Chapter 7: Creativity as designer capitalism: Deleuze|Guattarian interventions
Creativity in whatever form it is practiced today is embedded within a society of control—what I have characterized as designer capitalism (jagodzinski, 2010). It is well known that the immaterial labor of the ‘creative industries’ drives entertainment and technological innovation. Designer companies, to remain competitive and keep their brand ‘alive,’ need recognizable human faces as their CEOs, like the late Steven Jobs of Apple, with his edgy and performative style, or the flamboyant extreme-sport enthusiast Sir Richard Branson CEO of Virgin Group. Design has become all pervasive in control societies to the point where the oxymoron mass customization now appears plausible. For anyone who has had the (dis)pleasure of selecting bathroom furniture (mirror, washbasin, toilet) by walking into a specialty store, the stacks of designer magazines that one walks away with is absolutely staggering: bathroom porn, some call it. Even IKEA, the poor man’s affordable design, can be overwhelming. Design as control, in terms of what is possible, is intimately related.
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