Three things must be clarified before we can proceed with the examination. These are the terms sustainability, politics and megatrend. Unfortunately, all three are ambiguous and few disciplines have arrived at a consistent definition for any of them. While we will not resolve the ambiguity to everyone's satisfaction, we will attempt to achieve an extensional bargain (Rappaport, 1953) through which we develop an understanding of how we are using the terms. First, sustainable development became a construct in 1987 through the (...) Brundtland Report (Brundtland, 1987) and has remained ambiguous ever since. This is where we begin our examination of sustainable consumption. Megatrend, as a phenomenon, has been defined in a multitude of ways over the past thirty-five years. In this chapter, we adopt the criteria set forth by Mittelstaedt et al. (2014) for categorising megatrends, but will use a broader interpretation of what constitutes megatrends. Finally, our use of the term political will be broader than the more common use of the term relating to legal structures, laws or agencies, and include the underlying institutions that frame the more micro aspects of politics. This approach is necessary because of the scale of sustainability and megatrends in both time and space. (shrink)

The cultural consumption research landscape of the 21st century is marked by an increasing cross-disciplinary fermentation. At the same time, cultural theory and analysis have been marked by successive ‘inter-’ turns, most notably with regard to the Big Four: multimodality (or intermodality), interdiscursivity, transmediality (or intermediality), and intertextuality. This book offers an outline of interdiscursivity as an integrative platform for accommodating these notions. To this end, a call for a return to Foucault is issued via a critical engagement with the (...) so-called practice-turn. This re-turn does not seek to reconstitute venerably Foucauldianism, but to theorize ‘inters-’ as vanishing points that challenge the integrity of discrete cultural orders in non-convergent manners. The propounded interdiscursivity approach is offered as a reading strategy that permeates the contemporary cultural consumption phenomena that are scrutinized in this book, against a pan-consumptivist framework. By drawing on qualitative and mixed methods research designs, facilitated by CAQDAS software, the empirical studies that are hosted here span a vivid array of topics that are directly relevant to both traditional and new media researchers, such as the consumption of ideologies in Web 2.0 social movements, the ability of micro-celebrities to act as cultural game-changers, the post-loyalty abjective consumption ethos. The theoretically novel approaches on offer are coupled with methodological innovations in areas such as user-generated content, artists’ branding, and experiential consumption. (shrink)

Purpose – This paper furnishes an inaugural reading of abjective consumption by drawing on Kristeva’s psychoanalytic theory of abjection within the wider terrain of consumer cultural research. It offers a conceptual framework that rests on three pillars, viz. irrationality, meaninglessness, dissolution of selfhood. Design/methodology/approach – Qualitative research design that adopts a documentary ethnographic approach, by drawing on a corpus of 50 documentary episodes from the TV series “My Strange Addiction” and “Freaky Eaters”. Findings – The findings from this analysis (...) point to different orders of mediatized discourse that are simultaneously operative in different actors’ frames (e.g. moralizing, medical), in Goffman’s terms, yet none of which attains to address the phenomenon of abjective consumption to its fullblown extent. Research limitations/implications – Although some degree of bias is bound to be inherent in the data because of their pre-recorded status, they are particularly useful not in the least because this is a “difficult sample” in qualitative methodological terms. Practical implications – The multi-order dimensionalization of abjective consumption opens up new vistas to marketers in terms of adding novel dimensions to the message structure of their communicative programs, in line with the three Lacanian orders. Social implications – The adoption of a consumer psychoanalytic perspective allows significant others to fully dimensionalize the behavior of abjective consumption subjects, by becoming sensitive to other than symbolic aspects that are endemic in consumer behavior. Originality/value – This paper contributes to the extant consumer cultural research literature by furnishing the novel conceptual framework of abjective consumption, as a further elaboration of my consumer psychoanalytic approach to jouissance consumption, as well as by contrasting this interpretive frame vis-à-vis dominant discursive regimes. (shrink)

Mass shootings constitute a recurrent and most violent phenomenon in the U.S. and elsewhere. This paper challenges the ready-made, solipsistically contained metanarratives on offer by mainstream media and formal institutions with regard to the psychological antecedents of the perpetrating social actors, while theorizing mass shootings as acts of violence that are systemically inscribed in the foundations of communities. These foundations abide by the logic of sacrifice which is propagated in instances of collective traumatism. It is argued that the cultural trauma (...) that emanates from events of mass shootings, inasmuch as the commemorative events that are performed on regular occasions, constitute re-enactments of the death drive that sustains communities. The cultural analytic deploys against a CDA reading of longitudinal studies on mass shootings, coupled with psychoanalytic discourse analysis, prior to submitting mass shootings to a deconstructive line of reasoning as systemically necessary transcendental violence. Ultimately, it is shown that the intertextual institutional chain that informs the mediatized representation of this social phenomenon merely attains to obliterate and, hence, to propagate cultural traumatism and the sacrificial logic that underpins it. The terms micrometanarrative, parafunction and expropriating ipseity are introduced and operationalized in this context. (shrink)

This paper addresses the scarcely scrutinized topic in the consumer culture literature regarding how a social actor consumes himself through speech acts. More specifically, by introducing a new type of speech act, viz. the taboo speech act, and by effectively differentiating it from expletives, slang, and swearing words and expressions, I outline how subjectivity appropriates and individuates its systemic underpinning as other or linguistic system (Saussure) and wall of language (Lacan) in linguistic acts of transgression. Taboo speech acts (...) do not merely express emotions, such as anger and frustration. They also seek to contain a linguistic system as an ideational totality of acts of parole in a primus affectivus that is incumbent on the inverse sublimation of epithets and cultural symbols standing synecdochically in a pars pro toto relationship for the limits of what is culturally/linguistically sanctioned. The subject consumes/annihilates and institutes itself at the same time in taboo speech acts whose mission may not be fully accounted for through conversational pragmatics, insofar as they perform at a more foundational level a social ontological function. The offered analysis aims at contributing to the extant literature in consumer cultural theory, applied linguistics, and social theory. (shrink)

This article argues that the contemporary acceptability of abortion is not solely due to the Liberal imperative to exercise individual choice. Rather, abortion's acceptability needs to be explained with reference to the techniques of consumer culture. This article will begin by explaining how practices in general predispose one to gravitate towards one form of practices rather than another. It will then look at how consumer practices generate a biopolitics of economic efficiency and corporeal commodification which culminates in (...) a politics of visibility. Under such conditions, even basic categories like mere existence is dependent on its ability to be displayed for public view. This article will conclude by reflecting on the necessity of forging the Church not as a subsection of a public framed by consumerism, but as an alternative public in its own right. (shrink)

