The Elusive Subject of Neo-Liberalism

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THE ELUSIVE SUBJECTS OF NEO-
LIBERALISM
Cl i ve Bar net t , Ni ck Cl ar ke, Paul Cl oke & Al i ce Mal pass
Avai l abl e onl i ne: 15 Sep 2008
To ci t e t hi s art i cl e: Cl i ve Bar net t , Ni ck Cl ar ke, Paul Cl oke & Al i ce Mal pass ( 2008) : THE
ELUSIVE SUBJECTS OF NEO- LIBERALISM, Cul t ur al St udi es, 22: 5, 624- 653
To l i nk t o t hi s art i cl e: ht t p: / / dx. doi . or g/ 10. 1080/ 09502380802245902
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Clive Barnett, Nick Clarke,
Paul Cloke & Alice Malpass
THE ELUSIVE SUBJECTS OF
NEO-LIBERALISM
Beyondtheanalytics of governmentality
This paper assesses the degree to which conceptualizations of neo-liberal
governance and advanced liberal governmentality can throw light on contemporary
transformations in the practices and politics of consumption. It detours through
theories of governmentality, stories about consumption and shopping, and different
variations on what we can learn from Foucault. We explore the degree to which
aspects of Foucaults discussions of government and ethics can be put to work
methodologically without necessarily buying into fully systematized theories of
governmentality that have been built around them. The idea that organizations
and networks might share rationalities through which they problematize and seek
to intervene in specified areas of social life seems worth pursuing. So too does the
notion of various modes of ethical problematization through which people come to
take their own activities as requiring moral reflection. In neither case, however,
can the analytics of governmentality provide a coherent theoretical account of how
political processes of rule and administration work, or indeed of how they connect
up with cultural processes of self-formation and subjectivity.
Keywords govc::uc:tlit,, co:suutio:, :coli|c:lisu,
su||cctivit,, ct|icl :o|lcutiztio:
Neo-liberal subjects?
l: :ccc:t :csc:c| i: cultu:l stucics :c t|c socil scic:ccs, t|c:c |s |cc:
s|iit tow:cs usi:g louculci: t|co:ics oi govc::uc:tlit, to s|o:c u :co
\:xi: t|co:ics oi :coli|c:l govc:::cc I|is uovc is :cso:sc to
scciiic co:cctul :c cui:icl :o|lcu t|t |u:ts \:xi: t|co:iztio:s oi
:coli|c:lisu :c :coli|c:liztio: : t|c o:c |:c, :coli|c:lisu is
:c:tl, co|c:c:t, u:osivc :og:uuc oi sociocco:ouic :c oliticl
t::sio:utio: ;cg l:vc, !00., : t|c ot|c: |:c, t|c :otio: oi
|cgcuo:ic :og:uuc gc:c:tcs t|c qucstio: oi |ow tocow: i:ititivcs to
Cultural Studies Vol. 22, No. 5 September 2008, pp. 624653
ISSN 0950-2386 print/ISSN 1466-4348 online 2008 Taylor & Francis
http://www.tandf.co.uk/journals DOI: 10.1080/09502380802245902
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:coli|c:lizc cco:ouics, i:stitutio:s, o: sccs ctull, wo:| out i:
:cticc I|is is w|c:c :otio:s oi govc::uc:tlit, couc i: |:c,, wit| t|ci:
iocus o: t|c oliticl :tio:litics w|ic| t:, to s|c t|c co:cuct oi i:civiculs
:c oultio:s to t|ci: ow: u:oscs I|c co:vc:gc:cc |ctwcc: t|c \:xi:
:::tivc oi :coli|c:lisu :c louculci: t|co:ics oi cv:ccc li|c:lisu is
tc:ttivc :c u:cs, to |c su:c ;scc l:sc: !00!, l::c: s Wltc:s !00+,
lcu|c !00!, !00!, lt :csts o: :ticul: i:ui:g oi |ow t|csc two
:oc|cs c: |c cou|i:cc i:to co|c:c:t socil t|co:, oi co:tcuo::,
t::sio:utio:s t|c \:xi: ccou:t oi oliticl cco:ouic t::sio:utio: :c
sttc :cst:uctu:i:g is co:sicc:cc |:ocl, ccqutc ccsc:itio: oi uc:olcvcl
tc:cc:cics, w|t is lso :c:tl, :ccccc is : ccou:t oi |ow t|csc uc:o
lcvcl :occsscs :c co::cctcc to uic:olcvcl :occss oi su||cctio:utio: lt
is i:ou t|is i:ui:g oi t|c couliuc:t:, st:c:gt|s oi t|csc two :oc|cs
t|t ilou:is|i:g :c oi :csc:c| o: :coli|c:l su||cctivitics |s cuc:gcc
I|is wo:| |uilcs o: t|c :guuc:t t|t u:cc:st:ci:gs oi political-economic
t::sio:utio:s :ccc to |c sulcuc:tcc |, : u:cc:st:ci:g oi t|c bio-
political c,:uics oi u:|ctuccitcc su||cct io:utio: ;cg :|c !00o,
Wtts !00!, kcsc:c| o: :coli|c:l su||cctivitics :csuoscs s its st:ti:g
oi:t t|t :og:uucs oi :coli|c:l :ulc u:iolc |, scc|i:g to sccu:c
s,:c:gics |ctwcc: t|ci: o||cctivcs :c t|c uotivtio:s :c icc:tiiictio:s oi
i:civiculs li t|c:c is suc| t|i:g s :coli|c:lisu, t|c: it is ssuucc t|t
t|c:c uust lso |c lots oi :coli|c:l su||ccts |ci:g |ilcc, uo:c o: lcss
succcssiull,, to o:cc: ;cg lo:ci !00., Go|:i|scl s \itc|cll !00.,
Wl|c:ci:c !00.,
kcsc:c| o: :coli|c:l su||cctivitics c:ws sustc::cc i:ou two
cisti:ctivc method-effects t|:oug| w|ic| loucults iccs :c i:st:uuc:tlizcc
to |olstc: t|c :::tivc oi :coli|c:liztio: li:stl,, t|c ssuutio: t|t :co
li|c:lisu |s guici:g su||cct, i: t|c io:u oi t|c iu:ctio:l i:tc:csts oi
citl, is cui:icll, vlictcc |, :ccou:sc to loosc io:u oi ciscou:sc
:l,sis, i: w|ic| olic, cocuuc:ts o: i:tc:vicws wit| clitcs :c i:tc::ctcc
s cisclosi:g ovc::c|i:g oliticl :tio:litics o: |cgcuo:ic :og:uucs
cco:cl,, it is lso ssuucc t|t t|csc i:tc:tio:s c: o:l, coucoii, o: i:cccc
|c :csistcc, i: so i: s t|c, iu to |:i:g i:to cxistc:cc v:ious io:us oi :co
li|c:l su||cct louculci: :otio:s oi govc::uc:tlit, :c |ioolitics :ovicc
uct|ocologicl ccviccs t|:oug| w|ic| t|c u|licl, o|sc:v|lc :tio:litics,
:occcu:cs :c tcc|:iqucs oi sttc :c :o:sttc cto:s c: |c :cc s :oxics
io: :occsscs oi su||cctio:utio: I|csc two uct|occiiccts ccii:c
co:cctul scc c|:ctc:izcc |, s|:cc ii u:c|:owlccgcc iu:ctio:lisu
cc: i:ou t|c c:scctivc oi govc::uc:tlit, ;l::c: !000,, :coli|c:lisu is
:ow :outi:cl, :csc:tcc s ciscou:sc t|t co:stitutcs :cticcs, i:stitutio:s
:c icc:titics \c:o:occsscs oi :coli|c:l govc:::cc :c :csuucc
to |c uccitcc t|:oug| uic:o:occsscs oi clcultio:, :cgultio:, :c
THE EL USI VE SUBJ ECTS OF NEO- L I BERAL I SM 6 2 5
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su||cctiiictio: i: io:uul t|t |c:s : u:c::, :cscu|l:cc to Alt|ussc:i:
ccou:ts oi iccologicl i:tc:clltio:
Wc w:t to qucstio: w|ct|c: :coli|c:lisu is co|c:c:t, ambitious
:og:uuc oi :ulc, :c w|ct|c: it cocs iu to cxtc:c itscli |, |:i:gi:g i:to
cxistc:cc iull,io:ucc :coli|c:l su||ccts Wc u:suc t|is li:c oi qucstio:i:g
|, s|i:g souc qucstio:s |out t|c co:tcuo::, olitics oi co:suutio: :c
co:suuc:isu Wc will ilcs| out t|c :guuc:t t|t |, c:si:g i:ou vicw w|t
,c: ;!00., .1!, clls l, :o:utivit,, t|c louculci: :l,tics oi
govc::uc:tlit, c::ot ctull, ccou:t io: t|c su||cctciiccts it sc:i|cs to
govc::uc:tl :tio:litics, :c t|c:cio:c c::ot uguc:t iu:ctio:list
:::tivcs oi :coli|c:liztio: i: t|c w,s t|t is oitc: cliucc
The responsibilization of the consumer
:c oi loucults uost :cso::t iccs is t|t owc: wo:|s :ot ;o:l,,
t|:oug| t|c :cst:ictio: oi li|c:t, o: i:cccou, |ut ositivcl,, |, c:|li:g
cc:ti: so:ts oi ctio: |, su||ccts l: tc:us oi t|c :l,sis oi co:tcuo::,
ttc::s oi u:|cto:ic:tcc govc:::cc :co: govc::uc:tlit,, t|is s|iits
ttc:tio: o:to t|c w,s i: w|ic| v:ious olic, i:ititivcs scc| to govc:: t|c
c:icious vi:tuc oi i:cc i:civiculs ;:cwu: !00o, lolic, i:tc:vc:tio:s :c
i:c:csi:gl, :cccii:cc i: tc:us oi s|:cc logic oi :cso:si|ilit,, i: w|ic|
t|c g:ctc: i:cccou sc:i|cc to i:civiculs s co:suuc:s i: u:|cts io: goocs
:c sc:viccs :cccs to |c |l:ccc |, ciio:ts to i:still i: t|cu g:ctc: co:cc::
to loo| out io: t|ci: ow: gooc ;i: tc:us oi |clt|, cict, ccuctio:, o: sccu:it,,
:c io: v:ious collcctivc goocs s wcll ;suc| s c:vi:o:uc:tl co:sc:vtio:,
glo|l ovc:t,, cliutc c|:gc, lt is lcss oitc: c|:owlccgcc t|t t|is
:cso:si|iliztio: oi t|c socil iiclc is :ot o:l, t|c wo:| oi sttcs,
govc::uc:ts :c olic,u|c:s lc, cto:s |c:c i:clucc citl ;i: t|c
io:u oi co:o:tc socil :cso:si|ilit, i:ititivcs, io: cxulc,, |ut lso
w|olc ::gc oi :o:sttc cto:s suc| s c|:itics, :o:govc::uc:tl
o:g:iztio:s ;:Gs, :c cuig: g:ous I|c:c is :o si:glc logic u:iolci:g
|c:c, |ut :t|c: sct oi ovc:li:g :og:uucs :c i:tc:csts ;l::c: et al.
