New book by Nick Couldry on media practices

I picked this up from the Conditions of Mediation page on Facebook – a new book by Nick  Couldry, Media, Society, World: Social Theory and Digital Media Practice, further developing a practice-based approach to all things media-related.

Advertisements

Newish blog: Ecotechnics

I’m a bit behind here, but James Ash has a newish blog, called Ecotechnics, on ‘the relationship between technology, theory and space’ – regular posts on phenomenology, Stiegler, habits, practices, Malabou, Nancy, brains, that sort of thing, those sort of people. Well worth a follow.

Talking about practices

There is an interesting paper now online in Area by Russell Hitchings titled ‘People can talk about their practices’. Now, you might think that the immediate response to that assertion is ‘Of course they can’. After all, if they couldn’t, we certainly wouldn’t be able to. But Hitchings’ paper is intervening against what has become an orthodoxy of sorts, at least within the weird world of social and cultural geography, to the effect that interview methodologies, and talk-based methods more generally, are irredeemably ‘representational’ and therefore unable to ‘capture’ all that is most fecund about everyday, routine, habitual practices. Here is the abstract of the paper:

“This paper considers the value of using interviews to research routine practices. Interviewing could easily be framed as inappropriate for this task, either because such practices are too difficult for respondents to talk about as a result of having sedimented down into unthinking forms of embodied disposition or because this method is out of step with a current enthusiasm for research styles that do not focus unduly on the representational. The discussion starts with how some key proponents of social practice theory have characterised the possibility of talking with people about these matters before turning to my own experience with two interview projects that attempted to do so inside city offices and older person households. I conclude that people can often talk in quite revealing ways about actions they may usually take as a matter of course and offer suggestions about how to encourage them.”

Whatever happened to make an entire sub-discipline of human geography, supposedly one of the most important ones too, follow a theoretical and methodological path that leads to a point where an argument like that of Hitchings in this paper has to be articulated at all, and somewhat tentatively at that? I have to say that I have shared the same ‘unease’ that Hitchings mentions in his piece about having invested time in interview-style research – but then I remembered the problem isn’t really mine. We wrote about some of these same issues in our book on ethical consumption, in the chapter grandly called ‘Grammars of Responsibility’, which seeks to make sense of how interactive talk-data (i.e. focus groups) can help to throw light on everyday practices. I think the ‘non-representational’ prejudice that provoked this chapter, and seems to have provoked Hitchings’ piece too, revolves around three related intellectual moves:

1). One of the oddest, yet most resilient, themes of recent discussions about theory and methodology in human geography is the idea that ‘discourse’ and ‘textuality’ and ‘language’ have been thought of as ‘representational’ mediums until, roughly speaking, about 1996, when geographers discovered the joys of ‘non-representational’ styles of thought (i.e. finally got round to reading Deleuze). Needless to say, this is deeply silly. Doing things with words, indeed.

2). One of the recurring motifs of discussions about exciting and creative methodologies in this strand of human geography for more than a decade now has been the idea that some approaches can’t quite ‘capture’ aspects of practice, process, emergence, becoming – life itself. And some other approaches – non-textual, non-discursive ones, often ‘visual’ methodological approaches, by extension are presented as a little better, if not a lot better, at ‘capturing’ things that are in motion, emergent, inventive. Needless to say, no methodology is meant to aspire to capture anything, one way or the other. Social science is not best pursued on the assumption that what most matters is elusive or evasive.

And the idea that visual methods somehow avoid the ‘representational’ – let’s call it the ‘interpretative’ for clarity’s sake – is based on a massively embarrassing philosophical error (and that’s leaving aside obvious points about technical mediation and framing): just looking at an event, an action, a scene, is not enough to tell you what that event, action, or scene actually is (i.e. what practice it belongs to). Knowing what some embodied sequence of movement is depends on ‘getting’ something about it, something about context, about intention, about meaning.

To presume otherwise – to presume that knowing the full significance of an observed action or interaction or sequence of events can somehow do without or marginalize the shared understandings expressed in the things that participants might have to say about them – is, again rather oddly, not only to negate the interpretative competency of ‘people’ who are the subjects of social science research, but is to reproduce a very old-fashioned preference amongst social scientists for third-person, externalist, causal accounts of action over and above those provided by first-person perspectives of participants.