Studying the psychology behind the purchase of eco-friendly products and second-hand items can offer valuable insights to promote sustainable consumer behavior. This paper examines factors influencing Italian consumers’ willingness to pay regarding bio-based clothing and second-hand items. Drawing from data collected from 402 Italian participants, we examine how motivations and socio-demographic factors are associated with willingness to pay in the context of sustainable fashion. Our findings reveal that motivations related to environmental concerns are positively associated with consumers’ willingness to (...) pay higher premiums for bio-based clothing. Higher income and education levels are also associated with the willingness to pay higher premiums. Meanwhile, motivation related to vintage appeal is associated with lower desired discounts for second-hand items, particularly among older consumers. Gender differences also influence discount preferences, with men seeking larger discounts on second-hand clothing compared to women. By providing insights into Italian consumers’ sustainable fashion choices, this study offers implications for businesses, policymakers, and researchers aiming to promote eco-conscious consumption and sustainability in the fashion industry. (shrink)

Human beings as self-conscious, aesthetic, sympathetic, and empathetic beings develop various ways to live in this world. They continue to aspire for a better version of themselves and their lives. In this process, they developed certain ethical norms, social practices, and ways to perceive and understand this world. These qualities become the basis for proactive steps of spirituality which in turn become the foundation of religion. In human history, religion has helped individuals to fulfill various human needs irrespective of their (...) culture. Despite differences in the content of various religious philosophies, mythological structures, and religious ceremonies, it gave a sense of meaning and purpose to human beings. Because of its omnipresence, many philosophers along with biological and cultural evolutionary researchers have suggested coming up with a universal explanation for religion. -/- Nevertheless, religion was also employed as a means of exploitation by the powerful elites in various societies. Thus, many times, it worked as an orthodox, deceptive, and enslaving force for humanity. Modern thought emphasized the later effects of religion and found it less emancipatory. -/- Hence, enlightenment philosophy focused on rationality as a significant aspect of human beings. Besides, the development of science has unfolded various hidden and hitherto mysterious natural phenomena to mankind. This change has brought rationality to the forefront of human existence every institution began to build around this notion of human being. Even the death of God was announced by Nietzsche with grief in 1885. -/- Was it really the death of God? Can human beings live without religion sanely? These questions become very relevant particularly in recent times when we see resurgence of religious identities in the political and social discourses. However, consumer mythology and consumer culture remain at the forefront while making decisions in our daily lives across cultures. Even sometimes, religious identities are absorbed by powerful market forces; how to understand this contradictory phenomenon? -/- Between both these understandings, this paper sets three objectives for itself – first, to analyze the human need for religion from a psychological and existential perspective. Second, it critically evaluates the secular thesis as put forward by European enlightenment thinkers in the light of contemporary consumerist mythology. The third objective involves a brief description of universal religion and its relevance at this time. (shrink)

Cultural capital is usually defined as set of social features that provide individuals with social mobility and the possibility of changing their hierarchical position in systems such as wealth, power, prestige, education, and health. Cultural capital thus affects the processes of social promotion or degradation. It also includes social characteristics that allow horizontal mobility, that is, changes in social group membership. An individual’s cultural capital includes his or her social origin, education, taste, lifestyle, style of speech, and dress.

Despite the widespread presence of public arts funding in liberal societies, some liberals find it unjustified. According to the Neutrality Objection, arts funding preferences some ways of life. One way to motivate this challenge is to say that a public goods-styled justification, although it could relieve arts funding of these worries of partiality, cannot be argued for coherently or is, in the end, too susceptible to impressions of partiality. I argue that diversity-based arts funding can overcome this challenge, because it (...) invests in non-excludable infrastructure that fosters cultural literacy. We all have some interest as citizens in living in a society which fosters cultural literacy, seeing as this helps others to understand us, supports us to understand ourselves, and helps alleviate confusion and alienation we feel toward social difference. While some of these benefits can be enjoyed by those who make and consume art, they are also gained by those who don’t, because arts funding affects the makeup of public spaces and the communicative practices we all use to make sense of the world. (shrink)

In hyper-modern society, food has become a source of endemic discontent. Many food products are seen as ‘tainted’; literally, figuratively or both. A psychoanalytic approach, I will argue, may help us to come to terms with our alimentary predicaments. What I envision is a ‘depth ethics’ focusing on some of the latent tensions, conflicts and ambiguities at work in the current food debate. First, I will outline some promising leads provided by two prominent psychoanalytic authors, namely Sigmund Freud and Jacques (...) Lacan. Subsequently, I will elucidate why our chronic dependency on high-tech food production apparently fails to meet consumer needs, focusing on some scenarios of escape, such as anorexia, cultured meat and ersatz food. And I will use ‘genres of the imagination’ to flesh out how food consumption has become a podium for enacting cultural symptoms, moral outcries, provocative identities and practices of the Self. Notably, I will discuss a story by Franz Kafka, a painting by Pablo Picasso and a food novel by Margaret Atwood. (shrink)

The issue of climate change poses an important problem that requires immediate collaboration from everyone, including individuals, governments, and businesses. While consumption culture constitutes a significant proportion of greenhouse gas emissions, most of these emissions are caused by the consumption of the wealthiest. In this article, we will explore the challenges that consumer culture has exacerbated regarding climate change and propose that transitioning to a simpler and more sustainable lifestyle could be an effective solution in the fight (...) against climate change. Such transitions can be leveraged through the inspiration of celebrities (e.g., Keanu Reeves, Chow Yun-fat, Kristen Bell, Leonardo DiCaprio) that pursue simple, non-glamorous lifestyles that do not promote excessive consumerism. (shrink)