!00.,
I|c iiclc oi co:suutio: |s |ccouc cc:t:l to t|is cisc:scc :occss oi
:cso:si|iliztio: :i|ols kosc :gucs t|t t|is s|iit is cu|lcutic oi
t|o:oug|goi:g :co:cc:i:g oi t|c w,s i: w|ic| oliticl :ulc is cxc:ciscc u:cc:
cv:ccc li|c:lisu, s|iit i:ou govc::i:g t|:oug| socict, to govc::i:g
t|:oug| i:civiculs ccitics io: scli:cliztio: loliticl :tio:litics oi
cv:ccc li|c:lisu :c :ow c|:ctc:izcc |, i:civiculs :c lu:litics
s|cc :ot |, t|c citizc:io:ui:g ccviccs oi c|u:c|, sc|ool :c u|lic
|:occsti:g, |ut |, couuc:cil co:suutio: :cgiucs :c t|c olitics oi
liicst,lc, t|c i:civicul icc:tiiicc |, llcgi:cc wit| o:c oi lu:lit, oi
6 2 6 CULTURAL STUDI ES
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cultu:l couuu:itics ;kosc 1---, +o, I|is s|iit |s lcc to t|c sutu:i:g
togct|c: oi t|c sttus oi citizc:s|i wit| t|c civc:sc :olcs oi |ci:g co:suuc:
Acv:ccc li|c:l io:us oi govc::uc:t t|us :cst, i: :cw w,s, uo: t|c
ctivtio: oi t|c owc: oi t|c citizc: itizc:s|i is :o lo:gc: :iu:il,
:clizcc i: :cltio: wit| t|c sttc, o: i: si:glc u|lic s|c:c, |ut i:
v:ict, oi :ivtc, co:o:tc :c qusiu|lic :cticcs i:ou wo:|i:g to
s|oi:g
;kosc 1---, 1oo,
I|c :cw oliticl su||cctivitics cuc:gc:t i:ou t|c :ci:ui:g oi citizc:s|i i:
t|is w, :c, kosc co:ti:ucs, li:|cc to :cw :cticcs oi icc:tit,io:utio:
I|csc iusc t|c iu oi u:uictu:c:s to scll :ocucts :c i:c:csc u:|ct
s|:c wit| t|c icc:tit, cxc:iuc:ts oi co:suuc:s I|c, :c uccitcc |,
|ig|l, ccvclocc tcc|:iqucs oi u:|ct :csc:c| :c ii:cl, cli|:tcc
ttcuts to scguc:t :c t:gct scciiic co:suuc: u:|cts Acvc:tisi:g
iugcs :c tclcvisio: :og:uucs i:tc:c:ct:tc i: t|c :ouulgtio: oi
iugcs oi liicst,lc, :::tivcs oi icc:tit, c|oicc :c t|c |ig|lig|ti:g oi t|c
ct|icl sccts oi coti:g o:c o: ot|c: w, oi co:cucti:g o:cs liic
;kosc 1---, 1,
A:c ll t|is uou:ts to :cw ||itt oi su||cctiiictio:, o:c c|:ctc:izcc |,
t|c |clici t|t i:civiculs c: s|c : uto:ouous icc:tit, io: t|cusclvcs
t|:oug| c|oiccs i: tstc, uusic, goocs, st,lcs :c ||its ;kosc 1---, 1,
koscs ccou:t oi cv:ccc li|c:lisus sutu:i:g togct|c: oi citizc: :c
co:suuc: iulics s|iit tow:cs uo:c ct|icl uocc oi citizc:s|i :cticc
:c icc:tit,io:utio: lt|icl |c:c :cic:s to t|c ctivc s|i:g oi livcs i:
:cltio: to i:civiculs ow: sc:sc oi iuliiluc:t, :t|c: t|: |, :cic:c:cc to
uoccls oi citizc:s|i i: w|ic| o|ligtio: :c :csc:itio: :c t|c coui::t
:cgistc:s oi su||cctio:utio: l: so i: s t|c:c is co:tcuo::, t:c:c io:
t|c olitics oi consumption to |c :ticultcc t|:oug| v:ious uoccs oi ct|icl
:o|lcutiztio:, w|c:c|, colc :c cxcctcc to t:ct t|ci: co:cuct s
consumers s su||cct to ll so:ts oi uo:l i:|u:ctio:s, t|c: koscs ccou:t oc:s
u otc:till, c:ctivc gc:c io: :csc:c| o: citizc:s|i :c co:suutio:
\o|ilizi:g t|c co:suuc: uig|t wcll |vc |ccouc |c, scct oi cu::c:t
:tio:litics oi oliticl :ulc ;\illc: s kosc 1--, li t|is is t|c csc, w|t t|is
:oc| iulics is t|t wc s|oulc voic siul, |cuo:i:g t|c cct| oi
citizc:s|i :c t|c cclisc oi u|lic vi:tuc i: t|c icc oi ccious
co:suuc:isu As kosc c|:owlccgcs, govc::i:g t|:oug| citizc:s|i is
i:|c:c:tl, :is|,, i: so i: s t|c |c:c:s oi citizc:s|i sttus :c lw,s li|cl,
to :ci:tc::ct sc:i|cc :ig|ts :c u|c cou:tc:clius gi:st t|osc cto:s to
w|osc ut|o:it, t|c, :c su||cctcc I|is i:cctc:ui:c, is o:l, li|cl, to |c
cxcc:|tcc w|c: citizc: gcts :ticultcc wit| co:suuc: s :cvlc:t
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:cgistc: oi su||cctio:utio: Wc c: cxcct, t|c:, t|t co:suutio: is li|cl,
to |c iiclc oi i:tc:sc co:tcsttio: |ctwcc: coucti:g :tio:litics oi t|c
i:ccu:|ct, oi :ig|ts :c :ticitio:, :c |ot| t|c |cco:istic :c c:i:g
ciuc:sio:s oi cvc:,c, co:suuc: :cticc
l: w|t iollows, wc iocus :ot o: t|c cui:icl qucstio: oi w|ct|c: :c
|ow t|csc :tio:litics l, out o: t|c g:ou:c ;ci l:|c !00+, 01,
I|is woulc co:cccc too uuc| to t|c :cvlc:t :c:citio: oi govc::uc:tlit,
:c its cclo,uc:t to |olstc: oliticlcco:ouic ccou:ts oi :coli|c:lisu l:
t|c :cxt scctio: wc w:t stc |c| i:ou co:suutio: per se, :c s| |ow t|c
iuu:c:cc oi co:tcsttio: to oliticl :tio:litics :c tcc|:iqucs oi govc::i:g
is t|co:izcc i:ou t|is louculci: c:scctivc low is t|c ossi|ilit, oi
:o|ccts not coui:goii s i:tc:ccc llowcc io: i: t|is :cigu I|is
louculci: :oc| t|co:izcs t|is ossi|ilit, i: suc| w, t|t oliticl
ctio: c: o:l, |c t|co:izcc i: tc:us oi :cctivc |c|viou:, ic it is only ever
recognizable as resistance o, w|ilc t|c couli:g oi govc::uc:tlit, to
G:usci: sttc t|co:, |s cc:ti:l, |cc: : occsio: io: uo:c sc:ious
co:sicc:tio: oi t|c v:i|lc t:|ccto:ics oi :occsscs oi :coli|c:liztio:
;l::c: !00!,, t|c sc:sc oi ciiic:c:cc i:|cctcc i:to :::tivcs oi :co
li|c:liztio: t|:oug| t|c tu:: to govc::uc:tlit, still cc:ivcs i:ou s|:cc
ssuutio: t|t t|c c,:uic oi oliticl :occsscs is i:ititcc i:ou t|c to
cow: l:tl, |ccusc oi t|c ciscili::, iocus oi so uuc| wo:| o: t|is toic,
t|c :l,tics oi govc::uc:tlit, |s couc to |c :csolutcl, olic,cc:t:ic
:oc| to u:cc:st:ci:g sociocultu:l c|:gc lvc:,c, liic :c socil
:cltio:s :c :ccuccc to :csicul ciiccts oi i:ititivcs cu:ti:g i:ou
cisc:scc, |ut :cvc:t|clcss co|c:c:t co:cc:t:tio:s oi ut|o:it, I|c socil
is ccii:cc s iu:cuc:tll, re-active iiclc, :t|c: t|: o:c i:ou w|c:c
c,:uics oi sociocultu:l c|:gc uig|t ctull, cuc:gc I|is cocs :ot o:l,
uisco:st:uc t|c civc:sc uoccs oi oliticl ctio: t|t uig|t |c ossi|lc to
u:suc t|:oug| :cticcs oi co:suutio: \o:c t|: t|is, t|c w, i: w|ic| t|c
iuu:c:cc oi co:tcsttio: to govc::uc:tl :tio:litics is t|co:izcc uc:s
t|t t|is :oc| c::ot, i: t|c ii:l :l,sis, ctull, ccou:t io: succcss o:
iilu:c cit|c: cui:icll, o: co:cctull, A:c t|is uig|t uc: wc :ccc to
sc:i|c to oliticl :tio:litics uo:c uoccst i:iluc:cc i: s|i:g t|c
t|w,s oi socil c|:gc
Contesting governmentality
I|co:ists oi cv:ccc li|c:lisu :c clc: t|t t|c, co :ot suosc t|t
govc::uc:tl :tio:litics utouticll, cctc:ui:c su||cctivitics ;scc Dc:
1---, !!, I|c c|:ctc:istic voc|ul:, oi govc::uc:tlit, t|co:ists is
tcstuc:t to t|is it is :clctc wit| tc:us suc| s clicit, :ouotc, iostc:,
tt:ct, guicc, c:cou:gc :c so o: lcu|c ;!001, !01, :oviccs :
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cxcul:, :c:citio: oi t|is g:uu: :c oi |ow it :cco:st:ucts t|c :l,sis
oi :coli|c:lisu i: :ticul: w,s
I|c |c, ictu:c oi t|c :coli|c:l :tio:lit, is t|c co:g:uc:cc it
c:ccvou:s to c|icvc |ctwcc: :cso:si|lc :c uo:l i:civicul :c :
cco:ouic:tio:l cto: lt si:cs to co:st:uct :ucc:t su||ccts w|osc
uo:l qulit, is |scc o: t|c ict t|t t|c, :tio:ll, sscss t|c costs :c
|c:ciits oi cc:ti: so:t s ooscc to ot|c: ltc::tivc cts
;lcu|c !001, !01,
I|c oi:t to u:cc:sco:c is t|c cu|sis i: t|is ccii:itio: o: :tio:lit, t|t
endeavours :c aspires to |:i:g |out cc:ti: su||cctciiccts Wc will i: cuc
cou:sc qucstio: |ot| t|c st:o:g sc:sc oi st:tcgic i:tc:tio:lit, iulicc i: t|is
t,c oi io:uultio:, :c lso t|c ssuutio: t|t cvc: i: so i: s t|c:c is suc|
t|i:g s :coli|c:l :tio:lit,, t|t it :cccss:il, :c lw,s scc|s to :ocucc
i:tc:clltivc su||cctciiccts t t|c lcvcl oi i:civicul c:so:s
I|i:g t|co:ists oi govc::uc:tlit, t t|ci: wo:c, t|c, o:l, cliu to |c
|lc to icc:tii, cuc:gc:t :tio:litics :c ssocitcc tcc|:ologics oi
govc::i:g I|c, :c :ot ;:ot :cccss:il,, :,w,, ssuui:g t|t t|csc :o|ccts
coucoii succcssiull, i: t|c wo:lc l: i:ou it I|c co:tcsttio: oi
:tio:litics :c tcc|:ologics is clc:l, c|:owlccgcc |, t|co:ists oi
govc::uc:tlit, lt is :ot, t|c:, t|c ccg:cc oi closu:c :ou:c i:tc:ccc
su||cctciiccts t|t is t|c ui: :o|lcu wit| t|is :oc|, it lcvcs lc:t, oi
:oou io: co:tcsttio: W|t is :o|lcu, |owcvc:, is t|c ovc:w|clui:gl,
strategic conceptualization of action and interaction t|:oug| w|ic| t|c ossi|ilit, oi
co:tcsttio: is t|co:izcc Io ctu:c souct|i:g oi w|t wc uc: |, t|is,
co:sicc: Dc:s :cigutic ccii:itio: oi govc::uc:t
Govc::uc:t is :, uo:c o: lcss clcultcc :c :tio:l ctivit,,
u:cc:t|c: |, uultilicit, oi ut|o:itics :c gc:cics, culo,i:g
v:ict, oi tcc|:iqucs :c io:us oi |:owlccgc, t|t scc|s to s|c co:cuct
|, wo:|i:g t|:oug| ou: ccsi:cs, si:tio:s, i:tc:csts :c |clicis, io:
ccii:itc |ut s|iiti:g c:cs :c wit| civc:sc sct oi :cltivcl, u::ccict|lc
co:scquc:ccs, ciiccts :c outcoucs
;Dc:, 1---, 11,
I|c:c :c t lcst t|:cc w,s to :sc t|is ccii:itio: li:stl,, t|c:c is :
cu|sis o: t|c uultilicit,, v:ict, :c civc:sit, oi c:cs, uc:s, :c
outcoucs oi govc::uc:t I|is scct |cls to cxli: t|c wicc ::gc oi iiclcs
to w|ic| iccs oi govc::uc:tlit, c: |c licc s tool oi :l,sis
cco:cl,, Dc: clius |c:c t|t govc::uc:t i: t|is louculci: sc:sc wo:|s
t|:oug| scciiicll, su||cctivc uoclitics oi ccsi:c, si:tio:, i:tc:cst, :c
|clici l, suosi:g t|t govc::uc:t :cccss:il, wo:|s t|:oug| t|csc
su||cctivc :cgistc:s, Dc: cliccs w|olc sct oi :l,ticl issucs :cg:ci:g
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t|c ciiic:c:t :cltio:s|is |ctwcc: t|c scope :c intensity oi uoccs oi :ulc
;l::ctt !001, I|i:cl,, :c io: ou: u:oscs uost iuo:t:tl,, it is wo:t|
cu|sizi:g t|t Dc: u:cc:st:cs govc::uc:t s :ticul: t,c oi ctio:
it is clcultcc, :tio:lizcc, it scc|s to s|c co:cuct, :c it is o:ic:tcc |,
cc:ti: c:cs I|is is t|c |c, scct oi t|co:ics oi govc::uc:tlit,
t|c, iugi:c ll io:us oi ctio: s :iu:il, st:tcgic ctio: W|c: it coucs
to co:sicc:i:g qucstio:s oi ct|ics, i:cccou :c li|c:t,, t|csc :c still
u:cc:stooc |, :cic:c:cc to quitc scciiic :otio: oi gucs, w|c:ci: t|c iu
oi t|c co:tcst is st:uctu:i:g t|c ossi|lc iiclc oi ctio: oi ot|c:s ;lcu|c
!00!, I|is cu|sis o: st:tcgic ctio: ovc:cctc:ui:cs t|c cu|sis o:
uultilicit,, v:ict, :c civc:sit, lt is |c:c t|t t|c co:cctul :c cui:icl
liuittio:s oi t|co:ics oi cv:ccc li|c:lisu :ccc to |c loctcc :c su||cctcc
to c:iticisu
lt is wo:t| u:cc:sco:i:g |ust w|t is uc:t to |c cisti:ctivc |out w|t
kosc clls t|c :l,tics oi govc::uc:tlit, s : :oc| to u:cc:st:ci:g
oliticl owc: lc :gucs t|t to cot t|is :oc| is to st:t |, s|i:g
w|t ut|o:itics oi v:ious so:ts w:tcc to |c:, i: :cltio: to :o|lcus
ccii:cc |ow, i: u:suit oi w|t o||cctivcs, t|:oug| w|t st:tcgics :c
tcc|:iqucs ;kosc 1---, !0, I|is iocus o: w|t ut|o:itics wanted to happen
c: cc:ti:l, |c :ocuctivc c:t:,oi:t i:to :csc:c|i:g |c:ouc: suc| s
cui:ist:tio:, o:g:iztio:s :c olic, lut t|c :l,tics oi govc::uc:tlit,
is uc:t s uo:c t|: siul, uct|ocologicl :oc| lt l,s cliu to |ci:g
iull,loccc t|co:, oi t|c cxc:cisc oi oliticl owc:, o:c w|ic| sc:i|cs
co:sicc:|lc ccg:cc oi cusl sig:iiic:cc to t|c l, |ctwcc: coucti:g
st:tcgic :tio:litics As suc|, it :csts o: quitc cisti:ctivc |iloso|icl
