An Ethico-Aesthetics of Heroin Chic: Art, Cliché and Capitalism

Peta Malins

in Deleuze and the Body

Published by Edinburgh University Press

Published in print March 2011 | ISBN: 9780748638642
Published online March 2012 | e-ISBN: 9780748652679 | DOI:
An Ethico-Aesthetics of Heroin Chic: Art, Cliché and Capitalism

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This chapter examines the relation between image and spectator. Drawing on Gilles Deleuze and Felix Guattari's writings on art, capitalism, and ethics, it explores the extent to which heroin-chic images might be understood as productive of bodily transformations in order to re-read drug-referenced advertising and explore its ethico-aesthetic capacities. The findings reveal that although heroin-chic images do indeed contain an ethico-aesthetic potential, this capacity is severely curtailed by cliché and capitalism.

Keywords: image; spectator; heroin chic; Gilles Deleuze; Felix Guattari; drug-referenced advertising; ethico-aesthetic capacities; cliché; capitalism

Chapter.  9395 words. 

Subjects: Philosophy

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