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2009 Abstracts Stage 3

Is Marketing Unethical? An Investigation through the Thoughts of Karl Marx and Theodor Adorno

For my stage three project I have decided to study the unethical issues that surround marketing in contemporary society. My interest in this topic has developed due to the fact that I recently applied, and was accepted, to a postgraduate course at Lancaster University in ‘Management and Marketing.’ The application required a personal statement, and it was through this requirement that I began to consider how I could link my philosophical background to a management and marketing application. In researching the course I became aware that one of the taught modules was ‘understanding business ethics’, as a result I decided to focus on business ethics for my project. The area of business ethics that I am going to concentrate on is marketing ethics. My aim in this project is to give a detailed discussion into the various marketing techniques apparent in contemporary society, through this discussion I aim to establish certain ethical pitfalls that marketing schemes slip into. Within this investigation I will concentrate on two areas, false and deceptive marketing and selective marketing. Thinkers: Karl Marx and Theodor Adorno. I believe both are ideal for my project as both of their thoughts relate to a critique of capitalism. I shall begin with Karl Marx and his notion of commodity fetishism, in doing this I will concentrate on his work entitled ‘The fetishism of commodities and the secret thereof’. This will lay the foundations from which I will introduce the thoughts of Theodor Adorno and his work on the culture industry, and the deceptive qualities of mass culture.

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2009 Abstracts Stage 2

Can Alienation and Disaffection be a Catalyst for Art? Popular Music as a Form of Social Commentary and Self-Expression

Objective: In this essay I intend to look at how alienation and disaffection may be a catalyst for art, in particular with popular music, as a form of social commentary and self-expression, and what effect if any this art may produce within society. I will do so through studying Marx’s theory on alienation by looking at how if one becomes alienated in society they may use music as an alternative form of subjective labour. Then I will assess the role and worth of popular music in relation to the individual creating it and in turn how this may be used by other people in society and what they can gain from it. Concept: Popular music as a form of social commentary and self-expression. Thinkers: 1. Marx’s theory of alienation: ‘Anxiety about one’s social role, its basis, and its value is especially likely for creative artists who have “betaken themselves to their work as an isolated means of ‘self-expression’ without clear social function.’ (Elridge, 2003) I will explore how, whilst deprived a means of objectifying and fulfilling one’s human nature capitalist labour, creation of music may be an alternative form of productive labour. 2. Adorno’s critique of popular music ‘Its planned idiocy virtually tests what mankind will put up with, what threadbare, noncommittal intellectual contents can be imposed upon it.’ (Adorno, 1989.p52) Next, I will critically assess Adorno’s damning critique of popular music, aiming to interact with his theory to illustrate how, rather than being a meaningless practice, an audience may connect and be of benefit from it. Key Sources: Marx— Economic and Philosophic Manuscripts of 1844, Adorno— Introduction to the Sociology of Music, Popular music, Popular culture, Society.

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2009 Abstracts Stage 2

Acceptable or Unacceptable? An Investigation into the Treatment of Mentally and Physically Disabled Individuals Detained in Institutions in Contemporary Society

The questions I will investigate are the following: • Is the way disabled individuals treated morally right? • Should the countries which allow such abusive treatment be allowed to join the European Union? • Why is torment rather than treatment continuing? • Do disabled people have human rights? The aim of this project is to investigate into the treatment of those with mental and physical disabilities, the way in which individuals are often from birth put into institutions and never endure a real life out of the walls of confinement. This project is a discussion into the inhuman and abusive treatment of many children, orphans in many cases and adults throughout the world’s institutions, and why this treatment occurs or if it there are plans to change it. Territory: Disability and Segregation. Object: The treatment of disabled people within institution in contemporary society. Concepts: Segregation and violation of human rights. Change: The treatment of mentally and physically disabled people changed over time from the ‘houses of confinement’ and the ‘birth of the asylum’. Thinkers: Michael Foucault- The history of madness, John Locke – Human rights and equality, Peter Singer – Equality and discrimination

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2009 Abstracts Stage 2

The Student Search for the Sacred: a Study into Bataillean Transgression and Time-Wasting Amongst Newcastle Undergraduates

