Machines driving machines: Deleuze and Guattari’s asignifying unconscious
本文推广德勒兹与加塔利的机器模型，将无意识视为非主观且非意指的力量碰撞与偶然连接，而非语言链，并探讨其对营销理论中无意识、社会物质系统、营销实践及批判营销理论的重新概念化。
The psychoanalytic tradition is split. Most marketing theorists work with a linguistic model, treating the unconscious as an extension of conscious language. This article promotes the machinic model of Deleuze and Guattari, which treats the unconscious as asubjective but also asignifying. This means that the unconscious is comprised of colliding forces and their contingent connections, rather than a chain of signification in a wider symbolic structure. There are a small number of machinic or proto-machinic articles in marketing theory, but this article explores how explicating the Deleuzoguattarian model could reconceptualise: (1) the unconscious, (2) its relation to sociomaterial systems, (3) its relation to marketing practice, and (4) the role of critical marketing theory. This article also argues that there is a strategic benefit in searching for complementarities between Deleuze and Guattari, on the one hand, and other psychoanalytic thinkers, on the other. A united front of unconscious understandings would be advantageous in a discipline that lionises conscious choice. As such, this article presents the machinic model as another perspective in the already pluralistic tradition of psychoanalytic marketing theory.