iou:ctio:s I|c :l,tics oi govc::uc:tlit, is :csolutcl, nominalistic ;kosc
1---, !1, lt is : :oc| w|ic| |olcs t|t w,s oi visulizi:g |c:ouc:
|vc |ig| ccg:cc oi ciicctivit, i: ctull, |:i:gi:g t|osc |c:ouc: i:to
cxistc:cc, s so u:, co:ti:gc:t ls|us oi t|oug|t :c ctio: I|is
:oui:lisu is, i: tu::, ttc|cc to co:cct oi govc::uc:tl ctio: s :
::, oi li:cs oi t|oug|t, oi will, oi i:vc:tio:, oi :og:uucs :c iilu:cs, oi
cts :c cou:tc:cts ;kosc 1---, !1, kosc sclls out |ow t|c iocus o:
t|c st:tcgic c,:uic oi co:tcsttio: :c |ctc:ogc:cit, is uc:t to cisti:guis|
t|c :l,tics oi govc::uc:tlit, i:ou siulistic uoccls oi tocow: owc:
:c |ottouu :csist:cc
I|c:c is :ot si:glc ciscou:sc o: st:tcg, oi owc: co:i:o:tcc |, io:ccs
oi :csist:cc, |ut sct oi co:ilicti:g oi:ts :c issucs oi oositio:,
lli:cc :c civisio: oi l|ou:
;kosc 1---, !,
o, t|c cliu t|t t|co:ics oi govc::uc:tlit, iuosc closu:c o: t|c outcoucs
oi :og:uucs oi :ulc is uislccc lowcvc:, w|t t|c, cc:ti:l, co is cc:ivc
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t|is sttcc couuituc:t to |ctc:ogc:cit, :c co:ti:gc:c, i:ou :::owl,
co:st:ucc co:cctio: oi t|c v:itio: i: cou|i:tio:s oi uc:s, c:cs :c
outcoucs
I|is is o:c lcc w|c:c ot|c: uscs oi loucult c: usciull, i:tc::ut w|t
|s |ccouc t|c |cgcuo:ic :c:citio: oi t|c :l,tics oi cv:ccc li|c:l
govc::uc:tlit, :c oi t|c ii:st ttcuts to t|i:| t|:oug| louculci:
:otio:s oi govc::uc:tlit,, o:c u:touc|cc |, t|c s,stcutiztio: t|t t|is
:otio: u:cc:wc:t i: t|c 1--0s, is lc:guso:s ;1--0, clssic ccou:t oi
ccvclouc:t :cticc i: lcsot|o, The Anti-Politics Machine I|c:c is, lc:guso:
:cui:cs us, coulcx :cltio: |ctwcc: t|c i:tc:tio:lit, oi l::i:g :c t|c
st:tcgic i:tclligi|ilit, oi outcoucs ;1--0, !0, At t|c vc:, lcst, t|is
suggcsts t|t : :l,tics oi oliticl owc: uig|t :ccc to loo| t uo:c t|:
|ust w|t ciiic:c:t cto:s want to |c:, :c uo:c too t|: |ow t|csc l:s
:c l,cc out i: iiclc oi co:tcsttio: gi:st ot|c: cto:s wit| t|ci: ow:
w:ts I|c iocus o: :tio:litics s t|c :ivilcgcc c:t:,oi:t oi :l,sis
uig|t, i: ict, |c oo:l, suitcc to u:cc:st:ci:g t|c st:tcgic ciuc:sio:s oi
:og:uucs oi :ulc
W|c: wc ccl wit| l::cc i:tc:vc:tio:s |, owc:iul :tics j . . ., it is
tcuti:g to scc i: t|c ciscou:sc :c i:tc:tio:s oi suc| :tics t|c logic
t|t ccii:cs t|c t:i: oi cvc:ts
;lc:guso: 1--0, !o,
lt is :cciscl, t|is tcuttio: t|t t|c :l,tics oi govc::uc:tlit, ills i:to, |,
scci:g :tio:litics :c tcc|:ologics oi :ulc s |c:i:g co:stitutivc st:uctu:i:g
i:iluc:cc ovc: t|c su|scquc:t :cliztio: oi :og:uucs :c :o|ccts Io
suosc t|t t|c o|sc:v|lc ciuc:sio: oi suc| l:s :oviccs t|c |c, i:sig|t
i:to t|c ctul iu:ctio:i:g oi oliticl :occsscs is, to s, t|c lcst, littlc
: vc
l:tc:tio:s, cvc: oi owc:iul cto:s o: i:tc:csts, :c o:l, t|c visi|lc :t
oi uuc| l:gc: ucc|:isu t|:oug| w|ic| st:uctu:cs :c ctull,
:ocuccc, :c:ocuccc, :c t::sio:ucc
;lc:guso: 1--0, !o,
I|c :l,tics oi govc::uc:tlit, o:l, t|co:izcs t|is ciuc:sio: oi u:i:tc:ccc
co:scquc:ccs i: tc:us oi i:tc:ic:c:cc i:ou ot|c: st:tcgicll, o:ic:tcc
:tio:litics lut t|c:c :c ot|c: ciuc:sio:s oi ctio: :c i:tc:ctio: t wo:|
t|t :c :ot ctu:cc |, t|c ictu:c oi co:tcstto:, wills t:,i:g to iuosc t|ci:
ow: c:cs o: t|c iiclcs oi ctio: oi ot|c:s
l:tl,, w|t is t st|c |c:c is :ot uist|i:g uct|ocologicl c:t:,oi:ts
io: t|c |c, cusl c,:uic oi :occsscs u:cc: i:vcstigtio: ll:s :c
:og:uucs :c cxlicit :c csil, cou:c|c:ccc, |ut it is lw,s gooc to
:cucu|c: t|t :, i:tc:tio:l cclo,uc:t o:l, t|cs ciicct t|:oug|
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co:volutcc :outc i:vo|i:g u:c|:owlccgcc st:uctu:cs :c u::ccict|lc
outcoucs ;lc:guso: 1--0, !o, lt is cs, c:oug| to :cc t|is w::i:g s
l:cc, covc:cc |, kosc :c Dc:s sttcuc:ts |out |ctc:ogc:cous outcoucs
:c iilu:c lut i: |ot| t|ci: cscs, :tio:litics :c tcc|:ologics :c :csuucc
to cu|oc, |ig| ccg:cc oi st:tcgic ci:cctio:lit, lc:|s wc coulc lc::
|c:c i:ou |it oi guc t|co:, W|t t|c :l,tics oi govc::uc:tlit, cocs
:ot c|:owlccgc is t|c ccg:cc to w|ic| t|c :tio:litics t|t govc:: st:tcgic
i:tc:ctio:s :c :ot t|c :ccxisti:g :oc:tics oi t|c ciiic:c:t cto:s i:volvcc,
|ut :c : cuc:gc:t ciuc:sio: oi o:goi:g i:tc:ctio: itscli ;l:icgc !00.,
10o10, lt is t|c:cio:c :ot c:oug| to siul, cll io: uo:c cui:icl
wo:| o: |ow govc::uc:tl :tio:litics :c l,cc out, si:cc t|is csil, lccs
to : :l,sis oi ciiiusio: :c :csist:cc t|t lcvcs i:tct t|c iu:cuc:tl
socilt|co:ctic ssuutio:s oi t|c :l,tics oi govc::uc:tlit, I|c icc oi
loo|i:g t t|c emergent rationalities oi i:tc:ctio: woulc iul, ciiic:c:t st,lc
oi i:vcstigtio:, o:c lcss co:cc::cc wit| u:covc:i:g govc::uc:tl :tio:l
itics, :c uo:c iocuscc o: |ow t|c co:ctc:tio: oi st:tcgic i:tc:csts oitc:
lccs to v:ious io:us oi cooc:tivc |c|viou: |:gi:i:g, |cli:g,
cou:ouisi:g, :c scli|i:ci:g ;llstc: 1--, lut t|is uovc woulc :cqui:c
iu:t|c: o:c s|iit w, i:ou w|oll, st:tcgic co:cctio: oi ctio: :c
i:tc:ctio:, si:cc t|is co:cctio: is :ot |lc to c|:owlccgc t|c ccitics io:
couuu:ictivcl, uccitcc, :o:utivcl, o:ic:tcc i:tc:ctio: t|:oug| w|ic|
suc| cuc:gc:t cooc:tivc :tio:litics c: ccvclo
loucults t:ctuc:ts oi li|c:l co:t:ct t|co:ics :c |u:icicl uoccls oi
lw tc:ccc to cisci: t|c :o:utivc ciuc:sio: oi li|c:lisu s littlc uo:c t|:
:usc, :c i: its lcc :csc:tcc visio: oi t|c socil iiclc w|oll, st:uctu:cc
|, coucti:g, st:tcgic l,c:s |ttli:g it out to iuosc t|ci: i:tc:csts o: t|c
ctio:s oi ot|c:s Govc::uc:tlit, c:s s toic i: loucults wo:| s |c
uovcs |c,o:c t|is uilit:istic co:st:ul oi st:ugglc ;l:ssc: !000, lcu|c
!00!, I|c:c is cou|lc gcstu:c i: loucults ltc: wo:|, ccvclocc i: t|c
wo:| o: oliticl :tio:litics o: t|c o:c |:c, :c o: scxul :cticc, ct|ics,
:c tcc|:ologics oi t|c scli o: t|c ot|c: |:c ;scc \c:t|, 1--!, o!
., li:stl,, owc: is cxlicitl, t|co:izcc i: w,s t|t cisti:guis| it i:ou
violc:cc :c coui:tio:, :c :cii:c t|c :otio: oi t|c :ocuctivc qulitics oi
owc: :cltio:s cco:cl,, t|c su||cct is :l,scc :ot o:l, i: tc:us oi
su||cctiiictio:, |ut i: tc:us oi t|c c:c oi t|c scli lowcvc:, t|c iu:cuc:tl
couuituc:t to st:tcgic uoccl oi owc: :cui:s i:tct t|:oug| t|csc
ccvclouc:ts i: loucults ltc: wo:| loucults ii:l o:tolog, tc:cs to
cqutc socil i:tc:ctio: wit| st:tcgic i:tc:ctio: ;\c:t|, 1--!, o!,
I|c :l,tics oi govc::uc:tlit, :csts uo: co:cctio: oi socil i:tc:ctio:
i: tc:us oi st:tcgic gucs oi li|c:t, i: w|ic| souc t:, to co:t:ol t|c
co:cuct oi ot|c:s, w|o i: tu:: t:, to voic llowi:g t|ci: co:cuct to |c
co:t:ollcc o: t:, to co:t:ol t|c co:cuct oi t|c ot|c:s ;loucult 1--,
!--, I|c ctio: o: t|c ctio: oi ot|c:s t|t ccii:cs govc::uc:tlit, s
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cisti:ctivc :tio:lit, oi :ulc co:ti:ucs to |c t|co:izcc |, :cic:c:cc to cto:s
ciio:ts to cctc:ui:c t|c co:cuct oi ot|c:s, to :clizc t|ci: ow: c:cs t|:oug|
t|c c::oluc:t oi t|c st:tcgic ccitics oi ot|c: cto:s W|ilc loucult
cc:ti:l, loosc:cc u |is sc:sc oi owc: i: |is ccou:t oi govc::uc:tlit,, |c
cic so o:l, to lu:lizc t|c u:cc:l,i:g sc:sc oi st:tcgic ctio: s t|c ucciuu
t|:oug| w|ic| ciiic:c:t cto:s :c |ou:c togct|c: i: |oi:t :o|ccts lc
ciiic:c:titcc |ctwcc: t|:cc sc:scs oi st:tcgic :cltio:s ii:l, :cut:l
u:cc:st:ci:g oi uc:sc:cs :cltio:s, sc:sc oi t|i:g cv:tgc oi ot|c:s,
:c sc:sc oi o|ti:i:g victo:, i: st:ugglc ;loucult !000, !+o, lut |c
c:co:scc t|c icc t|t t|csc t|:cc sc:scs covc:cc t|c w|olc iiclc oi owc:
:cltio:s, w|c:c st:tcg, ws u:cc:stooc s t|c c|oicc oi wi::i:g solutio:s
;loucult !000, !+o, i: situtio:s oi co:i:o:ttio: o: couctitio:
I|c qucstio:, t|c:, is w|ct|c: t|c twi: uovcs t|t i:ugu:tc t|c
t|cutic oi govc::uc:tlit, i: loucults wo:| sccii,i:g t|c :ocuctivit,
oi owc: s cisti:ct i:ou coui:tio:, :c iocusi:g o: :cticcs oi t|c scli s
cisti:ct i:ou su||cctio: c: |c cou|i:cc i:to : :l,tics t|t is c|lc oi
i:cci:g socil ctio: i:ou its co:cctul :csiculiztio: i: so uuc| wo:| o:
cv:ccc li|c:l govc::uc:tlit, :c |cgcuo:ic :coli|c:lisu li|c l: o:cc:
to co so, it is :ot c:oug| to iii:u t|c c:ctivc, i:vc:tivc, :csist:t :cso:scs
oi su||ccts ositio:cc |, ovc:|c:i:g ciscou:scs :c tcc|:ologics oi
su||cctio:, :ticul:l, ii t|is ccit, is givc: :o st:o:gc: cxl:tio: t|:
t|i:l, t|co:izcc ccou:t oi t|c vitlisu oi liic itscli gc:c:ti:g v:ious
ciio:ts t ccsu||cctiiictio: l: t|c :cxt two scctio:s, wc w:t to tu:: |c|
to qucstio:s oi co:suutio: :c co:suuc:isu i: o:cc: to suggcst t|t t|c
louculci: :cigu suiic:s souc scvc:c liuittio:s w|c: it coucs to
ccou:ti:g io: its uost suggcstivc i:sig|ts lct us |c clc:, t|oug|, |out
w|c:c wc icc:tii, t|csc liuits lt is |:cl, u:couuo: to couli: t|t
loucult, o: louculci: :l,scs uo:c |:ocl,, lcvc :o :o:utivc
iou:ctio:s uo: w|ic| to iou:c c:itiquc lt is :ot clc: t|t cit|c: loucult
o: t|c :l,tics oi govc::uc:tlit, is :cll, vul:c:|lc to t|is c|:gc, si:cc it
uig|t :ot |c vc:, wcll lccc, i: so i: s c:iticl |ucguc:t uig|t :ot :cqui:c
sccu:c, t::scc:cc:tl iou:ctio:s i: t|c ii:st lcc Wc w:t to :guc, :t|c:,
t|t t|is t:citio: is i: too vc:sc to c|:owlccgi:g t|c ccg:cc to w|ic|
:o:utivit, i:||its t|c socil wo:lc i: v:ious o:ci::il, couuu:ictivc
:cgistc:s ;scc lso o|:so: 1--, Wc u:suc t|is :guuc:t |, iocusi:g o:
w|t is uost i:tc:csti:g |out t|c :l,tics oi govc::uc:tlit,, w|ic| is t|c
ttc:tio: it i:vitcs us to , to how :og:uucs oi :ulc scc| to |:i:g |out
t|ci: c:cs D:wi:g sclcctivcl, o: l:gc: :csc:c| :o|cct o: ct|icl
co:suuc:isu i: t|c Dl
1
;:cxt scctio:, wc qucstio: w|ct|c: ttcuts to
govc:: co:suutio: i: li:c wit| :i:cilcs oi susti:|ilit,, ii: t:cc, :c
glo|l t:cc |usticc co iu to govc:: co:cuct t|:oug| oc:ti:g ci:cctl, o:
colcs ccsi:cs, uotivtio:s, :c |clicis Wc s|ow t|t t|c cclo,uc:t oi
tcc|:ologics oi clcultio: i: t|is :clu i:cictcs uuc| uo:c co:volutcc
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c:ggcuc:t wit| colcs co:cuct l: tu::, wc suggcst t|t t|c |c, su||ccts
t:gctcc |, suc| i:ititivcs :c |ust s li|cl, to |c :oicssio:ls :c cxc:ts s
gc:c:ic co:suuc:s l: t|c iollowi:g scctio: itc: wc tu:: ci:cctl, to t|c
qucstio: oi |ow to co:cctulizc co:suutio: s :clu i: w|ic| colcs
co:cuct is govc::cc t cist:cc t|:oug| t|c oc:tio: oi :o:us Wc
ccvclo t|c :guuc:t t|t t|c :l,tics oi govc::uc:tlit, c::ot :ccog:izc
t|c ucc|:isus t|:oug| w|ic| :, suc| :cticc is cvc: ossi|lc, |ccusc oi
:ccu::c:t tc:cc:c, to collsc t|c cisti:ctio: |ctwcc: govc::i:g action :c
govc::i:g subjectivity
Governing consumption, governing the consumer?