For George Bataille, human beings have a natural desire to both create and destroy. This dualism can be considered a balance of time spent productively and time wasted. Modern Capitalist culture gives less room than ever for destruction and time‐wasting. As a result of this, the modern human being finds strange new ways to accommodate his desire to transgress the social dogma of spending time usefully. Could binge drinking and drug abuse be examples of such transgression? The Newcastle undergraduate, newly expected to manage his time effectively, is a fascinating example to study under the Bataillean spotlight. My Stage 2 Project shall take the concepts of radical French thinker George Bataille, and assess to what extent his theory can account for alcohol and drug abuse within Newcastle University students. This aspect of student behaviour will be examined under the Bataillean spotlight of transgression and taboos.

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2009 Abstracts Stage 2

The Pursuit of Happiness

Territory – Happiness Object – The search, relativity and morality of the emotion Concepts – ethics, relativity, utilitarianism and materialism Thinkers – Montaigne, Plato and Schopenhauer

The search for happiness seems to be a part of the human condition. It is a sometimes selfish, ambition that the human race, and western world culture specifically, feels is owed to them.

-What are the pre-requisites of happiness?
-Is it natural?
-Is happiness relative, i.e.: can the poor be as happy as the rich? Can the unintelligent be as happy and the intelligent?
– Is Schopenhauer’s pessimistic view of the possibility of happiness understandable?
– Does money and material gain lead to happiness or is it merely a superficial façade?
-Is it essential?

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2009 Abstracts Stage 2

The Truth Behind the Jonestown Massacre – Insight into the Character of Jim Jones in Light of Bataille’s Thought

Territory: In the autumn of 1978 in a rural area of Guyana, South America, a tragic event occurred, making headlines and remaining in the minds of many for years to come. A religious leader known as Rev. Jim Jones orchestrated a mass ‘suicide’ of over 900 people in a remote area known as Jonestown. Aims: To uncover the truth behind such an unusual event and really focus my attention upon the character of Jim Jones to see what led him to such an unfortunate end. I shall aim to do this by looking at the works of George Bataille. I intend to unmask not only the character of Jim Jones’ character and his followers, but also that of Bataille. I shall focus on Bataille’s own thought to see how it sheds light on the Jonestown massacre. Concepts: Bataille’s notion of homogeneity versus heterogeneity. Bataille’s views on religion in relation to Jim Jones’. Bataille’s on fascism versus Jones’ on socialism Georges Bataille versus Jim Jones. Research: Bataille: Visions of Excess, Gemerchak, The Sunday of the Negative, Tim Reiterman, Raven-The untold story of the People’s Temple.

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2009 Abstracts Stage 3

How Far do we have to Travel before we ‘Find Ourselves’?

When discussing travelling, it is very common for people to say they are going to ‘find themselves’, this idea has inspired me to philosophically explore the extent to which we discover more about ourselves when we go travelling. To supplement my discussion I have drawn upon my own experiences of travelling, especially my recent University Exchange trip to the University of Vermont, America.

One of the books I have studied is “The Art of Travel” by Alain de Botton, he explains several aspects of travelling such as the curiosity and expectations we have of somewhere and the feeling of surprise or disappointment we get when we arrive. He also finds interest in the ways we travel, such as the mystery of aeroplanes flying, or the “poetry” of a service station on the M25. He suggests that the reason we travel and have a desire to wander the earth without reference to a particular destination, is because we want to escape the confinement of the ordinary, rooted world.

To accompany Alain De Botton’s theory, I’ve also had a look at Sartre’s phenomenology, as he argues that our consciousness constructs our ego. He explains that our experiences are transparent and are shaped by the state we are in and our disposition at the time. The ego is the last factor in our consciousness, and we only really acknowledge it when we reflect on things.

This means that essentially our consciousness is really free, and I think this is the key to understanding how and why our experiences change us. New experiences challenge our preconceptions about things, and therefore affect our ego. Sartre explains that a conception of something is given as a whole idea, where as when we perceive something it is given in profiles, it is broken down into individual aspects. If you apply this to travelling, we can have a conception of a place, and a general idea of what it might be like, but when we arrive we are often surprised by the many different things we observe. As our understanding of a place changes, our perception of ourselves changes too.