3. There is a kind of ‘political’ failure involved in the denigration of language/discourse/textuality in the name of the non-representational. Geographers of a culturalist inclination have spent a decade or more worrying about the ‘symmetry’ between humans and non-humans. In the process, they have managed to forget about the more fundamental ‘symmetry’ that underwrites any such ontological levelling – the symmetry between academic/expert discourse and lay discourse. This is the symmetry at play in Luc Boltanski’s attempt to reconstruct the grounds of critique in social theory; in other terms, it’s also at stake in Andrew Sayer’s otherwise rather austere account of ‘why things matter to people’. John Levi Martin, in what is without doubt the funniest book of grand social theory I have ever read, The Explanation of Social Action, says the following about the suspicion of first-person perspectives in social theory: “Social science rejects the possibility of building on first-person explanations because, to be blunt, it distrusts persons and their cognitions”. Quite. Just because this attitude can come wrapped in protestations of it’s own political significance, sprinkled with avant-garde post-Marxist populism or anti/post-humanist self-righteousness, doesn’t mean that the basic point doesn’t still hold: the disdain shown towards the viewpoints, opinions, perspectives – the words – of ordinary informants in cutting-edge cultural theory these days carries its own political imprint, one which denies the shared, levelled conditions of the very possibility of social science description in its assertion of the self-centred authority of the academic voyeur, freed by theoretical fiat from accountability to the utterances, the contra-dictions, of their research subjects.

Affect theory: the debate continues (sort of)

William Connolly’s response to Ruth Leys’ critique of affect theory is in the latest issue of Critical Inquiry, and Leys has a follow-up comment. Connolly’s response is rather weak – he basically re-asserts the outlines of his theory of neuro-mediated affective priming of subjects, including the half second delay story, and dodges the primary issue raised by Leys’ original critique – which is to do with the status ascribed to certain sorts of scientific claims, and the forms of reasoning about action and practice that these authority claims are typically used to support.

The evasion of this central issue is revealed not least in the stylistic tic that distinguishes Connolly’s theoretical exegesis – he tends to ‘join’ or ‘endorse’ the position of various theorists – James, Whitehead, Spinoza, the usual suspects – which of course he presents as basically in alignment with his own position. There is a kind of argumentative closure effected in this form of exposition – the views of these thinkers get amalgamated to the current orthodoxy on affect, and the authority of those affectively attuned ontologies get bolstered by this authoritative reference at the same time. (The same issue of Critical Inquiry also has an interesting looking critique of Badiou’s use of set theory as a foundation for ontology, which raises the same issues of external authority-claims in social theory).

There is also an interesting piece on Connolly’s theory of subjectification in the new issue of Theory and Event, more sympathetic on the face of it but also quite critical in terms of the reading of neuroscience (not to say the peculiar fixation on film theory). And a few weeks ago, Benedikt Korf pointed me in the direction of Roger Cooter’s interesting critical work on neuroethics, recommended by Felicity Callard, who is currently working at the Max Planck Institute for the History of Science in Berlin on projects related to ‘critical neuroscience’ and cultural constructions of the brain. This latter type of work takes a genealogical approach to developments in biosciences and neuroscience, rather than extending excessive credulity towards popularised versions of these fields in order to develop new, radical (political) ontologies. The History of Human Sciences had a special issue on these topics last year which is also in this genealogical vein, examining the ways scientific fields are ‘applied’ by providing causal accounts of human behaviour for various fields of practice and policy.

In geography, debates about these issues still seem to be at the level of differences over which theoretical approach is the best one to ‘endorse’. My colleague at the OU, Steve Pile, has had the temerity to endorse a slightly different approach to thinking about affect and emotions to the one currently most in favour in cultural geography (an ever expanding field with ever narrowing intellectual horizons), and to make a few fine distinctions along the way, and has provoked various more or less grumpy responses as a result. A feature of these debates in geography is a continuing hang-up about finding firm grounds for hoping that things could be different – hence the current fascination with various philosophical and scientific accounts of ‘plasticity’ and/or ‘creativity’.

The Leys/Connolly debate (such as it is, given that Connolly’s response is a study in evasion), is then indicative of a broader divide between two styles of cultural theory circulating at the moment – a genealogical style, and a style inclined towards the affirmation of ontological visions. And discussions of affect and neuro-stuff are just one area where this divide shows up these days.

Theorizing the Arab Spring

I have a short comment piece now published online in Geoforum, which discusses various different academic responses to The Arab Spring – amongst media theorists, leading lights in ‘Continental philosophy’, and anthropologists and other social scientists. It’s an attempt to raise some questions about what we have come to think Theory is, as revealed by academic public commentary on these ongoing events – contrasting a version of Theory practiced as the imposition of pre-disposed theoretical frameworks on the world, and a version in which theoretical ideas are thought of as somewhat more accountable to the contingencies of the world.  

