And this precisely is why some interpellations fail. The subject deconstructs every message even if he is not trained in critical practice. He is interpellated or fails to be interpellated depending on what latent message was generated through the comparison with the Third Text. And because the Third Text includes ALL possible texts, the subject is given to numerous competing interpellations offered by many ideologies, mostly at odds with each other. The subject is in an environment of COMPETING INTERPELLATIONS (especially in this day and age of information glut). The failure of one interpellation - normally means the success of another (whose interpellation is based on the latent text generated in the comparison process or on a manifest text of its own, or on a latent text generated by another text).

There are competing ideologies even in the most severe of authoritarian regimes. Sometimes, IASs within the same social formation offer competing ideologies: the political Party, the Church, the Family, the Army, the Media, the Civilian Regime, the Bureaucracy. To assume that interpellations are offered to the potential subjects successively (and not in parallel) defies experience (though it does simplify the thought-system).

Clarifying the HOW, though, does not shed light on the WHY.

Advertising leads to the interpellation of the subject to effect the material practice of consumption. Put more simply: there is money involved. Other ideologies - propagated through organized religions, for instance - lead to prayer. Could this be the material practice that they are looking for? No way. Money, prayer, the very ability to interpellate - they are all representations of power over other human beings. The business concern, the church, the political party, the family, the media, the culture industries - are all looking for the same thing: influence, power, might. Absurdly, interpellation is used to secure one paramount thing: the ability to interpellate. Behind every material practice stands a psychological practice (very much as the Third Text - the psyche - stands behind every text, latent or manifest).

The media could be different: money, spiritual prowess, physical brutality, subtle messages. But everyone (even individuals in their private life) is looking to hail and interpellate others and thus manipulate them to succumb to their material practices. A short sighted view would say that the businessman interpellates in order to make money. But the important question is: what ever for? What drives ideologies to establish material practices and to interpellate people to participate in them and become subjects? The will to power. the wish to be able to interpellate. It is this cyclical nature of Althusser's teachings (ideologies interpellate in order to be able to interpellate) and his dogmatic approach (ideologies never fail) which doomed his otherwise brilliant observations to oblivion.

Note

In Althusser's writings the Marxist determination remains as Over-determination. This is a structured articulation of a number of contradictions and determinations (between the practices). This is very reminiscent of Freud's Dream Theory and of the concept of Superposition in Quantum Mechanics.

next: Dis-Ease