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I,0NDON NEWYORK NEWDELHI
*11 *
Affect:Whatis it Goodfor?
WilliamMazzarella
Embodied, : Thinking
lmpersonal Affect
Why is affect attracting so much attention in social and cultural
analysisthesedays?The quick, lazy answer is that the public cul-
tures we inhabit today have become more unabashedly affective.
From political to commercial discourse,we are being solicited in
an unprecedentedlyaffective,intimate register.I will have more
to say about this impressionof heightenedpublic intimacy, but
in order to get properly to grips with the analytical implications
of the category,we shall first have to dig a bit deeper.
From an analytical point of view, thinking affect points us to-
ward a terrain that is presubjectivewithout being presocial.As
such it implies a way of apprehendingsocial life that does not
start with the bounded,intentional subjectwhile at the sametime
foregrounding embodiment and sensuouslife. Affect is not the un-
conscious- it is too corporeallyrooted for that. Nor can it be aligned
with any conventional conception of culture, since the whole
292 r WilliamMazzarella Affect:what is it Goodfor? t 293
point of affect,accordingto its most influential contemporarythc more than dumb matter availablefor disciplineand cultural
orists,is that unlike emotion it is not alwaysalreadysemiotical,r, ,Is the body linked to a particularsubiectposition
inr.tiption,
mediated.Gilles Deleuze,in an essayon Divid Hume, creditstht, ;Vthi"g more than a iocal embodimentol ideolog?'(ibid':5'
latter with having discoveredthat 'tffective circumstances,prc originaiemphasis)'Massumiwants insteadto show us a non-
existand guidethe 'principlesof association'that constitutewhar doJitebody_ perhapsa spasticbody by mainstreammeasures,
we like to recognizeas reason (2001 Irg72l: a5). Deleuzeis thus Uuirtitt anirreduciblyandievealinglysocialbody.Mostgenerally,
confirmed in his belief that there is, in John Rajchman'swords,
'an element Massumiis askingui to imaginesociallife in two simultaneous
in experiencethat comes before the determinatiorr ,.girt.tr, on the 6ne hand, i registerof affective,embodiedin-
of subjectand sense'(2001: 15). Iririt' and,on the other,a registerof symbolicmediationand
Therelationbetweentheseregisters is'not
_ Drawing on and developing Deleuze'sruminations, perhaps discuisiveeiaboration.
the most significant recent scholarly intervention has been thu oneof conformityor correspondence but rather of resonation or
work of Brian Massumi, particularly his essay,The Autonomy interference, amplificationor dampening' (ibid': 25)'
of Affect' which first appearedin the mid-t990s and was latcr The implicationsof sucha positionwould seemmomentous.
included in Parablesfor the virtual (2002). Massumi characterizes It callsintb questionthe categorialcoherence of modesof social
affect as a domain of intensity,indeterminacy,and above all po inq"itv .unging from mainstieam psychologl (which takes the
tentiality, which the signifying logic of cultuie reducesor, iniis U.i.ugr.r"d'su-*bject as its beginning and its end) throughbour-
terms, 'qualifiesl Affect is both embodied and impersonal.Thc theindividual
t.oir iil.rut sociologr(in whichthestruggle.between
appearanceof personal, subjectivelife is, then, foi Massumi as ind societyis the perennially pathetic theme) to Foucaultian
for Deleuzea secondaryeffectof cultural mediation.This is whv portrt-.turalism (in which po*er proceeds above all through
affect cannot be equatedwith emotion: An examination of affect may well
i.o".t."t of subjectivation). under-
ioou. u, into theneighborhood of a socialaesthetics, if we
An emotion is a subjectivecontent,the sociolinguisticfixing of standby aesthetics the ancientGreek sense of aeslfuesls or sense
the quality of an experiencewhich is from that-point onwird ."p"'i""""'Butitisbydefinitionineducibletoanyanthropolory_ -
definedas personal.Emotion is qualifiedintensity,the conven- for:example,an anthropologrof emotion,or of aestheticsystems
tional, consensualpoint of insertion of intensity into semantic- that would seekto eiplain affectby situatingit comparatively
ally and semioticallyformed progressions,into narrativizable within integratedculturalorders'
action-reactioncircuits,into function and meaning.It is inten- SeenthiJ way,conventionalsocialanalysisis alwaysarriving