Avid readers of this blog (that’s you, Michael) might notice that this piece works over some more or less random thoughts already articulated back in February and March. Accidentally, this Geoforum piece became part of the experiment with this blogging-thing, as a way of turning a public-ish scrapbook into a slightly more honed piece of academic prose/analysis.

On difficulty: Derek Parfit’s new book is published

From Political Theory, news that Derek Parfit’s On What Matters, a two-volume work, has now been published. It is already being hailed as the most important work of moral philosophy since the 1870s. This is hardcore stuff, dealing with the fundamental issues of reason, rationality, and normativity.

Parfit’s classic Reasons and Persons is, I think, the most difficult thing I have ever read, or even tried to read. Back in the day, sceptics used to complain that French theory was willfully difficult compared to the clarity of ‘proper’ English language philosophy. I have always found this a bit disingenuous – it’s easy to read Continental Philosophy if you ‘grew up’ with it, as it were. And the sparse prose style of English-language ‘analytical’ style philosophy is its own sort of esotericism, especially once it’s couched within a broader frame of reference in which what’s at stake is often presumed in advance rather than explicitly signalled (the lack of referencing in this style of work is really an indication that it’s not trying to help the reader learn, unless they are already in the know; compare that to Derrida, who in his classic works actually just includes large extracts of Saussure, or Rousseau, so you get shown what it is they are saying that he is commenting upon – much friendlier, much better pedagogy).

I think the reason that a book like Parfit’s was so difficult was not intrinsic to it, of course, but because of my lack of feel for the context, the practice, of this sort of philosophical writing (the practice from within which one would be able to grasp not so much why this style of analysis matters, but what the point of it is meant to be). I actually think Reasons and Persons is fascinating – interesting stuff about the importance of thinking temporally rather than ‘spatially’ about the self, for example; its’ ‘atheism’ is clearly meant to be scandalous in a certain way. But it’s not part of a world that I inhabit – reading this sort of thing is like a hobby, in so far as it doesn’t really relate to the fields of work in which I am able to pass.

It’s also true, of course, that this style of philosophy is much more self-enclosed than ‘continental’ work – there is not really the same sort of secondary literature on a writer like Parfit which one finds on Foucault, or Derrida, or Deleuze (only very recently have publishers like Polity begun to publish critical introductions to thinkers like Cavell, Bernard Williams, Dummett, and the like). ‘Continental’ philosophy has always circulated, on the other hand, in translation – I don’t mean only, or even primarily, in terms of translations from one language to another – but in terms of the simultaneous circulation of the ‘original’ text (in translation) and a literature of both exegesis and critical commentary – Derrida-with-Culler, Derrida-with-Norris; Foucault via Edward Said; Foucault included in Dreyfus and Rabinow; Habermas via Held, or Giddens; Irigaray or Cixous or Kristeva via Toril Moi; pretty much everyone via Literary Theory. And so on.

If one were a card-carrying Foucauldian of a certain vintage, one might even suggest that these different styles of philosophical writing are defined by the very distinctive ‘author-effects’ through which key texts are disseminated and/or contained. It’s standard enough to observe that ‘Theory’ grew and developed through cultures of academic celebrity – a condition pilloried in turn by writers like David Lodge and Malcolm Bradbury (my favourite of this genre is his Mensonge). English-language philosophy has its own author-effects, no doubt, they are just very different – not least, this is a style of writing that is systematically self-effacing in certain ways (all those initials: how to tell that A.J. was Freddie and G.E.M. was Elizabeth?).

In fundamental respects, it seems to me, these two styles of writing are distinguished not least by their different relationships to space, dare I say – the problem with the ‘geographical’ framing of Continental versus Anglo/Analytical, apart from anything else, is that it suggests two fixed locations – but ‘continental’ philosophy, as Theory, is shaped by always being in movement, in translation, across language and discipline; a writer like Parfit, whose new book has actually been circulating in draft for some years (that’s why there is already an edited collection out about it, and critical commentaries in the newly published two volumes) writes into what would appear to be much more of a known than an imagined community, one where the personae of the philosopher is no less important, just not in the same way as it is for the genre characterised by multiple biographies of Foucault and fanzines, apparently, for Judith Butler.

So, the ‘difficulty’ is no doubt mine; perhaps I should just get another hobby (or who knows, maybe Parfit’s new book is much easier, I haven’t seen it – though I have read a rather forbidding essay on ‘normativity’ which I think probably makes up a chapter of it, which didn’t make me confident that this would be the case). But perhaps too, the difficulty is an index of the degree to which one of these genres has succeeded in its own popularisation – is indeed internally defined by this movement towards a certain sort of general reader, of an overly qualified sort, like me – compared to the other one, the one which is supposed to be defined by the clarity of its argumentative style, but seems content to circulate amongst a world in which in-jokes about High Table at All Souls can be made to carry the full weight of serious philosophical demonstration (see G.A. Cohen’s otherwise wonderful account of the political value of conservatism for the left).