I|c co:tcuo::, olitics oi co:suutio: touc|cs o: cc:t:l issucs i: cc|tcs
|out :coli|c:lisu :c cv:ccc li|c:lisu t|c :cltio:s|is |ctwcc: sttcs
:c u:|cts, citizc:s :c co:suuc:s, :c sc:itio:s oi :cso:si|ilit, uo:gst
::gc oi u|lic, couuc:cil, socictl :c i:civicul cto:s Wc c:w ou:
cxulcs i:ou scciiic sct oi cuig: cc|tcs i: t|c Dl, :iu:il, :ou:c
t|c |c:ouc:o: oi ct|icl co:suuc:isu o: ct|icl co:suutio: I|csc
cuig:s :o|lcutizc cu::c:t ttc::s oi couuocit, co:suutio: o: t|c
g:ou:cs t|t t|c, :c c:vi:o:uc:tll, ccst:uctivc, |cl to :c:ocucc glo|l
i:cqulit,, :c :c coulicit i: |uu: :ig|ts |uscs ;l::iso: et al. !00.,
I|csc cuig:s :c co::cctcc to, |ut :ot icc:ticl wit|, ui:st:cu olic,
cc|tcs |out susti:|lc co:suutio: l: olic, cc|tcs :ou:c cliutc
c|:gc, o: c:vi:o:uc:tl ollutio:, o: glo|l ovc:t,, it is oitc: t|c cciult
ssuutio: t|t c|:gi:g consumption :cqui:cs ii:ci:g w,s to u|c consumers
c|:gc t|c w, t|c, cxc:cisc c|oicc lt lso wiccl, ssuucc i: cccuic
cc|tcs t|t :isi:g lcvcls oi u:susti:|lc co:suutio: is ui:ti:cc |,
cultu:c oi co:suuc:isu, i: w|ic| colcs icc:titics :c t|o:oug|l, i:vcstcc i:
t|ci: sttus s co:suuc:s I|is lttc: ositio: :oviccs ccg:cc oi c:iticl
u:c|sc o: :ou:|ct ciscou:scs, |ut o:l, |, couou:ci:g t|c u:cc:l,i:g
ssuutio: oi t|osc ciscou:scs, :ucl, t|t colcs icc:titics :c i: ict uo:c
:c uo:c ttc::cc itc: t|ci: :olcs s co:suuc:s l, loo|i:g t t|c cuig:s
:c uovcuc:ts :ou:c ct|icl co:suuc:isu, s cisti:ct i:ou sttciocuscc
olic, cc|tcs, wc w:t to suggcst t|t t|c ssuutio: t|t govc::i:g
co:suutio: :cccss:il, i:volvcs govc::i:g colc icc:titics s co:suuc:s
uig|t |c i: lcss o|vious o:c t|: is oitc: suoscc
:c oi t|c uost :ocuctivc :cs i:ilcctcc |, t|co:ics oi govc::uc:tlit,
is :csc:c| o: t|c civc:sit, oi clcultivc :cticcs ssocitcc wit| t|c :isc :c
t::sio:utio: oi t|c uocc:: sttc l: |is ciscussio: oi t|c |isto:icl
sig:iiic:cc oi ccou:ti:g :c ccou:t:c,, \illc: ;!001, !!-, suggcsts
t|t clcultivc :cticcs ltc: t|c ccitics oi gc:ts, o:g:iztio:s :c t|c
co::cctio:s uo:g t|cu, :c t|t t|c, c:|lc :cw w,s oi cti:g uo: :c
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i:iluc:ci:g t|c ctio:s oi i:civiculs I|c iu:cuc:tl qucstio: lcit sicc i:
t|is ssc:tio: is w|t so:t oi owc: t|is is low, cxctl,, co clcultivc
:cticcs c:|lc t|is cti:guo: :c i:iluc:ci:g l: |ust w|t sc:sc c: o:c
t|i:| oi clcultivc :cticcs s ici:g i: t|c co:st:uctio: oi govc::|lc
c:so:s ;\illc: s lc:, 1-, kcsc:c| o: :coli|c:l su||cctivitics tc:cs
to cclo, t|c :otio: oi govc::uc:tlit, so t|t it c:s t|t v:ious :cticcs
:c tcc|:ologics iu to icilittc, uo:c o: lcss succcssiull,, co:io:uit, to t|c
:o:us oi u:|ct:ulc ;cg \itc|cll !00!, !00o, lut ii t|c :c:ocuctio: oi
owc: is uccitcc |, t|c oc:tio: oi :o:us, t|c: it is i: i:ou clc: t|t
co:io:uit, is t|c ucc|:isu t|:oug| w|ic| su||cctio:utio: coulc |c
u:succ
:c w, oi u:cc:st:ci:g t|c :cltio:s|i |ctwcc: clcultivc :cticcs
:c su||cctio:utio: is to tu:: to lc|i:gs ;!00!, ccou:t oi |ow t|c
vl:c|c oi :uu|c:s t|:oug| w|ic| uocc:: sttcs |vc ctcgo:izcc colc
si:cc t|c :i:ctcc:t|cc:tu:, |vc gc:c:tcc :cw w,s oi u|i:g u colc
,stcus io: cou:ti:g oultio:s ccc:c o: io:ui:g ctcgo:ics :ou:c
colc, :c t|csc ctcgo:ics i: tu:: |cl io:u t|osc colc t|cusclvcs, i: so
i: s t|c, uo|ilizc :ou:c t|osc clssiiicto:, icc:titics lc|i:g llows
uuc| g:ctc: ccg:cc oi :octivc uto:ouous :cssu:c i:ou |clow t|:
ot|c: louculci: i:ilcctcc :l,scs I|is is :cltcc to |is cu|sis o: t|c
v:i|lc i:tc:ctio:s |ctwcc: clssiiictio:s oi colc :c t|c colc clssiiicc,
: u:cc:st:ci:g t|t |c cu|s c,:uic :oui:lisu ;lc|i:g 1---, lc
:gucs t|t t|c clssiiictio: oi colc is s|cc |, v:ious looi:g ciiccts,
t|:oug| w|ic| :, c|ustuc:t t|t colc u|c to t|ci: ow: co:cuct s
:csult oi |ci:g clssiiicc i: :cw w,s :c:cc:s t|osc clssiiictio:s ilsc, t|c:c|,
:cqui:i:g : c|ustuc:t, w|ic| gc:c:tcs iu:t|c: c|ustuc:ts, :c so o:
ouct|i:g |i: to t|is :occss is cvicc:t i: co:tcuo::, ct|icl
co:suuc: cuig:i:g lcultivc tcc|:ologics suc| s su:vc,s :c iuo:t:t
sccts oi cuig:i:g :ou:c ct|icl, g:cc:, :c susti:|lc co:suuc:isu i:
t|c Dl lo: cxulc, The Ethical Purchasing Index ;lll, is :ocuccc |, t|c o
c:tivc l:| i: :t:c:s|i wit| lo:co:|scc t|i:|t:|, t|c :cw
lco:ouics lou:ctio: ;:ll, Dsi:g c:itc:i t|t i:clucc ii: t:cc,
vcgct:i:isu, o:g:ic ioocs, g:cc: |ousc|olc goocs, |u,i:g locll,, :c
:cso:si|lc tou:isu, t|is ::ul :co:t t:c|s t|c g:owt| :c potential sizc oi
t|c u:|ct i: ct|icll, :ocuccc :c t:ccc goocs :c sc:viccs :ow, w|t is
uost i:tc:csti:g |out t|is t,c oi su:vc, ct is t|c ::gc oi :c:s i: w|ic| it
is cclo,cc I|c lll tt:cts wiccs:cc :cwsc: :c |:occst ucci
covc:gc w|c: u|lis|cc, :c is :t oi :olli:g st:cu oi suc| su:vc,
:csc:c| :c sct oi cc:cssccs io: t|is t,c oi su:vc, :c t|c u|lic, :c
t|csc cxc:ciscs :c cc:ti:l, :t oi |:oc st:tcgics oi :isi:g w:c:css oi
|:oc ::gc oi ct|icl co:suutio: issucs ust s iuo:t:t, |owcvc:, is t|c
cclo,uc:t oi t|csc so:ts oi clcultivc tcc|:ologics to lo||, govc::uc:t :c
|usi:csscs to cxtc:c suo:t io: ct|icl co:suuc: i:ititivcs lt woulc |c
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w:o:g, t|c:, to ssuuc t|t t|c :iu:, o||cctivc oi t|csc cxc:ciscs is ci:cctl,
c|:gi:g co:suuc:s ow: co:scious |c|viou: kt|c:, t|c i:tc:tio: is
iocuscc o: c:|:ci:g t|c sul, oi ct|icl couuocitics t|:oug| cxc:ti:g
:cssu:c o: :ctilc:s :c sulic:s, :c |ust s iuo:t:tl,, to :c:csc:t
co:suuc: c|oicc s political :cic:c:cc i: lo||,i:g oi olic,u|c:s,
:cgulto:s :c co:o:tio:s
I|csc t,cs oi cxc:ciscs i: c:uuc:ti:g ct|icl co:suuc:isu sccu to
wo:| lot li|c lc|i:gs c,:uic looi:g ciiccts uig:s to :isc
w:c:css :c c:cou:gc colc to cxc:cisc co:suuc: c|oicc ct|icll, lcc
to cis:tc sct oi u:c|si:g cts t|t :c clssiiicc, cou:tcc, :c
:c:csc:tcc i: :cw w,s i: t|c ciio:t to ltc: :ctili:g :cticcs, :c
:ocu:cuc:t :c sul, olicics l: so i: s t|csc ltc:tio:s t|c lcc, t|c,
i: tu:: icilittc iu:t|c: cts oi ct|icl u:c|si:g |, :o:,uous co:suuc:s,
clssiiicc :c cou:tcc gi: i: :cw :ou:cs oi su:vc,i:g I|c oi:t is t|t t|c
clcultivc :cticcs i:volvcc |c:c ct o: colcs ctio:s i: vc:, i:ci:cct
w, |, st:uctu:i:g ossi|ilitics cc:ti:l,, |ut |:cl, |, c:ccvou:i:g to
t::sio:u t|ci: su||cctivitics s suc| l:cccc, :c to |o::ow i:ou lc|i:g
gi:, loo|cc t :ot|c: w, t|c cclo,uc:t oi su:vc, ct i: ct|icl
co:suuc: cuig:i:g i:cictcs t|t, s uocc oi clssii,i:g colc, t|c
co:suuc: uig|t wcll |c :cltivcl, i:ciiic:c:t |i:c, i: co:t:st to t|c so:ts
oi i:tc:ctivc |i:cs w|c:c t|c:c is st:o:g ccg:cc oi ovc:l |ctwcc:
clssiiictio: :c clssiiicc w|ic| is uccitcc |, cxlicit icc:tiiictio: wit|
ctcgo:ics lci:g clssiiicc s co:suuc:, ct|icl o: ot|c:wisc, is o:l, ::cl,
t|c: u s st:o:g oi:t oi c:so:l icc:tiiictio: I|is is :ot to s, t|t t|c
clssiiictio: cocs :ot |vc ciiccts, o:l, t|t t|csc :c :ot :cccss:il, uccitcc
t|:oug| st:o:g i:tc:clltivc su||cctciiccts t ll
u: ii:st oi:t c:w: i:ou loo|i:g t ct|icl co:suuc:isu s : cxulc
oi govc::i:g co:suutio: is, t|c:, t|t t|c:c is :o :ccc to suosc t|t ciio:ts
t s|i:g co:cuct iu to |:i:g oii st:o:g su||cctciiccts o: i:civiculs w|o
icc:tii, t|cusclvcs s ct|icl co:suuc:s loo|i:g t how clcultivc
tcc|:ologics c:|lc :cw w,s oi cti:g o: i:civiculs suggcsts t|t t|c
:l,tics oi govc::uc:tlit, coulc co wcll to lc:: lcsso: i:ou :ot|c: iiclc
oi :csc:c| i:ilcctcc |, loucult lt is i: qucc: t|co:, t|t o:c ii:cs t|c uost
:igo:ous lictio: oi t|c icc t|t t|c socil is :ot, itc: ll, iou:ccc :ou:c
st|ilizcc :otio:s oi su||cctivc icc:tit, ;cit|c: :tu:l o: co:st:uctcc,, |ut
:t|c: t|t cts :c co:stitutivc oi su||cctivit, ;cicu: 1--+, lt is t|is
:cltio:s|i |ctwcc: ctio:, icc:tit,, :c su||cctivit, t|t :cqui:cs uo:c
cl|o:tio: t|: it is cco:ccc i: t|c :l,tics oi govc::uc:tlit,
I|is lccs to t|c scco:c oi:t t|t wc w:t to c:w i:ou ou: :csc:c| o:
ct|icl co:suuc:isu loucult suggcstcc t|t govc::uc:t t|cs lcc between
two olcs :cgulti:g t|c i:civicul s sc|i:g, wo:|i:g, ccsi:i:g su||cct,
:c :cgulti:g t|c sccics |oc,, :cgulti:g w|olc oultio:s I|is suggcsts
t|t t|c gc:ts li|cl, to |c t|c su||ccts oi govc::uc:tl :tio:litics :c :ot
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:cccss:il, u,:ic cisc:scc o:ci::, colc l: :ticul:, :oicssio:ls :c
cxc:ts :c :ot |ust t|c ssivc gc:ts oi :o:,uous govc::uc:tl
:tio:litics, t|c, :c |ust s oitc: t|c su||ccts oi suc| i:tc:vc:tio:s I|c
t|c cxulc oi : i::ovtivc cuig: i: t|c Dl, t|c li:t:cc lou:ctio:s
;lIl, li:t:cc it, uig: I|c lIl cc:tiiics v:ious i:stitutio:s,
i:cluci:g sc|ools, c|u:c|cs, :c u:ivc:sitics, s li:t:cc w|c: t|c, tti:
cc:ti: c:itc:i i: tc:us oi t|ci: sul, :c :ovisio:i:g olicics i:cc !000,
t|is cc:tiiictio: :og:uuc |s |cc: cxtc:ccc to i:clucc ucciuusizcc
tow:s, :c uost :ccc:tl, l:gc uct:oolit: citics u: :csc:c| |s t:c|cc
t|c ,c:lo:g :occss i: !00+!00. t|:oug| w|ic| t|c cit, oi l:istol i: t|c
sout|wcst oi l:gl:c :c:cc io: :c succcssiull, c|icvcc li:t:cc it,
sttus ;\lss, !00, I|c l:istol lIl cuig: i:volvcc : lli:cc |ctwcc:
locl ut|o:it, cc:tuc:ts, locl |usi:csscs, :c |:oc :ctwo:| oi ii: t:cc
o:g:iztio:s, c|:itics, :c cuig: g:ous A: i:tc:csti:g scct oi t|is
cuig: ws t|c ccg:cc to w|ic| t|c ui: outcoucs i:volvc c|:gcs to
co:suutio: :cticcs t|t go o: |c|i:c colcs |c|s, s it wc:c I|c |c,
