META-NOMAD

Z/Acc Primer

Where the hell do I even start with this absolute megalodon of societal pessimism? Well let’s start from the one titbit we have with regard to Z/Acc, this tweet:

It’s cute isn’t it? In fact, you’re now within the camp of people who know the entire Z/Acc Twitter lore, yep that’s it. And I know what you’re thinking, ‘Wait, that’s it? How and why do I keep seeing ‘Z/Acc’ everywhere on Twitter? I mean there hasn’t even been a badly formatted, unnecessarily long WordPress post on the topic ye-‘

Welcome, my friends, to the Z/Acc primer.

Endre Tot.

What does the Z of Z/Acc actually stand for you ask? Zero. Zero/Accelerationism or Zero Acceleration, the proposition of Z/Acc is that we’re not, or we’re not going to accelerate, not the process of deterritorializing capital, we’re not going to accelerate actual progress, overcoming, capital, utopian dreams, nothing…we’re going to accelerate absolutely nothing. However, at this stage that makes Z/Acc hardly different from collapse culture, secular eschatology or industrial meltdown, does it? I mean, saying that we’re not going to progress is hardly novel, there’s hundreds of books on the topic by plenty of conspiratorial nuts. (I’ll probably list a few to be quite honest.)

Anyway, let’s assimilate Z/Acc into the actual theory of Accelerationism, no one has yet done this, perhaps because Z/Acc is just too pessimistic, even for those weirdos on Twitter. Accelerationism is inherently a theory of time. Whether you take that time as McKenna’s timewave zero phase-esque thing, “Accelerationism is a demon, not an ideology”  (as noted by Amy Ireland) or complex integration of economic means of escape via Kantian time. Either way, Acc is a theory of time. L/Acc wish for time to work in the typically mistaken (in my opinion) progressively linear fashion, and for time to work in their favor with regards to propagating a technological utopian (Marxist) society, complete with UBI‘s and all that meaning eroding jazz. R/Acc, in its initial formation and on what would be considered a material-chronic spacio-temporal plane – common reality – has not chained itself to the archaic theory set in chronic time, and as such acts as a reterritorialization movement in relation to L/Acc’s consistent compiling of ignorance. “You’re getting it wrong again, here’s what we might have done had you not overstepped your means…again.”

R/Acc’s inherent understanding of agency within unhinged time allows them to acquire the blackpill-visors and metaphorically witness capital’s convergent lasso come forth. With L/Acc searching for the – supposed – true agent of acceleration exterior to capitalism, which in the view of R/Acc is capitalism itself. Thus the spectrum upon which both L and R/Acc coexist is one of ontology, wherein one side (L/Acc) promote an ontologically objective structure of time, with humanities agency at the wheel, and the other end (R/Acc) accepting the ontology of the future as a constant. R/Acc accept that capital is critique. A rock dropped into water ripples outwards, reverse these waves and they culminate at the event of the rock’s splash, apply this metaphor to time and we have to ask what is controlling the waves, and what is the event. Put in a stupidly simplistic manner we might say that the waves are controlled and are themselves capital and the event is the Singularity. Hell, this is old hat, you can delve further if you like, I recommend the early NCRAP Lectures with Land.

So what does this make Z/Acc if acceleration is inherently temporally based. It makes it god-awful. A strange theorization of stagnation within a theory which is ever moving. Z/Acc seen from a layman’s point of view would be the immanentization of Gnon into the schema of man, let’s bring the attitude of Gnon to the fore and witness his apathy in relation to ‘Accelerative-man’. It’s tough to really talk of stagnation in a way appropriate for what springs to mind when I think of Z/Acc. Hell, perhaps Land said it best when he mentioned that the ‘Z’ of Z/Acc can quite aptly be replaced with ‘Zombie’. Let’s talk this hellish future of zombified, zero acceleration!

“and the story of the boy who cried wolf has two additional morals not often remembered: first, the wolves were real; second, they ended up eating the sheep.” – Greer, ‘The Twelfth Hour’.

In fact let’s begin with something Greer is very keen on bringing to the fore and something he expounds upon in great detail within his book The Long Descent (here) – a book which acts as a Z/Acc primer of its own, so let’s begin not with any external specifics acting upon civilization, but the inherent mistake civilization makes of itself, catabolic collapse:

Catabolic Collapse – in short:

Firstly, the classical collapse. Societies – according to Tainter (1988) – begin to break down once they reach a certain level of complexity, that level is such wherein a decrease in complexity would yield benefits to society. This is where acceleration stops, by the way. Each breakdown in social complexity leads to fragmentation into a lesser form of complexity, society becomes simpler as it breaks down. This is the traditional form of collapse, largely sociopolitical. Now one could argue that accelerating the process here would allow for the actualization of a patchwork of micro-states, many – or a few – of which would be able to create for themselves an accelerative society.

