Deleuze and Guattari’s Predictions about Language & Society
What Might Happen to Language in the Near-Future
Gilles Deleuze and Félix Guattari wrote this collaborative work called Capitalism & Schizophrenia which included the first volume titled Anti-Oedipus and the second volume titled A Thousand Plateaus. This book provides a radical analysis of capitalism and its effects on society. This analysis also offered a compelling framework to understand the transformations in our language which we have been witnessing in the past decade. Furthermore, it lends itself to an attempt at a prediction of future developments as well. So…in this article, I will explore how their predictions resonate with contemporary linguistic trends and speculate on future developments.
FYI: I will also recommend some books and offer the links for said books. If you would like to purchase any of the books on Amazon, I would receive a small commission via the Amazon Associates Program.
Fragmentation and Fluidity
Deleuze and Guattari described capitalism as a force of continuous deterritorialization and reterritorialization, breaking down and reforming structures at a rapid pace. This process is evident in the fragmentation and fluidity of modern language:
“Capitalism is continually deterritorializing and reterritorializing.” (A Thousand Plateaus)
One example here would be social media slang and memes. Platforms like Twitter, TikTok, and Instagram constantly generate and evolve new slang and memes. Terms like “slay,” “yeet,” and “body count” emerge and then fade pretty quickly. This reflects a dynamic, ever-changing linguistic landscape.
Another example is code-switching: In multicultural societies, individuals often switch between languages or dialects, showcasing the adaptability and fluidity of language use.
The trend of linguistic fragmentation might continue to accelerate because of technological advancements. It is likely that language will continue passing through increasingly rapid shifts in slang and jargon which seem to be more and more niche-group driven. This phenomenon might actually lead to specific dialects which would emerge, for example, as byproducts of online gaming communities. This process would cause the blending of in-game jargon with traditional language. The development of this type of fragmentation has already started and may actually lead to very specific societies which form around hobby or interest with shared language being a driving force.
For further exploration of the role of power and control in society, including the regulation of language and discourse, consider delving into Discipline and Punish: The Birth of the Prison by Michel Foucault.
Commodification of Language
Deleuze and Guattari argued that capitalism commodifies all aspects of life, including language:
“Everything becomes a commodity, a thing to be bought and sold” (Anti-Oedipus).
This, of course, explains phenomena like branding and advertising. Companies create and trademark phrases to build brand identities. Slogans like Nike’s “Just Do It” and Apple’s “Think Different” have successfully infiltrated everyday language.
Another example here is influencer culture. Social media influencers blend personal expression with commercial interests, using specific phrases and styles to market products. And this phenomenon blurs the line between authentic communication and advertising.
As marketing techniques become more sophisticated, you would think that language commodification is likely to deepen. And while I believe this will be the case, I also think that youth language will ultimately take over the marketing and branding realm. I believe it is possible that we will experience a kind of scarcity of language as well, as companies might become increasingly worried about losing access to words due to patenting. This might even lead to something crazy like digital marketplaces where users can buy and sell popular slang terms or hashtags as NFTs (Non-Fungible Tokens).
To understand how mass media serves the interests of those in power and influences public opinion, check out Manufacturing Consent: The Political Economy of the Mass Media by Edward S. Herman and Noam Chomsky.
Standardization and Control
Capitalism’s drive for efficiency and control leads to language standardization:
“Language is made not to be believed but to be obeyed, and to compel obedience.” (A Thousand Plateaus)
This has already led to global dominance. English has taken the role as the lingua franca in business, science, and technology and it tends to marginalize other languages and dialects.
It has also led to the horrifying world of corporate jargon with professional environments transforming into a space rife with jargon (e.g., “synergy,” “leverage,” “circle back”), reflecting a standardized mode of communication aimed at efficiency.
The push for standardization might intensify with the rise of global digital platforms. This could lead to a homogenized global language, potentially threatening linguistic diversity. Efforts to preserve minority languages may become increasingly vital, as language holds culture and culture holds history and history is supposed to teach us something. Not to get to dystopian here but, we may one day see the development of a universal business language that combines elements from various languages for maximum efficiency. This language will surely be filled with ‘fun’ jargon and lead to an even more extensive merging of corporate identity with individual identity. Another potential development could be AI-driven translation tools that create specific hybrid languages optimized for specific industries or professions…and maybe even for communication with each other?
For insights into how language shapes social relations and structures power dynamics within society, delve into Language and Symbolic Power by Pierre Bourdieu.
