This text derives from a conversation with Robert Prouse
Preamble: the flood
As we witness the fireworks of global finance exploding in the sky, together with the narratives and hopes of the last three decades, we might be missing the silent activity that swarms around our feet. On the muddy ground of today’s semiotic life, the sudden lack of our attention to the moves of semiocapitalism has not led to any slowing of its processes of transformation of our internal and external environments. Language, affects, emotions, attention and meaning continue to be subsumed by the production system, maybe now more than ever. They are extracted from us in rivers, they are conveyed into the catching areas of Capital, and then stored within the mighty dam of Marketing. There, they are supposed to work by inertia, pushing the engines of economic production with their sheer weight. It used to be called the advertising circle, then it became the totality of semiocapitalism.