An obvious tendency in the nature of modern development is the overpowering influence of Westernization. We now live in the midst of a technocracy being monitored by the west. This has been given a psychological anchorage that, in nation like Nigeria, our policy for development seems to be undermining the potential in our culture and tradition. We have tacitly accepted a separation of Tradition and Modernity. Thus, our leaders with serious tenacity embrace globalization, deregulation, privatization and readily ponder to (...) western recommendation. Meanwhile, there is a pervading menace of unproductive corruption prebandalism, financial recklessness, crass materialism, uncritical adoption of foreign paradigm and trivialization of indigenous initiatives. It is pertinent to note that development has a cultural basis, its pattern is motivated by reality within a given culture. It does not thrive on holistic import of artifacts across cultural latitude without prior look into the expediency and workability of such. With reference to Africa, development pattern must ensue from the people’s experience and integrated to the global network in pragmatic nature. It is not transferred technology nor a consumer’s economy. It is not attainable at the undermining of indigenous initiative and the strong ethos that define our brotherhood. So, a thorough hermeneutic of development in Africa must pay crucial attention to the cultural imperatives, the ethos and perception of development as an organic whole, not an absolute concentration on the technical and the economical. (shrink)

During the past decades, the culture industries have multiplied media spectacles in novel spaces and sites, and spectacle itself is becoming one of the organizing principles of the economy, polity, society, and everyday life. An Internet-based economy has been developing hi-tech spectacle as a means of promotion, reproduction, and the circulation and selling of commodities, using multimedia and increasingly sophisticated technology to dazzle consumers. M edia culture proliferates ever more technologically sophisticated spectacles to seize audiences and augment their (...) power and profit. The forms of entertainment permeate news and information, and a tablodized infotainment culture is more and more popular. New multimedia that synthesize forms of radio, film, TV news and entertainment, and the mushrooming domain of cyberspace, become spectacles of technoculture, generating expanding sites of information and entertainment, while intensifying the spectacle-form of media culture. Political and social life is also shaped more and more by media spectacle. Social and political conflicts are increasingly played out on the screens of media culture, which display spectacles like sensational murder cases, terrorist bombings, celebrity and political sex scandals, and the explosive violence of everyday life. M edia culture not only takes up expanding moments of contemporary experience, but also provides ever more material for fantasy, dreaming, modeling thought and behavior, and constructing identities. Of course, there have been spectacles since premodern times. Classical Greece had its Olympics, thespian and poetry festivals, its public rhetorical battles, and bloody and violent wars. Ancient Rome had its public offerings of bread and circuses, its orgies, its titanic political battles, and the spectacle of Empire with parades and monuments for triumphant Caesars and their armies, extravaganzas put on display in the 2000 film Gladiator.. (shrink)

An obvious tendency in the nature of modern development is the overpowering influence of Westernization. We now live in the midst of a technocracy being monitored by the west. This has been given a psychological anchorage that, in nation like Nigeria, our policy for development seems to be undermining the potential in our culture and tradition. We have tacitly accepted a separation of Tradition and Modernity. Thus, our leaders with serious tenacity embrace globalization, deregulation, privatization and readily ponder to (...) western recommendation. Meanwhile, there is a pervading menace of unproductive corruption prebandalism, financial recklessness, crass materialism, uncritical adoption of foreign paradigm and trivialization of indigenous initiatives. It is pertinent to note that development has a cultural basis, its pattern is motivated by reality within a given culture. It does not thrive on holistic import of artifacts across cultural latitude without prior look into the expediency and workability of such. With reference to Africa, development pattern must ensue from the people’s experience and integrated to the global network in pragmatic nature. It is not transferred technology nor a consumer’s economy. It is not attainable at the undermining of indigenous initiative and the strong ethos that define our brotherhood. So, a thorough hermeneutic of development in Africa must pay crucial attention to the cultural imperatives, the ethos and perception of development as an organic whole, not an absolute concentration on the technical and the economical. (shrink)

A Long Way From Home: Automatic Culture in Domestic and Civic Life criticizes tendencies toward automatism in American culture and modern life, and calls for a recentering of domestic and civic life as a means to revitalize social life. Keywords: Automatic Culture, Autonomy Versus Automatic, Moral Homelessness, Materialism, The Great American Centrifuge, Consuming Devices, Home Cooking, From the Walled City to the Malled City, Malls, Vaclav Havel.

Innovations as a source of competitive advantages for an enterprise are described in the article; the influence of organisational culture and its elements are analysed with regard to finding ways of innovative development. The major problems hindering the implementation of the culture that enables innovations in the hospitality and tourism industry in Ukraine have been identified under own research of 69 hospitality enterprises. It was found out that degree of innovativeness depends on the size of the company, and (...) for certified hotels - the number of stars. According to the staff, the latter partially due to the following reasons: lack of incentives (primarily material ones) to training; reluctance to submit proposals which may cause a negative reaction of a team; poor awareness of the company’s success; conservatism, relying on the traditional ways of doing business; lack of understanding of the need to meet consumer requirements in the best for him, not a firm, manner; lack of confidence in leadership and others. The recommendations to overcome the problems have been made. (shrink)

Epicurus thought that the conventional values of Greek society—in particular, its celebration of luxury and wealth—often led people astray. It is by rejecting these values, reducing our desires, and leading a moderately ascetic life that we can attain happiness. But Epicurus’ message is also pertinent for those of us in modern Western culture, with an economy based on constant consumption and an advertising industry that molds us to serve that economy by enlarging our desires. This paper begins with an (...) outline of some of the basic tenets of Epicurean ethics, followed by an explanation of how these tenets lead to an Epicurean diagnosis of what ails modern consumers and of the cure they would propose. The paper closes with a consideration of recent psychological research in well-being and how it supports the Epicurean position. (shrink)

Globalization is resulting in complex decisions by businesses as to where and what to produce, while free trade is resulting in a greater menu of choices for consumers, often with the blending of products and goods from various cultures, called ‘glocalization.’ This paper reviews the theories and practices behind these current happenings, which are each economic, politicaleconomic, institutional, and sociological, first by looking at the supply side of why certain countries produce the goods that they do, and then at the (...) demand side, why consumers have particular, cultural tastes and preferences for goods. It also proffers theories to explain firm location and that of intra-industry trade. This occus when countries trade similar products rather than differentiating, as economic theory would suggest. After reviewing the literature, through numerous examples of political-economy and culture, it argues somewhat normatively that differences in culture and goods are a strength to the world community, and that globalization in the end will not likely result in a singular global culture with a uniformity of exactly identical economic goods anytime in the near future. (shrink)