Desubjectification
Deleuze and Guattari discussed how capitalism reshapes subjectivity, which is reflected in contemporary language use:
“The individual is subsumed by the capitalist machine, becoming a cog in its wheels.” (Anti-Oedipus)
Unfortunately this has already led to extensive bureaucratic language in that government, legal, and corporate documents prioritize clarity and efficiency over individual expression, resulting in impersonal, functional communication. It has also led to the scary world of customer service scripts. These have developed to a point of automated responses in customer service interactions (e.g., chatbots, call centers). This clearly exemplifies the move towards standardized, depersonalized communication.
As automation and AI continue to develop, we might see a further shift towards impersonal communication. This could lead to a future where much of our daily interactions would be mediated by AI, which would diminish the role of personal, subjective language and ‘corporafy’ us even more. Imagine something like virtual reality meetings where participants use standardized avatars and pre-programmed phrases to ensure efficient communication. Or, even worse, imagine the development of a global communication protocol that limits subjective expression to streamline international collaborations. Please no.
To explore the decline of critical thinking and literacy in the age of mass media and consumer culture, consider Empire of Illusion: The End of Literacy and the Triumph of Spectacle by Chris Hedges.
Digital and Algorithmic Influence
The integration of digital technology into capitalism has significantly influenced language:
“Technology reshapes our semiotic systems, altering the very fabric of communication.” (A Thousand Plateaus)
This has led to algorithm-driven content: Platforms like YouTube, TikTok, and Facebook use algorithms so much now we have developed ways of dealing with them. These algorithms, used to prioritize engaging content, have shaped language to fit the demands of virality and brevity. Prompt-writing is a really important new skill.
It has also led to a crazy boom of AI-generated text: Tools like GPT-4 generate (somewhat) human-like text that blends human and machine communication. Many writers and journalists are in the process of developing ways to maintain the integrity of good authorship while using AI for the tedious parts of their work. This influences how content is created and consumed.
As AI becomes more integrated into communication technologies, we might see new forms of hybrid human-machine language. This could lead to completely new linguistic structures optimized for digital interaction, And this has the potential to transform the way we communicate altogether. Imagine a world where personal AI assistants constantly analyze and optimize your speech patterns to maximize social media engagement and personal branding. Oof.
For a deeper understanding of the impact of information technology on society and communication, consider The Information: A History, a Theory, a Flood by James Gleick.
Resistance and Subversion
One thing humans are really good at, and perhaps a light at the end of the tunnel, is resistance. Despite the pervasive influence of capitalism, language remains an insanely powerful tool for resistance:
“Language can be a tool of resistance, a weapon against the structures of power.” (Anti-Oedipus)
As capitalism thrives, one thing that happens to thrive with it is internet activism. Movements like #BlackLivesMatter and #MeToo use language to challenge oppression and control and advocate for change. This has been creating new terms and reframing existing ones as well.
Another positive thing it has produced is creative subcultures in the realms of music, art, and gaming which develop their own slang and expressions, and resist mainstream commercial language and foster community identity. There has been a subtle shift in who controls language and how it is used to relate to one another. These spaces of resistance are only going to get stronger and more specified over time.
The use of language for resistance and subversion is likely to continue and evolve. As new forms of digital communication emerge, marginalized groups and subcultures will likely find innovative ways to use language to assert their identities and challenge dominant paradigms. This may even lead to something like encrypted languages used by activist groups to communicate securely and subvert surveillance. It wouldn’t even be too far fetched to dream up the development of specific virtual spaces where new languages evolve free from capitalist influence, and where language is used exclusively by member of the digital communities for creative and resistant expression.
For insights into the political dimensions of language use and language policy, I recommend the following books:
Pedagogy of the Oppressed by Paulo Freire
No Logo: Taking Aim at the Brand Bullies by Naomi Klein
The Politics of Language: Conflict, Identity, and Cultural Pluralism in Comparative Perspective by Carol L. Schmid
Deleuze and Guattari’s insights into capitalism offer a unique understanding of contemporary linguistic trends which arise from the exploitation and manipulation of language within capitalist systems. Deleuze and Guattari’s collaborative work Capitalism & Schizophrenia offers a radical analysis of contemporary linguistic trends and leads to speculation about future developments.
Understanding Deleuze and Guattari’s critique provides valuable perspective on the strange and complex relationship between capitalism and language, which could help us anticipate future linguistic developments and their societal implications.
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