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The Cinematic Mode of Production (Paperback)
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The Cinematic Mode of Production (Paperback)
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"Cinema brings the industrial revolution to the eye," writes
Jonathan Beller, "and engages spectators in increasingly
dematerialized processes of social production." In his
groundbreaking critical study, cinema is the paradigmatic example
of how the act of looking has been construed by capital as
"productive labor." Through an examination of cinema over the
course of the twentieth century, Beller establishes on both
theoretical and historical grounds the process of the emergent
capitalization of perception. This process, he says, underpins the
current global economy.
By exploring a set of films made since the late 1920s, Beller
argues that, through cinema, capital first posits and then
presupposes looking as a value-productive activity. He argues that
cinema, as the first crystallization of a new order of media, is
itself an abstraction of assembly-line processes, and that the
contemporary image is a politico-economic interface between the
body and capitalized social machinery. Where factory workers first
performed sequenced physical operations on moving objects in order
to produce a commodity, in the cinema, spectators perform sequenced
visual operations on moving montage fragments to produce an image.
Beller develops his argument by highlighting various innovations
and film texts of the past century. These innovations include
concepts and practices from the revolutionary Soviet cinema,
behaviorism, Taylorism, psychoanalysis, and contemporary Hollywood
film. He thus develops an analysis of what amounts to the global
industrialization of perception that today informs not only the
specific social functions of new media, but also sustains a violent
and hierarchical global society.
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