Thinking the Commodity Through the Moving Image: Conclusion

22
Conclusion What is it to say that we think the commodity through the moving image? Throughout this book I have tried to answer this central question by investigating the notion that cinema is a form of consciousness and that cinema’s organic machinic intelli gence develops an entirely fresh ontological terrain for the parthenogenesis of the commodity. The first part of my thesis was concerned with cinema’s historical invention and how cinema, as an industrial machine that mechanically reproduces images, automates perception and manufactures physical affects, remediates the organisational logic of industrial capital and is driven by the internal logic of the commodity. The early conclusion that I drew from my theoretical analysis of film montage and genealogical mapping of the film frame in Renaissance perspective, was that at its most basic level, cinema employs a regime of abstraction that is isomorphic with that of the commodity. Before even a narrative or diegesis can be represented or constructed, cinema requires the spectator to enter into a fetishistic relation with the universal exchange-value of the montage frame; this is how meaning is formed - in the circulatory exchange of montage images. In this respect, we think the commodity through the moving-image as soon as we begin ‘reading’ the film montage as an assembly of framed images. When we understand cinema as not only a medium of representation but as cognitive and perceptual machinery, as a cinematic consciousness that imagines film worlds and subjectivities through the formal designs of the film montage, then the fantastic claim made by Beller that cinema is the material expression of the commodity or money as consciousness is given considerable weight. What this theoretical and aesthetic insight into the isomorphic relationship between the formal structure of cinema and the commodity’s global regime of abstraction confirms are the broader historical cycles of capital as it begins to penetrate into all dimensions of social life over the course of the twentieth century. If cinema formally arranges its machine consciousness according to the abstract laws of the commodity, then this is because with the invention of cinema and the emergence of cinematic consciousness capital reproduces itself in the perceptual and bodily space of human consciousness as a mode of production. In the first half of the twentieth century, what I have called the era of industrial cinema, the society of the spectacle was still in its infancy and the cinematic economy of the image was still establishing itself as mode of production for consumer capitalism. As I detail in second half of my thesis, the post-war economic boom ensured that capital maintained the same logics of power that Marx had identified in the industrial age right up until the crisis of

Transcript of Thinking the Commodity Through the Moving Image: Conclusion

Conclusion

What is it to say that we think the commodity through the moving image? Throughout this

book I have tried to answer this central question by investigating the notion that cinema is

a form of consciousness and that cinema’s organic machinic intelligence develops an

entirely fresh ontological terrain for the parthenogenesis of the commodity. The first part of

my thesis was concerned with cinema’s historical invention and how cinema, as an

industrial machine that mechanically reproduces images, automates perception and

manufactures physical affects, remediates the organisational logic of industrial capital and

is driven by the internal logic of the commodity. The early conclusion that I drew from my

theoretical analysis of film montage and genealogical mapping of the film frame in

Renaissance perspective, was that at its most basic level, cinema employs a regime of

abstraction that is isomorphic with that of the commodity. Before even a narrative or

diegesis can be represented or constructed, cinema requires the spectator to enter into a

fetishistic relation with the universal exchange-value of the montage frame; this is how

meaning is formed - in the circulatory exchange of montage images. In this respect, we

think the commodity through the moving-image as soon as we begin ‘reading’ the film

montage as an assembly of framed images. When we understand cinema as not only a

medium of representation but as cognitive and perceptual machinery, as a cinematic

consciousness that imagines film worlds and subjectivities through the formal designs of

the film montage, then the fantastic claim made by Beller that cinema is the material

expression of the commodity or money as consciousness is given considerable weight.

What this theoretical and aesthetic insight into the isomorphic relationship between

the formal structure of cinema and the commodity’s global regime of abstraction confirms

are the broader historical cycles of capital as it begins to penetrate into all dimensions of

social life over the course of the twentieth century. If cinema formally arranges its machine

consciousness according to the abstract laws of the commodity, then this is because with

the invention of cinema and the emergence of cinematic consciousness capital reproduces

itself in the perceptual and bodily space of human consciousness as a mode of production.

In the first half of the twentieth century, what I have called the era of industrial cinema, the

society of the spectacle was still in its infancy and the cinematic economy of the image

was still establishing itself as mode of production for consumer capitalism. As I detail in

second half of my thesis, the post-war economic boom ensured that capital maintained the

same logics of power that Marx had identified in the industrial age right up until the crisis of

Fordism in the 1970s. It wouldn’t be until the end of the twentieth century that the machine

assemblage of cinematic consciousness would become directly utilised as a mode of

economic production - by which time the ontology of the film image had become

completely transformed by digital technologies.

