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Show 265 images are ontologically evental (DeLuca, 2008). As such, critics can only pragmatically follow the visual network. This section makes three arguments: 1) logos are image events 2) logos are argumentative 3) logos create corporate personas. While some may believe logos are visual clutter or misleading representations of a corporation's real actions, this section hopes to demonstrate that they are visual actants that can stabilize or rupture networks of corporate subjectivity. To unpack this argument, this section begins by working through some of the theoretical implications of DeLuca's (1999) Image Politics to the visual corporate subject. Logos are Image Events DeLuca's (1999) Image Politics is a challenge to rhetorical scholarship that deconstructs traditions of rhetoric that have historically reduced images to rational, speaking, human subjects. As DeLuca demonstrates, social movements such as Greenpeace and Earth First! use image events to destabilize industrial logics that define nature as an abstraction and a storehouse for resources. They create new "orientations" that "open up the meaning of nature" to rearticulate ideographs, such as progress (p. 76), and see human relationships with nature through a new lens. Defining the image event is not easy because it escapes language, but in his words, the image event attempts "to deconstruct and articulate identities, ideologies, consciousnesses, communities, publics, and cultures in our modern industrial civilization" (DeLuca, 1999, p. 17). Although DeLuca did not focus on the logo, we can nonetheless use his work to develop a better understanding about how corporations also use image events to stabilize and/or antagonize dominant meanings of nature, progress, and industrialism within |
