.' TABlE OF CONTENTS

CHl\Pl'ER 1

Television Criticism and the Problem of Ground

Justification: Paradigmatic Mutation .................................... l

Divergent Interpretations of Ground •••••••• + •••••••••••••••• ~ •••••••• * •• 4

The Ideological Divergence •.•.....•..••• .. ............................. ,. ............ ~ ............ 5

The ThiloSO'pl1ica.l Di vet:g'erlCe ................... ,., . ;, ................ '" .................................. ,. ........ 6

1Jhe !{ar}.tian 'I\ll:n ............................................... s ........ ,. .. .. The Crisis in the Galilean World •...•.•• IiLlIne. verrl.ica.teci . .,,, .... ,. .......... _ .................. " .. The Changing Critical Sense ••.•••••••. Gools ... * " .... ,. ...... ~ " " " ,. ................ .. outline of Approach ..•..•.•.. An Irrefutable Tension ..•.•..

...................................... " ...... ~

............................

CHl\Pl'ER 2

The con£lict of Ground and the Hope of.2 SCience ofSIgTiS

.. ........ 7 . .11 . .. 15 ..16 ..20

• ••••• 26 .. ........ .. 30

Positioning Semiology and Semiotics in Tradition ........................ 31

Contingent and Nomothetic Force ................................................... 32

CommW1ication Studies and the Drive for' Nomothetic Force .. " ............. 34

The History of the Idea of Structure .................................... 35 T;~.; t, ~",::!'-'I....I..S .J..cs ................. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. ••••• ~ .... "" .......... 35

Logic or Rhetoric .•. .................................. ~ "' ....................... .. • •••••••••••••...•. 36

Of Gra'lllnar, Logic, and Rhetoric ....................................... 37

se:rn:iotics a.rd. Sellliolc:x:ry ...... " ........... " ........ " ........ .,. .... " ~ ............ " ........................... ~ .. .. 40

Ferdi.rla.rrl. de Sa1..lSsur-e ....................................................... " .............. " ...................... 41

Reluctant Revolutionary .............................................. 42

The Break with Classical Fhilolcgy and the Neo-Gra:mrnarians .. .. ...... 43 Diachronies and Synchronies •••...•••••..•......•.•.•.••..•.• •

ll.ll::: '-'CU.. ~laIl .t"\.I ~e ,. .. ,. .. ,. ............ ,. ,. .. ,. .............. ,. .... ,. ............ '" .. ,. ........... ,. .. .... 4 -- """-""'---' ,-,,< ty.. 6

signs and the Limitation of the ''Unive:t:'sal'' P:t:'inciple of Bina:t:y Dpp:?Sition: The Aristotelian !Esson of Binary Distinction .••....•••...• 64

Binary opposition (Contrariety) Vel:'SUS Binary Distinction {ContJ::adiction} .. ,. ...... ~ ................... '"' ...... '"' ............... ,. .................. ,. .... ,. .. ,. .. ,. .............. 65 Dialectics am Syrltiletic:s .......... ,. .......... ,. .... ,. ................................ ,. .......... ,. ............ 69 'nle Closu:re: of Iarlguage ......... ,. .. " ........ ,. ...... ,. ................................ ,. ........................ 71

I:e SallSSUr'e's sign ..................... ,. ...... ,. .......... ,. ........................ ,. ................ ,.,. .... ,. ...... ,. .'73

Olarles Saroe:rs f'ei.rce.,.,. .... ,.,. .. ,. .. ,.,.,. .... ,. ...... '" .. ,. .................. " ,. ........ ,. ........ ,. .. _ ,. .. '76

~ COI'lCltlSion ...... " ...... '" .......... ,. ., .. ,. .................................. " .......... " .. '" ........ ,. ,. ..... 83

The Legacy of de Saussu:re: Levi-strauss Ba:t:thes

Paul Ricoeur's Designation •••.•.•••.......•......•............•••.••• 87

Unconscious Struct:t:u:es: Dehumanized Social studies ..•••••••..••.••••••• 88

Levi-st:tauss and the Underlying Unconscious OOherence •..•••••...•..•. 89

Levi-st:tauss' Point-of-View .....•..•.•...........•.....•........ " .. "",,. 92

Three Characteristics of St:taussean Structrualism .. , .....••....... " " .. ,,93

