mass production to transnational, global culture industries,
subjects are less able to locate their identities in pre-given
categories and ascribed roles” (Ott 57).
As globalization and the growth of liquid capital rendered
borders and origins functionally meaningless in terms of
production and consumption, individuals and subjectivity
congruently entered the realm of deterritorialization. Gilles
Deleuze and Félix Guattari explain how the dissemination of
images, signs, and culture through sitcoms onto the subject
contribute to this process:
These images do not initiate a making public of the
private so much as a privatization of the public: the
whole world unfolds right at home, without one's
having to leave the TV screen. This gives private
persons a very special role in the system: a role of
application, and no longer of implication, in a code.
(Deleuze and Guattari 251)
The development and perfection of industry meant that basic
needs could not only be easily met through purchase, but also
infinitely customizable. A surplus always exists in normal life, the
foundation of Maslow’s hierarchy of needs for the average
postmodern citizen-subject is always met, changing the nature of
what it means to desire. For example, take the way grocery stores
maintain stock far beyond what would ever be sold in an average
week. Those who rely upon that grocery to survive never fear
walking in with a full wallet and leaving empty-handed. Instead,
they only risk purchasing something that will make them unhappy.
The proliferation of goods and choices means we no longer have
to direct our desire toward filling our basic needs there will
always be enough bread in the capitalist machine. Desire is now
the drive to produce, to apply what we internalize from television
and other state apparatuses (Deleuze and Guattari 256). Rather
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