When it comes to online fashion, this research focused on the interaction between three factors: preferences for online fashion goods, consumer buying choices for online fashion products, and brand image. A descriptive correlational approach was used. A total of 184 sampled active online purchasers of fashion items from a population of 350 online buyers in Thailand participated in the research. The study was carried out with the use of tools that had been adopted. Descriptive data showed that respondents had (...) a high preference for online marketing, a positive attitude towards online fashion goods, a high degree of consumer buying choices towards online fashion products, and a high preference for favorable brand image in the research. There were significant variations in respondents' preferences for online shopping as well as attitudes toward fashion items and consumer purchase decisions based on age, civil status, education, monthly income, and profession, according to the results of a test of difference. A further connection test revealed that respondents' liking for online marketing tends to improve their attitude toward online fashion items and consumer buying choices. In the end, the results of multiple regression analysis revealed that age, civil status and education level, online marketing approach, attitude towards online fashion goods, and brand image and attitude are all predictors of buying choices. The study's practical consequences for an internet business are addressed. The study's practical consequences for an internet business are addressed. (shrink)

This essay foregrounds “covers” of popular recorded songs as well as male and female desire, in addition to Nietzsche’s interest in composition, together with his rhythmic analysis of Ancient Greek as the basis of what he called the “spirit of music” with respect to tragedy. The language of “sonic branding” allows a discussion of what Günther Anders described as the self-creation of mass consumer but also the ghostly time-space of music in the broadcast world. A brief allusion to Rilke (...) complements a similarly brief reference to Jankelevitch’s “ineffable.”. (shrink)

The protracted history of consuming carbon-based energy sources in Iran culminated in 1908 with the momentous discovery of the inaugural oil field in Masjed Soleyman. This newfound carbon-based source not only brought a lot of revenues to Iran but also, brought forth a multitude of materialities like pipelines, roads, bridges, refinery factories, tankers, and rigs into Iran. This new materiality exerted a profound influence on the perception and imagination of Iranians, particularly Iranian artists. Consequently, carbon permeated diverse manifestations within Iranian (...) artworks assuming various artistic approaches; in other words, carbon was inevitably introduced into aesthetics. Serendipitously, the ascension of Reza Shah Pahlavi to power in Iran almost coincided with the discovery of oil. Reza Shah and his successor, Mohammadreza Shah, sought to position themselves as a novel international force governing a "developed" nation for which they needed to lubricate the production-consumption cycle in Iran. To achieve this objective, they championed extensive governmental propagandas that celebrated carbon-based consumerism, and with that, they introduced aesthetics into carbon. Drawing inspiration from Walter Benjamin's notions “politicizing aesthetic” and “aestheticizing politics” and insisting that in Iran, oil/carbon is politics, this paper aims to historicize the process of carbonization of aesthetics in Iranian art realm on the one hand, and aestheticization of carbon in governmental propaganda on the other hand. This paper focuses on visual ideologies in visual artworks, including architecture, painting, and sculpture in the artwork realm and postal stamps, postcards, and paper moneys, on the other hand. (shrink)

Despite Lyotard’s proclaimed end of metanarratives in a post-modern predicament, metanarratives appear to be making a comeback. This is the case for antinatalism, a relatively recent ideological formation or moral philosophical perspective that has spawned a new social movement with an active presence in social media. The organizational and structural aspects of NSMs render them amenable to being labeled as ‘post-modern’. In this context, the emergence of ideologies as moral philosophies, such as antinatalism, loom like an outsider, or like a (...) retro fissure in a plastic canvass. The reason is that antinatalism shares the holistic, fundamentalist and totalizing discursive traits of modernist metanarratives that were heralded by Lyotard (1984) as being outmoded in a post-modern condition. Yet, this metanarrative is also different in fundamental aspects from traditional metanarratives. These aspects pertain to its rhetorical self-reflexivity and to its pre-occupation with rooting the propounded arguments in empirical particulars, rather than in a metaphysical or transcendentalist realm. This new form of metanarrative I call metametanarrative as it constitutes a philosophical regression, so to speak, in a pre post-modernist cultural milieu. (shrink)

Sex toys promote a new consumptive ethos whose significance may be adequately outlined by attending to the institutional implications of this product category’s consumption. By drawing on Foucault’s theory of sexuality and the technologies of the self that materialize with the aid of discursive formations about sexuality, as well as on relevant sociological and ethnographic insights, I undertake a qualitative content analysis on a corpus of 100 sex toys’ product reviews from popular magazines and web sites in order to identify (...) how the discourse about sex toys is articulated in terms of three dominant categories of sexual scripts (Simon and Gagnon 2007, Sexual scripts. In Richard Parker & Peter Aggleton (eds.), Culture, society, and sexuality: A reader, 29–38. London: Routledge), namely, cultural scenarios, interpersonal and intrapsychic scripts. By opening up the discussion to a broader cultural terrain, I outline how the consumption experience of sex toys, as articulated in the reviews’ discursive formations, facilitates the emergence of new consumer trends, particularly with reference to orgasm-on-the-go and no-touch-orgasm, while redefining existing ones. (shrink)

According to a tradition that we hold variously today, the relational person lives most personally in affective and cognitive empathy, whereby we enter subjective communion with another person. Near future social AIs, including social robots, will give us this experience without possessing any subjectivity of their own. They will also be consumer products, designed to be subservient instruments of their users’ satisfaction. This would seem inevitable. Yet we cannot live as personal when caught between instrumentalizing apparent persons (slaveholding) or (...) numbly dismissing the apparent personalities of our instruments (mild sociopathy). This paper analyzes and proposes a step toward ameliorating this dilemma by way of the thought of a 5th century North African philosopher and theologian, Augustine of Hippo, who is among those essential in giving us our understanding of relational persons. Augustine’s semiotics, deeply intertwined with our affective life, suggest that, if we are to own persuasive social robots humanely, we must join our instinctive experience of empathy for them to an empathic acknowledgment of the real unknown relational persons whose emails, text messages, books, and bodily movements will have provided the training data for the behavior of near-future social AIs. So doing, we may see simulation as simulation (albeit persuasive), while expanding our empathy to include those whose refracted behavioral moments are the seedbed of this simulation. If we naïvely stop at the social robot as the ultimate object of our cognitive and affective empathy, we will suborn the sign to ourselves, undermining rather than sustaining a culture that prizes empathy and abhors the instrumentalization of persons. (shrink)

