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Malignant Self Love - Narcissism Revisited

Althusser - a Critique:
Competing Interpolations

page 2

(5) The task of "scientific" (e.g., Marxist) discourse, of Althusserian critical practice is to deconstruct the problematic, to read through ideology and evidence the real conditions of existence. This is a "symptomatic reading" of TWO TEXTS:

"It divulges the undivulged event in the text that it reads and, in the
same movement, relates to it a different text, present, as a necessary
absence, in the first ... (Marx's reading of Adam Smith) presupposes
the existence of two texts and the measurement of the first against
the second. But what distinguishes this new reading from the old,
is the fact that in the new one, the second text is articulated with the
lapses in the first text ... (Marx measures) the problematic contained
in the paradox of an answer which does not correspond to any questions posed."

Althusser is contrasting the manifest text with a latent text which is the result of the lapses, distortions, silences and absences in the manifest text. The latent text is the "diary of the struggle" of the unposed question to be posed and answered.

(6) Ideology is a practice with lived and material dimensions. It has costumes, rituals, behaviour patterns, ways of thinking. The State employs Ideological Apparatuses (ISAs) to reproduce ideology through practices and productions: (organized) religion, the education system, the family, (organized) politics, the media, the industries of culture.

"All ideology has the function (which defines it) of 'constructing'
concrete individuals as subjects"

Subjects to what? The answer: to the material practices of the ideology. This (the creation of subjects) is done by the acts of "hailing" or "interpellation". These are acts of attracting attention (hailing) , forcing the individuals to generate meaning (interpretation) and making them participate in the practice.

These theoretical tools were widely used to analyze the Advertising and the film industries.

The ideology of consumption (which is, undeniably, the most material of all practices) uses advertising to transform individuals to subjects (=to consumers). It uses advertising to interpellate them. The advertisements attract attention, force people to introduce meaning to them and, as a result, to consume. The most famous example is the use of "People like you (buy this or do that)" in ads. The reader / viewer is interpellated both as an individual ("you") and as a member of a group ("people like..."). He occupies the empty (imaginary) space of the "you" in the ad. This is ideological "misrecognition". First, many others misrecognize themselves as that "you" (an impossibility in the real world). Secondly, the misrecognized "you" exists only in the ad because it was created by it, it has no real world correlate.

The reader or viewer of the ad is transformed into the subject of (and subject to) the material practice of the ideology (consumption, in this case).

Althusser was a Marxist. The dominant mode of production in his days (and even more so today) was capitalism. His implied criticism of the material dimensions of ideological practices should be taken with more than a grain of salt. Interpellated by the ideology of Marxism himself, he generalized on his personal experience and described ideologies as infallible, omnipotent, ever successful. Ideologies, to him, were impeccably functioning machines which can always be relied upon to reproduce subjects with all the habits and thought patterns required by the dominant mode of production.

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