Despite the protracted development of cinema as fully fledged mode of production

during the modernist period, it would be in the hands of Soviet filmmakers such as Vertov

and Eisenstein as well as Leni Riefenstahl, that cinema would be employed as an political

apparatus that could subject the thoughts, desires and consciousness of a mass audience

to the machinic controls of its visual and affective economy. The fascist cinema of

Riefenstahl and the totalitarian cinema of late Eisenstein are exemplary in that they

illustrate how modernist film montages did more than just represent worlds, subjectivities

and consciousness through the formalised abstraction of the commodity, but that the filmic

assembly of images could produce perceptions, thoughts and affects as an externalised

object within the internal mind-body of the subjugated spectator.

It is from my examination of Eisenstein’s dialectical montage and the fascist

informatics of what Deleuze names as movement-image cinema that a more nuanced

picture of cinematic consciousness emerges in relation to the commodity. Instead of just

asserting that cinema remediates the formal architecture of capital in its structural

apparatus, the montage cinema of Eisenstein and Riefenstahl shows how cinema thinks

through the spectator, how the formal aesthetics of the film montage operate as a mode of

production, producing thoughts and affects in the rhythmic framings and imagistic

parcelisations of time and space. Cinematic consciousness becomes a site of production

only when the film economy of the montage-frame translates the attention and emotional

responses of the film audience into a commodity-signifier. In other words, when the labour

of attention, perception and sensation can be measured by the formal relations between

images, by the exchange-value of the framed images as their conflictual juxtaposition or

syntheses create meaning and affect, then they can be realised as commodity-signifiers

for the immaterial labour of cinematic vision and consciousness. In regard to Eisenstein

and Riefenstahl, the valorisation of the audience’s libidinal and affective energies wasn’t

motivated by the logic of economic exchange but by the politics of fascism. Yet, as

Eisenstein’s complex taxonomy of dialectical montage effects illustrates, in the era of

industrial cinema, the idea that thoughts, sensations and responses could be programmed

by filmic movements and the arrangements of the montage, and that these formal

experiments in turn could be catalogued and used in the service of propaganda, already

marks the moment when the mental and bodily labour of the cinematic spectator has

become commodified by industrial cinema’s montage of effects.

Industrial cinema’s most influential figure is Eisenstein. Eisenstein’s films and

theoretical writings represent the most sustained attempt of the period to theorise cinema

as a tool for manipulating the minds and bodies of the masses, and he best articulates

how the cinematic apparatus can function as an instrument of power. However, what really

sets Eisenstein apart from his contemporaries is his attempt to philosophise cinema’s

montage as a universal model for social communication, and to promote the thesis that

cinema constituted a machinic language that transcended the individual and could

structure and mediate society’s mass collective consciousness. Eisenstein’s forays into

imagining montage cinema as a great social media apparatus that organises not

individuals, but the thoughts, affects and sensations felt by individuals into the organic

unity of the filmic montage, is a genuine attempt to theorise cinema as a transubjective

collective machine consciousness. Eisenstein was perhaps the first real theorist of

cinematic consciousness to emerge in the era of industrial cinema and his writings on

cinema provide some of the core theoretical foundations for the philosophy of cinematic

consciousness. It is to this book’s detriment that I couldn’t explore Eisenstein’s significant

theoretical contribution to film philosophy more, except to say that his theorisation of film

montage as formal language for a human-machine cyborg consciousness is a theoretical

touchstone for my own historical conception of cinematic consciousness as it materialises

as a philosophical object in the modernist cultural imaginary.

Eisenstein’s philosophical and political imagining of montage cinema as a

communicative model for the machinic and collective arrangement of social space shows

remarkable prescience when viewed from a contemporary perspective. In many ways, the

global communicational architecture of digital culture realises Eisenstein’s project of

creating, as Cubitt puts it, ‘a society among his images’.1 Digital culture has enabled us to

better understand what Eisenstein was telling us over half a century ago; that images are

more than just representational objects, they are communicational interfaces that structure

the time and space of the social. In the virtual environments of the digital, images signifiy a

whole series of relations, connections and interactive experiences, as Ron Burnett writes:

I use the term image to refer to the complex set of interactions that constitute the

everyday life within image-worlds. The ubiquitious presence of images far exceeds

the conventional notions that images are just objects for consumption, play or

1 Op cit., Cubitt, 1998, p.44.

information. Images are points of mediation that allow access to a variety of

different experiences. Images are the interfaces that structure interaction, people

and the environments they share.2

Our current understanding of the digital image as a medium for communication and

interaction helps us to re-evaluate the ontology of the image as an interface that ‘thinks’

through its relation with other images, bodies, affects and the cultural and social networks

of communication. I have coined the term cinematic consciousness to describe how the

image ‘thinks’ through the medium of film, but the theoretical principles of cinematic

consciousness perhaps find their most crystallised expression in the virtual information

networks of cyberspace. As users navigate through the vast virtual world of digital

information, images become sites of visualisation that allow us to ‘think’ through the

artificial datascapes of cyberspace. Like with cinematic consciousness, the distributed and

complex networks of high-speed digital communication constitute an artificial intelligence

that humans plug into. As such, the subjectivity of the human user is redefined in the

informatic datascape of the digital as a cellular monad that transmits and receives

information along the channels of a vast network.