Levi-St:tauss' Universal Struct:t:u:alism ................................... 98

Seung and TWo Kinds of systems of Signification •..•..•••.•••••...•... 98 The Limitation of Binary Opposition •.•...•...•.•....••..•...•....•.•. 99

Levi-St:tauss and Barthes as Reductionists: The Fo:t:malist Legacy and the Move from Linguistic to "Psycholoqical" or universal Mental StructureslOl

'!he OVerextension of the Li.r:guistic Pa:tadigm ...•....••..•.••...•... 102 St:t:aussean Innatism and ~ricism .....•....•..•...•.•••..•...••... 103 Barthes' universal Semantization_ •••••••••••••..•..•.•..• *~ ••••••••• l04 A False Start for a Science of Signs ••••••••••••••..•••••••••••••••. 108 Levi-Strauss' Definition{s) of .. Structure ............................ l09

Proble:rrs of Interprebtion ........ " ..................... ,. ................. '" ............ " ................. 110

Levi-st:tauss' and Freud's "Scientific" Analyses of the Oedipus Hyth.111 The Endless Malleability of Levi-strauss' and Freud's Associative ~"thcx;ls" ................................................ " .............. " .. " ................................................. 113 St:taussean Laws of Inversion: '!he "Conventionalist TWist ............. 114

ii

Jakobsen .!I.§. an ExamPle of Artful Reductionism: Trivial Associations .•. 115

The. semantic effects of Syntactic sturct:ures: Riffaterre, CUller, ani I.ev'lll .. " ,. ...................... " ........................................................................ '" ..................... 118 Audience ~tion ani ~ •••••••••.•••••••••••••••.••••••••.• 119

StlIrIrrIclry' COocltlSion .............................. " .. "" .......................... .., ....... ,. ........ ~ .... ,. ........ .... 120

The Temoo:ral D:i!nension of Interpretation: Genetic Freedom versus structural Determinism

structural Ontology and Time: Determinism ............................. 125

Techne ve:rsus Theoria: The Constriction of significance •....•.•..••. 127 Herllert MaJ:"cllse ani "Quantitative Quality" ..•.•.••••..•...•.•....••. 127 The Technologization of Language: Jurgen Habermas and G. B. vico's Res!.XJnses.. " .. ... .. .. .. .. .. 4' .. .. " .. ,. .. .. .. .. .. .. .. .. .. .. .. ,. .. .. .. .. .. .. .. .. .. .. • .. .. ,. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 128

Sartre's Point-o!-Vie.!:! ................................................ 130

"Projects of F:i:Bedom" versus Structu:r'e (alienation) •.•..•.•••••••••• 130 ~axis and Individual Agents of Change ................................. 131 Stru~e as Inevitable Alienation ...................... ~ .............. 132 Levi-strauss' structu:ral Determinism •••••••••••••.•••••••..........• 133 The ~mpc;rtance of Making History Move, Ever Again, Toward Elnal1cl.Pa-tlon .... " .............................................................. '" .......... ,.. .... ... , " .................. ,,134 F:i:eedom: The Engine of His'-...ory (Dialectics) •..•....•................ 135

The struqgle for t.~e subject ........................................... 137

, f . 'f' , 18 Unconsc~ous Iat

Prejudice as Challengable "Structures"fBl.inders ••.••••.•••••..•.•••• 152

History ~ Myth: Levi-strauss and History •.•••••••.•...•••••••••.••••• 155

Aleatorial and Rational Histories .•..••••••....•...••••......••.•..•.. 156

~ante/S\.11::x)rdirete 5y"ste.tns; .......................................................................... 15'7 PragzessionaljNonprogzessional Hi~ry ................................ 158

Foocaul t arrl. History-.............................. '" .......................... ,. ........................................ 162

