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CelebricitiesMedia Culture and the Phenomenology of Gadget Commodity Life$
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Anthony Curtis Adler

Print publication date: 2016

Print ISBN-13: 9780823270798

Published to University Press Scholarship Online: January 2017

DOI: 10.5422/fordham/9780823270798.001.0001

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date: 31 May 2020

The gadget

The gadget

(p.121) 10 The gadget

Anthony Curtis Adler

Fordham University Press

This chapter argues that Althusser’s theorization of the reproduction of the ideological conditions of production must be taken even further to encompass what will be called the alethic conditions of production. If production is of essence alethic—the bringing forth of an entity into unconcealment—then it must itself be capable of producing and reproducing its own mode of alethic productivity. In other words, production must bring forth its own alethic horizontality. This is the “work” of the gadget: the gadget is the commodity that has taken alethic production upon itself. The gadget brings with it its own world, even its own Dasein. Or rather, and more precisely, it appropriates our world, our existence, our very being, the being that has its being to be, our authenticity and inauthenticity, our temporality, our moods and disclosedness and truth, perhaps even televisionary Dasein itself—even the life that is not ours to live.

Keywords:   alethic production, gadget, ideology, unconcealment

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