gc:ts i: t|is cuig: wc:c sc:ics oi :oicssio:ls i: locl ut|o:it,
cc:tuc:ts I|c cuig: ws i:ititcc :c c:ivc: io:w:c |, t|c locl
ut|o:it,s usti:|lc Dcvclouc:t tcu, :cso:ci:g c:ctivcl, to :tio:l
govc::uc:t usti:|lc o:suutio: i:ititivcs |, c:listi:g t|c lIl ccvicc s
uc:s oi uo|ilizi:g v:ious locl i:tc:cst g:ous lu:t|c:uo:c, souc oi t|c
uost ctivc :tici:ts i: l:istols cuig:, :c t|osc w|o wc:c |lc to
c:ivc t|:oug| t|c uost t:gi|lc c|:gcs i: tc:us oi locl s,stcus oi collcctivc
:ovisio:, wc:c :ocu:cuc:t :c sul, :oicssio:ls wo:|i:g i: locl
ut|o:it, cc:tuc:ts :c i: locl |usi:csscs
l:istols lIl cuig: t|c:cio:c i:volvcc t|c c:ctivc :cso:sc |, locl
ut|o:it, :oicssio:ls to : :Glcc i:ititivc i: w|ic| t|c o:l, t:gi|lc
st|c ws gi:i:g t|c |ucos oi |ci:g cc:tiiicc s li:t:cc it,, it is t|csc
:oicssio:l g:ous w|o :c ciicctivcl, cuowc:cc |, t|c lIl i:ititivc I|is
cuig: wo:|s t|:oug| t|c uo|iliztio: oi locl :ctwo:|s oi iiilitio:
cu|ccccc i: c|u:c|cs, u:io:s, solic:it, cuig:s, :c g:cc: olitics, :c its
:iu:, o||cctivc ws to c|:gc t|c s,stcus oi collcctivc :ovisio:i:g oi
u|lic i:stitutio:s ;cou:cil c:tcc:s :c :cstu::ts, :c locl :ivtc sccto:
culo,c:s
I|c lIl cxulc i:cictcs t|t c:ccvou:i:g to govc:: co:suutio: cocs
:ot :cccss:il, :cqui:c ci:cct i:tc:vc:tio:s to :cgultc i:civicul co:suuc:
c|oicc t ll, i::ovtivc uc:s oi t::sio:ui:g t|c collcctivc i:i:st:uctu:cs oi
i:civicul co:suutio: :c |ust s li|cl, to |c t|c iocus oi :og:uutic
i:tc:vc:tio:s ;scc v: Vlict et al. !00., I|is cxulc lso i:cictcs t|c
civc:sc ::gc oi su||ccts w|o c: |c cuowc:cc |, suc| :og:uucs A
iu:cuc:tl cctc:ui::t oi t|c t| t|t cuig:s suc| s lIl t|cs i:
ciiic:c:t lccs will |c t|c ccg:cc to w|ic| ciiic:c:t cto:s :c |lc to
|c cuowc:cc |, suc| i:ititivcs kcso:ci:g to cc:t:l govc::uc:t
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susti:|ilit, i:ititivcs cocs :ot i:volvc t|csc cto:s siul, l,i:g sct oi
:ulcs :c :i:cilcs |:ccc cow: i:ou |ovc lo: cxulc, \o:g: :c
\o:lc, ;!00+, suggcst t|t govc::i:g coulcx s,stcus suc| s iooc c|i:s
:cqui:cs : :ccitio: oi t|c ccg:cc to w|ic| ciiic:c:t :oicssio:l cto:s :c
|lc to interpret ciiic:c:t :ulcs, :cgultio:s, :c olic, gc:cs I|ci: oi:t,
o:c |o::c out |, ou: ow: cxulc oi t|c l:istol lIl cuig:, is :ot t|t
t|csc :oicssio:l cto:s :c uc:c |c:c:s oi :coli|c:l gc:c, |ut t|t
t|c, |vc sig:iiic:t cisc:ctio: io: c:ctivc, :octivc i:tc:vc:tio:s i:to t|c
:ctwo:|s i: w|ic| t|c, :c lccc ;scc lso :cwu: !00., A:c t|c :l,tics
oi govc::uc:tlit, |s g:ct ciiiicult, i: t|co:izi:g t|is ccit, io: i:t:
o:g:iztio:l i::ovtio: ;:cwto: 1--,
l: t|is scctio: wc |vc suggcstcc, ii:stl,, t|t t|c |c, sitc oi i:tc:vc:tio:s
i:to co:suutio: :c |ust s oitc: t|c i:i:st:uctu:cs oi co:suuc: c|oicc s
t|c, :c ci:cct i:|u:ctio:s to i:civicul co:suuc:s I|csc so:ts oi i:tc:vc:
tio:s iu to :cs|c t|c c|oicc scts w|ic| uccitc i:civicul co:suutio:
|c|viou: ;lcvctt et al. !00!, u: scco:c oi:t is t|t t|csc so:ts oi
i:tc:vc:tio:s iu to :cs|c t|c actions oi co:suuc:s, cc:ti:l,, |ut t|t t|c,
uig|t wcll |c :cltivcl, i:ciiic:c:t to t|c su||cctivc uotivtio:s oi i:civicul
co:suuc:s I|c ct|icl c:cs to w|ic| u:, oi t|csc i:ititivcs :c o:ic:tcc
:c, itc: ll, s|iits i: gg:cgtc ttc::s oi co:suutio: l, s|i:g cui:icl
qucstio:s |out t|c :tio:litics :c tcc|:ologics oi v:ious ciio:ts t
govc::i:g co:suutio: i: cxlicitl, ct|icl o: susti:|lc w,s, wc |vc
lso i:cictcc t|c :ccc to |c uo:c ci:cuuscct |out t|c gc:c:l lic|ilit,
oi g::c clius |out t|c i:civiculiztio: oi co:tcuo::, govc:::cc l: t|c
:cxt scctio:, wc w:t to ic| u t|c oi:t ucc c:lic: |out t|c iuo:t:cc
t|t t|c interpretation oi :ulcs :c :cgultio:s l,s i: s|i:g t|c :ctwo:|s
t|:oug| w|ic| govc::uc:tl i:tc:vc:tio:s l, out I|is sc:sc t|t :ulcs :c
:cgultio:s o:l, wo:| t|:oug| t|c ucciuu oi i:tc::cttio: cuts st:ig|t to
t|c co:cctul :c cui:icl aporia :ou:c w|ic| louculci: ccou:ts oi
cv:ccc li|c:lisu, |ioolitics, :c :coli|c:l govc::uc:tlit, tu:: w|ilc
t|c, ccc:c uo: t|c icc t|t uocc:: uoccs oi :ulc oc:tc t|:oug| t|c
cisti:ctivc ctio: oi :o:us ;lwlc 1--1,, t|c, :c u:|lc to :ovicc :
ccou:t oi |ow t|is t,c oi ctio: c: coucoii succcssiull,
The ethical problematization of the consumer
loucults uo:c :u:ccc, ciiic:c:titcc, |ut still iu:cuc:tll, st:tcgic
u:cc:st:ci:g oi owc: :cltio:s :c tcc|:ologics oi t|c scli u:cc:lics t|c
cisti:ctivc :o|lcutic lic out i: t|c :l,tics oi govc::uc:tlit, u||cctivit,
is :o lo:gc: :ccuccc siul, to t|c oc:tio: oi su||cctio: l:cccc, wit| :oc
to l|c:us, loucult :ooscc t|t t|c icc oi tcc|:ologics oi t|c scli ws
iou:t| t,c oi tcc|:olog, t|:oug| w|ic| |uu: iii:s coulc |c u:cc:stooc t|c
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ot|c: |ci:g tcc|:ologics oi :ocuctio:, couuu:ictio: :c oi coui:tio:
;loucult 1--, !!+!!., Icc|:ologics oi t|c scli :c uc:s |, w|ic| to
cctc:ui:c t|c co:cuct oi i:civiculs :c su|uit t|cu to cc:ti: c:cs
;loucult 1--, !!., I|c :l,tics oi govc::uc:tlit, i:sc:ts itscli t t|c
i:tc:scctio: |ctwcc: tcc|:ologics oi coui:tio: :c tcc|:ologics oi t|c scli l:
t|c :occss, :, co:sicc:tio: oi couuu:ictivc ctio:, w|ic| o:c uig|t
suosc coulc |c iuo:t:t i: ucciti:g t|is :cltio:s|i, is cisllowcc
llscw|c:c, loucult ;1--, !-, suggcsts t|t |is ciiic:c:cc wit| l|c:us
lics i: t|c ict t|t t|c lttc: gvc couuu:ictivc :cltio:s utoi: ositio:
I|is uig|t wcll |c t:uc, |ut loucult is i: sc:sc guilt, oi t|c :cvc:sc c::o:, |is
sc:ulcs |out givi:g :o:utivc foundations io: c:itiquc lccs to coulctc
iilu:c to c|:owlccgc t|c o:ci::, w,s i: w|ic| :o:utivit, uig|t i:||it
|uu: iii:s i: :c t|:oug| couuu:ictio: ctio: I|csc sc:ulcs |vc :ow
ossiiicc i:to ttc:: oi uutull, :ci:io:ci:g t|co:cticl c:iticisu, io: w|ic|
loucult :c l|c:us |vc couc to st:c s iigu:cs
loucult is c:ccitcc wit| :ct|co:izi:g owc: s :ocuctivc, :t|c: t|:
solcl, :cgtivc, :c:cssivc oc:tio: lc :gucc t|t :cltio:s oi violc:cc,
coui:tio:, o: iccolog, wo:| |, io:ci:g ot|c: cto:s to |:co: t|ci: ow:
o||cctivcs, t|c, :c:css t|ci: i:tc:csts :c st:tcgics ;loucult 1-o, ., l:
co:t:st, t|c :ocuctivit, oi owc: i:volvcs uoclitics w|c:ci: o:c cto:
c|icvcs t|ci: ow: o||cctivcs |, st:uctu:i:g t|c iiclc oi ctio:s t|:oug| w|ic|
ot|c: cto:s :c |lc to u:suc t|ci: ow: st:tcgics W|c: licc to oliticl
:tio:litics, t|is icc ccii:cs :cltio:s|is oi govc::uc:t s cc:ti: so:t oi
|oi:t ctio: govc::uc:t wo:|s |, cou|i:i:g t|c st:tcgic i:tc:vc:tio:s
oi o:c sct oi cto:s wit| t|c st:tcgic :o|ccts oi ot|c:s, t|:oug| t|c ucciuu
oi :o:us w|ic| st:uctu:c t|c iiclc oi ctio: oi t|c lttc: lut t|is is wci:c
io:u oi |oi:t ctio: lt llows :o :oou io: couuu:ictivc g:ccuc:t |ctwcc:
t|c :tics to t|is cou|i:tio: ovc: s|:cc gols :c o||cctivcs lt is
st::gcl, gg:cgtivc co:cct oi i:tc:ctio:, o:c i: w|ic| t|c o||cctivcs t|t
st:uctu:c ciiic:c:t cto:s c:ggcuc:ts wit| cc| ot|c: :c suoscc to cxist
s :oc:tics t|c, |olc :io: to i:tc:ctio: itscli lowc:, i: t|is ccou:t, is
u:cc:stooc wit| :cic:c:cc to t|c v:,i:g succcss i: |:i:gi:g |out o:cs ow:
o||cctivcs l: ict, t|c icc t|t oliticl :occsscs :c uc:cl, sct oi st:tcgic
co:ilicts uo:gst coucti:g cto:s is co:cctio: :ot vc:, i: :cuovcc i:ou
li|c:llu:list co:cctio: oi oliticl owc: ;l::ctt !00!, c|tc: +,
lo::ct| icc:tiiics i: t|is co:cct oi st:tcgic co:ilict t|c sou:cc oi t|c
co:sistc:t clisio: oi couuu:ictivc :o:utivit, i: louculci: :l,scs
l: socil wo:lc co:sisti:g uc:cl, oi situtio:s oi st:tcgic ctio:,
souct|i:g li|c :o:utivcl, uotivtcc co:sc:t coulc i: :o w, |c
io:ucc, si:cc itc: ll t|c su||ccts c:cou:tc: o:c :ot|c: o:l, s
oo:c:ts i:tc:cstcc i: t|c succcss oi t|ci: :cscctivc ius
;lo::ct| 1--1, 1o1,
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loucults g:ct i::ovtio: ws to icc:tii, v:ious cist:citcc uoclitics
t|:oug| w|ic| owc: :cltio:s|is wc:c l,ccout, :ot lcst |, :ccsti:g t|c
icc t|t t|c :ocuctivit, oi owc: wo:|cc t|:oug| t|c gc:c:ll, cist:i|utcc
ctio: oi :o:us I|c qucstio: t|c:cio:c :iscs w|ct|c: t|c louculci:
:oc| c: ctull, ccou:t io: t|c ossi|ilit, oi st:tcgicll, coo:ci:tcc
i:tc:ctio: uccitcc t|:oug| t|c ctio: oi :o:us, wit|out :ccuci:g t|c
co:cct oi :o:u to |ust :ot|c: tc:u io: : o||cctivcl, :ccog:izcc rule to
w|ic| cto:s co:io:u i: cvc:, :cscct :, to ut it :ot|c: w, ws
loucult :cll, |ust Ilcott l:so:s uctcc
kccuci:g o:ci::il, couuu:ictivc :cticcs to t|c scli:clizi:g io:cc oi
sociliztio: uc:s t|t t|c :o:utivc ciuc:sio: oi i:tc:ctio: c: o:l, cvc:
|c loctcc i: v:ious :o::c:csc:ttio:l, ||itul :cticcs W|t t|c:c|,
gcts lost is ::gc oi :o:utivc :tio:lcs, w|ic| uttc: g:ctl, to cto:s, s
t|c, :c iulictcc i: t|ci: couuituc:ts, icc:titics :c w,s oi liic I|osc
:tio:lcs co:cc:: w|t is oi vluc, |ow to livc, w|t is wo:t| st:ivi:g io: :c
w|t is :ot ;,c: !00., o, ,c: clls t|csc :tio:lcs l, :o:utivit,,
:c wc t|i:| it is t|is ciuc:sio: oi socil i:tc:ctio: w|ic| :cccs to |c
:ccovc:cc i:ou |ot| t|c iou:ctio:l iuulsc oi l|c:us sc:c| io:
t::scc:cc:tl vlicit, co:citio:s :c t|c o||cctivist iuulsc |c|i:c
loucults :ccuctio: oi ctio: to t|c st:tcgicll, govc::cc uovcuc:ts oi
ciiic:c:t cto:s As ,c: uts it, wit|out t|is ciuc:sio:, w|t wc :c lcit
wit| is ictu:c oi |looclcss iigu:cs w|o sccui:gl, c:iit t|:oug| liic,
|c|vi:g i: w,s w|ic| |c: t|c u:|s oi t|ci: socil ositio: :c :cltio:s oi
