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Show 225 for understanding how Rio Tinto's subjectivity works in Utah or other parts of the world. Salt Lake City remains just one small nodal point of a global cartography that spans across 40 countries on every continent except Antarctica. At every mine, in every country on each continent, Rio Tinto has a different relationship with the community; yet, it is always still part of the global rhizome that constitutes Rio Tinto's networked identity. "A rhizome may be broken," as Deleuze and Guattari (1980/1987) note, and it may be "shattered at a given spot," however, like a network of ants, "it will start up again on one of its old likes, or on new lines" (p. 9). The point is that corporate subjects can never die, per se, but they can be ruptured by events that ransack, destroy, or rearticulate any one of its nodal points. So long as the evental force creates new relations with the objects that otherwise stabilize its assemblage, it can potentially take off and create a corporate subject that is utterly different than it was before. Altogether, it is apparent that industrial corporations have emerged as rhetorical and argumentative subjects. In this case, we can see that corporations have extended their rhetorical pursuits beyond the legal arena and into the intricate fabrics of community life by redesigning the very architecture of cityscapes to create a new society of control. These networks have created new relations between the country and the city, which must now be understood as a network rather than a binary. As we shall see, corporations also secure subjectivity visually. The following chapter explores this visual terrain by analyzing how British Petroleum rebranded its identity to create a new line of flight for its visual subjectivity. |