So what of catabolic collapse, “The theory of catabolic collapse, explains the breakdown of complex societies as the result of self-reinforcing cycle of decline driven by interactions among resources, capital, production, and waste.” (Greer, How Civilizations Fail)

Don’t tell those optimistic techno-capitalists, but feedback-loops work the other way too.

Resources (R): Naturally occurring exploitable resources (Iron ores etc),

Capital (C): Factors incorporated into the flow of society’s energy (Tools, food, labour, social capital etc.)

Waste (W): Fully exploited material that has no further use.

Production (P): Capital (C) and Resources (R) are combined to create new Capital (C) and Waste (W)

So from these constants (which are very simplistic as a means for ease of understanding this) we can begin to outline basic states of a civilization:

Steady state (SSv1): New capital from production to equal waste from production and capital [ C(p) = W(p) + W(c)] = SSv1

C(p) = New capital produced = W(p) existing capital converted to waste in the production of new capital inclusive of W(c) existing capital converted to waste outside of production. W(p) and W(c) is M(p), maintenance production. M(p) maintains capital stocks at existing levels. So:

SSv2 = [C(p) = M(p)]

In the absence of growth limitation capital can consistently be brought into the production process, making this process self-reinforcing, so, SSv2 = The Expansion of the USA during the 19th century. This self-reinforcing process may be called an anabolic cycle. It’s limited by two factors that tend to limit increases in C(p): Firstly resources which are finite, and as such have a ‘replenishment rate’ (r) or [r(R)]. This replenishment rate is largely due to natural processes and out of man’s control, leading into the Law of Diminishing Returns. Also these resources r(R) have a rate of use by society [d(R)] and the relationship between d(R) and r(R) is a core element of the process of catabolic collapse.

Resources used d(R) faster than their replenishment rate r(R) become depleted: d(R)/r(R)>i. This resource must be replaced by capital to sustain maintenance and as such the demand for capital increases exponentially as d(R) and r(R) both simultaneously increase. And so, unless you live in a society with unlimited resources, or resources that have unlimited replenishment (You don’t.) then C(p) cannot increase indefinitely because d(R) will eventually exceed r(R), society will use more shit than it has, basically. You can go a little further with r(R), because the processes of society are always reliant on the minimum resource, this is known as Liebig’s law.

Resource depletion – as shown above – is the first factor in overcoming the momentum of an anabolic cycle. The second is the relationship between capital and waste. M(p) rises and W(c) rises in proportion to total capital, alongside the fact that as M(p) rises, C(p) also rises as increased production requires increased capital – self-reinforcing – and this of course increases W(p). One must utilize these when studying the end of anabolic societal cycles wherein a civilization has two choices.

Choice 1: is SSv1.1: C(p) = M(p) and d(R) r(R) for every economically significant resource. We could call this Sustainable Steady State – Man not being silly. (I am avoiding here how to bring this about via societal controls, it’s not my aim.)

Choice 2: ACC-Sv1: Accelerative State V1: Accelerate the intake of resources through military conquest, innovation of techno-capital etc. (Accelerate the process). This of course increases both W(p) and W(c), which go on to further increase M(p). This means only one thing, a society that wishes to remain anabolic must expand its resource base at an ever-increasing rate to keep C(p) from dropping below M(p). If society fails to achieve this ever-increasing rate then it enters into contraction: nC(p) < M(p). Meaning capital cannot be maintained and is converted into waste, populations begin to decline, disintegration of social organizations, societal fragmentation and decentralization, loss of information. These societies can return to SSv1.1 if they bring d(R) back below r(R). But what is they do this…this: [d(R)/r(R) > 1]. That, right there, is the most simple way of explaining the majority of civilization’s problems, that means that M(p) exceeds C(p) and capital can no longer be maintained, resources deplete etc. This eventually results in the catabolic cycle of self-reinforcement in which C(p) stays below M(p) whilst both decline. C(p) approaches zero whilst capital is converted to waste.

