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The Performativity of Value - On the Citability of Cultural Commodities (Hardcover)
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The Performativity of Value - On the Citability of Cultural Commodities (Hardcover)
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The Performativity of Value: On the Citability of Cultural
Commodities addresses the increased commodification of language in
the U.S. cultural economy. The marketing of cultural commodities in
formats such as websites, videos, movies, books, online games, or
television episodes-as distributed across a wide range of
technological devices-means that language is moving across
situational contexts to an unprecedented degree. Just as authors
quote or paraphrase sources in the construction of a text, subjects
"cite" the commodified words, images, and works of others as they
construct their social identities. Steve Sherlock discusses how
consumer citational practices generate demand for those cultural
commodities which align the self with particular subcultural
groups. By "re-citing" the exchange value frame within which
language itself has acquired an economic worth, consumer citational
practices have become performative of the U.S. cultural economy. In
order to describe this process, the book extends the work of Judith
Butler on the performativity of gender to the performativity of
exchange value, as well as to the performativity of subcultural
values. The book also develops a critique of the increasing
commodification of language in the contemporary economy. Sherlock
follows Butler in developing a model of performativity based on
Jacques Derrida's work, particularly regarding the citability of
language into new situational contexts. Derrida's critique of the
metaphysics of presence in Western philosophy and culture is
extended toward a critique of the assumed presence of exchange
value in the cultural marketplace. The book also incorporates the
work of the Bakhtin Circle into this framework-especially their
insight into how everyday utterances, which "report on" the words
of others, become a site for the re-negotiation of values between
self and others. The re-citational process used in contemporary
identity construction can thus either re-cite the current cultural
economy, or resist it. The Performativity of Value contributes to
themes examined in social theory, social psychology, literary
theory, continental philosophy, and cultural studies, and thus will
be of interest to students and scholars working in those areas.
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