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Deleuze and the Body$
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Laura Guillaume and Joe Hughes

Print publication date: 2011

Print ISBN-13: 9780748638642

Published to Edinburgh Scholarship Online: March 2012

DOI: 10.3366/edinburgh/9780748638642.001.0001

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An Ethico-Aesthetics of Heroin Chic: Art, Cliché and Capitalism

An Ethico-Aesthetics of Heroin Chic: Art, Cliché and Capitalism

(p.165) Chapter 8 An Ethico-Aesthetics of Heroin Chic: Art, Cliché and Capitalism
Deleuze and the Body

Peta Malins

Edinburgh University Press

This chapter examines the relation between image and spectator. Drawing on Gilles Deleuze and Felix Guattari's writings on art, capitalism, and ethics, it explores the extent to which heroin-chic images might be understood as productive of bodily transformations in order to re-read drug-referenced advertising and explore its ethico-aesthetic capacities. The findings reveal that although heroin-chic images do indeed contain an ethico-aesthetic potential, this capacity is severely curtailed by cliché and capitalism.

Keywords:   image, spectator, heroin chic, Gilles Deleuze, Felix Guattari, drug-referenced advertising, ethico-aesthetic capacities, cliché, capitalism

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