(Once again, this is largely from John Michael Greer’s How Civilizations Fail: A Theory of Catabolic Collapse.)

And there you have it, the basics of collapse. That’s excluding the general ignorance, stupidity and arrogance of humanity and other societal defects, but by and large that’s the route in which we create our own demise. There’s of course other factors effected by us which I shall list a few of, but the theory of catabolic collapse is central to the Z/Acc debate in terms of accelerationist theory. The average time it takes for a society/civilization to collapse is 250 years by the way, so don’t fall into the trap of thinking you’re safe.

So what of Z/Acc here. I think it’s a fairly simple task to materially understand how stagnation will happen within a civilization now, however, does this have much to do with the temporal theory of acceleration? It certainly throws into the air questions with regards to the means of which capital wishes to propagate its longevity and continuation. Perhaps a hegemonic, global method of control simply isn’t appropriate. Ever feel like you’re in a giant test-kit for capital? Well, perhaps capital now wishes to downscale into a microcosm of intelligence wherein production is acceleration focused. The tendrils of future capital are hitting against unexpected d(R), fucking humans and their robotic Santa toys. [Systems of] Capital is generally ignorant of the finite. And so a proposal would be to retain humanity within smaller and smaller microcosms of M(p) as a means to have greater control over d(R) and W. Z/Acc is the reset button, except pressing it to completion takes roughly 250-1000 years.

The Myths We Tell Ourselves:

I wrote about this further in my post Greer’s Future, but in short:

However, there’s another very specific idea that invades Greer’s work consistently. Often directly, but more often it sits quietly at the sidelines, smirking at its own reality. And this is Greer’s almost a priori notion that civilizations collapse, end, stop-being etc. With Greer the possibility for anything to end is always possible. This seems quite obvious, right? Well, not so. People hate to think that even their most luxurious comforts – ones that have always been around – would cease to be. So why would they even start to believe in a world where the basics will become a struggle?

Also specific to the Greerian reality is the fact that semantically collapse is quite commonly mistaken for an instantaneous event. This is quite simply wrong, in fact, it’s so wrong it exists solely in the realms of escapism and quasi-romanticism. No wonder the amount of post-apocalyptic media has increased in recent years, I mean what other generation(s) yearn for a reset button more than those who’ve been promised so much and allowed so little. Media such as Fallout, Mad Max, The 100, The Walking Dead etc aren’t truly horror, not really, for the simply fact that humans are still around and not only are they doing fine, they’re actually doing quite well and in someways progressing in healthier directions that their previous societies. And so at heart all these programs, games etc. is – at the very least – optimism, but also a perception of time in relation to collapse which is simply wrong. We think of ‘collapse’ as the collapse of a table or chair, a quick successive tumble of parts, yet once that which is collapsing grows in complexity (a civilization for instance) then the process of collapse becomes far, far longer. Emphasis on process here, the process of collapse will see chunks of civilization fly of and attempt to be replaced or repaired in relation to their previous standard, slowly but surely everything sort of disintegrates at such a rate that those living within it only notice the stark difference in conditions years later.

The myth we tell ourselves is deeply routed in modes of binary thinking of black and white, wrong and right etc.. A mode of thinking that’s ever-growing in society. It’s the difference between apocalypse and SSv1 (Steady state society), we’re either fine, or it’s all over. We’re never simply descending into chaos, things never truly get worse it seems because we’re always replacing the ‘worse’, smothering it with some new form of innovation that makes it look better. The myth we tell ourselves in everyday life are along these lines:

They’ll think of something…”

The world’s fucked, everyone knows that, better to not think about it.”

“It wont be that bad…”

And on and on with your dull co-workers, the equivalent of putting your fingers in your ears and shouting “La la la la la la!” whilst food prices rise, death tolls rise, roads aren’t repaired, certain trees and species die etc.

