TL;DR: The authors argue that the brand's performativity is a function of its citationality: the ways in which (fractions of) brands are reanimated, or cited, while being reflexively marked as reanimations or citations.
Abstract: This article provides a semiotic account of the performativity of the brand. It argues that the brand's performativity is a function of its citationality: the ways in which (fractions of) brands are reanimated, or cited, while being reflexively marked as reanimations or citations. First the article argues that the intelligibility and coherence of brands turns on the calibration of a number of gaps in the brand's form: between brand tokens, brand types, and a brand ontology. Such calibration is achieved through moments of citing brand type and brand ontology. The article then discusses three forms of brand citationality that exceed the brand by situating themselves in, and exploiting, these gaps: brand counterfeits, “remixes,” and simulations. The article concludes by discussing the relation between citationality and performativity, arguing that the performativity of brand turns on the (meta-)semiotics of citationality and the excesses it continually generates.
TL;DR: In this article, the authors explore the semiotic underpinnings of the Fregean sense, Austinian performativity, and Derridean deconstruction of the concept of citationality.
Abstract: This essay explores the semiotics of citation. The citation is an act that re-presents some other event of discourse and marks that re-presentation as not(-quite) what it presences. The citation is a play of sameness and difference, identity and alterity, an interdiscursive calibration of an event of citing and a cited event, and is reflexive about that very fact. As such, citational acts can open up new social horizons of possibility, signification, and performative power. This essay investigates the citational underpinnings of the Fregean sense, Austinian performativity, and Derridean deconstruction. I give particular attention to Derrida's reading of Austin, and his development of the concept of citationality. As I argue, Derrida's insistence on the necessary possibility of citationality elides the fact that citations are always already achievements in context, and thus empirical facts about particular (types of) acts in the world. Not all acts are reflexive about their citationality, and this ...
TL;DR: Goodchild as mentioned in this paper argues that the grammatical injunction that there must be a subject who either acts or who is fully determined and acted on is problematic in the context of women's empowerment, and presents an insightful challenge to the liberatory conception of the subject operating within Butler's work.
Abstract: Portions of this article appeared previously as \"Toward a Feminist Philosophy of Ritual and Bodily Practices,\" in Challenges for Philosophy of Religion, ed. Phillip Goodchild (Aldershot: Ashgate, 2002). Reprinted with kind permission of Ashgate Publishing Limited. 1 Judith Butler, Bodies That Matter: On the Discursive Limits of \"Sex\" (New York: Routledge, 1993), and Gender Trouble: Feminism and the Subversion of Identity (New York: Routledge, 1990). For one version of these criticisms, see Susan Bordo, Unbearable Weight: Feminism, Western Culture, and the Body (Berkeley: University of California Press, 1993), pp. 289-95. 2 One of the problems is the grammatical injunction that there be a subject who either acts or who is fully determined and acted on. See Butler, Bodies That Matter, and The Psychic Life of Power: Theories of Subjection (Stanford, Calif.: Stanford University Press, 1997). 3 Butler interrogates the concept of materiality without, however, differentiating between different kinds of modes of materiality. For this point, my thanks to Saba Mahmood. For an insightful challenge to the liberatory conception of the subject operating within Butler's work, see Saba Mahmood, \"Feminist Theory, Embodiment, and the Docile Agent: Some Reflections on the Egyptian Islamic Revival,\" Cultural Anthropology 16 (2001): 202-35.
TL;DR: Following the model of "stunting" offered by the feminist theorist, Mary Russo, the authors proposes a view toward a "performative ''I'' that invites error, disorder, and difference into the world of citationality or compulsive reiteration.
Abstract: Although claims to revive the first person in scholarly writing remain compelling, efforts to fulfill them have been less so. Few have survived the problems of authenticity, authority, and advocacy identified by Joan Scott and Linda Kauffman, among others. Following the model of "stunting" offered by the feminist theorist, Mary Russo, this article proposes a view toward a "performative `I'" that invites error, disorder, and difference into the world of citationality or compulsive reiteration. The article builds its proposal on readings of two live performances and three short passages from selected texts. At their intersection, it imagines the displacement of a modernist "I" by a subjectivity defined by an ethics of sensuous coalition and a politics of errant possibility.
TL;DR: A feminist reflexivity is brought to HCI, drawing on the work of Judith Butler and her concepts of peformativity, citationality, and interpellation, to show how SNS structures and policies help shape the subject and hide the contingency of subject categories.