Fatal Attraction? Popular Modes of Inclusion in the Economic System
AbstractThe paper suggests a concept of the popular which understands itself as an alternative to mainstream Cultural Studies which refer to the Popular in terms of hegemonic articulations of socio-cultural identities such as gender, ethnicity, sexuality or class. In contrast, my contention is that the Popular is intrinsically linked to the universalism of functionally differentiated systems. The popular then describes how functional systems use the distinction between a universalistic semantics of inclusion and its seductive, hyper-universalistic exaggeration. At the turn of the century, it was crowd psychology (e.g. Le Bon) which provided the semantics to deal with the new forms of hyper-universalism. The paper uses this redefined notion of the popular for analyzing discourses on speculation and the stock exchange. It focuses on those semantics which implicitly problematize the process of inclusion by trying to make it more attractive. The inclusion of the speculator becomes a process of seduction, resulting in a precarious expansion of inclusion. It is discussed how such a ›massive universalism‹ is produced by stock market communication itself and how it relates to the modern ideal of a more and more inclusive society.