Here is a list of apocalyptic predictions. There’s something which connects all these in relation to their understanding of collapse and apocalypse. The date can be plotted on a chart, it’s an instantaneous event. That’s the myth. We’d love for that to happen. If everything changes all at once then we only have to deal with those consequences, not the ones we’re within right now. The inverse or this, is the myth of progress, which can aptly be assimilated onto Christian eschatology:

“Over the last three centuries or so, Christianity’s influence on the Western intellect has crumpled beneath the assaults of scientific materialism, but no mythology has yet succeeding in outing it from its place in the Western imagination. The result has been a flurry of attempts to rehash Christian myth under other, more materialistic names. The mythology of progress is itself one examples of this sort of secondhand theology. Marxism is another, and most of the more recent myths of apocalypse reworked the Christian narrative along the same lines that Marx did, swapping out the economic concepts Marx imported to the myth for some other set of ideas more appealing to them or more marketable to the public.” – Greer, The Long Descent

Peak Oil:

Peak oil is the theorized point in time when the maximum rate of extraction of petroleum is reached, after which it is expected to enter terminal decline. Peak oil theory is based on the observed rise, peak, fall, and depletion of aggregate production rate in oil fields over time. It is often confused with oil depletion; however, whereas depletion refers to a period of falling reserves and supply, peak oil refers to the point of maximum production. (Hubbert peak theory)

 

Z/Acc Externals I: Climate

Long Term Effects of Increased Carbon Dioxide. (I and II)

Planetary Vital SignsNASA

Climate Change Summary – Guy McPherson

Collapse Data Cheat SheetLoki’s Revenge

Soil and Water RealitiesLoki’s Revenge

Tech vs Climate ChangeYale Environment

The Myth of Solar Energy – Liam Scheff

Wind and Solar Will Save Us DelusionOur Finite World

Renewable Energy Wont Save UsFuturism

2018 Warmest Year on RecordScience

Renewable Delusion Lecture – Dr Vaclav Smil

 

Z/Acc Externals II: Attitude

Human Optimism Disallows the Reality of ApocalypseNature Neuroscience

The Myth of ProgressDo The Math

Extinction Anxiety – Carolyn Baker

The Telltale Signs of Imperial Decline – Charles Hugh Smith

Reality Denial and Optimism – Chris Hedges

The American DreamDoomstead Diner

Overworked Peasants – more C(p) needed for M(p) – Business Insider

 

Z/Acc Externals III: Economics

Great Depression 2.0Press Herald

Global Bear Market 2019CNBC

Corporate Buybacks Feedback LoopCNBC

Germany RecessionBusiness Insider

Paycheck-to-paycheck Living Increasingly CommonThe Inquirer

£1.5 Trillion in Student DebtNewsrep

Slow Growth ChinaThe Guardian

UK Financial CrisisThe Week

Yield Curve First InversionBloomberg

Price Rises in U.S.France24

 

Z/Acc Reading List:

Fundamentals of Ecology – Eugene P. Odum (Or any basic textbook on ecology.)

The Limits to Growth  – Dennis Meadows, Donella Meadows, Jørgen Randers, and William W. Behrens III

Overshoot – William R. Catton Jr.

The Decline of the West – Oswald Spengler

A Study of History (Abridged) – Arnold Toynbee

Where the Wasteland Ends – Theodore Roszak

Collapse Now and Avoid the Rush – John Michael Greer

The Long Descent

Dark Age America

Retro Future

The Collapse of Complex Societies – Joseph Tainter

 

 

 

On Left and Right Accelerationism

Where one begins with Acceleration or Accelerationism (or Capitalismism) in the scholarly philosophical sense can not be from any centralized point; this rhizomatic point-of-origin is quite in-keeping with Accelerationist theory. One could begin from Marx’s Fragment on Machines, The Accelerationist Reader, Hyperstition, Nick Land’s Oeuvre, Deleuzeguattarian philosophy, late Nietzsche, CCRU or even niche Twitter subgroups (search-terms: u/acc, l/acc, r/acc, z/acc, #rhetttwitter & #cavetwitter) So where shall I begin, from the list aboves glaring lacuna…

I shall begin with a the MAP. Unfortunately, this MAP isn’t full of detailed schematics, measurements or routes, no. This MAP is in fact a manifesto, The Manifesto for an Accelerationist Politics (MAP) If it were a map I’d argue that it’d be so dated in its approach to cartography that we’d be dealing with but a crayon drawing of robo-Marx pointing which direction to go in. So, why begin here as opposed to the other Acceleration labyrinth (Acc-Lab) entry points? The MAP is one of the few entry locations of the Acc-Lab that actually has a defined position which is relative to any agreement; thus far, the MAP Acc-Lab doorway is the only agreed upon entry-point which leads to any constructive discussion as to acceleration. Why is this? To the meat!

As I stated MAP declares a position, which is of/on the left. Their proposition in short is to accelerate technology as a means to emancipate the worker from the shackles of capitalism, the acceleration of technology as a utopian-accelerative gesture.