sity owned and recognized(Massumi2002:23). too lateat thesceneof a crimeit is incapableof recognizing: cul-
turehasalreadydoneitscoveringwork, a more-or-less hegemonic
From the standpoint of affect,societyis inscribedon our nervous .y-uoti. qualificationhasalreadybeenachieved. Thescholarly
systemand in our freshbeforeit appearsin our consciousness. The ri.rtft invariablymisrecognizes this secondary pr9{gct of c.ul-
affective body is by no means a tabula rasa; itpreservesthe traces tural mediationas the fundamental stuff of social life, missing
ofpast actionsand encountersand bringsthem into the presentas 'thoughtbridlesand
thewoundsinflictedby language(Deleuze:
potentials:'Intensity is asocial,but not presocial mutilateslife,makingit sensible'2001 [1965]:66)'
1...] tlie trace ol'
pastactions including a traceof their contexts WhenMassumiin.'siststhatheisnotinvokingsome.prereflex-
faie] ionserved in
the brain and in the fl esh'(2002: 3o :original emphasisj.Further,,The ive,romanticallyraw domainof primitiveexperientialrichness'
word.The senses,
Q6OZ:29)I think he shouldbe takenat his
trace determinesa tendency,the potential,if not yet the appetite,
ute tne self,havetheir histories. But Massumi's work, like so
f9r.lhe_lutonomic repetition'the and variation of the impingement;
(ibid.: 32). For all the talk of body' in current culturJtheory, muchthat is writtenin thisneo-vitalist vein, also quivers with the
Massumi complains,the body rarely appearsas anything much romanceof a fundamental opposition between, on the one hand'
294 r WilliamMazzarella Affect:Whatis it Goodfor? . 295
the productive,the multiple, and the mobile and, on the other.thc aru-",i" contrast,that between the middle of the 18th-century
death-dealingcertitudesof formal determination.As he puts it irr and the early l9th-century the normativeforms of Europeansov-
a moment of rhetorical exaltation: ,If there were no escape,no ereignty shifted from spectaculartheatricality to rationalized,
excessor remainder,no fade-out to infinity, the universewould affeit-evacuatedtechnicism.Out of a form of rule in which the
be without potential, pure entropy, death' (2002:55\. volatility of the visceral was both a principle of efficacy and 1
Facedwith suchmelodramaone might well object,with Michacl fatal structural flaw, modern governmentality emerged with all
silverstein (2004), that the radical binarization of conceptual the seamless,affectlessprecision of a machine.
mediation and affective immediacy is not only analytically unten Liberalsarguethat the reifying abstractionsof the commodity
able but also a contingent feature of modein Euiopean philo -
form, modern citizenship and bureaucratic reasonare necessary
sophy.twhile I shall indeedbe arg'ing that the major fliw besetting even liberatory - technologiesin complex, industrial societies'
contemporary affect theory is its romantic (and complicit) attach- Yes, Newtonian mechanics may once have consorted openly
ment to a fantasyof immediacy - or as I prefer to put ii, imme_ with the poetic doctrine of sympathies(Starobinski2003 [1999])
diation (Mazzarella2006) - I would nevertheless[Le to explore and astrologymay once have informed astronomy.Even G.W.F'
the possibilitythat the 'thing' it describesmay help us to reihink Hegel'sall-absorbingSpirit found someinspiration in 17th-century
the politics of public culture in a productiveiy criiical way. rn4istr vitalism (Beiser1995).But such infantile dallianceswith
'superstition' had to be disowned for grown-
affect-intensive
TheClanandthe Crowd.Modernity
andAffect up modernity to take its soberscientificform. For their part, cri-
tical theorists of modernity from Karl Marx onward transform the
The just-so story we too often tell ourselvesabout the origins Romantic lament for lost aestheticfullnessinto a systemicpolemic
of modernity takes disenchantmentas its central theme. tn lhis against the bad faith embeddedin the discourseof modernity'
denuded fairy-tale, affect is progressivelyevacuatedfrom an in- 'The tools used by
Al Oskar Negt and Alexander Kluge note,
creasinglyrationalized bourgeoisworld to the point where pol- the rationalistic disciplinesnegatethe mimetic foundation that
itics becomes,in Paul Valery'swords, ,the art of preventing the is necessaryfor them to operate' (1993 11972):24).
