Dear Edgeryders, I just ended a 5 months paper in which I tried to think how we could take care of the commons that are the attention capacity and the desire capacity, following Bernard Stiegler’s extensive works on the subject. I tried to apply this thinking paradigm to its greatest threat: marketing. Coming from a business school but miraculously still endowed with a capacity of caring for the commons, I hope that it would help some to structure your thinking on the subject. I’m watching further to read your feedbacks!
Marketing, as the organization of attention capture and motivation canalization, that is to say the diverting of the social energy that is desire as analyzed by Bernard Stiegler, is at the heart of the social and economic system that is questioned by the post-2007 crises and the experience of system limits. Marketing’s shared history with the consumerist culture, the controversies on business responsibility and the downfall of counterforces that are national states and social institutions in the context of globalization, contributed to blur the limits of ethic in marketing practices. While limits thin down, marketing practices found new fields of technical improvement through the development of behavioral sciences, constitutive of a psychopower, immoderately use to tend toward ubiquity; not only aiming direct sells anymore but also working on the symbolic level for the sake of branding. Those immoderate practices lead to a form of exhaustion of marketing’s raw material: attention and desire. This systemic analysis of marketing’s impacts would lead to the sketching of an alternative system of information, valuating responsibility regarding the commons, including the psychic and collective well-being.