Brains, breastfeeding, and behaviour change

It’s been an interesting couple of weeks if you are interested in the popularisation of behaviouralism. A couple of weeks ago, there was the wonderful news story that seemed to suggest that babies who are breastfed suffer from fewer behavioural problems later in life than those who are bottle fed (this was quickly collapsed into a story about breastfeeding being the route to better behaved babies – not true in our case at the moment, since our breastfed baby is currently refusing to have anything to do with a bottle, which just isn’t good behaviour at all). This science story was fantastic precisely because the causality involved in the correlation was open to entirely different interpretations – it could be something to do with acids in breast milk; or bonding between mother and child.

This week, The New York Times’ pundit David Brooks has been in the UK, promoting his book The Social Animal, which makes strong claims about the importance of neuroscience, psychology and behavioural economics in establishing the non-rational factors which explain decision-making (in fact, Brooks’ version is really a rehashed version of the low-level conservative anti-rationalism that runs from Burke to Oakeshott; it also seems in part to be shaped by a concern to account for the failure of the US punditocracy of which he is a leading figure to notice that invading Iraq might not work out too well, oh, and that unfettered financial speculation tends to lead to catastrophic banking crises). Brooks got to trail his argument in The New Yorker earlier this year, where the Churchlands and David Eagleman have also been profiled recently – if nothing else, neuro-thought seems to have become something like the ‘spontaneous ideology’ of a certain field of academic-policy-punditry discourse in which the discovery that people don’t conform to the most abstract of models of rational utility maximizing seems to have come as a surprise (while we’re on the topic of The New Yorker and economists’ models of rationality, there is a fascinating series of interviews, from last year, by John Cassidy with various economists from the Chicago School – including Gary Becker, Richard Thaler, and Raghuram Rajan – which provides interesting insights into just where the differences between different understandings of rationality and non-rationality lie within this world).

The attention, and credulity, extended to Brooks this week reminded me of a line from a blog by Alice Bell which I think I have mentioned before, in which she refers to Nikolas Rose’s observation to the effect that neuroscientists themselves are highly sensitive to the mis-representation of their field, and that “if anything, the further away from researchers you get, the less reflexive you get”.

But anyway, what was my point? One of the features of the popularisation of brain-led behaviouralism in public culture – through more or less selective reference to cognitive psychology, evolutionary biology, behavioural economics, or neuroscience – is the degree to which it reproduces a deep, underlying individualism even as it seems to disavow certain understandings of individual rationality. This is most evident in the claim that various forms of action which, ordinarily, don’t seem that odd at all actually stand as proof of the fundamentally irrational, or non-cognitive, or emotional, or unconscious dynamics of human decision-making. This framing is indicative of the way in which the associational dynamics of action get folded back into an individualised model of action in specific academic fields, and certainly in popular representations of these fields. This is not my thought – it’s a recurring riff throughout Viviana Zelizer’s recent collection of greatest hits, Economic Lives, which I was speed-reading on a train a while ago now. Zelizer is keen to distinguish economic sociology and its attention to the social relations in which economic action is embedded from the approach of game theory and behavioural economics, which also breaks from excessively ‘rational’ models of rational utility. As she puts it, “game theory and behavioural economics involve modification, but not elimination, of economic models’ deep individualism” – and this is evident in the way in which categories such as emotion or irrationality effectively condense the relational contexts of action back into psychologise-able, model-able figures of explanation (Diane Coyle has an interesting, sceptical response from the perspective of an economist to Zelizer’s own project).

I’m still trying to work out how, exactly, to approach this whole set of debates in a way that doesn’t reproduce the in-built prejudices of ‘constructivist’ social theory (which would include most styles of self-styled ‘materalist’ approaches), which sees in all this simply the machinations of ‘power’ and or bad-ontology; and which acknowledges that a critical social science that doesn’t think it has anything to learn from these fields about rationality is probably doomed to moralistic irrelevance. I am beginning to get a sense of where exactly my discomfort lies, not only in relation to the popularisation of all this behaviouralist discourse, but also in relation to the established norms for being sceptical towards it. I was helped by attending part of, but sadly not all, of a workshop on the practice and theory of ‘nudge techniques’ at the OU earlier this month. This included an excellent introduction to the Mindspace report developed by The Cabinet Office and The Institute for Government in early 2010 which provides the framework for behaviour change initiatives in public policy in the UK.