Tech companies have eagerly utilised mindfulness techniques in order to increase both creativity and productivity among their managers and employees. However, while a growing number of studies within fields of clinical psychology and psychiatry suggest that mindfulness provides myriad health benefits, such literature does not critically evaluate the societal and affective influences of mindfulness and other wellness practices on working bodies. By focusing on discourses related to mindfulness training, this paper explores the conception of ‘being present’. Drawing on the phenomenology (...) of the body, affect theory, and critical mindfulness studies, we develop a new theoretical framework for analysing mindfulness as a somatic and social force in technology-driven business contexts. Using research material drawn from the online advertising of mindfulness programmes for managers, this paper describes ‘presence’ as a new labour concept associated with the cultivated performance skill of the managerial body in the era of late capitalism. We conclude that mindfulness training – transforming the somatic into an affective investment – has transformed Buddhist meditation into capital that can be bought and consumed. (shrink)

Globalization is seen positively by those to whose societies it brings measurable benefits. Claude Ake, one of the most outstanding African thinkers of the second half of the 20th century and a great advocate for constructing democracy in Africa, primarily viewed the progress of globalization in terms of its numerous dangers. In Ake's opinion, globalization negatively affects the condition of contemporary societies, whose members place increasing importance on market values and principles. He thought that when consumer identity finally triumphs (...) over civic identity, the culture of democracy will be at an end. Democracy, after all, is connected with the common good and consumption with particularism and egoism. Consumerism kills the sense of civic duty and political engagement. Even though the members of poorer societies, including African ones, are not significant consumers, the global consumer culture has an effect on their lives as well, destroying traditional ties of solidarity and transforming local cultures. In many such societies, this state of affairs produces a rise in frustration and stress, and often a desire to return to the society's origins and a strengthening of antipathy towards outsiders or 'others'. Although Ake's works contain finely-wrought arguments, his theories raise important questions and are very debatable in their trend. In this article, I consider the main underlying assumptions of Ake's ideas and analyze selected aspects. (shrink)

Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. -/- The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set (...) of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. -/- Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. -/- The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: -/- · Analyzing and designing brand language across media · Brand image, brand symbols, brand icons vs. iconicity · The contribution of semiotics to transmedia storytelling · Narrativity and rhetorical approaches to branding · Semiotic roadmap for designing brand identity · Semiotic roadmap for designing logos and packaging · Sociosemiotic accounts of building brand identity online · Multimodality and Multimodal critical discourse analysis · Challenging the omnipotence of cognitivism in brand- related research · Semiotics and (inter)cultural branding · Brand equity semiotics Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms . (shrink)

The human being has selected a variety of domesticated plants that gives a benefit, and also significant in food production. The origin of these plants mostly in Central Asia such as China having great variety of crops such as oats, barley, sesame, pumpkin, sorghum, asparagus, pear, apple and citrus etc. While centers of origin such as Mexico and Central America have great diversity in corn, beans, squash, maguey, nopal, sunflower, avocado, cocoa etc. In many countries poor nutrition is a current (...) trend, due to lifestyle and impure food. This is a time to invest in preparation the triggered consumption of highly processed products, rich in calories, saturated fat, sugar and salt, but poor in protein content, fiber and micronutrients. It is necessary to return a more diversified diet. It is well known that ancient cultures included cultivated and wild plants in their diet, from which they consumed their stems, leaves, roots, flowers and fruits, whose nutritional and medicinal benefits were known through experience and also transmitted from generation to generation. (shrink)

More than thirty-five years after its first release in 1971, Don McLean’s “American Pie” still resonates deeply with music listeners and consumers of popular culture. In a 2001 public poll sponsored by the National Endowment for the Arts and the Recording Industry Association of America, McLean’s eight-and-a-half-minute masterpiece was ranked number 5 among the 365 “most memorable” songs of the twentieth century. In 2002, the song was voted into the Grammy Hall of Fame. In 1997, Garth brooks performed “American (...) Pie” at a concert in Central Park, and in 2000, pop icon Madonna performed her own version of “American Pie” on the soundtrack of her movie The Next Best Thing. In 1999, American Pie became the title of a popular – and irreverently comical – coming-of-age movie starring Jason Biggs (the movie American Pie was followed by American Pie 2 in 2001, American Wedding in 2003, and American Pie Present – Band Camp in 2005). Like the movie to which it lent its name, the song “American Pie” presents a coming-of-age narrative; and, also like the movie, the song appealed strongly and immediately to its contemporary audience. Three months after its release in November of 1971, the song reached the number one slot on the charts in January of 1972, and it remained in the Top 40 for a total of seventeen weeks (longer than any other single during the year of 1972). Unlike the movie, however, the song “American Pie” is highly nuanced and sophisticated, containing multiple allusions and layers of meaning which challenge and heighten our understanding of rock ’n’ roll music and the possibility of self-reflection and self-critique in popular culture. (shrink)

Due to the rising pressure from population growth and environmental crises induced by anthropogenic food production activities, the production and consumption of insects have been promoted internationally. The current paper discusses the nutritional and environmental benefits of insect consumption and the socio-cultural and psychological factors that constrain such a habit on an international scale. Then, some historical and cultural information regarding insect consumption in Vietnam is provided to highlight the potential of insect consumption standardization. Unlike those in Western societies, where (...) people exhibit significant psychological resistance to the idea of consuming insects as food, Vietnam has a longstanding tradition of entomophagy, resulting in far less resistance to this practice. Insects have not only been consumed widely in recent times, but they also have a historical root thanks to the early contribution of Nguyen Cong Tieu, a leading Vietnamese agriculture scientist since the French domination period (1884-1945). Nevertheless, insects are commonly viewed as street food or regional specialties but not dietary food, and the perception that insects are “poor man’s diet” persists, which can hinder the standardization of insect consumption within Vietnamese society. To capitalize on the nutritional sources from insects, we suggest that insect-eating should be embraced as an expression of progressive culture for environmental sustainability, and more interdisciplinary research in emerging countries, like Vietnam, could be conducted for the sake of good. (shrink)