Foucault, Nietzsche, and Discontinuity •••••••..•••••••••••••••....•. 162 Histo:cy as a Litera:cy Manifestation of Will to ];\:)War •••••••••••••••• 163 fue sturcture of Knowledge~ (Epistemes and Dis=urses} .....•••• 166 :twietl1cxl as Genea1::3Y, am ArdleolClC3'Y .............. '" ................................................. 16'7 Foucault's Inadequate Explanation for Resistance to structures --sartrean History as Revolution ..... ~ ............... ..". ... H ........... " ........ ~ .. 169

Nietzsche Concra Foucault (Foucault's "Embanassment") ...•••.•........ 1:10

Reflexive and Nonreflexive Relativism - two Types of Paradox •..•..• 172 Ce.l:rida ' s Acceptance of Para.dox ............. 6 ...................................................... " ~ 174

~'ida arx.i Ristor;' ................................................ ,. .......................... "' ....................... 175

Histo:cy versus Essentialism as Polar "Groun.:ls" •••••••••••••••••••••• 175

rrtle C-61eral Text ... "" ~ " .... ,. ........................ " .................................... ~ ........... ~ .. " .. ,. ... 17'7 - --fue Groundless General Text (Ie text general) ••••••••••••••••••••••• :1.78

SUrorra1:Y Conclusion ................................... , ............ " .... , .. 180

The Problem of ReadirgJViewing

F:r'orn Te..'Ct: to Intel::pretation ................................... _ .... _ .................................. 185 The Reader as t..'le "Space" Where Making Sense Happens ................. 187 Constitutive Consciousness versus "Inscription ....................... 188 The Failure of Barthes' "Four Readers" and Five Codes ••••••••••••••• 189 other Readers, Narrators, Narratees, and Audiences .•.••••••••••••••• 191

The Active Reader in the "Gap" of Irrletermi.nacy: Completing the Text •• 192

fue Active Reader in the "Gap" of Irrleter1ninacy - William James, Roman Ingarden, Wol fgang Iser, and Emberto Eco •.•.••....•......••..•..•.•. 193 Reader' as Producer' (Completing the Text) ••••••••••••••••••••••.••••• 194

Stanley Fish: The "Suppression" of Idiosyncrasies •••.....•.•........•• 196

iv

ltcanrmmit::;r .Assl:nnptiol1.S"1O ............ '* '* .... '" ..... '* ................... '* .. ,. ....................... 19'7

Johrla:tl'lan OJJ.ler's "CorrqJe.terrt Readet,n .................................................... 197

Christopher Norris' Defense Against "Conset'Vative Kantian St:rt..lct:t.l.r ism n .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. • .. • • • • • • .. .. .. .. • .. • • .. .. .. • • .. .. • .. '" .. • .. .. 8 .. .. .. '" .198

The "Trans-individual Community of Judgement" -- CUller, Karl-0tto Apel, and W i ttgenstein ........................................................ ,, .. 198 CUller's "Interpretive Constructs" as Interpretive COnstraint" ....•• 199

Hllsset'l ' s Pa.rallis:rn ................................................................ ~ ....................... " .... .... 199

Nc:erra. -~is ............................................. " ......................................................... '" 200 CUll ' Poet' ""-· .... 1 . '?n 201 et' S ~cs - a L.A.J\..UJ e .@!. pt'~or~.. .. .................................................. *

At:el l s E::

"

Miller's Defense of the critical Reader .•••••••••••.••.•••....••..•••• 215

The Geneva School and J. Hillis Miller ••••••••...•••••.•.•.•.•.•.... 215 The Dissolution of the Demarcation Between Text and Interpre1:ation ............... ~ ......................................................................................... .. 216

Paul de Man: Methoj Transcendence of Text and Misreading: •.......... 217

The IIrq;x?ssibili t\r Rea.d.irg,. .......... '" .................................................................... .. 220

Harold Bloom's Pessimism: All Reading is Misreading ••.•..•..•.••••.. 221 Paul de Man: Blindness and Insight ..................................... 221 Paradox arx:l unreadability ...................................................................................... 221 Socrates I Rllet:Dric I arrl I:::e;r:t:,ida ............ ..- ............................................... '" .......... 223 Jac:qtles I:er:r'ida. and J.. L. AtJstin .................................. ,. ..................................... 223