wicc: ciscou:scs, ciscili:i:g t|cusclvcs o:l, |ccusc it is :cqui:cc oi t|cu,
|ut s ii :ot|i:g uttc:cc to t|cu ;,c: !00., .1,
I|is sc:sc t|t o:c c: o:l, u:cc:st:c t|c :cltio:s|i |ctwcc:
i:civiculs :c wicc: s,stcus oi :o:us :c :cgultio: |, t|i:g ccou:t oi
w|t uttc:s to t|cu is c:ucil to u:cc:st:ci:g t|c c,:uics oi ct|icl
co:suuc:isu s su|sccto: oi co:tcuo::, co:suutio: :cticcs lt is t|c
o:l, w, to u:cc:st:c t|c :cso:si|iliztio: oi i:civiculs s co:suuc:s,
cuowc:cc wit| c|oicc t|:oug| v:ious u:|ctizcc :cticcs oi u|lic :c
:ivtc :ovisio: oi t|c uc:s oi socil :c:ocuctio: li co:suuc:isu is i:cccc
: iuo:t:t co:tcuo::, oliticl :tio:lit,, t|c: it wo:|s :ot t|:oug| t|c
:ouotio: oi u:icttc:cc |cco:isu :c sclii:tc:cst, |ut |, u|i:g :o|lc
utic t|c cxc:cisc oi co:suuc: c|oicc i: tc:us oi v:ious, cvc: :oliic:ti:g
:cso:si|ilitics :c ct|icl iuc:tivcs Wc w:t :ow to ilcs| out |ow t|c
:otio: oi l, :o:utivit, c: usciull, sulcuc:t loucults :otio: oi ct|icl
:o|lcutiztio: to i:uc : :l,sis oi co:tcuo::, t:c:cs i: co:suuc:isu
lc|i:g ;!00!, 11, |s o|sc:vcc t|t loucult ws :cu:||l, |lc
l:ti:, |, w|ic| |c uc:t t|t t|c:c is st:o:g cu|sis i: |is wo:| o: t|c
w,s i: w|ic| ou: ct|icl cisositio:s :c ou: constructions lt is t|is sicc oi
loucult, s cisti:ct i:ou t|c :ictzc|c: cu|sis o: st:tcgic co:ilicts oi
wills, t|t is cvicc:t i: |is cll io: |isto:, oi ct|icl :o|lcutiztio:s |scc
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o: :cticcs oi t|c scli ;loucult 1-, 1!, locgcs ;!00+, +.,
suggcsts t|t t|c co:cct oi ct|icl :o|lcutiztio: ci:ccts :l,ticl ttc:tio:
to i:vcstigti:g t|c co:citio:s io: i:civiculs to :ccog:izc t|cusclvcs s
:ticul: |i:cs oi c:so:s :c to :cilcct uo: t|ci: co:cuct to :o|lcutizc
it suc| t|t t|c, u, wo:| uo: :c t::sio:u t|cusclvcs i: cc:ti: w,s
:c tow:cs :ticul: gols I|c sc:sc oi co:citio:s |c:c is uo:c g:ostic
t|: t|c st:o:g sc:sc oi williul, st:tcgic ci:cctio: iou:c i: kosc :l,tics oi
govc::uc:tlit, lt iulics t|t colc uig|t u|c usc oi ll so:ts oi :csou:ccs
to :o|lcutizc t|ci: ct|icl sclvcs, :c :ot :cccss:il, :csou:ccs i:tc:ccc io:
t|osc u:oscs t ll I|c :otio: oi t|c ct|icl :o|lcutiztio: :cic:s ou:
ttc:tio: to t|c :cso:s :c uc:s t|:oug| w|ic| colc :c c:cou:gcc :c
cuowc:cc to :o|lcutizc t|ci: ow: co:cuct, to u|c :o|cct out oi
v:ious sccts oi t|ci: livcs lt |cls us i:uc ou: :l,sis oi t|c ccvclouc:t
oi olic, :c cuig: i:ititivcs t|t ccu:c t|t colc cxc:cisc co:suuc:
c|oicc :cso:si|l,
loucult cisti:guis|cc iou: sccts i: cl|o:ti:g uct|ocolog, to :l,sc
uoccs oi ct|icl :o|lcutiztio: ;1-o, !o!, ou|i:tio:s oi t|csc
|cl to co:stitutc t|c sccts oi ou: livcs t|t ou: uo:l ccitics c: c:ggc
wit| :c wo:| o: I|c iuo:t oi t|is ccou:t lics i: lci:g qucstio:s oi
su||cctivtio: i: wicc: i:ucwo:| oi o||cctc|oicc, ctio:, :c :ulc
iollowi:g t|t t|c ovc:w|clui:gl, i:tc:clltivc u:cc:st:ci:g oi govc::
uc:tlit, |s l:gcl, ig:o:cc Wc w:t to usc t|is iou:w, ccou:t oi ct|icl
:o|lcutiztio: s |cu:istic wit| w|ic| to sccii, w|t is goi:g o: i: t|c
:oliic:tio: oi ciscou:scs oi :cso:si|ilit, :c ct|ics :ou:c :cticcs oi
cvc:,c, couuocit, co:suutio:
I|c ii:st ciuc:sio: oi ct|icl :o|lcutiztio: is t|c ct|icl su|st:cc oi
:cticcs oi t|c scli w|ic| is t|c scct o: :t oi u,scli o: u, |c|viou:
w|ic| is co:cc::cc wit| uo:l co:cuct ;loucult 1--, !o!, lo:
loucult, t|is uig|t |c o:cs ccsi:c, o: iccli:g, o: i:tc:tio:s l: t|c csc oi
co:tcuo::, :cticcs oi co:suutio:, t|c :cso:si|iliztio: oi i:civiculs
i:volvcs c|oicc |ci:g ccii:cc s t|c ct|icl su|st:cc, t|t :t oi colcs
|c|viou: t|t is i:c:csi:gl, ucc t|c :cic:c:cc oi:t io: t|ci: ct|icl
|ucguc:t cco:cl,, t|c:c is w|t loucult cllcc t|c uocc oi su||cctiv
tio: t|c w, i: w|ic| colc :c i:vitcc to :ccog:izc t|ci: uo:l
o|ligtio:s ;loucult 1--, !o+, W|t is t st|c |c:c is t|c :ccisc
io:u oi t|c imperative t|:oug| w|ic| ct|icl :cticc is uotivtcc it uig|t |c
cco:c:cc wit| civi:c lw, o: :tio:l u:ivc:sliztio:, o: siul, c:so:l
co:victio: l: ct|icl co:suuc:isu t|is qucstio: oi |ow o|ligtio:s :c
:ccog:izcc sccus to cou|i:c ciiic:c:t ct|icl uotivtio:s, |ut t|c:c is vc:,
st:o:g cu|sis o: co:scquc:tilist :cso:i:g govc::cc |, t|c voic:cc oi
|:u o: t|c llcvitio: oi suiic:i:g to cist:t ot|c:s I|i:cl,, t|c:c is ct|icl
wo:| t|c uc:s |, w|ic| wc c: c|:gc ou:sclvcs i: o:cc: to |ccouc
ct|icl su||ccts ;loucult 1--, !o., I|is is uo:c :cticl qucstio:, :c
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i: ou: cxulc, t|c ctio:s t|:oug| w|ic| t|c cl|o:tio: oi ct|icl sclvcs is
i:c:csi:gl, |ci:g u:succ :c t|osc vc:, |uuc:uu, cil, ctivitics li|c
s|oi:g o: cisosi:g oi |ousc|olc :u||is| li:ll,, t|c:c is t|c telos oi ct|icl
:cticc, t|c |i:c oi scli t|t t|c ct|icl su||cct si:cs to |ccouc t|:oug| t|is
cou|i:tio: oi ctio:s l: t|is :cscct, t|c c:ucil oi:t |out ct|icl
co:suuc:isu is t|t o:g:iztio:ll, :c ciscu:sivcl, it llows io: wicc
lu:lit, oi ct|icl ositio:s to |c u:succ t|:oug| ::gc oi cvc:,c,
:cticcs looscl, coccc s ct|icl
loucult uscs t|is iou:w, civisio: oi t|c sccts oi ct|icl :o|lcutiz
tio: to suggcst :oug|:c:cc, cisti:ctio: |ctwcc: cocco:ic:tcc :c
ct|icso:ic:tcc uo:litics A:, uo:lit,, i: t|c |:occst sc:sc, will cou|i:c
t|csc clcuc:ts i: ciiic:c:t w,s, |ut |c suggcstcc t|t i: souc, t|c ui:
cu|sis will |c o: t|c c|c:c:cc to :csc:itivc coccs ;loucult 1--,
!-!0, l: t|csc, t|c uocc oi su||cctivtio: is :ccoui::t, :c, w|t is
uo:c, is givc: st:o:gl, :csc:itivc, :ulc|ou:c i:ilcctio: l: ot|c:s, t|c
iocus is uo:c o: scli:cic:c:til :i:cilcs :c ctio:s, :c it is t|csc t|t
loucult ;:c itc: |iu, w:itc:s li|c kosc, cu|s ct|icl A:c i: t|is sc:sc,
ct|icl co:suuc:isu is i:cccc st:o:gl, ct|icl i: loucults tc:us, s cisti:ct
i:ou |ci:g o:l, uo:l i: :csc:itivc sc:sc
I|c :otio: oi ct|icl :o|lcutiztio: |cls us isoltc t|c ciiic:c:t sccts
t|t :c cou|i:cc :c ciiic:c:titcc wit|i: t|c |:oc socil :c cultu:l
uovcuc:t t|t u|cs u ct|icl co:suuc:isu Wc s|oulc cu|sizc t|t its
tt:ctio: is s uuc| uct|ocologicl s co:cctul it |cls us to o:g:izc
cui:icl :l,sis oi w|t is ciiiusc :ctwo:| oi cto:s, ctio:s :c outcoucs
locgcs cl|o:tio: oi t|c co:cct oi ct|icl :o|lcutiztio: is oi i:tc:cst
|ccusc |c ccvclos t|is icc uct|ocologicll, wit| :cic:c:cc to ositio:i:g
t|co:, :c ciscu:sivc s,c|olog, ;Dvics s l::c 1--0, Wct|c:cll 1--,
I|is t:citio: oi :csc:c| l,s g:ct cu|sis o: t|c w,s i: w|ic| cl|o:tio:s
oi t|c scli wo:| t|:oug| v:ious :guuc:ttivc, :|cto:icl :cticcs oi
accountability I|is li:c oi wo:| :oviccs iuo:t:t :csou:ccs io: |ot|
co:cctulizi:g |ow ct|icl co:suuc:isu wo:|s s : sscu|lgc oi
:tio:litics :c tcc|:ologics io: t|c cl|o:tio: oi t|c scli, s wcll s
:ovici:g sct oi :l,ticl :csou:ccs io: u:cc:st:ci:g cui:icl ct o:
o:ci::, colcs uotivtio:s io: c:ggi:g ciiic:c:till, i: v:ious ct|icl
co:suutio: :cticcs lt :co:ic:ts ttc:tio: w, i:ou co:cctul :c
:l,ticl i:ucs t|t iocus o: |ow colcs su||cctivitics :c socill,
co:st:ucted i: tocow:|ottouu :cltio:s|i, tow:cs iocus o: |ow
colc :c lw,s socill, co:st:ucting su||cctivitics t|:oug| o:goi:g |oi:t
ctio: ;I|:iit 1--o,
l: t|c :cvious scctio:, wc :gucc t|t ciio:ts t govc::i:g co:suutio:
co :ot lw,s iu to co:st:uct t|c i:civicutcc co:suuc: s t|c :iu:,
tcc|:olog, io: c|icvi:g t|ci: gols i cou:sc, wc co :ot cc:, t|t g:ct
ccl oi t|c co:tcuo::, :o|lcutiztio: oi co:suutio: cocs cc:css
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i:civiculs lut w|t wc co w:t to :guc is t|t how t|is i:civiculizcc
cc:css to c|oos, co:suuc:s wo:|s :cccs to |c uo:c c:ciull, scciiicc, |,
cisti:guis|i:g |ctwcc: ctio:, icc:tit, :c su||cctivit, l: olic, ci:clcs, :c
olic,:cltcc cccuic wo:|, t|c:c is oitc: : ssuutio: t|t colcs
co:suuc: |c|viou: c: |c :cgultcc |, :ovici:g lots oi i:io:utio: |out
w|c:c couuocitics couc i:ou, w|o ucc t|cu, t|ci: c:vi:o:uc:tl iuct,
t|ci: li|cl, |clt| iucts, :c so o: I|c suc ssuutio: is oitc: t wo:| i:
uo:c oliticizcc io:us oi co:suuc: ctivisu Acccuic :l,sis i:io:ucc |,
cultu:l t|co:, :c ostst:uctu:lisu woulc tc:c to scc i: t|csc uoccs oi
cc:css ttcuts to co:st:uct colcs su||cctivit, |, |vi:g t|cu :ccog:izc
t|cusclvcs s t|c su||ccts oi v:ious iugcs oi so|:ict,, :cso:si|ilit,,
couuituc:t :c so o: All oi t|csc iiclcs olic,, cuig:, :c c:iticl
cccuic s|:c :t|c: t|i:, tcuo:l co:cctio: oi t|c scli A:c i: t|is
:cscct, cccuic :l,sis uig|t |c lggi:g |c|i:c t|c uost i::ovtivc
:cticcs oi cuig: g:ous i: t|is sccto:, w|o :c i:c:csi:gl, s|iiti:g w,
i:ou t|c i:io:utio:uoccl oi co:suuc: c|oicc tow:cs :u:ccc u:cc:
st:ci:gs oi |ow colc i:tcg:tc t|ci: ctio:s s co:suuc:s i:to |:occ:
:cticcs oi ccou:t|lc scliio:utio: lo: cxulc, i: t|c Dl t|i:|t:|s
suc| s t|c G:cc: Alli:cc :c Dcuos |vc :ccc:tl, :gucc t|t t|c |c, to
i:iluc:ci:g co:suuc: c|oicc is to |cttc: u:cc:st:c :occsscs oi s|:cc
lc::i:g t|:oug| cc: g:ous :c socil :ctwo:|s I|is iulics iocus o: t|c
:ts oi i:iluc:ci:g, icc:tii,i:g :c :cc:uiti:g i:tc:ucci:ics i: cc:
:ctwo:|s w|o c:succ :c i:iluc:cc ot|c:s i: co:vc:stio: |c|viou:
s:ccs t|:oug| co:vc:stio:s, socil lc::i:g :c cc: g:ou :ctwo:|s, :c
so t|c iu oi cuig:s s|oulc |c to gct colc tl|i:g, i:si:c cu:iosit,
;olli:s et al. !00!, +-,
Wc co :ot uc: to siul, c:co:sc t|csc so:ts oi io:uultio:s, |ut wc co
:ccc to :ccog:izc |c:c sig:iiic:t s|iit i: t|c w, i: w|ic| i:iluc:til cto:s,