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2009 Abstracts Stage 3

Zeitgeist: Addendum

Supporting the Zeitgeist movement is the ‘Venus Project’ which is becoming increasingly popular with online circles and demonstrates the flaws of capitalism and the ways in which we can use new technology to rebuild society and make humanity more efficient. Many people are labelling the Zeitgeist movement as the new Marxist movement with many different stances providing various angles on the whole concept. Essentially I am examining Zeitgeist Addendum and the Venus Project, and then will compare and contrast this with the works of Marx, mainly concentrating on his anti-capitalism views. I want to determine how similar the work of Marx is to that of Peter Joseph and make a decision as to whether this is a good idea or bad in the way it could be highly improbable with undertones of communism. I will also explore the similarities of Zeitgeist to the work of Adorno, which stresses how the late capitalist society is deceptive in its nature.

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2009 Abstracts Stage 2

In 2009: Can the Pen be Mightier than the Sword?

During the course of this project my main objectives are to explore the purpose of war throughout history, to assess what can make war morally justifiable, man’s natural tendencies towards violence and to explore the place of war within modern society with policing factions such as NATO and nuclear deterrents. The main question asked within this essay is: with man’s natural disposition for violence, can the pen EVER be mightier than the sword?

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2009 Abstracts Stage 2

Addiction in Society: Genetics, Society or the Individual

Since Sotheby’s auction house opened in 1744, the art market has grown and now sells pieces for millions of dollars every day. My project explores the societal and technological changes which have occurred throughout modernity to understand why paintings like The Scream were bought for over $119 million.

Commodity fetishism and the global art market
Using Marx’s exploration of capitalism I focused on what constitutes a commodity and how art has been fetishized. I then incorporated Vattimo’s use of telematics and globalised media to demonstrate capitalisms more recent developments; this enabled me to discuss the role paintings have played in a global billion dollar market. In contrast I also looked back to 15th century artists, to understand if art has become a commodity only with the advent of capitalism and technology.

Mechanical technology and mass production
I used Benjamin’s philosophy of mechanical reproducibility to highlight the importance of technological advancement, especially that of mass reproduction, in selling the image of a work enabling fame and exposure to a wider market.

I also looked to how these factors of the current market affected the minds and work of artists themselves using the philosophy of Andy Warhol, and the artwork of Damien Hurst, Warhol himself, and Julian Opie. All of these artists demonstrated the drive of a capitalist mind-set, have benefited from global exposure, and produce pieces using technology invented in a postmodern age such as laser printing and spinning. My goal was to ultimately demonstrate that the market has changed both the nature of the art which is produced and opened the art world up to everyone on a global scale.

Internally replicable model of the art market
Mass reproduction of famous classical/modern works (such as The Scream and No.1)
Original work becomes more valuable as its image and fame is spread over a global market (both sold for millions)

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2009 Abstracts Stage 2

Acting-analysis: “Emotional Memory” as a Theatrical Interpretation of Psychoanalysis

In my project, I will examine the process of acting, and the emotional experience of becoming a character. Physically looking the part is very different to mentally becoming the part. Stanislavski’s ‘Emotional Memory’ encourages an actor to recall their own memories in order to create a realistic interpretation of a role. Therefore, one must remove themselves from their ‘true self’ in order to create a ‘new self’. From this, I believe an actor must consciously explore their subconscious. Therefore, this concept can be associated with Freud’s examination of the human psyche. Thus, I will compare Emotional Memory with Psychoanalysis. Like actors, Freud’s patients must explore their unconscious. I will examine Psychoanalysis, whereby the relationship between the patient and analyst is crucial for an effective treatment. From this, I will examine ‘free association’ and ‘unconscious formations’: both central features of this Freudian system, aiding the patient on a laborious journey of recovery. Whether in theatre or film, I believe there is a danger in acting. One must be extremely careful in adapting their mentality when becoming a character, in order to remain secure in their ‘true self’. Occasionally, an actor’s addiction to his role can become detrimental, as seen through Heath Ledger’s tragic death in 2008. It is argued that the extreme depth of his role of The Joker in The Dark Knight, combined with his perfect interpretation, led him towards self-destruction. Through acting, one must Psychoanalyse your ‘own self’, when creating a ‘new self’. However, one must be consciously aware of the complexity of the process, and thus intentionally maintain your own mentality.