This article identifies and compares meanings of wildfire risk mitigation for stakeholders in the Front Range of Colorado, USA. We examine the case of a collaborative partnership sponsored by government agencies and directed to decrease hazardous fuels in interface areas. Data were collected by way of key informant interviews and focus groups. The analysis is guided by the Circuit of Culture model in communication research. We found both shared and differing meanings between members of this partnership (the ‘‘producers’’) and (...) other stakeholders not formally in the partnership (the ‘‘consumers’’). We conclude that those promoting the partnership’s project to mitigate risk are primarily aligned with a discourse of scientific management. Stakeholders outside the partnership follow a discourse of community. We argue that failure to recognize and account for differences in the way risk mitigation is framed and related power dynamics could hamper the communicational efforts of the collaborative partnership and impact goals for fuels reduction. We recommend ways that both groups can capitalize on shared meanings and how agency managers and decision makers can build better working relationships with interface communities and other external stakeholders. (shrink)

In this essay, I’ll argue, first, that an art object's aesthetic value (or merit) depends not just on its intrinsic properties, but on the response it evokes from a consumer who shares the producer's cultural background. My question is: what is the role of culture in relation to this response? I offer a new account of aesthetic pleasure that answers this question. On this account, aesthetic pleasure is not just a “feeling” or “sensation” that results from engaging with (...) a work of art. It is rather a mental state that facilitates engagement with an artwork, and (in the long run) enables a consumer to learn how to maximize this kind of pleasure. This is where culture comes in. If you belong to a culture, you know how to engage pleasurably with an artwork that is produced so you can engage with it in just this way. The aesthetic value of an artwork is that it plays into such a culture-pleasure nexus. -/- . (shrink)

To understand fully the contemporary imposition of capitalist class power, we need to consider not only social relations and neoliberal economic doctrines, but also academic and vernacular cultural contexts, including social critique, within which neoliberalism has been ideologically tailored and practically applied. Among the vernacular cultural contexts, religion – related to deepest human identifications, feelings and ideas about the nature of reality – certainly represents such an unavoidable political resource, inseparable from secular ideologies of a given social world. Taking this (...) into account, we will try to show how neoliberalism was built in a specific context, developing governmental approaches relative to elements of progressive critique, and has eventually succeeded to legitimize new mechanisms of capitalist accumulation, linking them, among other things, to specific religious “externalities”. We will suggest that the satisfactory explanation of profound changes in the contemporary religious life, referred to as the emergence of “New Age spirituality”, is only possible if we understand them as an integral part of the processes of neoliberalization. This does not mean that we are trying to reduce a complex multitude of contemporary spiritual practices to a simple one-dimensional reflex of neoliberalization, but rather to suggest that only such an approach can complement the omissions and correct the misconceptions of various inquiries that analyze New Age spirituality using the frameworks of postmodern culture and/or consumer society. By doing this, we wil discuss not only countercultural spirituality, but also neoliberal social epistemology and different critical aproaches to understanding it. (shrink)

Trees belong to humanity’s heritage, but they are more than that. Their loss, through catastrophic fires or under business-as-usual, is devastating to many forms of life. Moved by this fact, we begin with an assertion that heritage can have an active role in the design of future places. Written from within the field of architecture, this article focuses on structures that house life. Habitat features of trees and artificial replacement habitats for arboreal wildlife serve as concrete examples. Designs of such (...) habitats need to reflect behaviours, traditions and cultures of birds, bats, and other animals. Our narrative highlights the nonhuman aspect of heritage, seeking to understand how nonhuman stakeholders can act as users and consumers of heritage and not only as its constituents. Our working definition states that more-than-human heritage encompasses tangible and intangible outcomes of historical processes that are of value to human as well as nonhuman stakeholders. From this basis, the article asks how the established notions of heritage can extend to include nonhuman concerns, artefacts, behaviours and cultures. As a possible answer to this question, the hypothesis tested here is that digital information can (1) contribute to the preservation of more-than-human heritage; and (2) illuminate its characteristics for future study and use. This article assesses the potential of three imaging technologies and considers the resulting data within the conceptual framework of more-than-human heritage, illuminating some of its concrete aspects and challenges. (shrink)

Twenty two years since the arrival of the first consumer digital camera (Tatsuno 36) Western culture is now characterised by ubiquitous photography. The disappearance of the camera inside the mobile phone has ensured that even the most banal moments of the day can become a point of photographic reverie, potentially shared instantly. Supported by the increased affordability of computers, digital storage and access to broadband, consumers are provided with new opportunities for the capture and transmission of images, particularly (...) online where snapshot photography is being transformed from an individual to a communal activity. As the digital image proliferates online and becomes increasingly delivered via networks, numerous practices emerge surrounding the image’s transmission, encoding, ordering and reception. Informing these practices is a growing cultural shift towards a conception of the Internet as a platform for sharing and collaboration, supported by a mosaic of technologies termed Web 2.0. (shrink)

Many people now recognize that the challenges of climate change and biodiversity loss are rooted in how and to what extent humans consume goods in the Anthropocene era. Consumerism has driven natural resource exploitation to its peak, and resource depletion is becoming more common. The beauty and personal care industry has an enormous market and substantial profitability, particularly in the high-income category. However, this benefit comes with the risk of being scrutinized, investigated, and criticized by civil society groups, environmental activists, (...) and consumers. More than anyone else, the industry is aware of the risks of negative society appraisals, notably the consequences of consumer-led boycott activities. In this paper, we suggest that, given the current situation, global beauty firms need to play a proactive role in directing resources toward the development of sustainable uses of biodiversity and agriculture methods. This includes advocating for the wider use of environmentally conscious sourcing of raw materials, avoiding excessive and wasteful packaging, and devoting resources to research and innovation in environmentally friendly manufacturing procedures. The proactiveness would allow them to demonstrate their environmental commitment and actively give customers persuasive evidence of their social responsibility through emission reduction and biodiversity protection actions, gradually building an environmental-healing culture in the beauty industry. (shrink)

Our main research question is how pliable Norwegian meat consumption practices are. However it is not any type of elasticity we are interested in. We are specifically interested in the scope for what we dub the “4Rs” of responsible meat consumption within existing food systems: 1. Reducing the amount of animal-based proteins used 2. Replacing animal-based protein with plant-based, or insect-based alternatives 3. Refining processes of utilization of animal-based protein to minimize emissions, loss and waste 4. Recognising animal-based protein as (...) precious –i.e. recognising the people and the animals involved in meat production. -/- These four principles are derived by analogy to ethical principles guiding the use of animals in research, the so-called “3Rs”, namely: the imperatives to reduce the number of animals needed to make a scientific inference, to replace animal experiments with other types of research, and where not possible to replace ‘more’ with ‘less’ sentient creatures, and to refine the experimental setup so it minimises the discomfort and/or distress inflicted upon the animals (Russell and Burch, 1959). There are no such principles guiding the use of animals in farming, given the farming industry intrinsically relies on increasing its resources, of which animals are one. The current profile of climate change however opens up a way to re-appreciate meat –indeed what we articulate as the fourth principle of recognizing the preciousness of meat, above, given planetary boundaries. We proceed to reflect on how these 4Rs can be modulated, from a cultural-social perspective, that is, we look at cultural factors that could stretch current food practices along the 4R aspects. (shrink)