‘Work for work’s sake is a perversity and a constraint imposed upon humanity by capitalism’s ideology of the work ethic. What accelerationism seeks is to allow human potential to escape from the trap set for it by contemporary capitalism.’ – #Accelerationism: Remembering the Future

It is quite transparently a ‘Marxism for the 21st century’ (Isaac Camacho) and so one may wonder why anyone would take seriously such a proposition, the idea that post/after/beyond/through capitalism lies this Marxist utopia is deluded, capitalism has already subsumed Marxism and unless you wish to make the case that it still exists but as mere internal-cyst upon capitalism’ innards waiting for its day or rupture, then your argument comes to a halt rather sharply. Postcapitalism, if such a nauseating political reality could come into existence, would exist much akin to postmodernism, yearning to be free of its suffix-master, yet perpetually attached via an economic umbilical cord for stability.

Yet this idea of ‘postcapitalism’ allows us to view that which Acceleration is truly indebted to: time. Postcapitalism could only come into existence via the ability of future-construction, via the ability to construct the future: ‘24. The future needs to be constructed.’ – MAP.  

‘The notion that the future is less ontologically settled than the past is less transcendentally unsustainable position, it’s a metaphysics of time in a strict critical sense and it’s convenient for political orientation but it’s a philosophically unsustainable commitment.’ – Nick Land

This idea of ‘construction’ is ontologically and temporally muddled, albeit wrong. MAP’s notion of construction implies both a retainment of agency (not surprising from a Marxist perspective), yet it also implies that history presents a choice, and that history is on a divergent wave as opposed to a convergent wave. The ripples move in reverse, back towards the ‘event’, the singularity; capitalism drags and draws the ‘past’ and the ‘now’ from its place in the future. A temporal lasso cuts through common notions of chronic-time and acts out its transcendent selection process. Acceleration is the struggle to keep up with the demands of the future.

If one is in doubt of this strange, outside, diagonal temporal process they may only look upon the influx of subcultures and movements indebted to a non-linear, anti-chronic or atypical theorizations of times: Cyberpunk, Cybergoth, Neoreaction, Archifuture, Retro-progressivism etc. Imminent examples of disorder within the supposedly (currently) ordered security system; the prediction market was reliant on an incorrect form of time and as such…we got a lot wrong. If one returns to the idea of time as a convergent wave, they find that of course prediction markets would be wrong, their predictions were blind darts thrown against the pull of the future.

Back to our entry-point. Why did we enter at L/Acc? Because (as is often the case) it is the left who imply, if not create the first point of reference upon the spectrum. So with an entry at L/Left we now (apparently) have a political left, a directional left, and a positional left, from the trajectory of the MAP one can now – with rough certainty – say their hand is to the Left wall of the Acc-Lab. So with the existence of a Left comes the implication and almost forced (unwarranted) creation of a right. For you cannot have left without the existence of a right, wherever it may lay, and whatever it may be. R/Acc is an inevitable semiotic effect from the coinage of L/Acc.

Can you hear that clicking, hissing and screeching in the distance? It’s the noise of a hundred shitposters frothing at the mouth at the prospect of R/Acc articulation.

R/Acc, that grand phantasm of accelerationist thought. It is easiest to begin from comparison. In the traditional sense the political spectrum has on its left Liberalism and Communism, and on its right Conservatism and Fascism. So where L/Acc see a constructed future once again pertaining to Marxist thought, R/Acc sees (amongst a few perceptions – Wait your turn!) the possibility of acceleration only existing with a reversion to some form of hierarchical structure; this is where we see the convergence of Neoreaction and R/Acc, both taking the blackpill in acceptance of deterritorialization as capitalism – ‘it sees capital’s oppressive reconfiguration of the social space as the inevitable price techno-industrial development.’ – So, Acc

More recently both ends of the spectrum have altered in mirrored ways (as they would). We have seen the left become increasingly more egalitarian, more inclusive and more tolerant, to the point of ignorance, frustration and delusion. What the Left wishes to tuck neatly under the rug and act as if it will simply disappear once/if technological emancipation is achieved, the right wishes to bring to the fore and accept as a means to ‘prove’ and foster the idea that either we need a reversion, or more recently ‘It’s too fucking late!’

R/Acc: An increasing proportion of the industrial surplus is being absorbed by the task of masking bio-social deterioration.

Z/Acc: Over 100% soon.

U/Acc: Oh c’mon.