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2009 Abstracts Stage 3

Public versus Private: ‘the Abolition of Man’

The project will focus on the dis-unified status of truth, fractured worldviews and the public versus private debate; all of which are working against any conception of a holistic worldview. During the process of Secularisation of the West, a sharp divide has emerged between the private and the public sphere, determining the boundary lines of those things in the private sphere limiting them to the private life and allowing those in the public sphere to have full reign. This revolution started in academia and its growth has been so subtle yet thorough that it is now a core belief, not just of the academic world, but deeply engrained into the mind of every Western citizen…

1. John Rawls’ Justice as Fairness: Political not Metaphysical “…open mindedness, not conviction is the mark of a good liberal citizen.” The modern liberal’s faith in the primacy of reason and commitment to neutrality means that, direct appeals to religious belief in the public square are impermissible since they do not accord with Rawls’ public reason.

2. Fact versus Value Assumption: reliable knowledge comes only from the realm of scientific facts, which are objective, rational, value-free and neutral. Then there’s realm of values which may be personally meaningful or part of our cultural tradition, but they have no intellectual content.

3. Truth: The Gatekeeper Religion no longer has a seat at the table of public discourse. “The most powerful gatekeeper is not a group of people, but in the realm of ideas: It is the dominant definition of truth;” What is today’s definition of truth? Truth is split into two separate and contradictory categories.

4. Secularism: A Neutral State? “[It is] quixotic, in any event, to attempt to construct an airtight barrier between religiously grounded moral discourse…and [secular] discourse in public political argument” Does liberalism provide a neutral framework? Is the secular state neutral? Or does it too carry underlying philosophical assumptions?

5. Historical Roots Tracing back where this thinking began; Plato’s twofold view of the world; Augustine’s ‘Two Cities’ and the Church Fathers; St Aquinas’ nature-grace tension; the rediscovery of Aristotle, then the effects of the Renaissance, the Protestant Reformation, the Enlightenment and finally the rise of Darwinism.

6. Necessary Illusions, Convenient Falsehoods What are the effects on the modern self? “A human being is simultaneously a machine and a sentient free agent, depending on the purposes of the discussion.” The self is forced to affirm ideals like freedom despite it not ‘fitting’ in their worldview. Can a unified and holistic status of truth be recovered?

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2009 Abstracts Stage 3

Genealogy, Power and War: Death from Inside

That which mankind has called war throughout the ages has become a very different phenomenon to what it once was; in our day and age we find ourselves part of a world continuously in conflict, but the very fact that we know this is due to the scope and depth of the information which has been compiled and disseminated by the media. This project will focus on how war, and in particular the very nature of our understanding and views governing it, has been inexorably changed with the advent of advanced information technologies. Paying specific attention to the means of its dissemination and the techniques and methods involved in this process, I will discuss how information, the very stuff of which our truths and ideas are composed of, and its constant manipulation not only affect our views on war and the societies which it involves, but also those of the entirety of our working geopolitical structure. I will focus mainly on late-twentieth to early twenty-first century U.S. warfare, explaining certain practices and decisions implemented by Americans as a whole, keeping these in line with the aims and context of my inquiry. I have chosen to apply Foucault’s ideas on genealogy as the central methodology upon which this inquiry will be constructed as I believe it to be not only pertinent and applicable to the subject matter, but more rigorous and conducive to the production of truth necessary to its competent investigation than any traditional historical method. Although I deviate slightly from the “traditional” foucaultian understanding of genealogy, choosing to rely heavily on statistics gathered through the process of polling and information distributed through newspaper, journal, and magazine articles instead of using mainly primary accounts, I believe my adaptation to his methodology to both ground my study in the temporal contexts which I analyze and complement my work and its search for interruptions within the context of political history, war, and technology. I will also draw heavily upon other concepts previously explored by Foucault to better explain my own views, with specific attention paid to the natures of truth and power; I will then adapt these ideas in such a manner as to allow for further elaboration of certain ideas essential to the development of my thesis which I will address later on in this work. In order to achieve a more in-depth understanding of the subject, I will juxtapose the philosophy of power and right of Thomas Hobbes, the ideas of which I argue to be outdated and now completely at odds with the realities of modern global, and especially American, politics, against that of Paul Virilio; a large portion of this investigation will deal with some of the more prominent ideas ascribed to this contemporary thinker, as I will seek to explain parts of his analysis of the first Gulf War through an inquiry of the media’s effect on the American, and indeed global, populace within this context. I will then conclude by condensing different aspects of both Foucault’s and Virilio’s theories into a single, working thesis.

