Adbusters, Issue 94: Post Normal

AB94: put up Normal
(March/April 2011)

Featured during this issue:

inventive Director: Pedro Inoue
Micah White on a possible way forward for activism
Mikkel Borch-Jacobsen at the risks of bipolar medications
Manfred Max-Neef on barefoot economics
David Orrell questions the mythology in the back of neoclassical economics
We ask “What is normal?”

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The battle for markets in the informational neo-world orders is very importantly a matter of power in regard to intellectual property. For Luke the whole issue of security in the post-national global order becomes closely intertwined with intellectual property. Security, he argues, previously a problem of battles for 'real estate' by the realist hoods of the nation-state now becomes increasingly a matter of struggles for intellectual property, that is, for 'hyperreal estate' by the newer set of 'hyperrealist hoods'.

It does so through the systems of equivalence which are the basis of informational systems in, for example, micro-electronics and biotechnology. For Heidegger (see Chapter 9 by Dillon) 'technology' is above all understood in terms of systems of equivalences. What Luke (and Baudrillard) are insisting is that these systems of equivalence are that much more pervasive, and thus more totalitarian in the postmodern global order than in the mere representational realism of modernity. ) was confined to representational space in modernity, in global postmodernity it has shifted to the more totalitarian colonization of generational (or productive) space.

That is, for Luke (and Baudrillard) the parole of the hyperspace flows is indeed neither discourse, nor figure but (like in television and in the increasingly digitized means of information and communication) signal. But Luke and Baudrillard have offered us no way out from this new, far more insidious mode of normalizing security of the technology of signals and flows. Friedman (in Chapter 4) pointed us perhaps in the direction of one, looking at how the signalled flows could be transformed into other constellations of Third and Fourth World identities.

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