::":^er
from getting involved in what concernsthim' (quotld in The stage,then, is set for a kind of return of the repressed,
Maffesoli 1996 [1938]: 154). The legitimacy of bourgebismod_ whether in the form of a grand revolutionary reversalor a more
ernity seemshere to depend upon processesof abstriction that 'haunting' of the deathly
inconclusive, but no less subversive,
are at once universalizingand vampiric. The inevitableend point abstractions of modern knowledge by the vitally embodied
is Max weber's 'iron cage,'an arrogantly soullessbureauiratic energiesthey both require and deny. From the psychoanalytic
'nullity' ruled
by'specialists without spirit, sensualistswithout liberition theologr of a Herbert Marcuse or a Wilhelm Reich to
heart'(1998 [1920]:182). the teleological certitude of scientific socialism,affect will out.
Political legitimationalso,it seems,has taken the samecourse, On this point, conservativeindividualists ioin hands with rad-
Jiirgen Habermas (1989[1962]) narrates the transition from a ical populists, enabling Jos6Ortega y Gasset'sremark, made in
spectacular'publicnessof representation'in which the bodv of the 'The past has reason
the 1930s,to enact its own prophesytoday:
sovereign,ritually emerginginto public view, assertedand con- on its side, its own reason.If that reason is not admitted, it will
firm.edthe stability of the polity and the efficacyof royal power, return to demand it' (1932 [1950]:95).
to the rational-critical legitimation of the seCulardlmocratic The ideological discourse of modernity not only represses
-
order. Perhapsthe most sensuouslymemorable illustration of this and demonizesthe affectivebut also romantically fetishizesit
transition - even if it is mobilized to very different critical ends - particularly insofar as it can be located at the recedinghorizon of a
is Michel Foucault's famous opening diptyctr in Discipline & iuuug" disappearingworld,an anthropologicalother inthe glas-sic
Punish (1977 U9751),which seeksto convince us, by means of sense.One might say that what Michel-Rolph Trouillot (1991)
296I William
Mazzarella Affect:whatis it Goodfor?' 297
much more markedly than do the concepts. The change is fails to provide a materialismof the mediation,an articulation of
imposed upon the material by the concept'i systematicity"antr the complex structuring of everydaylife' (2001: 163).
constitutesa becoming homologousof the material to th. ElsewhereI havearguedthat'On the one hand, reflexivesocial
system.This is all very grim. It has lessto do with ,more to th, entities(selves,societies,cultures)are fundamentallyconstituted
world'than 'more of the samelIt has lessto do with inventiorr (andnot just reconstituted)throughmediation.On the other hand,
than masteryand control (2002: U). as Derrida and other scholars suggest,this constitutive medi-
ation also always produces a fiction of premediatedexistence'
certainly the caricature of mediation-as-subsumptionas (Mazzarella 2004: 357).In other words, mediation is the social
sketchedhere is indeed very grim. And the saddestirony is thar condition of Lhe fantasy of immediation, of a social essence
this line of thinking, while ostensibly'critical,'actuallygrantstht, (vital and/or cultural) that is autonomousof and prior to social
would-be normalizing institutions of modern govein-mentalit.y processesof mediation.This is by no meansan obscureconsider-
preciselythe kind of totalizing efficacythat their-own ideological ation: our everyday'folk' senseof our apparentlygiven selvesand
discourseclaims.Ton the one hand, this position credits iisti our placesin the world depend on preciselysuch an illusion.