The second half of my work was motivated to a large extent by the need to situate

cinematic consciousness in the historical and theoretical context of digital culture. How the

philosophical object of cinematic consciousness informs our knowledge and experience of

virtual interactive environments and networks of digital culture is a question that implicitly

runs through my discussion of the Deleuzian time-image in post-war Italian film and is

directly confronted in my final chapter. After Eisenstein, Deleuze’s philosophy of cinema

represents a seminal moment in the theoretical history of cinematic consciousness. His

demarcation of cinema into the two semiotic regimes of the movement-image and the

time-image is premised on the idea that cinema after the Second World War cinema

begins to ‘think’ through a different ‘image’ of time. It is here, in the historical figure of the

time-image, that cinematic consciousness begins to ‘think’ outside the spatiotemporal

parameters of the classical filmic montage. The passage from the time-image to the digital

image is therefore the story of cinematic consciousness becoming informatic and

expanding beyond the technical, formal, aesthetic and ontological limits of filmic media.

There are a number of suppositions that can be drawn from my analysis of the

Deleuzian time-image and the digital image as historiographic reference points for the

narrative of cinematic consciousness. First, following Deleuze’s cinematic philosophy, the

2 Ron Burnett, How Images Think (Cambridge, MA,London: MIT Press, 2005), xviii.

time-image reveals a transformation in the cinematic image that is both ontological and

dimensional. The deep focus, long takes of Italian neorealism, the ‘dead time’ images of

Antonioni, more than just stylistic techniques, are for Deleuze moments when cinema

begins to ‘think’ through new philosophical concepts of time, space, knowledge and being.

It is worth repeating Deleuze’s concluding remarks in Cinema 2 to help clarify what

Deleuze means by the suggesting that cinema produces new ‘concepts’ for philosophical

thought:

Cinema’s concepts are not given in cinema. And yet they are cinema’s concepts,

not theories about cinema. So there is always a time when we must no longer ask

ourselves, ‘What is cinema?’ but ‘What is philosophy?’ Cinema itself is a new

practice of images and signs, whose theory philosophy must produce as conceptual

practice. For no technical determination, whether applied (psychoanalysis,

linguistics) or reflexive, is sufficient to constitute the concepts of cinema itself.3

The time-image offers us through cinema a new way of thinking (and by thinking Deleuze

includes both intelligible cognitive associations and those sensual and affective

experiences that exist outside the traditional bounds of knowledge) through the ‘concept’

of the virtual as an image of time. In Deleuze’s cinematic philosophy, cinema is dominated

up until World War II by the ‘thought-machine’ of movement-image cinema or what I call,

pace Beller, the industrial mode of cinematic production and its filmic-perceptual-cognitive

economy of frame-montage. With the time-image comes a semiotic regime that challenges

the fundamental principles of classical montage/narrative cinema by disrupting the

cognitive, causative, sequential chronologic and spatio-temporal organisation of the filmic

montage. The time-image invests the framed film image with a temporality (what

Tarkovsky calls ‘time-pressure’) that refuses to be understood in the formal context of the

temporal interval between frames or as the cut that marks time as differential demarcation

in the space of the montage. Rather, the time-image images time as a virtual present; as

the indeterminacy of the Now felt in the illusory ‘real-time’ of Italian neorealism or in the

existential gravity of duration sensed in the viewing of Antonioni’s empty spaces. From this

alternate presentation of time in post-war time-images of European cinema, Deleuze

argues a new virtual sense of time emerges, where time is thought as an imminent

becoming or potential in the continuous flux of worldly duration.

