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2018 | OriginalPaper | Buchkapitel

1. Magical Capitalism: An Introduction

verfasst von : Brian Moeran, Timothy de Waal Malefyt

Erschienen in: Magical Capitalism

Verlag: Springer International Publishing

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Abstract

The word “magic” refers to a broad range of beliefs that include animism, charms, fantasies, illusion, miracles, the occult, superstition, and trickery. The Introduction to Magical Capitalism argues that, far from being confined to so-called primitive societies, magic exists in the midst of modern life, operating as a network of actors, language, materials, meanings, media, representations, and skills. Through a judicious mix of theoretical approaches and ethnographic vignettes, it develops earlier anthropologists’ arguments that magic is a result of uncertainty; that it relies on skill in performance and the use of magical words; that it has a symbiotic relationship with technology and its enchantment; and that it makes use of mimesis and transformations to achieve the ends of politicians, financiers, lawyers, businessmen, advertisers, marketers, fashion designers, architects, and writers of science fiction.

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Nächstes Kapitel Magical Contracts, Numinous Capitalism

See, for example: Holmes (2014) and Appadurai (2015) on central banking; Zaloom (2006) on trading floors; Garsten and Sörbom (2016) on the World Economic Forum at Davos; Yelle (2001) on law, Westbrook (2016) on legal contracts, Suchman (1989) and Leach (2012) on intellectual property and Assaf (2012) on trademark law; Whitehead et al. (2002) on magical practices in operating theatres; Stevens (2001) on alternative and Farquar (1996) on Chinese, medical practices; Johnson (2010); on the relation between magic, morals and health and Hsiao (1994) on the marketization of health systems; Markus and Benjamin (1997) on information technology; Williams (1980) and McCreery (1995) on advertising; Arnould et al. (1999) and St. James et al. (2011) on marketing and consumption practices; Dion and Arnould (2011) on luxury goods; and Moeran (2015) on fashion and fashion magazines.

Similarly, contrary to Adorno and Horkheimer’s vision of enlightenment, “the disenchantment of the world” is not “the extirpation of animism” (1979: 11).

Witness the “almost inconceivable mystery” of the disappearance of Malaysian Airlines flight MH370 on March 8, 2014.

Caitlin Zaloom (2006) and Laura Grindstaff (2002) have written perspicaciously on financial trading and television talk shows respectively. Katz (1981) and Whitehead et al. (2002) have commented on ritual behaviour in the operating theatre, while, several decades earlier, Hortense Powdermaker (1951: 281–306) outlined ways in which she saw Hollywood film production as being imbued with magical thinking.

See also Smith (1989) on auctions, Anand and Watson (2004) on the Grammy awards, and Anand and Jones (2008) on the Booker Prize.

See Katz (1981: 336–337) for an example of how ritual space is divided up in a hospital surgical area.

Suzy Menkes, “#SuzyPFW: Lanvin—Magical realism.” October 1, 2015. http://www.vogue.com.tw/suzymenkes/content_en.asp?ids=22294.

Tata Christiane, “Magical realism chapter 1.” December 10, 2011. https://www.behance.net/gallery/2655981/Magical-Realism-Chapter-I-editorial.

Although first brought to public attention as “magic realism” by the German art critic, Franz Roh, “magical realism” was later applied to the work of South American writers like Gabriel Garcia Marquez and Isabelle Allende and was first enunciated in the field of fashion in a series of iconic photographs taken by Melvin Sokolsky in the mid-1960s. Sokolsky’s influence can be seen today in the work of contemporary fashion photographers like Craig McDean, Steven Meisel, and Ryan McGinley.

Alan Little, “How ‘magic’ made Greek debt disappear before it joined the Euro.” BBC News, February 3, 2012. http://www.bbc.com/news/world-europe-16834815.

“Why it’s time for Germany to leave the Eurozone.” The Daily Telegraph, May 28, 2016. http://www.telegraph.co.uk/finance/economics/11752954/Why-its-time-for-Germany-to-leave-the-eurozone.html.

Tim Fernholz, ”How to magically erase Greek debt with one simple trick.” Quartz, August 17, 2015. http://qz.com/480987/how-to-magically-erase-greek-debt-with-one-simple-trick/.

We might here note the magical quality of the letter X which signifies, among other things, the Christian cross, the mark on a ballot paper, an illiterate’s signature, a mathematical variable, and television programmes with mystical contents or outcomes, like the X Files and X Factor.

Given that Austin’s analysis of performative utterances took into account both speaker and audience in what Holmes (2014) refers to as “a communicative field,” we find it hard to accept Callon’s (2009: 19) neologism of “co-performation,” which, however much he may argue to the contrary, strikes us as redundant.