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2009 Abstracts Stage 3

Carrying the Burden: what Motivates People to Help Others?

Object: Surrogacy. Territory: Human Motivations. Why do surrogates bear children for other women? Is it due to the desire to help childless couples, or is it for financial compensation? Is this an important distinction?  
Philosophical Theories: 
• Mill’s Utilitarianism: Is human motivation important if  the greatest good for the greatest number is achieved?   
• Kant Theory of Moral Motivation: One must act  according to duty. One should not be acting for reward  or merit.   
• MacIntyre’s Dependent Rational Animals: It is not possible to differentiate between altruistic and  egotistical acts. The family bond is greater than any  other motivation. 
Conclusion:  It is not possible to provide a  theory to explain all human  motivation. Every human is different and therefore every motivation must be viewed independently.

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2009 Abstracts Stage 3

A Philosophical Enquiry into the Class Differences of Social Deviance and its Links to Philosophy

Aim of project – form an enquiry into the idea of social deviance, focussing particularly on how it differs depending upon the social group and why it seems to be more prevalent in the working classes. I will look to give possible explanations of social deviance based upon the philosophical thought I am going to look at. • General idea of deviance – any act which goes against the social norms or laws of a particular society. • Common explanation found for the greater prevalence of deviance in lower working class groups – harder for the individuals in the lower classes to fulfil their potential in society. This leads to feelings of frustration, which can lead to social deviance • This links into the ideas of Marx, and his ideas on class struggle, and how the lower class, or proletariat are the powerless people in society, which leads to feelings of resentment and frustration and may lead to certain antisocial behaviours – this class struggle will ultimately lead to what would be considered deviance as he suggests that a social revolution will occur • Work done with Engels on the family – microcosm of larger society showing negative side of society • PHILOSOPHY – Sartre – ‘Red mist’ showing the connection between mans subconscious and violence and idea that man is completely free to be whatever he wants to be SO man is free to act in a totally socially deviant manner, however it is one’s own responsibility to act in this way • “Being and Nothingness” – conflict is central to all human relationships

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2009 Abstracts Stage 3

Are we Naturally Self-Seeking Individuals, or does Society make us that Way?

Territory: My Territory is the Credit Crunch, from which I am looking into whether humans, as a race, are naturally self seeking individuals, or whether society impacts and influences us, making us this way. Concepts: The two concepts that I have chosen to analyse and examine are Thomas Hobbes’s theory of self seeking individuals within the State of Nature, with Charles Taylor and Friedrich Nietzsche’s theories of social philosophy. Our current economic climate created for me many questions about how we were able to get into the financial mess that we have. So I chose to investigate how and why consumers have become obsessed by materialistic possession, to the extreme extent that they are prepared to get into debt because of it. I believe that our recent economic crisis has arisen due to consumer spending and the change in political power. Therefore I began my project by comparing and analyzing the change in governmental power over the last 30 years, whilst researching the causes and effects of the credit crunch – because I feel that these two issues are interrelated – in the hope that I was able to find a correlation between the election of a new political power and the change in societies spending habits that led to the credit crunch. To support this belief I firstly looked at Charles Taylor, who believes that identity is socially constructed and dependent. This combined with Nietzsche, who saw the self as becoming and forever changing, supports my theory that society, trends and governmental power impacts individuals actions, which I have taken to include spending habits. To oppose this argument I analysed Thomas Hobbes who believes that individuals are naturally, selfish and competitive, because each only seeks to preserve and to strengthen themselves. I have advanced this theory to support the idea that humans are still selfish and competitive today, so what someone else has, they want. It is our new survival technique. Conclusion: I have concluded that society is now a combination of the two. Evolving as a species we have brought our selfish and competitive nature with us, which I believe has been propelled by societies, governments and trends to cause buying to become our modern day method of self preservation. Key Philosophical Source: Hobbes, Thomas (1985) Leviathan; Taylor, Charles (1989) Sources of The Self, The Making of the Modern Identity; Nehamas, Alexander (1985) Nietzsche, Life as Literature