3 Op cit., Deleuze, 1989, p.280.

If we depart from Deleuze’s abstract quasi-Bergsonian philosophy of the time-

image, what he in actual fact identifies in cinema is a mutation in what Franscisco Varela

calls ‘time-consciousness’.4 As Hansen discusses in his work, Varela’s neurological theory

of time-consciousness can be read alongside Deleuze’s concept of the time-image. 5

Varela’s model of time-consciousness offers us a way of understanding the shift from the

cinematic consciousness of movement-image cinema to that of the time-image to finally

that of the digital image, as corresponding to a change in time-consciousness, one that

occurs as the human experience of time becomes increasingly mediated by the

computational machine time of electronic and digital culture. Varela, like Deleuze,

promotes the idea that ‘time is less an object of consciousness than its very foundation’

and that it is primarily through affectivity that human consciousness processes the object

of time as an embodied flow, as a microphysical impression experienced in the internal

space of the body, before it becomes translated into a perceptual location in external

space.6 As I have mentioned at various points in the book, Deleuze argues that the

temporal object of the time-image is imperceptible as a perspectival register in the filmic

montage’s spatial geometry. The time-image communicates the time of the image as an

affective experience; the ‘sense’ of time as a virtual conjunction between incompossible

images, places, subjectivities, identities, metaphors and associations outside the

sensorimotor or cognitive connections determined by the spatio-temporal economy of the

frame-montage (this economy is expressed in much of film theory as a narrative logic or as

diegetic coherence). What the time-image expresses, as a philosophical and historical

‘concept’, is a cinematic figuration for a new time-consciousness that supersedes the

perceptual and cognitive capacities of human consciousness while establishing the virtual

as a temporal modality for the cinematic image.

During the immediate post-war period the communication of the virtual as a new

formation of time-consciousness tended to resonate as a lack or emptiness in the time-

images of post-war European cinema. More than just a symbolic expression for the crisis

in the cultural and historical imagination after the Second World War, the anxiety

generated by the time-images of Italian neorealism and Antonioni were symptomatic of a

new time-consciousness being carved out in the bodies, subjectivities and social space of

late twentieth century capitalism. The restructuring of global capital from the Fordist model

of mass industrial production and consumption to an informational economy driven by the

4 See Franscisco Varela, The Embodied Mind: Cognitive Science and Human Experience (Cambridge MA.:

MIT Press, 1991). 5 Op cit., Hansen, 2004, pp.249-254.

6 Ibid, pp. 249, 250.

planetary networks and circuits of televisual, electronic and digital communication, requires

the creation of a human and social time-consciousness that will ensure the interface

between individual consumers and the cybernetic communicational media of corporate

capital will be smooth and productive. This assertion provides the second major

supposition that grounds my genealogical analysis of the time-image and the digital image;

that the time-image opens up a nascent time-consciousness in cinematic consciousness

that will later become the basis for our virtual experience of time in the ‘real-time’

interactive interfaces of digital media.

Because despite Deleuze’s utopian belief that modern cinema had the capacity to

empower thought by imaging time as a virtual object in consciousness, it is only with the

digital image that the temporal object of the virtual is fully realised as an embodied time-

consciousness. Before the advances in digital technology the notion of the virtual could

only ever be imagined in cinema as an absence, like in the time-images of Antonioni, or as

a philosophical abstraction; consider Foucault’s description of Deleuze’s concept of time in

the following passage: ‘a splitting quicker than thought and narrower than any instant. It

causes the same present to arise - on both sides of this indefinitely splitting arrow - as

always existing, as indefinitely present, and as an indefinite future’. In digital culture, the

time-consciousness of the virtual, understood as the perception of time as an infinite now

that bifurcates into a myriad of potential pathways and trajectories, relates the interactive

experience of navigating the distributed networks of cyberspace through the screen of a

computer. Similarly, it is only through our interactive interface with digital images that the

temporal object of the virtual can be mapped in human time-consciousness. The haptic

sensations and physical intensities that are elicited in the spectator by the CGI effects of a

Hollywood blockbuster register the virtual and inhuman time of the digital as a bodily

affect. Indeed, as Hansen concludes in his study of the time-image and the philosophy of

new media, the ‘inscription of machinic time can only be the catalyst for an affective

experience through which the human being confronts her own dependence on the

inhuman, or better, the preindividual’, the embodied affects created in the human-machine

interface with the digital image hereby ‘traces out a beyond of the time-image that leads

beyond the confines of Deleuze’s study’.7

Finally, Hansen’s claim that the affects and intensities produced in the body by the

invisible or virtual architectures of digital communication technologies and computer

networks ‘broaden the very threshold of perception itself, by enlarging the now of

7 Michel Foucault, ‘Theatrum Philosophicum’ in Language, Counter-memory, Practice: Selected Essays and

Interviews (Ithaca: Cornell University Press, 1977), p.193. Ibid., p.270.

perceptual consciousness’, suggests that in the digital age we are witnessing a further

deterritorialisation of the sensorium.8 If the arguments put forward by Varela and Hansen

are correct, then digital technologies are opening up and registering the time-

consciousness of the virtual in the microphysical affects of neurophenomenological

experience. This represents a radical restructuration of cinematic consciousness as it

moves from being a mode of productive consumption driven by a filmic economy of vision

to a mode of productive consumption that is organised around bioinformatic networks of

digital and computational media. Furthermore, this is why the history of cinematic

consciousness is also the microhistory of the commodity-image as it becomes

informational; once the commodity-image is digitised its time of mediation in perceptual

consciousness is no longer dominated by visual temporalities but by the microphysics of

bodily affects and intensities.