Quotations taken from Alternatives to membership: Possible models for the United Kingdom outside the European Union. HM Government, OGL, March 2016. https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/504661/Alternatives_to_membership_possible_models_for_the_UK_outside_the_EU_Accessible.pdf.

See Garsten and Sörbom (2016), and Taussig (2003).

“A few truths about Davos.” Davos Newbies. http://www.davosnewbies.com/posts/a-few-truths-about-davos/.

Nick Paumgarten, “Magic Mountain: What happens at Davos?” The New Yorker, March 5, 2012. http://www.newyorker.com/magazine/2012/03/05/magic-mountain.

A.McE. “The language of power. The World Economic Forum has its own distinctive language.” The Economist, January 26, 2014. http://www.economist.com/blogs/prospero/2014/01/davos-speak?fsrc=scn/fb/wl/bl/languageofpower.

Ibid.

“Davos geniuses ill-equipped to recognize economic structural problems, address inequality.” Interview with Curtis Ellis, RT. January 22, 2015. https://www.rt.com/op-edge/225039-economy-davos-switzerland-rich/.

Semi-meaningless mantras like this are used all the time by politicians and their spin/witch doctors (Geschiere 2003): witness Theresa May’s “Brexit means Brexit” and Donald Trump’s “Make America great again.”

Dan Bilefsky, “GPS mix-up brings wrong turn—and celebrity—to American in Iceland.” The New York Times, February 4, 2016. http://www.nytimes.com/2016/02/05/world/europe/iceland-american-tourist-gps.html?_r=0.

Robert Wabash, “Nine car accidents caused by Google Maps & GPS.” Ranker. http://www.ranker.com/list/9-car-accidents-caused-by-google-maps-and-gps/robert-wabash?var=5&utm_expid=16418821-201.EEIZkBszS3O1rZiBcoCRjg.2&utm_referrer=https%3A%2F%2Fwww.google.com.hk%2F.

Sara Malm, “Belgian woman blindly drove 900 miles across Europe as she followed broken GPS instead of 38 miles to the station.” Mail Online, January 14, 2013. http://www.dailymail.co.uk/news/article-2262149/Belgian-woman-67-picking-friend-railway-station-ends-Zagreb-900-miles-away-satnav-disaster.html.

Later, other “hackers” came forward with plans to unlock it.

“Compromise needed on smartphone encryption” The Washington Post, October 3, 2014. https://www.washingtonpost.com/opinions/compromise-needed-on-smartphone-encryption/2014/10/03/96680bf8-4a77-11e4-891d-713f052086a0_story.html.

Witness fashion, which is little more than the enchantment of appearances. Its language is full of references to the realm of magic: alchemy, allure, aura, bewitchment, captivation, charm, enchantment, glamour, illusion, sorcery, and spells (see Moeran 2015).

Big Data just means “data sets large enough to require supercomputers” (Manovich 2011).

Daniel McGinn “Why I wrote this article on Malcolm Gladwell’s keyboard.” The New York Times, June 2, 2017. https://nyti.ms/2sxijiI.

Source: Frazer, The Golden Bough, Chapter 3. http://www.bartleby.com/196/5.html.

Note, too, the power of Trump’s appearance that is frequently remarked upon: his hair, his hands, and his extraordinarily long (and limp) phallic ties.

Frazer’s distinction between homoeopathic magic founded on the association of ideas by similarity, and contagious magic based on that of ideas by contiguity, is virtually the same as the distinctions made by Roman Jakobson between metaphor and metonymy, and by Ferdinand de Saussure between paradigmatic (or associative) and syntagmatic relations. It bears resemblance, too, to the distinction in music between harmony and melody (Leach 1976: 15).

We have here included a non-Western scenario because Japan is an advanced capitalist society where many of the scenarios provided here are also to be found. The same may be said, to some degree at least, of China, South Korea, Singapore, Thailand, and other Asian countries. What we need to research is whether the degree to which magical practices are found there is the same as in Europe and the USA, and in which sectors of society they are prevalent.

Kaguyahime appears in various media forms: manga (Kimimaro Kaguya), anime (Kaguya Sumeragi), computer games (Kaguya Hōraisan), and video games (Kaguya Nanbi). Momotarō was a popular character representing the Japanese Government in Japanese World War II films, as it fought against “American devils” (oni). The character is also found in contemporary anime (Mahō no Princess Minky Momo) and video games (Momotarō Densetsu).

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Titel: Magical Capitalism: An Introduction
verfasst von: Brian Moeran
Timothy de Waal Malefyt
Verlag: Springer International Publishing
Buch: Magical Capitalism
Print ISBN: 978-3-319-74396-7

Electronic ISBN: 978-3-319-74397-4

Copyright-Jahr: 2018
DOI: https://doi.org/10.1007/978-3-319-74397-4_1