S1.mmlary Conclusion" ~ .................... ,. .. " ........................................ " ........ " ........ ~ ........ .. 224

r:econstruction: Gramrnatolcqy versus Semiolcgy

Booth versus "Methcdical Craziness" ..............•.......•...•........ 229

Ja.s:.gue§. De:r·:r·ida .................................................................... 229

"Hu!na.nistic" Ne", Criticism versus "Scientific" structuralism ••.•...••. 230

'lhe Post-Structuralistic ~~:32!! of Methcd (Structural) ..••...••••• ,,232

'Ih "U II liRa Pos 'ti' , II 233 ~ ncannv versus ppy ~ V~ ~«.~ ... ~« ••••• ~ •••• ~ ........... ~

Aporia - AlC?C!ic ..... ~ ........... " ................ ,. .... « ..... ,. ...... « .... ,. ..................... ... 234

Pure Reason and contingent Expression ..••.•..............•••••.•••.••. 236

The Rhetoric of hierarchization and Supplementation as attempted ~terJ' ................. " , ............................ ,. ........................................................................ 236 r:econstruction as a Strategy of Reversal and Displacement •........•• 237

'Ihe Example of Nietzsche: Proto-Ceconstruction •.................•..... 238

usinc:f :'causat,i(;>n" Against Itself ....•........•.•••..•••••.•••...••.• 239 Nonor~gJ.11a..l:.Y Or'~gm. ~ .... to ............. to ......... '"' ........ '"' ............................................ " .. 241

'Ihe Western Bias of Logocentrism == Phonocentrism .••••.•..•.••..•••.•. 241 I.cgocentrism: Self-SUfficient Fourdationalism ••••.••.•....•...•.•••• 242 Phonocentrism: 'Ihe D:lmi.nance of Speech OVer Writing ••••••••••••••••• 242 The Western Metaphysics and Rhetoric of Presence .................... 242 oerrida's Gramrnatolcgy ani HusseJ::l's category of Absence ••••.••••.•. 243

vi

'nie Autonorrtj' of SigI1.S ............. '"' ................ ,. ............................................ 244 E'=iture as Global. Text Includi.n; Writir.g and Speech ••••••••••••••• 244 E'criture, Barthes' Global Semantization, and the Universality of H~el.Itics .... 10 .......................... ,. ................................................... 10 " ........ .. 246

Trace and semiotic Indep;!l'rlence ••••••••••••••••.••••.••••••••••••••••• 247

[)er:t:'ida I s :Ra.dica.l R.elativi.sIn .... " •• " " ............................................ ,. ........... " 248 Gadamer's Relativism versus Apel's and Habermas' critical Psychoanalytic Hermeneutics ......... 9 .................................. 248

lihonocentrism and ti'.e Electronic Media •••.•.•.•......•.•...•....... " •. 250

videocentdsm as a Variation of Fhonocentrism ••••••.....••••..•...•• 251 LcgocentJ::ism as Already Construction - Not Ground .................. 254

Diffe'ranee and the constructive Process of Presence (Temporality) as .Abse.rl

The I.c:g'ic of S\..l;(:)ple.tI'ie!I'lta.tiOIl ........................................................................ 282

TIle cartesianism of the Dx:t:l:'ine S' enterxl:!:e Parler' •....•.......•..••.. 283

World and Non-World: Inside and outside •.•.•.••.....•••.•..•....•••• 283 TIle suppression of Difference '" consciousness as Self-Presence '" '!he OJ::'igin of PreseJ:'lce ........ ~ ............................................. ,.. ..... ,.. ................... ,.. ........ .. 286

Husse:t:'l's APoria: Genetic versus Structural Foun::lation ••.......••••••. 287

nIecu:y': Al~ys IncoIlSisterlt ......................... « ...... « ... " ..................................... 288 Husse:t:'l: Torn BeutJeen Genetic and structural Explanato;ty Models ...•• 288 I:c:1llble, Aj;x:::)r'etic I.t::gicg, ........................................... '" ................. ., .... " .................. 289

I:er1:'ida Contra FiusS91:"1 ................................................................. ., ............................ 291

Husser'l's Final Structu:!:al Bias: TIle Timeless Tl:anscendental Ego .... 292 Der:rida and The Temporal Power of Differance: The constitution of Stlbjoctivity It:.self ..................................... " ............................................. ~ ........ 293

