after the industrial production: the cultural projection

an example of a company, who´s morals are already concepts, ideas and images, is quoted by jeremy rifkin, »every company wishes to be like nike. this company has neither their own factory nor their own material trading goods. their shoes are made by anonymous out-sourcing firms in the southern asia. nike is a design studio with a very strong brand name and a very productive marketing team with a world wide network. the company does sell shoes on the traditional market, but organizes it´s business through the b2b network with delivery all around the world. nikes real capital is its image with which it sells its shoes. when a child buys a nike shoe for 100 $ he is actually buying the nike experience.« 6

when the corporate product becomes a cultural projection, it is to be expected that cultural and oeconomical, medial, political and artistic aspects be united with the corporation itself. in as much as the old conditions of gainful occupation approach the cultural production of the immaterial work, hence even sharper will the structual deficit of »human resources« deteriorate in companies were hierarchy is structurally imbedded. and so there is a multiplication of contributions that artists conform to classical imagery of the immaterial producer, and to represent the fore front of flexible and creative network form of living, that can market and finance itself with confidence. »thus it is that todays conscience still although unwillingly deals with this and is a role model found in the artistic procedure. in art this is about accomplishing the archetypal imagery exactly interpreted to the present, and is demanded more and more today. in this sense all that is work and dealing with goods and trade, can also be seen as art. the customer orientated salesman is so to speak an artist, and aswell a manager or foreman has to become artists, from them it is expected to act in very creative and artful ways.« thesis from the sociologist michael brater.7 the threat that beuys defined – everything is art?