Today's realities require medical institutions to take more careful account of intangible factors that make up an irreplaceable component of cultural characteristics. Changes in the socio-economic conditions of economic activity have led to increased attention of the management of medical institutions to the need to form a corporate style that will provide additional competitive advantages. The purpose of the study is to identify the functions and elements of the corporate style of a medical institution and its subdivisions, to find out (...) its impact on the collective consciousness and behavior of consumers of medical services and to establish requirements for its development. The methodological basis of the study is modern research on the formation of corporate style and its impact on the reputation and successful development of organizations. The main hypothesis of the study is the assumption that corporate style influences the level of recognition and authority of a medical institution. Summary of the main research material. It is proved that an authentic, working corporate style for a modern medical institution is a necessary element of its organizational culture. It is determined that the corporate style contributes to creating a positive image of a medical institution in the eyes of consumers; allows distinguishing a medical institution from other medical institutions with a similar range of services; strengthens the organizational spirit of medical staff; increases the effectiveness of advertising; and creates a favorable image of a medical institution. The originality and practical significance of the study lies in the fact that a comparative analysis of the elements of corporate style of city clinical hospitals in Dnipro, which are clearly implemented on the official pages on the Internet, was carried out. Conclusions and prospects for further research. The conducted research has made it possible to state that the considered medical institutions of the city of Dnipro do not pay the necessary attention to the formation of their own corporate style. Sporadic initiatives and events create the appearance of the existence of a corporate style of a medical institution, but do not ensure the existence of such a corporate style that would work to increase the recognition and authority of a medical institution. (shrink)

The global ecological crisis is the greatest challenge humanity has ever had to confront, and humanity is failing. The triumph of the neo-liberal agenda, together with a debauched ‘scientism’, has reduced nature and people to nothing but raw materials, instruments and consumers to be efficiently managed in a global market dominated by corporate managers, media moguls and technocrats. The arts and the humanities have been devalued, genuine science has been crippled, and the quest for autonomy and democracy undermined. The resultant (...) trajectory towards global ecological destruction appears inexorable, and neither governments nor environmental movements have significantly altered this, or indeed, seem able to. The Philosophical Foundations of Ecological Civilization is a wide-ranging and scholarly analysis of this failure. This book reframes the dynamics of the debate beyond the discourses of economics, politics and techno-science. Reviving natural philosophy to align science with the humanities, it offers the categories required to reform our modes of existence and our institutions so that we augment, rather than undermine, the life of the ecosystems of which we are part. From this philosophical foundation, the author puts forth a manifesto for transforming our culture into one which could provide an effective global environmental movement and provide the foundations for a global ecological civilization. (shrink)

This paper explores the tensions between two disparate approaches to addressing hunger worldwide: Food security and food sovereignty. Food security generally focuses on ensuring that people have economic and physical access to safe and nutritious food, while food sovereignty movements prioritize the right of people and communities to determine their agricultural policies and food cultures. As food sovereignty movements grew out of critiques of food security initiatives, they are often framed as conflicting approaches within the wider literature. This paper explores (...) this tension, arguing that food security is based on a particular model of justice, distributive justice, which limits the sovereignty and autonomy of communities as food producers and consumers. In contrast, food sovereignty movements view food security as a necessary part of food sovereignty, but ultimately insufficient for creating food sustainable communities and limiting wider harms. Rather than viewing food security and food sovereignty as in conflict, we argue that food sovereignty’s justice framework both encompasses and entails justice claims that guide food security projects. (shrink)

As the planet’s largest ecosystem, oceans stabilise climate, produce oxygen, store CO2 and host unfathomable biodiversity at a deep time-scale. In recent decades, scientific assessments have indicated that the oceans are seriously degraded to the detriment of most near-future societies. Human-induced impacts range from climate change, ocean acidification, loss of biodiversity, eutrophication and marine pollution to local degradation of marine and coastal environments. Such environmental violence takes form of both ‘spectacular’ events, like oil spills and ‘slow violence’, occurring gradually and (...) out of sight. The purpose of this paper is to show four cases of coastal and marine forms of slow violence and to provide counter-accounts of how to reinvent our consumer imaginary at such locations, as well as to develop what is here referred to as ‘low-trophic theory,’ a situated ethical stance that attends to entanglements of consumption, food, violence, environmental adaptability and more-than-human care from the co-existential perspective of multispecies ethics. We combine field-philosophical case studies with insights from marine science, environmental art and cultural practices in the Baltic and North Sea region and feminist posthumanities. The paper shows that the oceanic imaginary is not a unified place, but rather, a set of forces, which requires renewed ethical approaches, conceptual inventiveness and practical creativity. Based on the case studies and examples presented, the authors conclude that the consideration of more-than-human ethical perspectives, provided by environmental arts and humanities is crucial for both research on nature and space, and for the flourishing of local multispecies communities. This paper thus inaugurates thinking and practice along the proposed here ethical stance of low-trophic theory, developed it along the methodological lines of feminist environmental posthumanities. (shrink)

There is a wealth of resources— ideas, insights, discoveries, inventions, traditions, cultures, languages, arts, religions, sciences, narratives, stories, poems, customs and norms, music and songs, games and personal experiences, and advertisements—that we produce, curate, consume, transmit, and inherit as humans. This wealth, which I define as semantic capital, gives meaning to, and makes sense of, our own existence and the world surrounding us. It defines who we are and enables humans to develop an individual and social life. This paper discusses (...) the shift from analog to digital semantic capital, and the extent to which this might affect the semanticisation of our identities, our lives and our realities. -/- . (shrink)

