I am currently reading Secret Publicity by Netherlands art critic Sven Lutticken...

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I am currently reading Secret Publicity by Netherlands art critic Sven Lutticken. There are many relevant quotes but here are one or two from his essay on performance:

"The conclusion from this can only be that performance art has never been a real threat to the spectacle: its integration into spectacle as media performance comes as no surprise. Yet if performance artists were to radicalize the anti-production tradition, if they were to really roll up their sleeves and take the fight against reproduction seriously - couldn't this result in a form of performance that was incompatible with capitalism? This line of reasoning rests on the assumption that 'the media' are virtually identical with advanced capitalism. Yet following Guy Debord, one can argue that the spectacular character of the capitalist economy is not primarily located in media like film, photography and video, but in commodity fetishism: commodities seem to maintain whimsical 'social' relations due to their exchange value. In the process the commodities become images, hieroglyphic representations of the relations in human society. This primary spectacle of commodities-become-images is thus the prevailing social condition, which is reflected in 'the media' in the form of a secondary spectacle of images-become-commodities, which reinforces the primary spectacle. To get rid of the society of the spectacle, it is hence not enough to get rid of 'the media'; the whole of society must be revolutionized."

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"In recent years it has become more and more obvious that the spectacle has taken a 'performative turn'. Typical of the neo-liberal performance culture is the TV programme in which a mediagenic entrepreneur like Donald Trump selects a new appointee from candidates who must perform themselves in a way that will win them a highly-paid job. The spectacle of the Situationists, which involved a distinction between a dreamlike theatre of commodities and the passive consumer, has been succeeded by a participatory, performative spectacle. Thus we have entered a phase that the Situationists themselves failed to forsee: in spite of the fact that commodities need not be objects, immaterial commodities such as services were somewhat neglected by Marxist theory, including that of SI, and the transformation of anonymous services into personalized performances is a development that was not seen or forseen by the Situationists.

The primary immaterial commodity in Marxist theory was labour power: a statistical average of the amount of labour needed to produce a certain industrial commodity, which is responsible for the exchange value of goods (contrary to the fetishist illusion that they obtain value through mutual relations). In principle, this theory of labour power can also be applied to many services that do not depend on a performer. Services too are commoodities in which labour has been invested, and in most cases the worker will be paid a wage that represents an abstraction - the amount of labour normally needed to do the job. Today, however, it seems increasingly difficult to base the value of goods on this statistical average - plus the surplus value, which the employer pockets. In the contemporary economy, value has spun completely out of control. A trendy cup of coffee may cost a small fortune because it represents an 'experience', a top manager can take home an absurdly inflated bonus because he is a unique performer: he sells a habitus with capabilities and personal qualities that are supposedly unique. The value of such performers and their performances can no longer be measured in abstract labour power. If object-commodities become images in classical spectacle, in the performative spectacle the service too turns into an image. Of course, this does not mean that the other, anonymous service jobs no longer exist, but increasingly the performative colonizes labour: even in jobs where wages are standardized (and low), the worker is expected to put his or her unique charms and qualities into the job if he or she wants to keep it. As anonymous services become performances, even abstract labour power has to be enacted in a personalized way by individual performers. This turns not only performance into a commodity, but ultimately the performer as well."

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"The loose way in which contemporary critics and theorists use the notion of the performative owes much of its charm to the magical, animistic suggestion it imparts. In a culture of the performative imperative, the notion of performativity (or at least its sound-bite version) suggests a world that is infinitely malleable. If everything is performative, everything is open to influence and transformation. Performative language becomes the thinking person's magic: if contemporary society often seems to correspond to the grim picture Adorno painted of modernity as irrational and constraining as the most primitive stages of civilization, the performative alleviates this by reenacting the over-estimation of the mind's power which authors such as Tylor, Frazer and Freud considered to be typical for the earliest stages of civilization: magic as an oneric attempt at controlling a hostile environment. The transformation of the performative into magic is signalled by the refusal to investigate the conditions under which an action or speech act may be truly performative; it is nicer to dream of being a heroic performer like Beuys, than to acknowledge that one is an actor is someone else's spectacle. The first step towards preventing the further degeneration of performativity discourse into sham progressiveness is to acknowledge the conditions of the performative spectacle, which also means acknowledging that Tino Sehgal is not that radically different from Matthew Barney, or Donald Trump."



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