One staple feature of these popular and policy discourses around behaviour change, nudging, and the like, is the claim that there are two systems shaping behaviour – a rational, reflexive, cognitive system; and an automatic system, of unconscious motivations. One interesting division within this field of policy discourse, it seems, is just how the relation between these two ‘systems’ is understood: one version of nudging assumes that government can manipulate ‘choice architectures’ not so much behind people’s backs, but by prompting them to re-interpret their actions in new ways – it assumes that beliefs, habits, feelings, can be apprehended cognitively as a route to changing them (and others presume that the in-built, automatic systems which guide people’s behaviour can be ‘attacked’ directly, without routing through any rational ‘system’ at all).

Nick Chater, of Warwick Business School, gave a very good Keynote at this workshop, in which he basically argued that effective nudging is quite difficult – on the grounds that the logical conclusion of an emphasis on the intuitive, unconscious, less-than-rational dynamics of human decision-making is that most beliefs and attitudes and habits are enmeshed in webs of relations with other actions, habits, and commitments, which makes changing any one really difficult – this is why nudging tends to focus on behaviours and decisions which are not strongly connected or embedded (e.g. rare decisions like organ donation or investing in a pension). Chater’s emphasis, then, was on the efficacy of nudge techniques, not their ethics. Of course, the ‘ethical’ worry shaping this debate follows in large part from the bifurcation between ‘rational’ and ‘automatic’ – the concern is shaped by worries over covertly shaping people’s choices in directions they might not otherwise have taken by doing things to them ‘under the radar’, as it were.

I think it’s interesting that this intuitive ethical worry is so central to debates about the use of behaviour change approaches, because it seems to get at an aporia at the heart of the ‘theory’ behind much of this discussion. Chater’s talk exemplified this – it focussed on that the sense that there is introspective depth to human behaviour was an illusion. Now, the substance of his account of the self is really about the temporalities which relate behaviours, habits, beliefs, attitudes, reflection, and so on – but the rhetoric of illusion, the sense of an inner self endowed with a rational will is a fiction, is telling nonetheless. It’s never quite clear in much of the discussion around these issues what attitude is held to the everyday, intuitive sense that we do tend to have of ourselves as having inner selves, able to introspectively reason about our actions (actually, sometimes it is clear, there is a strong strain of explicitly eliminationist neurophilosophy that sees all this as mere folk psychology ripe for correction). Am I in error to hold this belief about my actions, my behaviours and attitudes? Or, shouldn’t this same range of theoretical work be able to provide an account of how such beliefs and attitudes actually help constitute the intuitive, unconscious, embodied, non-cognitive capacities that they otherwise champion? Old uncle Habermas has pointed out the degree to which arguments which collapse normativity into simple models of scientific naturalism end up having to present the self-understanding of acting subjects as mere epiphenomena (see the essay ‘Freedom and Determinism’ in Between Religion and Naturalism).

There is a range of broadly ‘genealogical’ analyses of the emergence of these new styles of thinking about governing behaviour – I can think of Rose’s work on the brain sciences and the new susceptible subjects of public policy, the Soft Paternalism project at Aberystwyth, or work informed by affect theory which discerns the emergence of new anticipatory logics in security apparatuses or urban design. These types of study are good at identifying new political rationalities, if by that we just mean the ‘causal’ understandings of behaviour that shape various attempts to intervene in different social fields.

But the difficult question is what to make of the emergence of these new fields of neuro-enhanced, behaviouralist intervention, once the genealogical description is done. Here, I think there is a division amongst critical social scientists: you can interpret all this as rather sinister, being drawn into a trap laid down by the reflective/automatic binary, adopting an inadvertently rationalist ‘ethical’ position that one might not, otherwise, be inclined to endorse at all; or you can affirm the basic understanding of the non-rational, non-intentional, non-cognitive dimensions of action that informs behaviour change ideas, but with the help of a dash of affect theory, more or less inflected by psychoanalysis perhaps, but draw up a distinction between good and bad affect – extending credulity to the rhetorical deflation of intentionality and rationality in the new behaviouralism, but finding therein untameable resources for disruption and creativity. Both these styles of ‘critique’ end up leaving intact the claims of scientific authority upon which behaviour change discourse depends.