scc|i:g to s|c u|lic olic, cc|tcs, :c t|cusclvcs :ct|i:|i:g t|c uost
ciicctivc tcc|:ologics io: :cgulti:g i:civicul co:suuc: c|oicc I|csc t|i:|
t:|s :c :ccouuc:ci:g t|t govc::i:g co:suutio: :cqui:cs uo:c t|:
siul, |ccto:i:g co:suuc:s to |c uo:c :cso:si|lc :c :ovici:g t|cu wit|
uo:c i:io:utio: lt cc:ti:l, cocs :ot i:volvc ttcuts to u|c colc
co:io:u to cxtc::ll, iuoscc :o:us kt|c:, w|t is u:iolci:g |c:c is
sc:sc t|t i:iluc:ci:g |c|viou: c: wo:| t|:oug| t|c clssicl :ts oi :|cto:ic
A:c t|c :cso: w|, wc t|i:| t|is is wo:t| t|i:g sc:iousl, is :cciscl, |ccusc
it c|:owlccgcs t|t colc :c argumentative subjects t|:oug| :c t|:oug| I|is
is :clcv:t io: |ow wc co:cctulizc t|c :tio:litics |c|i:c t|c ct|icl
:o|lcutiztio: oi co:tcuo::, co:suutio:, :c lso io: |ow wc uig|t go
|out cui:icll, i:vcstigti:g o:ci::, colcs c:ggcuc:ts wit| t|csc
i:tc:vc:tio:s i: w,s t|t co |usticc to t|ci: ow: couctc:cics s cto:s :c
sclvcs, :c :ot |ust su||ccts
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lct us :ctu:: :ow to t|c t|co:cticl tc::i: oi cv:ccc li|c:lisu,
govc::uc:tlit,, :c :coli|c:l su||cctivit, I|c ssuutio: t|t govc::
uc:tlitics wo:| t|:oug| c:ccvou:i:g to s,:c:gizc :tio:litics :c
su||cctivitics |ct:,s c:clcss :oui:lisu oi t|c scli, c|:ctc:istic oi
gc:c:ic ostst:uctu:lisu uo:c |:ocl, lt is sc|olstic co:ccit to suosc
t|t t|c ciscovc:, t|t su||cctivit, is :cltio:l, c:|s cvc: ccvoic oi
ositivc co:tc:t, iulics t|t su||cctivitics :c ullc|lc :c uc:|lc to
t::sio:utio: Gc:c:ic ostst:uctu:lisu tc:cs to iocus o: cxt:cucl, t|i:
co:ccts oi ullc|lc su||cctivit,, o:c t|i:g wc li|c |out t|c icc oi ct|icl
:o|lcutiztio: is t|t it :csto:cs souc sc:sc oi |ow su||cctivit, is cu|ccccc
i: |:occ: :cticcs oi scliu|i:g :c c:so:|ooc Wc w:t to iollow
l::cs suggcstio: t|t c:so:|ooc tu::s o: culit, oi t|c scli
I|c scli oi c:so:l icc:tit, io: :, o:c |uu: |ci:g sccus to |c
:cccss:, si:gul:it, w|ilc t|c clvcs t|t :c u:iicstcc i: socil
c:cou:tc:s c: csil, |c s|ow: to |c civc:sc :c ctull, uultilc
;l::c 1--1, .1,
I|c icc t|t c:so:|ooc :cqui:cs sc:sc oi |ci:g o:c scli :c co:ti:uousl,
o:c scli ;\u|luslc: s l::c 1--0, , cocs :ot :cqui:c :, suositio:
t|t t|is sc:sc is :c|o:cc i: iou:ctio:l icc:tit, o: i::c: cgo l: i:ou it,
t|is co:st:uctivist co:cct oi c:so:|ooc oc:s u : ltc::tivc sc:sc oi
su||cctivit, i: tc:us |cttc: suitcc to :cciti:g |ow colcs sc:sc oi
t|cusclvcs is uccitcc |, t|c :outi:izcc ctio:s :c i:tc:ctio:s i: w|ic| t|c,
:c iulictcc lo: co|c:c:t sc:sc oi c:so:l icc:tit, to |c ui:ti:cc ovc:
tiuc, i: t|c cou:sc oi c|:gi:g ttc::s oi co:cuct, colc uust |c |lc to
i:tcg:tc :cw cvc:ts i:to co|c:c:t :::tivcs I|c icc oi t|c :::tivcscli
iulics t|t t|c ullc|ilit, oi colcs su||cctivit, is co:st:i:cc |, t|c
ccg:cc to w|ic| :cw cvc:ts :c icc:tiiictio:s c: |c i:tcg:tcc i:to o:goi:g
sto:,li:cs ;\c:, !000, I|is ciuc:sio: oi co:st:i:t is i:c:csi:gl,
c|:owlccgcc |, |ot| t|i:|t:| :c cccuic :csc:c| o: susti:|lc
co:suutio: ;c|so: !00+, o:suuc: c|oicc is |cst u:cc:stooc lcss |,
:cic:c:cc to :otio:s oi su||cctivc uotivtio:, :c uo:c i: tc:us oi t|c
cu|ccci:g oi su||cctivcl, uotivtcc ctio: i: ttc::s oi :cticc ;|ovc
!00!, W:cc !00., I|c icc oi t|c :::tivcscli iulics t|t t|c iocus oi
:l,ticl ttc:tio: i: u:cc:st:ci:g ciio:ts t govc::i:g su||cctivit, ;w|c:c
t|is is t|c u|itio:, :cccs to |c o: t|c :|cto:icl c,:uics oi ccou:t|ilit, i:
t|c cou:, oi ot|c:s t|:oug| w|ic| colc :cgotitc t|c :cltio:s|i
|ctwcc: t|ci: :outi:izcc ||its :c cxlicitl, :ticultcc uo:l iuc:tivcs to
co:suuc uo:c ct|icll,, :cso:si|l,, o: susti:|l,
l: ou: :csc:c| o: |ow o:ci::, colc :cltc to ct|icl co:suuc:
cuig:s, wc |vc uscc iocusg:ou uct|ocologics to i:vcstigtc t|c l,
:o:utivitics t|:oug| w|ic| colc ccli:ctc t|c scoc oi ctivitics t|t t|c,
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:c willi:g to :o|lcutizc i: ct|icl o: uo:l :cgistc:s locus g:ous :c
:ot siul, co:vc:ic:t w, oi o|ti:i:g lot oi iuuccitcl, :clcv:t o:
toic tl| ;lcw:cs s to|oc !00+, .0.,, :o: :c t|c, |cst t|oug|t oi s
uc:s oi cccssi:g collcctivc :c:csc:ttio:s t|t g:ous |olc I|c, :c vc:,
gooc t cccssi:g ct |out i:tc:ctio: ;litzi:gc: 1--+, Wil|i:so: 1--,,
|owcvc:, :c it is t|is t|t :ccouuc:cs t|cu s uc:s oi cxlo:i:g t|c
ct|icl :o|lcutiztio: oi co:suuc:isu l: :ticul:, iocus g:ou uct|
ocologics :c ciicctivc t cl|o:ti:g t|c i:tc:ctivc c,:uics t|:oug| w|ic|
colc :cgotitc v:ious vc:ticl ositio:i:gs ;Dvics s l::c 1--0,, |,
locti:g t|is :occss i: t|c |o:izo:tl :cticcs oi cx:cssi:g ttituccs,
:ovici:g ictul vc:sio:s oi :clit,, :c cx:cssi:g :cg:cts :c givi:g
|ustiiictio:s I|c :cso:si|iliztio: oi cvc:,c, liic uig|t |c s uuc| |out
t|csc |o:izo:tl c,:uics oi socil i:tc:ctio: s it is |out vc:ticl
:occsscs oi ositio:i:g |, |cgcuo:ic ciscou:scs locus g:ous :c, wc woulc
:guc, : :o:itc uct|ocolog, io: cxlo:i:g o:c oi t|c |c, :i:cilcs oi
ciscu:sivc ccou:ts oi t|c scli, :ucl, t|t t|i:gu o: cissc:ti:g i:ou
ositio:s is s|cc |, uotivtio:s oi ccou:t|ilit, ;Wct|c:cll 1--, !-+,
Wc :c:ocucc |c:c : cxt:ct i:ou o:c ciscussio: oi ct|icl :cso:si|ilit, :c
co:suuc: c|oicc uo:gst g:ou oi wouc: w|o ll livc i: uicclci:couc
:csicc:til :c oi l:istol Wc w:t to usc it |c:c to illust:tc |ow t|is
uct|ocologicl :oc| t|:ows lig|t o: |ow to co:cctulizc t|c :occsscs oi
ciscu:sivc ositio:i:g t|:oug| w|ic| t|c ct|icl :o|lcutiztio: oi co:suu
tio: wo:|s
lcilitto:
Woulc ,ou cvc: wo::, |out ioocs t|t :c |cvil, c|gcc
A::c
l t|i:| :t oi t|c :cso: l go to i:uit :c vcg s|o, l co:t :cll, w:t
t|i:gs t|t |vc |cc: i: ol, |g o: t|i:gs t|t |vc got coulctcl,
cxccss c|gi:g lts :iciculous t|c uou:t oi c|gi:g ,ou gct
luc,
Wc :c uc:t to iccl guilt, |out it, li|c its ou: iult |ut its :ot
A::c
lut it is ou: iult ii wc c|oosc to |u, lcs i: ol, |g
luc,
lts t|c colc w|o :ocucc it t|t :c t|c guilt, o:cs, :ot us
lvcl,:
At Icscos, l iccl t|t ,ou c:t |luc Icscos io: |:oc|i:g cow:
sulic:s, uost oi its t|ci: custouc:s t|t :c ccu:ci:g t|c :iccs :c
t|c suc
:olc
i:s|u:,s, w|c:c t|c, :c coi:g t|c |c:s, t|c, uscc to scll t|cu ll
loosc :c t|c, o:l, givc ,ou t|c c|gcc otio:
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li ,ou |vc:t got t|t c|oicc
A::c
li ,ou go to t|c g:cc:g:occ: ,ou gct, ,ou t|c ,ou: ow: ol, |g, w|ic| l
co:t, |ut ,ou gct ol, |g, :c ,ou s, l w:t t|osc ottocs, s|c
uts t|cu i: t|c |ottou, :c l w:t t|osc lcs, t|c, :c ll |ust
c|uc|cc i: t|c |g, ii:c I|t is:t :,t|i:g cxt: t ll
I|c:c is couuo: uocc oi :l,si:g tl|ct oi t|is so:t i: c:vi:o:uc:tl
stucics :c susti:|lc co:suutio: :csc:c| |, i:tc::cti:g t|csc so:ts oi
cxc|:gc i: tc:us oi t|c voc|ul:ics oi uotivc t|:oug| w|ic| i:civiculs
cislcc :cso:si|ilit, w, i:ou t|cusclvcs o:to ot|c: cto:s l:ou t|is
c:scctivc, luc,s i:tc:vc:tio:s woulc |c :cc s sct oi cxcuscs io: :ot
cccti:g |c: o|ligtio: to co:suuc uo:c :cso:si|l,, cou:cc to A::c,
w|o sccus to |c willi:g to co |c: |it u: i:cli:tio: is :ot to suosc t|t
t|is t,c oi cxc|:gc :oviccs cccss to t|c ciiic:c:t uotivtio:s oi t|c
i:civicul sc|c:s, |ut :t|c: s : cxulc oi t|c |oi:t ctio: t|:oug| w|ic|
sct oi :o:utivc i:|u:ctio:s :c wo:|cc ovc: :c su||cctcc to c:iticl
|ucguc:t Wct|c:cll ;1--, !-1, suggcsts t|t i: tl|, colc cisl, w|t
t|c, |:ow t|ci: :cticl :cso:i:g s|ills :c couctc:cics I|is ccit,
io: ccli|c:tivc :cso:i:g is iolccc i:to t|c cu|ocicc, ||itul ciuc:sio:s oi
cvc:,c, :cticcs colc :c c:w: i:to :ticulti:g i:tc::cttio:s :c
|ustiiictio:s w|c: t|ci: :outi:c ||its :c i:tc::utcc o: :o|lcutizcc
;u:t s :clc 1--, scc lso D:c,ius s D:c,ius !00.,
I|is is w|t sccus to |c goi:g o: i: t|is li:c oi co:vc:stio: Wc scc |c:c
colc |oi:tl, co:sicc:i:g t|c cxtc:t to w|ic| cc:ti: uxius co :c s|oulc
|olc io: t|cu, |, t|i:g t|ci: o:ci::, :cticcs s o||ccts oi :cilcctio: A:c
t|c ositio:i:g oi su||ccts t|cs lcc lo:g two l:cs li:stl,, io: :l,ticl
u:oscs, t|c i:itil qucstio: |, t|c icilitto: oi t|c g:ou is su::ogtc io:
vc:ticl ositio:i:g it cc:csscs :o:utivc :oositio: w|ic| t|c
:tici:ts t|c: co:sicc: t|:oug| t|ci: ow: i:tc:ctio: cco:cl,, t|is
cxc|:gc is u:|cc |, cisg:ccuc:t uo:gst t|c :tici:ts :ou:c t|c
iulicc uoccl oi :o:itc :cso:sc, |o:izo:tl ositio:i:g u, o: u,
:ot gc:c:tc g:ccuc:t |out t|c locus :c :tu:c oi :cso:si|ilit, :
ot|c: occsio:s i: t|csc so:ts oi ciscussio:s, it is :tici:ts t|cusclvcs w|o
co vc:ticl ositio:i:g, |, i:t:ocuci:g cxulcs s cilcuus to |c tl|cc
t|:oug| |, t|c g:ou :tici:ts I|:oug|out t|c iocus g:ou cxc|:gcs
:ou:c t|csc so:ts oi toics, wc ii:c colc g:cci:g :c cisg:cci:g,
i:t:ocuci:g toics i:to co:vc:stio:s s cxulcs to co:sicc: i:ou ciiic:c:t
sccts, :c co:sicc:i:g t|c ciiic:c:t :cso:s t|c, uig|t |vc io: ssc:ti:g to
souc iuc:tivcs :c cissc:ti:g i:ou ot|c:s
Wc co :ot w:t to u|c too uuc| oi t|is ictu:c oi iocus g:ou
:tici:ts s collcctio: oi littlc l|c:usi:s All t|t t|csc wouc: :c
coi:g is st:ig|tio:w:c uo:l :cso:i:g t|c, :c lig:i:g cxtc::ll,
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cc:csscc :o:us wit| t|ci: ow: i:ucs oi uo:l :c :cticl :cic:c:cc s
:cco:citio: io: sscssi:g t|ci: vlicit, io: t|cu I|is is io:u oi i:tc:ctivc,
|oi:t ctio: A:c it is io:u oi :cso:i:g t|t t|c, c:, cvicc:tl,, c:ggc i:
I|is is t|c t|co:cticl lcsso: wc w:t to cc:ivc i:ou t|csc wouc: i: l:istol
