Postinternet Marketing: For a Philosophy and Art of Online Marketing

• Main Author: Václav Janoščík
• Format: Article
• Language: ces
• Published: Prague University of Economics and Business 2014-12-01
• Series: Acta Informatica Pragensia
• Subjects: Marketing; Philosophy; Art; Postinternet; Deleuze; Jobs
• Online Access: http://aip.vse.cz/index.php/aip/article/download/82/54

While we are living in rapidly changing environment driven by the online services, marketing has been rather reluctant in serious apprehending of these consequences. We do not aim to analyse this complex delay that we call conceptual jetlag here. (Conceptual consciousness of marketing is far behind the velocity of the plane online services.) Rather we try to establish certain switchback that is driven by concept of philosophy by Gilles Deleuze and Félix Guattari and the artistic notion of postinternet. By these means we aim at unveiling the general drive of marketing: The product (take Photoshop as an instance) is meant not only to satisfy our needs and desires. It is creates them. This basic assumption of marketing and the dominance of online environment can elucidate each other since the "fluid ontology" of virtual environment consists precisely in the possibility of being formed by the will of its users.