StlrmnaJ:.y, ConcltlSion" ................................................................... ,. .......................... .. 295

O!API'ER 7

DeconstJ:uction and Interpretation

Commercial Messaqes: Hiqhly Efficient and Complex Forms of Con1rmmica.tion~ ....... ~ ., ,. .. ,. ............................................. .. ' ..... " .. ~ .... ~ . B " ... ~ .... .. 303

Tony, scl;wartz's Theory of Resonance in (Commerci,al) Conununica.tlon ............................................... ,. .................................................. 304

R:>larities and Eoui valances: Metaphor and Metonymy •••••....•.......... 307

'I1le Notion of Pc>lar-ities ..... ., ...... ~ .... ,. ................... ,. .......... ,. .. ~ .. " ............... .. 308 The Notion of Equivalence ........................................... 308 !-!etapl1or" ............... " " .................................... ~ .................. " ,. .. ,. .............. ,. ......... 309 Metarnyrn)r .. .. ,. .. .. .. .. .. . " .. .. • • .. • .. .. ,. .. .. .. .. .. .. .. ,. .. .. ,. .. ,. .. • .. .. .. • .. .. • .. ... .. .. .. • .. .. .. • • .. • .. • .. .. .. .. 3 09 Syntagmatic and Associative Processes .••••••.•.•••••••••••••••••••.• 309 IfS't)'le't ........... * ....................... ,. ............................................ ,. ..... ,. ................. 309 !-lass Media as Predominately Metaphorical ..••••....•...........•••.•• 310 Constructed Equivalances and the Displacement of "Reality" - Iconic AI1a.lc.:x;ies ............................................................................................... ~ ........ • 310 Pal:adigrn am Syntagrn ....... ,. • ,. ,. .......................................... ,. .................. " ...... '" .... 312 The Denotative and the Connotative •••..••...•.••.........•.•........ 313 11ShiftersU ... "1O .... " " ...... ,. ................... ,. ...... ,. ................. ,. ............ 1O ........ ,. .... ~ ......... .. 316

Realism in Television ............................ ,. .. '"' ......................... '" '" ............ ,. .. ,. "' ........ 318

Writerly and Reader1y: Active and Passive Viewing ..••••.•...•.••.•.••• 319

viii

ReadeJ:'ly ve:rsus Write:r'ly Texts - Rolarrl Barthes ..••.•••..•..... , ••. 319

Ostr'anenie: 1'1ak.l.!B Str'a.Il::le .... " .. ., ...................... _ ..................................................... 3 22

Ostranenie (non-Jaded ~ion) .•••••••....••.••••..•.••• " ..•••••. 323 Anestheization, Narcotization, False Consciousness ••...••••.....•••• 326 ~ify~ Realism .......................................................................... ~ .................... .. 332 Television - Not Art ...................... ,. ......................................... " .......................... 332 Foreground~ via Cefamiliarization ("J:\:leticalness") ....•....•••••.• 334

'!he Eoundlessness of Context as Text arrl the !::!Y!h of Metalanguage •.••• 336

Merleau-'Ponty's Exploration of the "Fecur.d Moment" When M~ Invests Itself with Structure arrl then Exceeds those EouIXiaI'ies ...•......... 338

Temooralizing Interpretation ••••.••..•••••.•..•...••.•••.•......••••.. 339

'!he Failure of Historicity as Ground ................................ 339 '!he End of Interpretation as Traditionally 'Ihought: M~ as Infinite Ltplacation~ ................... '"' .................................................................... " .................. .. 340

Deconstructive Displacement = Not Nihilistic Destruction: Strategic Grafting .............................................. '"' ............................................................................ 343

The Demise of the Myth of Metalanguage .............................. 344 Displacement as an Interpretive Strategy: Disproportionate Irlterp~etation ........................................................... * .............................. " ............ .. 345 '!he logic of Paleonymics .•..••.....••..•••••.....••••........••...•. 345 Richard Rorty's Critique of Deconstruction as "Gimmick" ............... 346 "Writing with Both Hands"; Demonstrating the Universal \vith the Conti.rl

