Immaterial Production

Historically speaking, production is the act of transforming material objects into marketable commodities. Today, however, this activity has extended beyond the physical world. As Maurizio Lazzarato argues, contemporary relations of production are not so much about acting on material bodies as they are about acting on minds and subjectivities. The immaterial or virtual, in other words, closely accompanies the actual in modern industrial processes.

Power here operates less and less on material earth and more and more on perceptions, desires and attention. Modern technologies operate on minds, capturing the imaginations of viewers. The constitutive role of television, cinema and the internet, after all, is to capture belief and attention, in contrast to producing tactile things.

That the immaterial is becoming more central to production is not by accident. “Before products can be sold, or even made, attention and memory must be captured by the technologies that work on publics” (Read, p. 97).

This is especially true in the case of surplus production. Given the inherent dynamic of capitalism to increase production on a continually larger scale, thereby threatening a crisis of over-production, surplus stockpiles of goods must be absorbed in some way to keep the wheels of capitalism turning. Forestalling this crisis is none other than marketing and advertising, which are used to bolster consumer demand.

Material Consulted

Eugene Holland, Deleuze and Guattari’s Anti-Oedipus

Brian Massumi, A User’s Guide to Capitalism and Schizophrenia

Jason Read, “The Fetish is Always Actual, Revolution is Always Virtual” in Deleuze and Marx, ed. Dhruv Jain

Advertisements

Tags: , , ,

One response to “Immaterial Production”

  1. MC says :

    Here is a quote by Brian Massumi that perfectly captures this same dynamic: “the more varied, and even erratic, the better. Normalcy starts to lose its hold. The regularities start to loosen. This loosening of normalcy is part of capitalism’s dynamic. It’s not a simple liberation. It’s capitalism’s own form of power. It’s no longer disciplinary institutional power that defines everything, it’s capitalism’s power to produce variety – because markets get saturated. Produce variety and you produce a niche market. The oddest of affective tendencies are okay – as long as they pay. Capitalism starts intensifying or diversifying affect, but only in order to extract surplus-value. It hijacks affect in order to intensify profit potential. It literally valorizes affect. The capitalist logic of surplus-value production starts to take over the relational field that is also the domain of political ecology, the ethical field of resistance to identity and predictable paths. It’s very troubling and confusing, because it seems to me that there’s been a certain kind of convergence between the dynamic of capitalist power and the dynamic of resistance.”

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: