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The fate of Phaeton : Baroque art for management's sake?

Hjorth, Daniel LU and Pelzer, Peter LU (2007) In Organization 14(6). p.869-886
Abstract

In this paper we inquire into the relationships between the Greek myth of Phaeton and Volkswagen's project to produce a luxury car (named Phaeton). Volkswagen apparently felt that the lack of a luxury car opened the possibility to question their 'son-of-God status', just like Phaeton in the Greek story. This inquiry is contextualized in the emergence of a more and more direct art-management relationship, and we approach the relationship through what the VW-Phaeton case suggests are central tendencies: (1) a taming of passion; (2) an aesthetization of business and (3) an effort of make believe. The purpose is to inquire into the baroque, the creative/pathological sides of this relationship, and we do this, drawing on Deleuze and de... (More)

In this paper we inquire into the relationships between the Greek myth of Phaeton and Volkswagen's project to produce a luxury car (named Phaeton). Volkswagen apparently felt that the lack of a luxury car opened the possibility to question their 'son-of-God status', just like Phaeton in the Greek story. This inquiry is contextualized in the emergence of a more and more direct art-management relationship, and we approach the relationship through what the VW-Phaeton case suggests are central tendencies: (1) a taming of passion; (2) an aesthetization of business and (3) an effort of make believe. The purpose is to inquire into the baroque, the creative/pathological sides of this relationship, and we do this, drawing on Deleuze and de Certeau in particular, through the concepts of affect (singular sensation, an opening of the context towards the anomalous), passion/desire (a power to become, to produce and invest in images, anticipations of the future) and wonder.

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publishing date
type
Contribution to journal
publication status
published
subject
keywords
Affect, Baroque, De Certeau, Deleuze, Passion/desire
in
Organization
volume
14
issue
6
pages
18 pages
publisher
SAGE Publications
external identifiers
  • scopus:35548978594
ISSN
1350-5084
DOI
10.1177/1350508407085413
language
English
LU publication?
no
id
d7516dbc-14db-4f48-ae0c-1a583ae7cf2a
date added to LUP
2024-02-26 16:14:32
date last changed
2024-02-28 16:31:32
@article{d7516dbc-14db-4f48-ae0c-1a583ae7cf2a,
  abstract     = {{<p>In this paper we inquire into the relationships between the Greek myth of Phaeton and Volkswagen's project to produce a luxury car (named Phaeton). Volkswagen apparently felt that the lack of a luxury car opened the possibility to question their 'son-of-God status', just like Phaeton in the Greek story. This inquiry is contextualized in the emergence of a more and more direct art-management relationship, and we approach the relationship through what the VW-Phaeton case suggests are central tendencies: (1) a taming of passion; (2) an aesthetization of business and (3) an effort of make believe. The purpose is to inquire into the baroque, the creative/pathological sides of this relationship, and we do this, drawing on Deleuze and de Certeau in particular, through the concepts of affect (singular sensation, an opening of the context towards the anomalous), passion/desire (a power to become, to produce and invest in images, anticipations of the future) and wonder.</p>}},
  author       = {{Hjorth, Daniel and Pelzer, Peter}},
  issn         = {{1350-5084}},
  keywords     = {{Affect; Baroque; De Certeau; Deleuze; Passion/desire}},
  language     = {{eng}},
  number       = {{6}},
  pages        = {{869--886}},
  publisher    = {{SAGE Publications}},
  series       = {{Organization}},
  title        = {{The fate of Phaeton : Baroque art for management's sake?}},
  url          = {{http://dx.doi.org/10.1177/1350508407085413}},
  doi          = {{10.1177/1350508407085413}},
  volume       = {{14}},
  year         = {{2007}},
}