Geoffrey Hartman: savin:! the Text from Erx:l.less "Gamesmanship" •...••• 361 "Inside"/"Qutside": Truth as Representation (the Correspondence '1lleol':y) " ........... " .......................................................................................................... 361 Bloom's Romantic Defense of Subjective Origin (the "will to E:!cp':t:'essionll) ...................... " ...................................................................................... ,",363 "Misprision" -- "Masterful Troping" -- The Transvaluation of Values ............................................................................................................................ 364 'Ihe Mistakes of the "Purest" ~rs, Accordin;1 to Bloem ••... 366 The ~lure to

Awlica.tio, Pl1l:onesis, COl1text ............................................................... 408

Applicatio (Application): Rational an::l Irrational Relativism •••....• 408

KrlcJt.11eCige arx::l P:r-ejudic:e .......................................................................................... 411

~nderstanding!P:r'ejudice ............................................................ 412

Prejudices: Blind and Enabling Prejudices ............................................ ..

.413 • 415

l'i1I:onesis ................................................................ ~ ............ ,.,. .. ,. •. ~. ~ .416 Eelong'ingness (Zugeh.origk:eit) ............ ,. .. ,. ..................................... 417 The Fusion of Horizons: The Way to Khowledge .......... 4 ................... 418 All'l::tlor'ity ... " ........ " ........ ,.. ........................................................................... .. 419 Gadame:r's Optimism versus Heidegger's Pessimism ••••••••••••••••••••• 425

Sl..tn1rnar{ Conclusion ............... ; .............................. ,. .............. " ...... '" ,. ................... .... 426

The Lirguistic Analysis of Itt!!!

Roland Ba:!:thes' St::ructura1 Approach ••••••••••••••••• · .. 432 All Communication is Mythic .............................. .. · .. 432 1he St::ructur'e of ~ .......................................................................... ~ .... " .. 433 The Circular Self-Generative Nature of Ideolo::JY •..•.....••.•...••.•• 435 Mythic Motive .. " .. 4 ....................................................................... " .. .. .. .. .......... 436 ~ Hides Nothir.g: The Communicative "Alibi" ........................ 438 Glorel Association ................................ ,. .. '" .......... ;0 ............................................. 439 The Direction of Intentionality Focus: Three Ways to Read a ~ .............. " ............ " ....... ~ .............. " ......... .. ~ic Guidar:ce .... " ..... ,. ................................... .. Nyth in the service of Ideolo::JY ..••••••.••.

••• 441 · .. 443

.. .. .. .. .. . .. .. . .. .. . .. .. .. .. .. . .. . .. .. .. .. .. 444

Myth (ic) and Intemretation ••..•..•..•.•••.•.•....................•••• 448

~ as "Robbel:y by Colonization" - Signification as "Parasite" ..• .449 The Stolen Sign or "Speaking Corpse" .•....••••••••.....•.•.......... 449 A:rtificial. ~ ..................................................................................................... .. 450 Fourth Order' ~ - Stealing tr-e Unreliable Referent ••.••.........• 451 '!he Inevit:abili'ty' of l1:fth ............................................................................... 451 Style as Excessive Dissrninatian .••••••••.•......•.•.••••.••••.•••••. 452 ~ic Justification of Reality - "Pseudo-Physis" as "Fact" .••.•••• 452 A World Witl1.ollt, [)ept:h. ................................. " ................................ '" ...................... 452 D2c0nstructing Barthes and Foregrouroing Ethics.... . ..•.•.•......• 453

Sl..tn1rnar{ ConclllSion ................................... ,. . ,. ......................................................... 456

CHAPrER 10

Mythic Structure

Jean Gebser ~nd the Consciousness Structures .................................................... 460

Rejection of Eschatological and Teleological ~ •...••.•••..••• 460 ~tion ..... ,. .............................................. " ., ............................................................ ,,461 Leonardo da Vinci and the Full Emergence of the Perspectival wor-ld .................. '" ................ _ .......................... .. .. .............................. ~ ................ 461 Gebse.r contra ]?c)sitivisrn ...................................................................................... 462 Myth F1el:'e am NC7Vl.................................................. .. .............. II' .................. " ........ ,",463 Mil::'cea. Eliade .................................................................... '" ..................................... '" 463 History" as n~flage:in Myth ........................................................................... ,. 463 1I"~=~;,, M

, .

