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24 " The idealized market was supposed to deliver ‘friction free’ exchanges, in which the desires of consumers would be met directly, without the need for intervention or mediation by regulatory agencies. Yet the drive to assess the performance of workers and to measure forms of labor which, by their nature, are resistant to quantification, has inevitably required additional layers of management and bureaucracy. What we have is not a direct comparison of workers’ performance or output, but a comparison between the audited representation of that performance and output. Inevitably, a short-circuiting occurs, and work becomes geared towards the generation and massaging of representations rather than to the official goals of the work itself. Indeed, an anthropological study of local government in Britain argues that ‘More effort goes into ensuring that a local authority’s services are represented correctly than goes into actually improving those services’. This reversal of priorities is one of the hallmarks of a system which can be characterized without hyperbole as ‘market Stalinism’. What late capitalism repeats from Stalinism is just this valuing of symbols of achievement over actual achievement.
[…]
It would be a mistake to regard this market Stalinism as some deviation from the ‘true spirit’ of capitalism. On the contrary, it would be better to say that an essential dimension of Stalinism was inhibited by its association with a social project like socialism and can only emerge in a late capitalist culture in which images acquire an autonomous force. The way value is generated on the stock exchange depends of course less on what a company ‘really does’, and more on perceptions of, and beliefs about, its (future) performance. In capitalism, that is to say, all that is solid melts into PR, and late capitalism is defined at least as much by this ubiquitous tendency towards PR-production as it is by the imposition of market mechanisms. "

Mark Fisher , Capitalist Realism: Is There No Alternative?

29 " From *the form of time and of the single dimension* of the series of representations, on account of which the intellect, in order to take up one thing, must drop everything else, there follows not only the intellect’s distraction, but also its *forgetfulness*. Most of what it has dropped it never takes up again, especially as the taking up again is bound to the principle of sufficient reason, and thus requires an occasion which the association of ideas and motivation have first to provide. Yet this occasion may be the remoter and the smaller, the more our susceptibility to it is enhanced by interest in the subject. But, as I have already shown in the essay *On the Principle of Sufficient Reason*, memory is not a receptacle, but a mere faculty, acquired by practice, of bringing forth any representations at random, so that these have always to be kept in practice by repetition, otherwise they are gradually lost. Accordingly, the knowledge even of the scholarly head exists only *virtualiter* as an acquired practice in producing certain representations. *Actualiter*, on the other hand, it is restricted to one particular representation, and for the moment is conscious of this one alone. Hence there results a strange contrast between what a man knows *potentia* and what he knows *actu*, in other words, between his knowledge and his thinking at any moment. The former is an immense and always somewhat chaotic mass, the latter a single, distinct thought. The relation is like that between the innumerable stars of the heavens and the telescope’s narrow field of vision; it stands out remarkably when, on some occasion, a man wishes to bring to distinct recollection some isolated fact from his knowledge, and time and trouble are required to look for it and pick it out of that chaos. Rapidity in doing this is a special gift, but depends very much on the day and the hour; therefore sometimes memory refuses its service, even in things which, at another time, it has ready at hand. This consideration requires us in our studies to strive after the attainment of correct insight rather than an increase of learning, and to take to heart the fact that the *quality* of knowledge is more important than its quantity. Quantity gives books only thickness; quality imparts thoroughness as well as style; for it is an *intensive* dimension, whereas the other is merely extensive. It consists in the distinctness and completeness of the concepts, together with the purity and accuracy of the knowledge of perception that forms their foundation. Therefore the whole of knowledge in all its parts is permeated by it, and is valuable or troubling accordingly. With a small quantity but good quality of knowledge we achieve more than with a very great quantity but bad quality." —from_The World as Will and Representation_. Translated from the German by E. F. J. Payne in two volumes: volume II, pp. 139-141 "