L/Acc: Look, a squirrel! – Nick Land (Outsideness)

The discrepancies of an R/Acc definition come about precisely because in its origination it was anti-capitalism. To paraphrase Moldbug ‘Just because you’re no longer a red, doesn’t mean you have to become a blue.’. R/Acc were anti-capitalist, but they weren’t/aren’t those anti-capitalists, they can’t be, otherwise the spectrum just shot up its own arse. R/Acc’s form of anti-capitalism begins from the idea that (for R/Acc) capitalism and acceleration are synonymous, and thus, they are not anti-capitalism in the strict, empirical, political sense, no. They are anti-capitalism in the sense of understanding that capitalism’s ‘industrial surplus is being absorbed by the task of masking bio-social deterioration’ and as such this isn’t a convergent wave leading anywhere pleasant. But then again, who ever said the singularity was going to be pleasant?

If one is to refer to the root of Deleuze and Guattari’s now semi-famous ‘accelerationist passage’ one can find articulation. The root of the accelerationist ritual ‘Accelerate the process!’ (Anti-Oedipus) is of course to be found is the latter fragmented jottings of Nietzsche’s nachlass The Will to Power: ‘The levelling of the European man is the great process which cannot be obstructed; it should even be accelerated.’ What does this quote reveal to us of both L/Acc and R/Acc? It reveals priorities: L/Acc dumbfoundedly wishes to control the ritual process, whereas R/Acc are primarily focused on what the levelling does to European man. Or: It’s all well and good ‘levelling European man’ but if that process results in a dysgenic, IQ shredding, weak, slave-like mess then perhaps it’s best to question the method. (I would add here for those interested that Neoreaction focuses more on European man that levelling or its effects.)

R/Acc is L/Acc’s compensatory reterritorialized element, yet unlike the L/Acc R/Acc has not chained itself to archaic theory set in chronic time, and as such acts as a reterritorialization acting and moving in relation to L/Accs consistent compiling of ignorance. This would be my personal argument against the idea that R/Acc needs or has a consistent political position, R/Acc’s inherent understanding of agency within unhinged time allows them to acquire the blackpill-visors and metaphorically witness capital’s convergent lasso come forth. With L/Acc searching for the – supposed – true agent of acceleration exterior to capitalism, which in the view of R/Acc is capitalism itself. Thus the spectrum upon which both L and R/Acc coexist is one of ontology, wherein one side (L/Acc) promote an ontologically objective structure of time, with humanities agency at the wheel, and the other end (R/Acc) accepting the ontology of the future as a constant. R/Acc accept that capital is critique.

Thus the circuit diagram of both L/Acc and R/Acc remain the same, their ontology however, is entirely different. The circuit diagram itself is Acceleration pure.

 

 

 

 

 

 

R/Acc

Hyperstitional Brand Entities

HYPERSTITIONAL BRAND ENTITIES: WENDY’S IS NOT YOUR FRIEND.

 

“…the official Wendy’s Twitter account — an unexpected beacon of light in 2017 — has shown us that brands have the potential to do so much more.” – Mashable

Prior to the dawn of dark-cybernetic entities hell-bent on enslaving the human race, we are witnessing the rise of brands as entities. Abstract consumerist veils taking on personalities to shadow their inner hunger for capital. Twitter accounts controlled by workers, click-farmers and cyber-proles are becoming characters in an economic play, a production of which they have immediate control. The Wendy’s Twitter is not a beacon of light, in fact it’s the furthest from light, it is a dark accelerative force towards ‘brand as reality’.

Brands having personalities, or human characteristics is hardly a new idea: McDmconalds with it’s golden arches and – now somewhat stained – Ronald McDonald, Burger King with The King and it’s over-the-top naming devices and KFC with the Colonel. This however does continue into regular, non-sentient characteristics, such as ‘smoothness’ for body products, or ‘refreshing’ for beer etc. yet, until around 1-2 years ago, no brand had really come alive. The advent of ‘meme marketing’ will act as a potent catalyst in the accelerative process of brand hyperstition.

“hyperstitions act as catalysts, engendering further (and faster) change and subversion. Describing the effect of very real cultural anxieties about the future, hyperstitions refer to exponentially accelerating social transformations. 

Hype actually makes things happen and uses belief as a positive power. Just because it’s not ‘real’ now, doesn’t mean it won’t be real at some point in the future. And once it’s real, in a sense, it’s always been” – Hyperstition

Wendy’s Twitter ‘sass’ and ‘personality’ acted as a sharp ‘relevance’ kick for other consumer brands, it put forth the question of their position in the current economy, how are they going to act…these other personalities? For them to retaliate is to accept their existence, speak and reply, or die.

