a means to defining ‘objectivity.’ By defining objective judgments as fallible, these philosophers contributed to the consolidation of a theory of objectivity which suggested interpreting epistemological, as well as other judgements, as being objective. An important philosophical implication of this theory lies in its disclosure of the interrelations between truth and objectivity. In light of this insight, and based on an analysis of instances of false (epistemological and (...) other) judgments, I show that truth and objectivity go hand-in-hand, while falsity and objectivity do not. This finding alone indicates the necessity to revise the theory of objectivity. (shrink)

Introduction: the objective of the investigation is to analyse the informational operating-mode of the brain and to extract conclusions on the structure of the informational system of the human body and consciousness. Analysis: the mechanisms and processes of the transmission of information in the body both by electrical and non-electrical ways are analysed in order to unify the informational concepts and to identify the specific essential requirements supporting the life. It is shown that the electrical transmission can be described (...) by typical YES/NO (all or nothing) binary units as defined by the information science, while the inter and intra cell communication, including within the synaptic junction, by mechanisms of embodiment/disembodiment of information. The virtual received or operated information can be integrated in the cells as matter-related information, with a maximum level of integration as genetically codified info. Therefore, in terms of information, the human appears as a reactive system changing information with the environment and between inner informational subsystems which are: the centre of acquisition and storing of information (acquired data), the centre of decision and command (decision), the info-emotional system (emotions), the maintenance informational system (matter absorption/desorption/distribution), the genetic transmission system (reproduction) and info-genetic generator (genetically assisted body evolution). The dedicated areas and components of the brain are correlated with such systems and their functions are specified. Result: the corresponding cognitive centres projected into consciousness are defined and described according to their specific functions. The cognitive centres, suggestively named to appropriately include their main characteristics are detected at the conscious level respectively as: memory, decisional operation (attitude), emotional state, power/energy status and health, associativity and offspring formation, inherited predispositions, skills and mentality. The near-death and religious experiences can be explained by an Info-Connection pole. Conclusion: consciousness could be fully described and understood in informational terms. (shrink)

In a recent paper, Peacocke (2001) continues an ongoing debate with McDowell and others, providing renewed arguments for the view that perceptual experiences and some other mental states have a particular kind of content, nonconceptual content. In this article I want to object to one of the arguments he provides. This is not because I side with McDowell in the ongoing debate about nonconceptual content; on the contrary, given the way I understand it, my views are closer to Peacocke’s, and (...) have been strongly influenced by him. It is just that I am not persuaded by the particular argument I will be questioning here. (shrink)

The aim of this paper is to demonstrate the applicability of multivariate mapping techniques to the exploration of the rhetorical semiotic brand image structure of ad films. By drawing on correspondence analysis and multidimensional scaling, two techniques that are amply used in corpus linguistics and in marketing research, but also on the data reduction technique of factor analysis, it will be displayed how a set of nuclear semes and classemes or an intended semic structure that underlies ad filmic discursive structures (...) may be projected alongside rhetorical figures by its internal stakeholders (i.e., a brand management team, an account planning team or a marketing research team) with view to attaining differential brand associations. The illustration of the exploratory analytical methods takes place by recourse to a corpus of 62 ad filmic texts from 13 sub-brands of the 3 major brands in the UK cereals market and 321 ad filmic segments that resulted from the segmentation procedure. This paper seeks to contribute to advancements in the brand image and advertising rhetoric research streams by addressing distinctive modes of advertising rhetorical configuration at the level of the ad filmic text (as against print ads where the bulk of research on advertising rhetoric has concentrated), and moreover on a segment-by-segment level, rather than treating the ad film as a standalone unit of analysis, by adopting a multimodal outlook to advertising configurations that takes into account not only the verbal or the visual mode, but also interactions among modes, by adopting a product category-specific approach to advertising/brand textuality that draws on rhetorical semiotics and by employing exploratory statistical methods against the background of content analytic output. (shrink)

At least since Socrates, philosophy has been understood as the desire for acquiring a special kind of knowledge, namely wisdom, a kind of knowledge that human beings ordinarily do not possess. According to ancient thinkers this desire may result from a variety of causes: wonder or astonishment, the bothersome or even painful realization that one lacks wisdom, or encountering certain hard perplexities or aporiai. As a result of this basic understanding of philosophy, Greek thinkers tended to regard philosophy as an (...) activity of inquiry (zētēsis) rather than as a specific discipline. Discussions concerning the right manner of engaging in philosophical inquiry – what methodoi or routes of inquiry were best suited to lead one to wisdom – became an integral part of ancient philosophy, as did the question how such manners or modes of inquiry are related to, and differ from, other types of inquiry, for instance medical or mathematical. In this special issue of History of Philosophy & Logical Analysis, we wish to concentrate in particular on ancient modes of inquiry. (shrink)

Ethotic arguments are defined as sequences of claims-and-reasons regarding speaker character, based on which the plausibility of speaker assertions can be questioned. This is an exploratory study concerning the role of visuals in ethotic arguing. In this paper, I bring together contributions from visual argumentation theory and from studies regarding various modes of construing an ethotic argument, in an attempt to offer an adequate account of the argumentative action of images in ethotic sequences of discourse. In the last section, I (...) propose a case study which illustrates the argumentative action that visuals may perform in the ethotic genre of advertising. (shrink)