The Subj ect/Ideology: Paradox of Appellation •••••••••••.•••.•••..••• 500 1fIr1~1t .................................................. "' .......................................... ,. .......... .. 505

S1.nnrna.ryt COnclusion .................................................................... '" ........................ ........ ,,506

Pr"int ads ............ '" ............................................................................................... '" 513-549

'Ihe Structure of Consciousness arxl. the ConstItUtion of ~

Advertising as Efficient Cdmrnunication ••.•••••••.••••••.••••.••..••• 551 .Aciv"ertising as Met:a.-systern ............ " ...................................................................... 551 Fine Techniques for LirllcUng 5ystems ••••••.•••••••••••••••••...•...•• 552 Technique: The "One Best Way" - 3 Types •••••••••.••••••••......•.•• 555 starlda.rd.ization ...................... " .......................................................................... ., ...... 555 The "CUlt of Efficiency": A Manifestation of TE!IIpJral Anxiety." ..... 556 Prerational Consciousness in the service of TE!llpJral Corrpression" ..• 556 Ellul's Confusion of Con:litioned Reflex arxl. Cognitive Response •••..• 562 'Ihe ''Power'' of Advertising Reconsidered: M. SChudson's "Implied Viewer" ~t ............................................................................... '" .................................... .. 563 Literal arxl. Metaphorical: A Matter' of Degrees ••••••••••••••••••••••• 565 Advertising: Cooptation of Myths •.•••••••••.•••••••••••••••••••••••• 565 Tr'ic'k: -- Not l?e:tstlasiOIl ...................................... " .. ,.

'!he Limitation to Total Illurnination,lAperspectivity ••....•••...•...• 593

Heidec:Iger:: am Clre .. ,. .................................. '" ................................................................ 594

Clarity Al:out the Role of Will, Volition, an:J. Resolve •••••.•.••••.•. 595

StlI.!!I!Ia..IT Co!'1ClllSion .......... ,. .... '" ........................................... '" ........................................ 599

Applyin:! the Rerraininq Gens of Gebser's Thought

l1y'tll arrl r1a.gic: ~·-Pr'eSetlt ............................................................................... 603 The SUpplementation of "The Ceficient" ....•••••..•..•••••••••.•.•••• 604 The Electronic Mass Media as a Cross-section Through the Stnlcttrt:'es., " ................................................................................................................ 606 Gebser's Situatedness as Perspective-eentI'ic ........•.......••..•... 607 Gtlil t AOOut Tiloo" ................................................ ,. ................................................... 60'7

rrhe 1?e......¥s~i'lal Corrlition ................................................................ ~ ...................... 608

H~1::t·op11y a.rrl. Bli..rd:r1ess: ....................................... " .............................. " ............ 608 Expansion ar.d OVer: r::etennination of the "Ego Sphere" ••••••••••••••. 610 ''Universal Intolerance," or Newtonian Subjects as Objects Including 'Ihoughtless Equal. an:J. Opposite Reacting: Totalitarian StIuctuIalism an:J. the SUrrendeI' of Consciousness/PrUdence ......•••••.....•.•••.•.••••• 611

Gebser' arlCl. I'.cIl.l.tlarl ..................................................................................................... 612

The strikir.g Agreement between McIuhan ar.d GebseI· ••••••••••••••••••• 612 The Ear and the Cepth of Entangled, Dark, Mythic, Unidimensional Ee.irlg"" ........... " .............................................. '"' • ,. ............ " " ........... ,. .......... ~ ..... '" ,. .. ., 613 Gebser as a Sophisticating Cornplerrent to MCIl.l.tlarl ••.••••••••..•..••. 614 MCLuhan's Clumsy Critique of Individualism ••.•...•••••••••..•..•.•.. 616 Television as a Technology: Highly PerspectivaL •.•.•••• , ..••••.•... 617 Television Contents: Highly l1y'tllic and Magic ..••••••••.....••••••..• 618

The Unoerspectival Magic condition ....•••••.....••••......•.•....••••• 619

The Misplaced Newtonian Interpretation ......•.•....••••.•••••...•... 619 Associative Equivalences: Spaceless, Tilneless ...•••••........••..•.. 620 Urlitary Eeilq .... ~ ......... ,. ................................... * * ................