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2009 Abstracts Stage 3

Witches – what the Concept Shows about the Apparent ‘Progression’ of Rationality

Object: Witches. Setting: 16th/17th century Europe, the height of the witch persecutions. Context: Rationality. How it is irrational to believe in witchcraft now, yet it was perfectly rational just a few hundred years ago. Aim: The aim of my project is to investigate the concept of the progressiveness of rationality; whether we can ever say that our rationality, and what is logical, is getting more sophisticated, and more correspondent to the truth. Whether we can say that our current denial of the physical reality of witchcraft is more superior to the 16th century affirmation of it. Method: In my project, I have first examined the ‘witch craze’ in detail, considering some significant points it highlights on the concept of progressive rationality. I have then examined philosophical opinions to support my findings. Philosophers: The main philosophers I have used are Kuhn and Foucault, who do not think a linear progression of rationality is possible. I have also looked at Lyotard and Kant, who do think progression occurs.

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2009 Abstracts Stage 2

The Silent Woman. A Philosophical Study into the Relative Equality Between Men and Women from the 18th Century to the Present Day

The traditional application of philosophy is intrinsically tied to a set of values, methods and self definitions which excluded women. Because philosophical works attributed to women have been devalued and therefore not included in recognized works, the traditional history of philosophy is a history of men’s ideas. Womanless history, however, is a distortion of the past which serves to justify the status quo, women philosophers are challenging mainstream philosophy to cease evaluating itself according to the standards set by men.

The aim of my investigation is to determine whether Feminism would ever have been necessary if the philosophical works of women were given any credit. I intend to look into the social theories of Rousseau, Locke and Hume. These thinkers preached the idea of equality, yet is there any correlation in the fact when writing of the collective they term it ‘man’? I intend to study the role of women and how if any Feminism has altered this view.

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2009 Abstracts Stage 2

The Problematic Case of Alchemy: Science or Superstition?

The project is driven by the intuition that in the modern age there is a conflict between science and religion. This conflict/ value distinction is proved problematic; in which domain does alchemy lie? Context: Alchemy as a historically changing concept. Thinkers: Kant, Hegel, Kuhn. Change/ Contrast: Historical contrast between our views/ intuitions of alchemy, science and religion respectively; from the Ancient world view, to the Enlightenment and the Modern age. – Why is there a value distinction between the two? Alchemy defies this hierarchy. – Can science and religion reconcile their positions?

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2009 Abstracts Stage 3

The End of an Era? Modern Culture in an Age of Apathy

Project Aims: To investigate the evolution of apathy  and the changing attitudes toward it over time –  from the Stoics to modern culture. Has an era  ended? Was the era of positivity towards apathy  correct, or modernity’s negative opinion?  What  does it mean to be individual today? 

Object: Apathy 

Concepts: Politics, Social development, the Culture  Industry, the Last Man, the Other. 
 
Change/contrast:  historical contrast between  the Stoics, the Christian  theologians and modern society  

Thinkers: Adorno, Nietzsche, Levinas 
Adorno – the Culture Industry as a cause 
Nietzsche – overcoming the Last Man 
Levinas – Do we need to focus upon something ‘Other’ than  ourselves to overcome our apathetic age?