The historiographic narrative of cinema consciousness as it makes the transition

from industrial cinema’s filmic economy of vision to the post-war cinema of the time-image

and then finally becomes transformed by the digital technologies of the information age,

documents the development of the commodity as a mode of communication. At first it is

industrial cinema and the temporal economy of the film montage that reproduces the value

created in the circulatory exchange of the commodity in the time and space of the market

as a value in our collective cinematic consciousness. To say we think the commodity

through the moving image is to acknowledge that the sensorimotor connections produced

in the temporal economy of the frame-montage ensure the value of affective and cognitive

labour can be measured by the speed at which the spectator can perceptually process the

flow of moving images. As such, cinema has continued to push the boundaries of human

perception by accelerating the mediative time of the film interval that separates adjacent

images and determines shot length.

Bordwell’s tracking of the average shot length in film over the course of the

twentieth century and into the twenty first provides historical evidence to suggest that

‘today, films on average are cut more rapidly than at any other time in U.S. studio

filmmaking’.9 According to Bordwell, for the first time in the history of film, there are films

coming out every year in the 2000s that have an average shot length of less than two

seconds. Contrast this with the period between 1930 and 1960, where the average shot

length for feature films was around eight to eleven seconds, and what is evident is that

contemporary filmmakers increasingly demand more of our perceptual abilities than they

8 Ibid., p.258.

9 David Bordwell, The Way Hollywood Tells It: Story and Style in Modern Movies (Berkely, Los Angeles:

University of California, 2006), p.122.

have ever done previously.10 Incidentally, Bordwell claims that the rapid cutting style of

contemporary Hollywood films find their historical antecedent in the short shot lengths of

late 1920s Soviet silent montage. The historical connection lends further credence to idea

that the first mode of industrial cinema has continued to expand and intensify its visual

economy in the postmodern era through the rapid montages of big-budget action films and

the high-speed cutting techniques employed in music videos.

Although, despite the genealogical continuity between industrial cinema and the film

spectacles of present-day Hollywood, the productive logic of industrial cinema was

disrupted by the cinematic regime of the time-image after the Second World War. The

time-image short-circuits the visual economy of the frame-montage and replaces the

mediative time of the (commodity-signifier)frame - the perceptive interval that differentiates

images - with the time-pressure flowing through the image as a temporal modality for

cinematic consciousness. Suddenly in the post-war period cinematic consciousness is

freed from the perceptual apparatus of industrial capital cinema, it can think the image

through a virtual time outside the automated sensory-motor linkages of the movement-

image montage. Unfortunately, Deleuze’s philosophical theory of the time-image was only

ever a utopian imagining of cinema as an indeterminate and open diagram for the

communicative production of radical and progressive social, subjective and historical

possibilities. The reality was that the post-war European cinema of the time-image was

about coming to terms with the new epistemological and ontological reality of

postmodernity - with the new ‘historical sense’ that came with thinking about the time of

historical and lived experience through the metaphor of the virtual.

Towards the end of the twentieth century the virtual (historical) time of duration had

become the infinite space of the digital as a new cybernetic model of cinematic

consciousness emerged in the global information and communication networks of

postmodern capital. This collective machinic consciousness is no longer governed by the

perceptual machinery of cinema but by the traffic of information that flows through the

corporate controlled computer-mediated communication circuits. In this media ecology

instead of thinking the commodity through the moving image we feel the commodity

through the bodily intensities generated in the bioinformatic webs of corporate marketing

and commercial synergies that shape our media consciousness. The challenge that we

face today is to free the affects, desires and thoughts of our collective consciousness from

the circuits of information that imbricate these social and subjective energies into the fluid

networks of corporate capital. In the post-cinematic future it will become imperative that 10

Ibid., p.121.

theorists and creators of the new media release cinematic consciousness from the

temporal architecture of the commodity. And if post-cinematic media is to offer us

liberation from the totalising and universal power of capital, it will need to anchor the time

of communication in radical and alternative configurations of social experience.

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