Minoritarian Enunciation and Global Product Culture

BY Julietta Cheung


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In Minoritarian Enunciation and Global Product Culture, artist Julietta Cheung uses Gilles Deleuze and Félix Guattari’s linguistic concepts to tease out the creative force of consumption in a globalized economy. Taking Chinese “shanzhai” as a partially subversive intervention–and comparing the pirated, open-source manufacture of Apple products (the “HiPhone”) to fan fiction–Cheung connects the rhizomatic complexities of desire, flows of capital, and the textual conditions of translation. Minoritarian Enunciation and Global Product Culture is an important resuscitation of Deleuzian theory and a level-headed elaboration of how global branding intersects with “ideology,” and technology with popular culture.

Julietta Cheung is a visual artist. She has exhibited at various venues in Europe and the United States. Her conceptually-driven work merges sculpture, graphics, photography and appropriative writing within installations that examine the interrelationship between language and the material world. She received her MFA from the School of the Art Institute of Chicago and is currently Assistant Professor of Art at Florida State University.

Ordinance, a critical series, issues nonfiction writing in the areas of contemporary poetics, philosophy, politics, and technology. Ordinance as in coordination, ordinal points, and incendiary potential with greater stamina than yesterday’s feed. Each chapbook in the series is handmade, perfect bound, and portable. The Ordinance series is available by subscription ($35.00 for all) and Individual titles may be purchased ($7.00). The series will be complete by the end of 2016, with ten titles in all.

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