tutions with a seamlessness that they do nofenjoy. on the other - One might saythat the deepirony of mediationis that its consti-
and this is a crucial point-it fatally misidentifierih"ir power with tutive role in social life dependsupon its own masking.Michael
the possibility of such seamlessness. Urtimately, it uies this en Warner makes an analogouspoint when he arguesthat although
tirely reified vision of immaculate subsumption to lend plausi publics only arise through the circulation of texts, their social
bility to the singular integrity of its own vitil ,alternative.'For alr efficacydependson their seemingto exist prior to their textual
its claims to enablea ne., radical form of socio-culturalanalysis, constructicln:
sucha standpoint in practicepreventsus from understanditrgtn"
workings of any actually existing social institutions, becau"seir Public speechcontendswith the necessityof addressingits pub-
has alwaysalreadydismissedtheir mediatingpracticesas having lic as already existing real persons.lt cannot work by frankly
compromised the potentialities that a more im-mediate vitaliti declaringits subjunctive-creativeproiect. Its successdepends
would embody. on the recognitionof participantsand their further circulatory
Much writing in this tradition presentsitself rather narcissis, activity,and peopledo not commonly recognizethemselvesas
tically as interveningin an 'insurrectionary'or'insurgent'manner virtual projections.They recognizethemselvesonly as already
into apparently authoritative realms of utterance ind practice. beingthe personsthey are addressedasbeing,and asalreadybe-
But rather than expendingvast amounts of energr recuperating longing to the world that is condensedin their discourse
the constitutiveinstability and indeterminacythat attends all (2002:82).
signification (asif it were really hidden, as if its ,revelation'might
enablesome momentous transformation),would it not be m6rc This illusion of pre-mediatedexistence- of immediation - is,
illuminating to explore how this indeterminacyactualryoperates then, at oncethe outcomeof mediationand the meansof its occlu-
in practice as a dynamic condition of our engagementwith the sion. It is also a fantasy sharedby the most reactionary political
categoriesof collectivelife? Ratherthan positingthe emergentas interests (those who would have us commit to the primacy of
the only vital hope againstthe dead hand of -Jdiation, wiy not race,blood, and nation) and, in a different register,the kind of
considerthe.possibilitythat mediationis at once perhapsthehost critical theory at issuein my discussionhere (where it becomes
fundamental and prod'ctive principle of all roiiul life precisely a principle of comprehensiverefusal, of perennial liberation)'
becauseit is necessarilyincomplete,unstable,and provisionati I am not of coursearguingthat thesetheoristsare crypto-fascists
Mark Poster'sobjectionto Maffesolideservesto be exiendedto the (although that kind of accusation is sometimes made from a
neo-vitaliststout court: 'His generousappreciationof ,,newtribalism,' Marxist-materialiststandpoint).But I do think that it is important
304 r WilliamMazzarella whatis it Goodfor?t 305
Affect:
be to recognize
to note that the dream of immediation, far from being radical. the local, it seemsto me that our proiect should
and that
is in fact largely complicit with entirely mainstream currents irr ittuttnes" are in fact separabledomainsonly in discourse'
contemporarypublic culture -. all the way from the depoliticizing potiti"t in practice uhtuvt involves an ongoile ii1 n::^":l:;
'sive hnlte and
sensuoustheodicy of consumeristgratification to the neoliberirl meaiation between' on the one hand' claims to
to universal
will to allow the 'spontaneous'logic of the market to displacc io"ut.a identificationu.ri, on the other, an aspiration
the 'artificial' mediations of human institutions. -_Thisisnotsirnplytheresultoftheinabilityofuniversalizing
relevance.
of lives as lived
WHvWr AneAr-lPeRveRse,
On,THrOperu
Eoceor abst.uctio.,sto contain the concreteparticularity
order and a forrn
in tt e wortd.8Ratherit is the outcomeof a social
MassPueLrcrrY ins.ists at once
oi lir,.r"uringly prevalent) governmentalitythat-
aid formal freedom. rhis insistence is
;;;;i;;;iioi_iv_ia""tity
Maffesolinotesthe derivationof the term 'perverse'fromthe Latin attempt to paper
tit, itt turn, simply a contradictory or flawed
per uia ('by way of ). Perversion,then, would be the symptom ol social form
o.r"i tt contradictionsarising out of an impersonal
a detour through somethingexternalto ourselves.For Maffesoli, " Katner lt ls
that neverthelessrequiresour affectivecommitment'
committed as he is to recuperatinga 'proxemics'that woulcl dialectic by which
iii" iJrofogical formili zation of the negative
amelioratethe alienatedabstractionsof the rationalized society, publics' The crowd is
' we are all today constitutedas memberi of
perversionreallyis a pathologr- at besta'simulatedacquiescence - these people' these
alwaysat once a concrete,particular crowd
to the c<lmmandments of an intolerableorder (1996 [1988]:49). bodiesinthisplace-andaninfinitelyexpansiveformation.lnthat
But one might also think as follows: insofar as the perversc antitypeof the
r"..., tn" crowd is both theDoppelgangerandthe
detour is the mark of all mediation,and insofaras any notion ol figure
'identity' relies upon a mediated relation puUfii. And becauseit embodiesin a utopian-dystopiT
mass mobilization'
between two or morc itr" aynurni. tensionbetweenmassaffectand
of
terms,then it would appearthat we must all be perverse.Rathcr' il'ir;iil"rhaps the starting point for an adequatereading
than seekingto recuperatean emergentnon-alienatedstate,wc the politics of Public culture.
