CONTRAST: Instructions

What does commerce do to thought? It intervenes at the level of opinion (doxa). Philosophy wants to turn opinion to thinking the unthought (class notes). To create a philosophy for electracy, we need to find the tools and create the apparatus for thinking the unthought. The point of alignment between Deleuze and Guattari and Marchand is the therapeutic convention of advertising (notes) that brought a sense of well-being to society in the 1920s and 1930s. The advertisement (the image) is the adviser to the public. To create a philosophical concept for electracy the consumer product in the advertising image needs to be replaced by a public policy issue—a “disaster” (notes). Just as the advertising agencies of the industrial revolution pooled together to solve the identity crises bought on by commerce, industrialization, and the depression era, the equivalent scenario is in place for electracy today--where moments of chaos in the fabric of thought that disrupt well-being also stem from commerce.

EVENT

• The philosophical concept needs to think the event.
• The concept is the position of the event.
• The event is the position of the thinker.

CONCEPTUAL PERSONA

• The conceptual persona, myself, needs to mediate between the end goal (well-being) and the people who are affected by the public policy issue.
• The conceptual persona will also be an adviser (consultant). It will identify the tableaux and the visual icon.
• The conceptual persona will model the thought and create an image of it on this blog like the advertisements modeled thought in the 1920s and 1930s.

TACTICS

• Need to adopt a stand the way advertisers adopted a stand to help people by selling products.
• Need to persuade by appealing to the realization of the end goal (well-being).
• Identify the formal devices that advertisers used to appeal to the public and use the same devices to shape public opinion around the policy issue on this blog. This involves determining a way to appeal to the familiar, the known, in public opinion.

PUBLIC POLICY ISSUE

• The image of thought, through the collected opinions gathered on this site from my public policy issue, will include all opinions circulating around the issue.

TALE / BLOG

• The blog is the “tale” component of the CATTt—it is the medium and the vehicle for holding the components of the concept.

RELAY

• The concept will relate to the public policy issue the way modern art "is independent of the creator through the self-positing of the created, which is preserved in itself" (Deleuze and Guattari 164).