For one thing, taking on board the idea of using memes and contemporary net-culture as a means of promoting your business/brand is a risky move, there has been numerous cases where brands have attempted to utilize a meme for brand advancement, only to be laughed, retweeted and quoted out of the room by a gaggle of millennials, ready and willing at a moments notice to ridicule an intrusion into their culture; a culture which by all accounts is excessively fast paced and fragile, a repeated image can last from hours to years, a saying or piece of slang used effectively could boost sales or merely get a snigger.

But what of this decision for other brands? Brands which had existed for years as ‘established’ professionals of the economy. The question put forth was whether or not big-business wanted to descend to the level of its consumer? Would it be wise for them to mingle into the crowd they advertised to and for. There seemed to be the act of stepping down from a pedestal. Yet this is entirely untrue. In their decision to reply the brands took up the trident of temporal awakening and bent it to their will, instead of death via cultural stasis within an ever accelerating structure, the entities decided to animate and take their place at the Twitter table.

Making the decision to reply is an irreversible step, the process has begun; classic ‘2-dimensional characters’ shall be no more, they offer nothing but an immovable script (stuck at some point in the 80’s) awakened brand-entities offer a consumerist friendship, a level of trust. Instead of organising a McDonald’s birthday party for ya boy’s 5th bday, why not just DM Ronald. M. at 3am in the midst of a tick-binge; publically call The Colonel a shit-eater after he delivers you a chicken-bucket with a piece missing; riff with Wendy till the early hours because the only semblance of warmth that exists in your life is that of your laptop screen.

“capitalism incarnates hyperstitional dynamics at an unprecedented and unsurpassable level of intensity, turning mundane economic ‘speculation’ into an effective world-historical force” – Nick Land

“illusions – if people believe in them -change the course of history.” – Fernández-Armesto, Civilizations

“What makes Brown’s responses so boss is the fact that they don’t sound robotic…the team creates personalized, thought-provokingly witty responses that sound like they came from your sassy best friend.” – Mashable

That first sentence in itself is terrifying enough, “they don’t sound robotic”, not that the 8 year old pig tailed girl was ever meant to be a robot, no, only that, one is conversing with a Twitter account, something has emerged, something has become real. People will say “Did you see Wendy’s on Twitter last night…damn.” Gone are the days of brand suspicion, the days of understanding that a company isn’t there for you, it’s there for you.


Wendy’s is allowing existence of other brands: Either come alive, or die in a regressive pit of 80’s slogans and non-immediacy. Wendy’s has tapped in to the main artery of the attention economy, immediate feedback from an abstract entity via your phone; thus one could begin to really feel as if it were a friend they were simply texting. The rise of brand-entities, public discussions between The King and Ronald, a bare-knuckle meme fight in a Little Chef carpark, Hardee’s blocks Wendy’s from its feed due to public humiliation, insult after insult, ‘burn’ after ‘burn’ all accumulating in a hyperstitional consumerist brand-entity arising from the past, where it has always been, and as such finds its assimilation into human society that much easier – “Wah you mea’ man, Wendy’s alway been aroun’!”

That’s her over yonder, where she resides, Wendy, queen of the Curve. The 8 year old auburn pig-tailed cyber-behemoth, she’s been around for centuries, a neolithic brand. A faint giggle clicks off the horizon as you pull your phone from your pocket, a dozen discussions amassed in seconds upon seconds on your feed, brands, apps, old friends, dead-brands, software, bots, all discussing the news: RATS HEAD FOUND IN BURGERJOINT the title says, pun after pun, quip after quip, the discussion rotates between brands, a cyber-dopamine addled fight for retweets and likes.

Let me repeat, Wendy is not your friend, Wendy’s Twitter page is not your friend, whether or not what is or is not controlling them is witty, it’s all programmed, whether it comes in an instant or not, it is lacking authenticity in every sense. Dragging itself from economic insecurity via a deconstruction of that which surrounds it; taking hold of cyber-culture and molding it towards a malicious end. An end from which comes the customer’s demise, you’re car will be making fun of you as drive down a state-sponsored highway, the date and time blocked from view…”Where shall we eat tonight hun?”

“I don’t know darling, somewhere that hasn’t publicly called me a cunt would be nice.”