This is why I have found the Ruth Leys intervention in debates about affect theory so refreshing and though provoking – it does two things which seem to me to provide important resources for thinking through what a sustained critical engagement by social scientists and the humanities with a whole range of new scientific fields of the mind would look like: it identifies some key questions about experimental design, inference, and generalisation that should be asked of any scientific field when its’ ideas begin to travel; and it locates this style of questioning within broader philosophical debates about the relationship between normativity and naturalism. My sense is that this second set of philosophical debates in particular – ones in which the status and value of the concept of action is quite fundamental (not behaviour, not subjectivity, but action) – is where the deep ethical and political issues at stake for a critical engagement with the (social-)sciences of behaviour change, really lie. I’m not convinced that the current conventions of theory-formation in critical social science as I have learnt them are well placed to engage with these debates – conventions in which mention of intention, rationality, or reason are met with quizzical looks or confident dismissal. I’m still trying to unlearn these conventions.

Aggregating the social

A couple of weekends ago, amongst other important responsibilities, I managed to set-up a smart-meter to track our domestic electricity usage (it took 3 minutes). It’s basically a guilt-inducing-monitor, designed to show you just how much energy is used up by keeping the computer on all day and not turning the landing light off at night, how much this costs you, and how much CO2 is emitted by so doing.

There is plenty of academic work on this sort of domestic technology, one that sits of the cusp of a shift in the rationalities of ‘sustainability’ initiatives as they move from a focus on information provision to embedding devices in everyday life which encourage or provoke people to reflect on their practices.

I have been thinking about this sort of initiative, and specifically about to think about it genealogically, a lot recently – partly because I have been working on a research report about the use of market segmentation tools in the planning and design of public engagement initiatives across the public, voluntary, charity and campaigning sector. There is an interesting relationship between social science methods and social science theory in these sorts of fields. On the one hand, there is a heavy reliance on technologies of enumerating and data gathering and data mining, to identify aggregate patterns of behaviour. For example, segmentation methods normally use forms of statistical cluster analysis. This is one example of the process that has been dubbed ‘the social life of methods’ – the ways in which changes in the practices and processes of generating information, often led by non-academic actors, reconfigures understandings of social processes. On the other hand, this statistical aggregation of ‘the social’ is associated with the proliferation of various ‘causal’ narratives, drawn variously from cognitive and experimental psychology, behavioural economics, neuroscience, or evolutionary biology. It’s also part of the rise of certain sorts of public social science, the ‘freakonomics’ or ‘black swan’ genre.

What is interesting about the segmentation example is that the relationship between the method (e.g. cluster analysis) and the theory (increasingly some variety of psychology of human motivations) is almost entirely contingent: cluster analysis is a purely descriptive method for identifying structures and patterns in data, without any explanatory power. The patterns are generated by the starting assumptions about variables plugged into the method at the start.

There is, in short, something chronically inductive about the styles of reasoning involved in this sort of policy area, which depend on weak inferences bolstered by generalised claims drawn from other fields of equally empiricist, inductive ‘experimental’ science.

Anyway, back to the problem of how to theorise all this – the rise of styles of behavioural or strongly psychologized forms of policy discourse. There is a sort of default governmentality approach which would lead one to interpret all this as an example of the governing of new subjects – anxious, neurotic, vulnerable, susceptible ones. Segmentation models are certainly used to design communications strategies, marketing campaigns, and the public facing activities of organisations in commercial and non-commercial fields.

But I wonder how far this doesn’t mislead us into giving too much credence to the models of personality, motivation, or emotion they ascribe to ordinary people. The explanatory theories that float around the calculative technologies of behaviour change governance, for example, might tell us a lot more about the professional fields charged with intervening to address, for example, obesity, or pro-environmental behaviour, than they do about the subjects of such initiatives – they might tell us more about the subjectivities operative of professional fields. The strictly statistical correlations generated by data-heavy technologies don’t really provide a feel for what works, what moves people, that is necessary to be able to act effectively in, for example, urban planning and design, or arts marketing, or transport planning. Some model of the causal qualities of persons, environments, contexts, mediums, is necessary to operate in these different fields – not necessarily the same model of course: it is the combination of the availability of data with the causal narratives of, for example, human motivation or ‘animal spirits’ that renders certain fields of activity amenable to ‘interventions’ of different sorts.

So, if there is an issue in these sorts of initiatives around understanding the configuration of subjects – it might well be the subjects of various professional modes of expertise that are the place to start. I gave up looking at the electricity monitor after about two minutes; it sat on the sideboard for a further week; now I have unplugged it, to save energy.