might instead productively pervert Massumi'sterminology,ancl 'Public culture' - the phrase itself is perverse'If publics-are'
principle.belong
acknowledgethat the condition of our becoming is indeed a as Warner argues,collectivitiesto which we in 'cul-
negatively dialectical one, in which we are always moving be vltuntarity, tlien what doesit meanto itxtapose'public'with
- hype -
tween immanence and qualification. tut.; u" iiio- of belonging that despitethe marketing
This is not just an existentialpredicament,but also the con would seemto be markid most stronglyby an involuntary'.even
is its simul
dition of our public cultural engagements.A distinctive featurc unconscious stamp? The puzzle of public address
is, Warner suggests' an
of modern democratic orders as well as of mass publicity is an taneous intimacy and anonymity' This
may resonate
uneasyoscillation betweenbounded categoriesof socio-cultural intimacy of strangers.A public communication
identification (by region,by class,by sex,by ethnicity) and the in 'Yet we know that it was addressednot
i; ; p"rronuf*uy'
moment we
finitely capaciousuniversal containersof modern self-hood (the eiactly io us, but to the strangerwe were until the
""ti
The paradoxic.al
consumer,the citizen, the consumer-citizen).Partha Chatterjec tr"pp.""a to be addressedb! it (20.02:57)'
is tli,Lt it only finds its
(2004) has rightly critiqued Benedict Anderson's insistenceirr .oiiitio" of effectivepublic speech,then,
The Spectreof Comparisons(1998) on calling the 'bound serial- time to be aimed
rp""iti. target insofar'as it seemsat the same
ities' of closed, ethnic identity claims socially regressivewhilc TThebenefit in this practice is that it gives social re-
eise*here.
grantingprogressivestatusto the open,'unbound serialities'of ab- yet this open
i.uun." to private thought and life' (ibid': 58), and
strangers' is by the
stractlyinclusivenon-localizedcategorieslike citizenship.Rather mass publicityltnis solicitation of
than any reactivechampioning of the creativity or differenceol "Jg. "t
sametoken unnerving.
306 I William Mazzarella Affect:what is it Goodfor? t 307
Populat Mind'
Le Bon, Gustave.2002[1395].The Crowd:A Studyof the
7. rn a way, the effect is analogous to the manner
in which the anxi.rr.
discourse on the turbulent crowcr served to lend the Mineola, NY: Dover'
embattred figurt,r,r
London: Sage'
the calm, critical subject of public reason a coherence
that it othe^r.i,, [1988].TheTime of the Iribes'
Maffesoli,Michel. 1996 'Parables
might not have enjoyed. Brian. 2002. For the Virtual: Mouement' Affect'
f"futtu*i,
8 Such, for instance, has been the tenor of many critiques
of Habernrrrs Sensation.Durham, NC: Duke University Press'
notion of the pubric sphere - namery,that in its radical Mazzare||a,William'2004..Culture,Mediation,Globalization,,Annual
abstraction (whiclr
is then equated with the naturalized habitus of middre
classwhite me r Reuiezrs of Anthropologt, 33 : 345-67'
it violates the embodied integrity of other lifeworrds (cathoun 'lnternet i-Ray: E-Governance,Transparency'and the
r99l 2006.
473-505.
Robbins 1993). Politics of Immediation in India,,Public Cttlture 18(2):
Kluge' lgg3l]g72l The Public Sphereand
Negt, Oska. and Alexander
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