Television Co:mnercial: nStJt:el:-Ic:onn .................................. ~ ....... 637 Five Characteristics of Magic Man ............................ ~ ... * •• *.638 llWill-PtJt.ler-Dl::'ivell ............................................................................... 639 Schwartz's Analysis of the Auditory Merle of Advertising •••••.•••.••• 641 "Re.lapse" inm 'I'l:'il:alisIn ................................................................................ 642 ~nic Speec:.ll ................................................................................................ 644 'lhe Power of Rhythmically !);;signei an:i Mass Mediated Repetition ••••• 648 ltI)::::)ing witllo-.tt ~n ........................................................................... 651 Contemporary Manis Obsession With Time ................................. 653 "Resonance." am ''r1a.ss A~t" .......... ,."" ........................................ " .... 654 ~e "Vi tal II am n~ U Nexi .. " ...... " ............... " .......... " .. " ............................ ~ .. 655

'!he Pre-Perspectival Mythic Condition •••••••••••••••.••••....••.•••.•• 657

'I'11e Pl::'esel1.Ce of ttD.:tlallS"teCi ResidtJa at " .......... " " ............................................ 65'7

Stl.!rtrra....~ COI'1

· (

Appendix J Television an:l Children's Cognitive an:l Attitudinal Resp:>nses ....•.. 835

Apr.endix K ~l and the FZ~ School .••••..•.......•..•.•........•.....• 8S1

Apr.endix L 'lbe Issue of Wri tin;} an:l Reason: '!he Exanple of H:lilosophy •••.•.•••• 854

l\pJ;:endix M R:ecall am. I.earn.i.rg ........................................................................................ '" ...... .. S59

Appendix N Youtll a.rrl. DiS't:rtlst ..................................................................................................... 863

Appendix 0 ~&tisirlc;r -a.rxi ErltJ::y :B3.nie.t' ................................................ ~ .......................... .. 86'7

Appendix P commercial Content an:l Genae!' Portrayal •.••••••.•••••••••..•••••••.. 872

Appendix Q Althusser's Notion of Appellation (Creatin;} the SUbject) .......... .. 895

Appendix R Science as a Resp:>nsible vocation: 'lbe Value-Judgenvant contl:oversy •. 897

;',ppendix S The liVery Pl:'esentDanger'of Technocracy" ...•.•......•.•...••••• " .... 901

Appendix T Linguistic structuralism an:l ReductioniSil\ •..........•...••••. " ....•. 905

Appendix U (abstract)

TABIE OF DIAGRAMS

De Saussure's Tree Diagram .•...•.•....••.•..•••..•.••.... " ........•.... 74

De Saussure's an:l Peirce's Linguistic Designations Cornpared ••.••••••••• 76

PaJ::adigrna.tic Oloice ................................... " ................................................................ 311

Associative an:l Metaphoric Transposition ..••••••••.•...•••••......•.•. 311

'Me.1:.a.phor'ic a.rrl. Meton:y:rn.ic Pi:xJ:!:s .. .......................... ., ...................................... " ........... 312

Jakobsen's ~cative Event ......................................... 317

sign, ard ~ .................................................. ~ ..... ,. ............................................ ... 433

xvi

Demythicized~: Artificial Myth •••••••••••••••••••••••••...••.••. 451

Product FOsition.i.r.q arxi the Structure of lids •••••••.•••••••...••• 481, 482

Paradigmatic and Syntagmatic Axes ....••.....•.•....•••......•• & ••••••• 485

'Pl;:·int .ACtv'e:rtiseInerrts ............. 'O' ............................................................................ 513-549

semiotic Diag:ram of Ad:vertisi.n;J ........................................................ 'II ....... ., .......... 566

The ~n arxi Rossiter Effects Flow Dia~aro ••••••••••..•••.•...••• 837

xvii