ciscussi:g w|ct|c: o: :ot t|c, s|oulc |u, |cvil, c|gcc :ocucts i: t|c
suc:u:|ct lt|icl co:suuc: cuig:i:g wo:|s, wc :guc, |, cc:cssi:g
cc:ti: uo:l cilcuus to o:ci::, colc, t|c ttituccs t|t colc cx:css
|out t|c toics :iscc |, t|csc cuig:s i: tu:: :ccc to |c :l,scc i: t|ci:
:|cto:icl, :guuc:ttivc co:tcxt, :t|c: t|: s cx:cssio:s oi :ccxisti:g
uotivtio:s o: uo:l cisositio:s ;lillig 1--o,
u: :cso: io: cu|sizi:g t|is oi:t, :c io: usi:g i:tc:ctivc tl|ct
to co so, is to suggcst t|t govc::i:g t|:oug| t|c ctio: oi :o:us :cqui:cs :
ccou:t oi |ow :o:us :c ctcc uo: t|t gocs |c,o:c siulistic oositio:
oi co:io:uit, o: :csist:cc l, ccii:itio:, :o:us co :ot wo:| |, |ci:g
co:io:ucc to, :o: cocs t|c o|sc:vtio: oi :cticcs t|t co :ot cco:c to
govc::i:g :o:us i:cictc t|c :csc:cc oi :csist:cc ;\c:, !000, lt is
iuo:t:t to |olc :t :o:utivc i:ou :o:ulizi:g :o:us co :ot couc
wit| i:st:uctio: l|cls :cci:g :o:u
si:cc :o:us :c :ot o||cctivc ct, :c s suc| ci:cctl, o|sc:v|lc, t|c
|c:ouc: to w|ic| t|c, givc :isc :c :ot t|c sttic |c:ouc: oi
:o:ulit,, |ut t|c c,:uic |c:ouc: oi :o:utivit,
;\c|c:c, 1--, 110,
u: :cso: io: loo|i:g t t|c o:ci::, io:us oi :cso:i:g t|t colc cclo,
w|c: co:i:o:tcc wit| ccu:cs to co:suuc uo:c :cso:si|l, is t|t it |cls
|cttc: u:cc:st:c t|c ucciuus oi l, :o:utivit, t|:oug| w|ic| suc|
ccu:cs oc:tc I|c:c is lw,s : clcuc:t oi t|c cisc:ctio::,,
cl|o:tivc, :c c |oc |out |ow wc l, :ulcs :c sc|cucs, io: t|c, co
:ot ccii:c t|ci: ow: lictio:s ;\c:t|, 1--!, !0,
:o:us o:l, iu:ctio: s :o:us t ll |ccusc oi t|c ccitics oi colc to
:cilcct o: st:tcgics :c ccii:c o||cctivcs, scli:cilcxivc ccit, t|t is
cc:ti:l, i:tc::cttivc, |ut |ovc ll is couuu:ictivc :c i:tc:ctivc lt is
t|is scct w|ic| t|c :l,tics oi govc::uc:tlit, oiic:s littlc |cl i:
u:cc:st:ci:g l:cvlc:t co:st:uctio:s oi loucult c:cou:gc us to :csuuc
t|t t|is ciuc:sio: oi i:tc:ctio: is uisco:st:ucc ii :c w|c: it is co:sicc:cc
s o:ic:tcc |, : iuulsc to couuu:ictivc g:ccuc:t :t|c: t|: st:tcgic
i:tc:csts l: co:t:st, lc|i:g ;!00+, !, :gucs t|t loucult gvc us
w,s i: w|ic| to u:cc:st:c w|t is sic, c: |c sic, w|t is ossi|lc, w|t is
uc:i:giul s wcll s |ow it lics :t i:ou t|c u:t|i:||lc :c
i:ccci|c:|lc lc gvc us :o icc oi |ow, i: cvc:,c, liic, o:c coucs to
i:co:o:tc t|osc ossi|ilitics :c iuossi|ilitics s :t oi o:cscli ;lc|i:g
!00+, !00, I|csc :cu:|s couc i: ciscussio: oi t|c couliuc:t:,
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:o|ccts oi loucult :c Goiiu: I|c lttc:, lc|i:g suggcsts, :oviccs
usciul :csou:ccs io: u:cc:st:ci:g t|c o:ci::, ct|:ouct|ocicl couuu
:ictivc :cticcs t|:oug| w|ic| i:tc:ctio: is c::icc lo:g, |, llowi:g
colc to i:tc::ct :c l, :o:us, to :ticitc :cso:scs, to iu:ovisc, :c
so o: lt is t|is ciuc:sio: t|t t|c :l,tics oi govc::uc:tlit, lc|s lut wc
|vc :gucc |c:c t|t it is :ot c:oug| to |ust cll io: uo:c cui:icl :l,sis oi
|ow ciscou:scs :c :cccivcc, si:cc wit|out iu:t|c: scciiictio: suc| :l,scs
csil, lc:c t|cusclvcs to : :l,sis i: tc:us oi :csist:cc :c :ciusl W|t is
t st|c is :ot |ust uttc: oi cci:g |ottouu c:scctivc to t|c tocow:
c:scctivc oi louculci: :oc|cs c:ious co:cctul :c uct|ocologicl
co:sicc:tio: oi t|c o:ci::,, l, :o:utivitics t|:oug| w|ic| co|c:c:t
:::tivc sclvcs :c susti:cc |, :cgotiti:g v:ious ciscu:sivc ositio:i:gs
supplements :t|c: t|: uc:cl, uguc:ts tocow: c:scctivcs o: govc::
uc:tlit,, ic it s|ows t|t w|t :cccs to |c cccco: to t|c :l,tics oi
govc::uc:tlit, is souct|i:g uissi:g t|t is :cll, cssc:til to t|c co|c:c:cc
oi t|c o:igi:l ccou:t itscli I|c ovc:w|clui:gl, st:tcgic co:st:ul oi ctio:
:c i:tc:ctio: i: t|c :l,tics oi govc::uc:tlit, c::ot ccou:t io: t|c
oc:tio:s it sc:i|cs to t|c c,:uic oi st:tcgic co:tcsttio:, :c t|is :cqui:cs
:co:ic:ttio: oi t|c w,s i: w|ic| t|c :l,sis oi oliticl :tio:litics :c
tcc|:ologics oi t|c scli is io:uultcc i: t|c ii:st lcc
Conclusion
Wc |vc cc:csscc ou:sclvcs |c:c to sct oi t|co:cticl :c uct|ocologicl
issucs :isi:g i:ou t|c cclo,uc:t oi t|co:ics oi govc::uc:tlit, s suo:t
io: :::tivcs oi |cgcuo:ic :coli|c:liztio:, usi:g i:sig|ts i:ou :csc:c|
i:to ct|icl co:suuc:isu s uc:s oi ccvcloi:g c:iticl c:scctivc o: t|c
w,s oi co:st:ucti:g t|co:, :c uct|occiiccts :ou:c t|c ut|o:ittivc :uc
oi loucult Wc |vc c|:owlccgcc t|t t|c:c :c, i:cccc, sct oi
co:tcuo::, :tio:litics iucc t govc::i:g co:suutio: i: :cltio: to
:ticul: c:cs, t|t t|csc co |cl susti: t|c :cso:si|iliztio: oi i:civiculs
s co:suuc:s, :c t|t t|csc :tio:litics uig|t |c :l,scc i: tc:us oi t|c
ct|icl :o|lcutiztio: oi co:suutio: lut ou: :ccou:sc to t|csc
louculci: uotiis |s lso lcc us to qucstio: souc oi t|c |sic ssuutio:s
oi t|c :l,tics oi govc::uc:tlit, :c cv:ccc li|c:lisu Wc |vc
cu|sizcc t|t govc::i:g co:suutio: :cticcs oitc: cocs :ot iu to
t::sio:u colcs su||cctivitics i: vc:, st:o:g sc:sc t ll, |ut ius i:stcc
to icilittc cc:ti: t,cs oi u|licl, o|sc:v|lc cts oi u:c|sc, si:gul: cts
t|t c: |c gg:cgtcc, ucsu:cc, :co:tcc :c :c:csc:tcc i: t|c u|lic
s|c:c A:c t|is i: tu:: iulics t|t t|c :cltio:s|i |ctwcc: govc::i:g
ctio:s :c t|c io:utio: oi su||cctivc cisositio:s :cqui:cs uo:c :ccisc
scciiictio: t|: is oitc: :oviccc i: louculci: :l,scs l: :ticul:, wc
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|vc suggcstcc t|t it :cqui:cs g:ctc: co:sicc:tio: oi :::tivc co:cctio:s oi
t|c scli :c oi c:so:|ooc, i: o:cc: to u:cc:st:c t|c :ccu:sivc, :cilcxivc
:cltio:s|is |ctwcc: :outi:izcc ||itul :cticcs :c ccitics to ccli|c:tc
:cso:|l,
lt|icl co:suuc: uovcuc:ts :c cuig:s, wc |vc :gucc, ctivcl,
cc:css colc s gc:ts oi co:suuc: c|oicc, |ut :ot s sclii:tc:cstcc,
cgoisticl utilit, uxiuizcs I|c, tcll colc t|t s co:suuc:s t|c, :c
su||cct to :cw ::gc oi uo:l :cso:si|ilitics, |ut lso cuowc:cc to ct o:
t|csc i: :cw, i::ovtivc w,s I|c ciscu:sivc ositio:i:gs oi co:suuc:s i:
t|is iiclc wo:| |, :o|lcutizi:g co:suutio:, |, :csc:ti:g colc wit|
cilcuus :c co:u:c:uus, :c t|c, :csuuc ccit, io: o:ci::, uo:l
:cso:i:g t|t co:tcuo::, cultu:l :c socil t|co:, is oitc: lot| to
c|:owlccgc A:c w|c: wc tu:: to t|c w,s i: w|ic| colc :cso:c to t|csc
so:ts oi cuig:s, wc ii:c colc ccli:cti:g t|c sccts oi t|ci: livcs t|t
t|c, :c willi:g :c :cticll, |lc to :o|lcutizc i: t|c u,:ic w,s t|t
:c :ow s|cc oi t|cu W|c: wc tl| to colc |out w|t t|c, u|c oi t|csc
i:|u:ctio:s to |u, ii: t:cc coiicc o: o:g:ic vcgct|lcs o: |o,cott :i|c o:
:cc,clc t|ci: |cc: c:s o: wc: w|itc w:ist|:cs, wc co :ot ii:c |c:oicll,
ctivc o: c:ctivc co:suuc:s o: c:icctl, vi:tuous citizc:s Wc ii:c colc
wit| |us, livcs :c to:: lo,ltics :c uultilc couuituc:ts :c sc:cc
:csou:ccs w|o co w|t t|c, c:, :c w|o :cso:c ositivcl, to i:ititivcs to
u|c t|cu i:to uo:c :cso:si|lc co:suuc:s w|c: t|is c: |c ucc to iit
i:to t|ci: o:goi:g cl|o:tio:s oi t|c scli A:c t|csc cl|o:tio:s loo| lot
uo:c li|c :cticl :c :::tivc c|icvcuc:ts oi gooc c:oug| uo:litics
;u:t s :clc 1--, t|: t|c ci:cul: :ccog:itio: ciiccts oi ost
Alt|ussc:i:, ostlouculci:, ostlc:i: t|co:ics oi su||cctio:utio:
Wc |vc :gucc t|t t|c louculci: co:st:ul oi st:tcgic i:tc:ctio:, |,
squcczi:g out :, scc io: :o:utivcl, o:ic:tcc couuu:ictivc ctio:,
c::ot ccou:t io: t|c :ccu::c:t cusl :occsscs t|t govc:: i:tc:scctio:s
|ctwcc: |st:ct, cc:t:ll, :ouotcc l:s :c socil liic o: t|c sull sclc
;Iill, 1---, !+., I|csc i:clucc :cticcs suc| s cuultio:, iu:oviz
tio:, :c ol,vlc:t c:io:u:cc ll uoccs oi :cticc w|ic| cxcccc
siul, iollowi:g :ulcs o: co:io:ui:g to :o:us ;Iill, 1---, !.0, I|i:g
t|c cusl owc: oi suc| i:tc::cttivc :cticcs sc:iousl, woulc t|o:oug|l,
:ccst t|c co:cctul u|itio:s :c uct|ocologicl :cccts oi t|c :l,tics oi
govc::uc:tlit, lt woulc cislcc ttc:tio: i:ou ciscovc:i:g :tio:litics t|t
guicc i:tc:vc:tio:s o:to i:vcstigti:g t|c cuc:gc:t :o|lcutiztio:s t|t :c
sscu|lcc i: :c t|:oug| vc:ticl :c |o:izo:tl ositio:i:gs oi i:tc:cti:g
su||ccts lut louculci: t|co:ics :cui: too vc:sc to t:cti:g l,
:o:utivitics sc:iousl,, :c t|c:cio:c :c u:|lc to :ccog:izc t|c :cticl
:csou:ccs t|:oug| w|ic| t|c owc: :cltio:s t|c, sct out to :l,sc ctull,
oc:tc I|c :otio: oi st:tcgic gucs oi li|c:t, ws uc:t s ccii:itio: oi
|ow owc: is cisti:ct i:ou coui:tio: :c su||cctio: ;loucult !000,
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!+0, lut cvc: i: its ow: tc:us, it is :ot t ll clc: t|t st:tcgic gucs
:c t|c o:l, uc:s oi t:,i:g to i:iluc:cc t|c co:cuct oi ot|c:s ;\c:t|,
1--!, oo, I|is icc c:s i:ccqutc w|c: co:t:stcc to :otio:s oi
owc: w|ic| c|:owlccgc t|c couuu:ictivc ccit, io: cti:gi:co:cc:t
i:cc oi st:tcgic clcultio:s oi uc:s :c c:cs ;cg A:c:ct 1-., I|c:c is :o
:ccc to loctc t|is couuu:ictivc ccit, i: :cgultivc iccls, o: i:
t::scc:cc:tl vlicit, co:citio:s, :o: cvc: i: t|c ||itul :cccsscs oi iicct
i: o:cc: to |c |lc to c|:owlccgc it s :cl io:cc i: t|c cvc:,c, ttc::i:g
oi t|c wo:lc
Note
1 Govc::i:g t|c su||ccts :c sccs oi ct|icl co:suutio: ;kl
1+!!.00!!,, lco:ouic :c ocil kcsc:c| ou:cil ;lk,A:ts :c
luu:itics kcsc:c| ou:cil ;Alk, ultu:cs oi o:suutio: l:o
g:uuc Avil|lc t |ttwwwoc:cu|socilscic:ccsstiic|::ctt
ct|iclco:suutio:|tu
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The Elusive Subject of Neo-Liberalism

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