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1、197018.ATheoryoftheMedia18.[Introduction]ConstituentsofaEnzensberger’sconceptofTheoryoftheMediamediare-organizationmayresembleDeleuzeandGuattari’srhizome(◊27)“Thenewmediaareorientedtowardaction,notcontemplation;towardthepresent,nottradition.morethanitdoestheTheirattitudetotimeiscompletelyopposedto
2、that...whichaspirestopossession,thatis,totraditionalnetwork.extensionintime,bestofall,toeternity.Themediaproducenoobjectsthatcanbehoardedandauctioned.Theydoawaycompletelywith‘intellectualproperty’andliquidatethe‘heritage.’“Thesewordsmighthaveappearedinthe“IdéesFortes”sectionofa1990sissueofWired;th
3、eywerewritten,however,aquarter-centurybeforeWiredeverhittheshelves.Theyarefromtheessayreprintedbelow,whichisalmostimpossibletoreadnowwithoutaneeriesenseoffamiliarityanddisjoint.Thisisn’tdot-communism.ItisNewLeftsocialism,however,andcertainMarxistconceptsareimportanttothisessayandto259;JeanBaudrill
4、ard’sreply.Twocentralonesare“base”and“superstructure.”ThebasetraditionallyisJohnThorntonCaldwell,“TheorizingtheDigitalsaidtoconsistoftheforcesandrelationsofproduction—whatgoesoninanironfoundry,forLandrush”(18):example,wouldbepartofthebase.ThesuperstructureistraditionallysaidtobemadeupofthingsEnzen
5、sberger’smodeloflikepoliticalsystems,religion—andthemedia.InmanyinterpretationsofMarxthese“mobilization”—onethatsuperstructuralphenomenaareentirelydeterminedbythebaserelationships,existinginordertorejectedold-Leftdefeatismperpetuatethem.ThepositionofthemediainthissystemisimportantbothtoEnzensberge
6、r’sandinthefaceofcapital—Baudrillard’sessays.linkedmediacritiquewithInhisessayEnzensbergeristakingaimatthemediabusiness—theconsciousnessindustry.Thisasystematicplanforindustryispartofthesuperstructureinthatitoperatestoperpetuateanunjustsocietybyalternativeproduction,convincingustoacceptthatsociety
7、.Atthesametime,themediaisabigbusiness,onewheretogetherplacedinthegeneralserviceofculturalcapitalistshopetomakealotofmoney.Enzensbergerarguesthatturningawayfromthemediaisaempowerment.Evenaspoorstrategyforeffecting
