WHAT IS A CORPORATE COMMAND?
A Corporate Command is an instruction work, a call to action in the form of an imperative:
“Just Do It”
“Turn on the Future”
“Live without Limits”
“Tap into great taste”
“Ride the light”
“Live Like You Mean It”
It is the hypothesis of the Institute for Infinitely Small Things that these commands, largely and consciously ignored by a public over-saturated with advertisements, function at the scale of the infinitely small. Tiny events that do not disturb one’s consciousness or disrupt one’s identity as “free” agents, these commands seep under the surface of the individual and lay claim to the territory of the Deleuzian Virtual. Desire, memory, and future potentiality become territories for conquest and tactics for social and political control.
I tire of these slogans, but my own hunch is that they are far more exciting to those who invented them than they are influential over the rest of us.
I don’t know what the Deleuzian Virtual is and I’m not terribly curious. I do think that straplines of this kind, though calculated with great effort are a bit of a waste of everyone’s time.