The teikei movement is a Japanese version of the alternative food movement, which emerged around the late 1960s and early 1970s. Similar to now well-known Community Supported Agriculture, it is a farmer-consumer partnership that involves direct exchanges of organic foods. It also aims to build a community that coexists with the natural environment through mutually supportive relationships between farmers and consumers. This article examined the history of the teikei movement. The movement began as a reaction to negative impacts of (...) mechanized and chemically intensive agriculture promoted by the Japanese government. The movement experienced a rapid expansion in the early 1980s, and then gradually declined thereafter. The organic market expansion and certification system intersected with both cultural and gender role changes, impacting the teikei movement negatively. Consequently, the membership of teikei consumer groups has shrunk. Furthermore, the March 2011 Fukushima Daiichi nuclear power plant accident caused unprece dented damage to organic farmers in the affected regions. Despite the scientific uncertain about the safety level of radiation exposure, the organic farmers and the teikei consumer groups managed the situation and found a way to inspect radiation contamination. They did so with the support by networking with other teikei-related actors. This response to the nuclear power plant accident suggests that although the level of embeddedness presumably varies among teikei actors, ethics guided by the teikei principles are effective in forging a resilient partnership between farmers and consumers and in keeping the teikei system alive as an agent for social change. (shrink)

This paper examines visual representation from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. Suggests ways to clarify complex issues of representational ethics in marketing communications and marketing representations, suggesting an analysis that makes identity creation central to societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, drawing upon tourist promotions, advertisements, and mundane objects in material culture. Moreover, music is an important force in marketing communication: visual representations in (...) music promotions are also explored as data for inquiry. Offers an alternative to phenomenologically based approaches in marketing and consumer research scholarship that use consumer responses to generate data. Contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation. (shrink)

In 2001 soon after the Asian Crises of 1997-1998, the DotcomBubble, 9/11, the Enron crises triggered a fraud crisis in Wall Street that impacted the market to the core. Since then scandals such as the Lehman Brothers and WorldCom in 2007-2008 and the Great Recession have surpassed it, Enron still remains one of the most important cases of fraudulent accounting. In 2000’s even though the financial industry had become highly regulated, deregulation of the energy industry allowed companies to place bets (...) on future prices. At the peak of the dotcom bubble Enron was named as a star innovator but when the dotcom bubble burst, Enron’s plan to build high speed internet did not flourish and investors started to realize losses. Furthermore, the financial losses of the operations were hid using the market to market accounting technique instead of book value and using special purpose entities to hide debt. The root cause that was identified as a company with a toxic corporate culture focused on officer compensation rather than social responsibility and hence faulty leadership. Is it possible then that; ethical accounting practices, social responsibility and ethics all become inferior goods as income rises in an ‘irrationally exuberant’era? (shrink)

In this paper we examine the role the Dutch gymnasium continues to play in the institutional maintenance of educational inequality. To that end we examine the relational and spatial features of state-sponsored elite education in the Dutch system: the unique identity the gymnasium seeks to cultivate; its value to its consumers; its geographic significance; and its market position amidst a growing array of other selective forms of schooling. We argue that there is a strong correlation between a higher social class (...) background and the concern to transmit one’s cultural habitus. We further speculate on the moral implications of state-sponsored elite education, both as it concerns the specific role of the gymnasium in the reproduction of social inequality as well as the curious tendency among its supporters to rationalise the necessity of its existence. (shrink)

Günther Anders offers one of the first phenomenological analyses of broadcast radio (in 1930) and its transformation of the contemporary experience of music. Anders also develops a reflection on its political consequences as he continues his reflection in a discussion of radio and newsreel, film and television in his 1956 ‘The World as Phantom and Matrix’. A reflection on the consequences of this transformation brings in Friedrich Kittler’s reflection on radio and precision bombing. A further reflection on Jean Baudrillard’s notion (...) of ‘speech without response’ permits a review of digital culture and the self-creation of the digital consumer absorbed in what Anders named a schizo-topia, that is, today, an autistic culture of distraction, displacement, and self-driven surveillance. (shrink)

As we enter the 21st century, we do well to consider the values implicit in science fiction, the principal arena of future speculation in popular culture. This study explored whether consumption of science fiction (SF) is correlated with distinctive socio-ethical views. SF tends to advocate the extension of value and rights to all forms of intelligence, regardless of physical form; enthusiasm for technology; and social and economic libertarianism. This suggests that consumers with these socio-ethical views would be attracted to (...) the SF genre, and that amount of SF consumption would be correlated with adoption of these views. -/- Groups of respondents involved in medical ethical and environmental issues were surveyed in 1992 (N=278). SF consumption was found, at first-order correlation and controlling for covariates, to be associated with: greater support for extending rights to animal and machine intelligence; greater enthusiasm for technology, and rejection of limits to human endeavors; and greater social libertarianism. SF consumption was not associated with specific views on the cognitively and physically disabled; support for abortion rights; or economic libertarianism. (shrink)

This article recapitulates and develops the attempts in the Nietzschean traditions to address and overcome the proliferation of nihilism that Nietzsche predicted to unfold in the next 200 years (WP 2). Nietzsche approached nihilism not merely as a psychology but as a labyrinthic and pervasive historical process whereby the highest values of culture and founding assumptions of philosophical thought prevented the further flourishing of life. Therefore, he thought nihilism had to be encountered and experienced on many, often opposing, fronts (...) to be fully consumed and left behind. Thus, just as Nietzsche captured the subtle reinventions of nihilism in new forms in his time, in the new doers assumed behind new deeds (WP 488), this article focuses on the contemporary tectonic shifts brought by digital technology and challenges subjectivation and narrativization of algorithmic will to power in human-like interfaces such as ChatGPT. Having identified philosophers and himself as the most advanced nihilists in their overvaluation of truth, in the 4th part of Thus Spoke Zarathustra, Nietzsche grappled with the difficult, perhaps impossible, temporality of post-nihilistic historicity that oscillates between highest creativity and highest truths, especially in the sections entitled The Shadow and At Noon whereby he explored new temporal techniques to evade the relapses into temporal nihilisms of the notions of linear progress or eternity (TSZ, 4). By drawing on this juncture, this article offers ways to address transfigurations of nihilism behind new technological performances of subjectivity. The article points toward creative temporalities beyond narrativity and subjectivity insofar as the statistical operations and probabilistic estimations of language-models exceed grammatical construction of meaning. This multifaceted application of his thought on the contemporary ontic reality is necessary to perceive our comet's incalculable movement as a veritable ray of sunshine. (shrink)