Spectacle of the difference

Abstract

[Abstract] Starting at Philip Kotler’s diagrams of the marketing value chain process, the article proposes to discuss the contemporary production strategies through Peirce’s synechism, since the continuity movement from thought to matter is easily observed at the relation ideas - producer - products - ideas (images) - consumer created at the modern times. Moreover, as the commercial value chain gained complexity with contemporary ways of relations, it is possible to expand Peirce’s synechism as a base to discuss concepts and ideas of others great scholars related to the theme. The digitals interface, the CRM (Consumer Relation Management) and other secondary elements of this new commercial system established two way roads, from stimulation to reaction, where thought, habits and matter are putted so close together that the continuity timeframe is contracted in an exponential form. So, by the observation of this everyday life phenomenon raises three interesting questions. The first one, mainly based on Peirce’s synechism and Deleuze reading of Bergson’s idea of concept, is it possible to suggest an actualization of the relation between matter and concept? The second, calling up McLuhan and Umberto Eco to the discussion, is it possible that the medium is not the message, but the message movement? And finally, considering Marx value theory, is it possible to say that information is the contemporary base of surplus value?