Affect theory: Ruth Leys critique in Critical Inquiry

A few months ago, back in what for me now seems ever so slightly like a previous life, I wrote a post about Ruth Leys and her work on the science behind the burgeoning field of affect theory. The paper mentioned back then, The Turn to Affect: a critique, is now published in Critical Inquiry. For anyone who is interested in the philosophical ideas raised by current debates about intentionality, embodiment, rationality, naturalism and the like – philosophical debates rather mangled in the canonization of ‘affect theory’ – Leys’ intervention should be essential reading. There are a few critical engagements with affect theory already – Constantina Papoulias and Felicity Callard’s great paper on the selective appeal made to scientific authority in some of this work, Claire Hemmings’ location of affect theory in a broader ontological turn in cultural theory, my own colleague Steve Pile’s effort to mediate between disputes over the relation between affect and emotions – but Leys zeroes in on some of the fundamental grounds of recent claims that affect theory constitutes a wholly dramatic innovation in cultural theory and philosophical thought. It works as a ‘critique’ by presuming that the claims made by adherents of affect theory – the main objects of Leys’ piece include Eve Sedgwick, Brian Massumi, Bill Connolly and Nigel Thrift – are indeed open to rational, measured assessment, not least in terms of the knock-down appeals in much of this work made to the apparently irrefutable evidence of neuroscience and certain strains of experimental psychology (I think in fact that one of the more interesting features of this field of research is the degree to which it systematically avoids argument – both in the exegesis of its own positions, and when challenged by those trying to engage this work in a critical spirit. This field of work would make a great appendix to Amanda Anderson’s The Way We Argue Now, but it would have to be called ‘the way we don’t argue with you because you obviously just don’t get it’). Nor, it should be said, do all variants of affect theory depend so heavily on this appeal to science-as-ontology – it’s not a feature, for example, of Lauren Berlant’s work (if you don’t count psychoanalysis as science).

Leys’ critique of affect theory focusses on 3 exemplary experiments which underwrite the external claim to scientific authority in much of this work, specifically the ‘basic emotions’ paradigm associated with Silvan Tomkins and Paul Ekman. She restores to view the sense of controversy around each one, the complexity of the findings, and their status as ‘cases’ – thereby raising the question of whether these fields can properly serve as the supports for claims made in affect theory – including the debates around the much-lauded ‘half second delay’ upon which writers such as Massumi and Thrift have staked strong claims for their anti-intentionalist visions. One of the more important aspects of Leys’ critique is the reminder that the experiments upon which much of this work alights tend to focus on particular sorts of embodied action (the hand movements involved in playing piano, throwing balls, that sort of thing), but abstract these from the wider “intentional structure or situation” in which such actions take place – in which they take on meaning as part of practices, if you like. The anti-intentionalist frisson of affect theory depends on generalizing up from what one might call ‘generic’ fragments of actions to make claims about the qualities of whole fields of embodied action. And it also depends, as Leys is also keen to point out in her essay, on a quite conventional dualistic separation of mind from body and brain. So it is, under the sway of this sort of theory, that the mind and associated concepts have come, once again, to be associated with ‘immateriality’. Affect theory, in its purest forms, tends to impute highly intellectualist views of meaning, signification, and mind to everyone else in order to make strong claims about the embodied and therefore non-intentional, non-rational qualities of affects.

The animating question behind Leys’ critique is “Why are so many scholars today in the humanities and social sciences fascinated by the idea of affect?” A good question indeed, and I’m sure there are many reasons. One version that occurs to me was triggered by
reading a piece by Michael Berubé recently about the legacy of the Sokal affair fifteen years on. Berubé’s main point was about how the ‘social construction of science’ position that was then a staple of the cultural left has now been adopted by climate-change sceptics on the American right. He didn’t say much about how cultural theory, in the period since this controversy, has also observably invested in various styles of scientism. The strands of affect theory which Leys pinpoints would be prime examples. Of course, the scientism often goes under the cover of ‘ontological’ claims – it is part of a more general drift of left theory towards seeking the foundations for the very possibility of radical change in deeper and deeper layers of covered-over ontological depth. Simon Critchley and Axel Honneth have discerned this trend towards the ontologization of politics, amongst others. ‘Affect’ might have become, at least in certain versions of the deployment of this concept, the prime example of this trend: understood as a surface for priming subjects behind their backs, before they know it, towards certain sorts of dispositions and responses, ‘affect’ is a medium for unrestricted discipline and accumulation – this is the bad politics of affect; at the same time, the same understanding of ‘affect’ as a figure of embodied, vital liveliness that escapes the strictures of mind, reason, and cognition means that it can also function as the name for an irreducible disruptive energy – this is the good politics of affect. Ben Anderson provides an excellent, concise articulation of both aspects of this understanding of the politics of affect, one in which Foucault is finally made safe for Marxism through the mediation of Toni Negri and an account of the real subsumption of labour to capital derived from Marx’s Grundrisse. Brian Massumi provides a briefer, more journalistic rendition of the same symmetrical understanding of the good-and-bad politics of affect in his reflections on recent ‘events’ – in a piece that reminded me that the only people who still believe in the concept of ‘mass media’ these days are theorists of ‘political affect’ like Massumi, Connolly, and John Protevi.