34 " It must be *possible* for the *I think* to accompany all my representations: for otherwise something would be represented within me that could not be thought at all, in other words, the representation would either be impossible, or at least would be nothing to me. That representation which can be given prior to all thought is called *intuition*, and all the manifold of intuition has, therefore, a necessary relation to the *I think* in the same subject in which this manifold of intuition is found. This representation (the *I think*), however, is an act of *spontaneity*, that is, it cannot be considered as belonging to sensibility. I call it *pure apperception*, in order to distinguish it from empirical apperception, as also from original apperception, because it is that self-consciousness which, by producing the representations, *I think* (which must be capable of accompanying all other representations, and which is one and the same in all consciousness), cannot itself be accompanied by any further representations. I also call the unity of apperception the *transcendental* unity of self-consciousness, in order to indicate that *a priori* knowledge can be obtained from it. For the manifold representations given in an intuition would not one and all be *my* representations, if they did not all belong to one self-consciousness. What I mean is that, as my representations (even though I am not conscious of them as that), they must conform to the condition under which alone they *can* stand together in one universal self-consciousness, because otherwise they would not one and all belong to me. From this original combination much can be inferred.The thoroughgoing identity of the apperception of a manifold that is given in intuition contains a synthesis of representations, and is possible only through the consciousness of this synthesis. For the empirical consciousness which accompanies different representations is itself dispersed and without reference to the identity of the subject. Such a reference comes about, not simply through my accompanying every representation with consciousness, but through my *adding* one representation to another and being conscious of the synthesis of them. Only because I am able to combine a manifold of given representations *in one consciousness* is it possible for me to represent to myself the *identity of the consciousness in these representations*, that is, only under the presupposition of some *synthetic* unity of apperception is the *analytic* unity of apperception possible. The thought that the representations given in intuition belong one and all *to me*, is therefore the same as the thought that I unite them in one self-consciousness, or can at least do so; and although that thought itself is not yet the consciousness of the synthesis of representations, it nevertheless presupposes the possibility of this synthesis. In other words, it is only because I am able to comprehend the manifold of representations in one consciousness that I call them one and all *my* representations. For otherwise I should have as many-coloured and varied a self as I have representations of which I am conscious. Synthetic unity of the manifold of intuitions, as given *a priori*, is thus the ground of the identity of apperception itself, which precedes *a priori* all *my* determinate thought. Combination, however, does not lie in the objects, and cannot be borrowed from them by perception and thus first be taken into the understanding. It is, rather, solely an act of the understanding, which itself is nothing but the faculty of combining *a priori* and of bringing the manifold of given representations under the unity of apperception; and the principle of this unity is, in fact, the supreme principle of all human knowledge." —from_Critique of Pure Reason_. Translated, edited, and with an Introduction by Marcus Weigelt, based on the translation by Max Müller, pp. 124-128 "

36 " In consequence of the inevitably scattered and fragmentary nature of our thinking, which has been mentioned, and of the mixing together of the most heterogeneous representations thus brought about and inherent even in the noblest human mind, we really possess only *half a consciousness*. With this we grope about in the labyrinth of our life and in the obscurity of our investigations; bright moments illuminate our path like flashes of lighting. But what is to be expected generally from heads of which even the wisest is every night the playground of the strangest and most senseless dreams, and has to take up its meditations again on emerging from these dreams? Obviously a consciousness subject to such great limitations is little fitted to explore and fathom the riddle of the world; and to beings of a higher order, whose intellect did not have time as its form, and whose thinking therefore had true completeness and unity, such an endeavor would necessarily appear strange and pitiable. In fact, it is a wonder that we are not completely confused by the extremely heterogeneous mixture of fragments of representations and of ideas of every kind which are constantly crossing one another in our heads, but that we are always able to find our way again, and to adapt and adjust everything. Obviously there must exist a simple thread on which everything is arranged side by side: but what is this? Memory alone is not enough, since it has essential limitations of which I shall shortly speak; moreover, it is extremely imperfect and treacherous. The *logical ego*, or even the *transcendental synthetic unity of apperception*, are expressions and explanations that will not readily serve to make the matter comprehensible; on the contrary, it will occur to many that“Your wards are deftly wrought, but drive no bolts asunder.”Kant’s proposition: “The *I think* must accompany all our representations ,” is insufficient; for the “I” is an unknown quantity, in other words, it is itself a mystery and a secret. What gives unity and sequence to consciousness, since by pervading all the representations of consciousness, it is its substratum, its permanent supporter, cannot itself be conditioned by consciousness, and therefore cannot be a representation. On the contrary, it must be the *prius* of consciousness, and the root of the tree of which consciousness is the fruit. This, I say, is the *will*; it alone is unalterable and absolutely identical, and has brought forth consciousness for its own ends. It is therefore the will that gives unity and holds all its representations and ideas together, accompanying them, as it were, like a continuous ground-bass. Without it the intellect would have no more unity of consciousness than has a mirror, in which now one thing now another presents itself in succession, or at most only as much as a convex mirror has, whose rays converge at an imaginary point behind its surface. But it is *the will* alone that is permanent and unchangeable in consciousness. It is the will that holds all ideas and representations together as means to its ends, tinges them with the colour of its character, its mood, and its interest, commands the attention, and holds the thread of motives in its hand. The influence of these motives ultimately puts into action memory and the association of ideas. Fundamentally it is the will that is spoken of whenever “I” occurs in a judgement. Therefore, the will is the true and ultimate point of unity of consciousness, and the bond of all its functions and acts. It does not, however, itself belong to the intellect, but is only its root, origin, and controller." —from_The World as Will and Representation_. Translated from the German by E. F. J. Payne in two volumes: volume II, pp. 139-140 "