The Lexicon · Genealogy · Modern
ALTHUSSER, LOUIS
1918–1990
Interpellation (The Hail of the Brand)
Althusser: ideology hails the subject — Hey, you there! — and the subject turns, and in turning, is constituted. CoCA: the corporate logo hails everyone, constantly, and the population turns. We do not deplore this. We perform the liturgy of being hailed. The First Liturgy (§1.3.3) is the act of turning toward the logo on purpose, in full knowledge, and claiming the turning as art. Interpellation refused becomes Appropriation completed.