So, rather long-windedly, my point is that the ‘appeal’ of affect might be quite conventional, in so far as it sits within a quite standard assumption about the relationship
between Theory and Politics, and about Theory-as-Politics. The conception of subjectivity in this style of cultural theory is radically transformed, no doubt – but what remains in place, in what might in fact be a retrenchment, is the idea that the relationship of ‘culture’ and ‘power’ is always to be analysed primarily through the vector of reproduction. In this political imaginary, ‘power’ still fixes, naturalises, anticipates; and resistance always, forever, only, disrupts, interrupts, suspends. The emphasis on ‘plasticity’ and ‘becoming’ is the latest on a line of conceptualization which presumes that the most interesting thing one can do in political analysis is point out that things are made, constructed, composed, etc, and therefore, it is assumed to follow, can and should be changed.

As a move within the history of cultural theory, affect theory in its most anti-representationalist, anti-intentionalist variants at least, renders impossible the analysis of the ways in which ‘consent is won’ that might still represent, and here I am just following Berubé again, the single most important theoretical achievement and challenge of what we probably now have to call old-fashioned cultural studies. The most strongly politicized versions of affect theory are formally identical to a Chomsky/Herman style of the mass mediated manufacturing of consent (again, this seems a significant difference from the Berlant-style of affect theory – in which the emphasis is on trying to think about feelings of and for attachment which cannot be reduced to the machinations of power, discipline, or ideology – feelings that are ‘ordinary’, a word that Berlant uses a lot and which marks an affinity with a philosophical current closer to Ruth Leys’ position than that of the über-Marxism through which the ‘politics of affect’ has been most strongly articulated).

One of the peculiar achievements of affect theory is to make possible once again cultural analysis from the armchair (or cinema seat), in so far as it rests on a systematic refusal to countenance that people’s own viewpoints on their own actions and practices can count for much.  The dualistic presentation which opposes affect and emotion to belief and rationality means that these two sets of attributes now get divided between expert knowledge which is available to the expert analyst, on the one hand, and the unknowing actors responding to affective triggers on the other. Affect theory redistributes the unreflective and reflective aspects of action so that all of the reflection now stands on the side of the theorist, rather than being folded together ordinarily in practice, reflection and learning. This strong version of non-representational affect theory really depends on squeezing some interesting ideas into a frame in which the primary objective is to show how Theory cashes-out as having some big-P political value – another sense in which this range of work is more continuous with other traditions of cultural theory than is often acknowledged. The judgement of the theorist, in affect theory, can be substituted for the self-understandings of actors on the grounds that affects exceeds and/or subtends epistemologically held beliefs – this is a risk, of course, that all theories of ontological depth, fundamental causes, or unconscious processes run when they are translated into politically inflected cultural analyses. Something which remains to be addressed by adherents to strongly political versions of affect theory is just what is at stake in the project of correcting for overly cognitive, minded views of action – is it correcting other theories? If so, the problem is that affect theory, non-representational theory, and related styles of cultural theory depend too heavily on straw-figures of their own construction to get any traction. But sometimes, often perhaps, there is a slippage towards the sense that it is ordinary people’s ordinary understanding of themselves and others and what can be imputed to the mind – as intentional, potentially responsible, actors, for example – which is the target. In this, affect theory converges with a broader field of current popular scientific discourse about psychology and the brain – which as Alice Bell has commented has become like ‘the weather’ as a topic of shared conversation – in galloping towards questionable conclusions.

Leys also observes that affect theory is associated with a particular privileged aesthetic, one which accords primacy to the integrity of personal responses, and invests strongly in a Deleuzian inspired model of intensities. The elevation of ‘the image’ into the central category of cultural analysis is testament to this aesthetic – Leys’ paper suggests an interesting relationship between the investment in an avant-garde model of Film and the centrality of images to the experimental fields of psychology and neuroscience upon which affect theory draws.

The final ‘method effect’ which Leys’ paper throws light upon revolves around the vocabulary of layers and levels which is characteristic of affect theory – this architectonic of layering is central to the lessons drawn and claims made about the temporality of embodiment, cognition, intentionality and action – and is another aspect of this work which Leys helps to unpick by restoring a sense of context to the scientific sources of some of these arguments.

So, in short – if this range of work is of any interest, you should read the Leys essay. I understand that Connolly has a response forthcoming in a subsequent issue of Critical Inquiry, with a reply-to-the-response from Leys.