수갑 마케팅

국문 초록 (Abstract)

이 글은 경영학적 관점에서 근대를 기술한다. 자본 경제를 이끌었던 이들은 증권과 화폐, 세계화, 개인주의, 형이하학의 관점을 가졌다. 과거, 증권과 화폐를 통해 왕정과 귀족을 경제 엘리트로 흡수했다. 공업경제를 세계화되고 개인주의적인 금융경제로 전환시키면서 산업부르주아를 금융엘리트로 흡수했다. 이 변증법적 역사 속에서 소수의 엘리트가 극다수를 통제할 수 있었고 산업자본주의 경제는 이렇게 끝났다. 20세기 경제적 전환에 계몽주의 철학과 대학 그리고 대중미디어는 핵심역할을 해 왔다. 초국적 기업은 좌파와 우파의 문화를 적절하게 사용하여 반종교, 반민족, 반전통, 반영혼 등 형이하학의 문화를 퍼뜨렸고 1960년대 이후 이를 정신분석학, 문화이론, 신좌파, 포스트모더니즘 등에 실어 공동마케팅 전략을 실행했다. 이를 본 연구는 좌우 수갑마케팅으로 이해했다. 수갑마케팅은 21세기에 더욱 강화되고 있다. 오늘날 진보 혁신논리는 경제 엘리트의 문화 마케팅에 불과하다. 엘리트는 혁신문화를 이용하여 공동체, 사회, 언어, 가족, 신체를 해체함으로써 자아를 해체해 가고 있다. 작금의 인권, 자유, 혁신의 이념은 대중의 세뇌코드로 작동하며 초국적 기업의 제품콘텐츠인 나노공학과 로봇, 원격기술, 바이오공학과 유전자변형, 인공임신 및 하이브리드 의학, 통합화폐 및 전자상거래에 정당성을 부여하고 있다. 형이상학의 부활, 농업과 산업공동체의 현실논리를 강화하지 않으면 다수의 인간은 소수의 실제 노예로 변해 갈 것이다.

다국어 초록 (Multilingual Abstract)

This paper describes, explains and argues that a minority power has controlled world economic and cultural system by interchanging their elitist roles through modern history. The historical methods they have applied in order to fit human history to their own system are: private securities and debts as economic tools, and enlightenment ideology- liberalism and ownership, universities, mass media, as cultural tools, propaganda machines. This study explains these cultural tools and acts of transnational corporations by tying 1960s' left-wing ideologies to the rise of 1990s' globalization on the ground of a genetic structure-and of actor centered functioning- among Psychanalysis, Critical Theory, New leftism and Postmodernism. And it argues that the globalization could be naturally characterized by its handcuffing aspect which represents an dialectical association between the rightist economic orientations and the leftist academical and media tendencies. Innovation is served as a major inspiration for the elites' cultural marketing today. Now we attend some serious analysis of the genetic and systemic relation of liberalism, nano and biotechnology, robotic industries, IVF and hybrid medicine, virtual payment system etc which have became more and more infiltrated to the handcuffing marketing of 20th century passed. Today, it is necessary to recover practically a communitarian humanity on the ground of real reality in order to overcome this slavery situation led by a virtual postmodern discursive strategies of pseudo leftists, including the Bobos.

목차 (Table of Contents)

• (요약)
• (Abstract)
• 1. 서론
• 1.1. 자본주의의 스케치
• 1.2. 서술의 방법과 관점에 관하여
• 2. 기업의 문화 마케팅 전략
• 2.1. 총체성의 붕괴와 진보의 변명
• 2.2. 좌파/우파 수갑마케팅과 금융
• 2.3. 수갑 마케팅의 사례, 신좌파
• 3. 기업 마케팅으로서 혁신적 진보
• 4. 결론
• 참고문헌

참고문헌 (Reference)

• 1 Heidegger M., "형이상학이란 무엇인가?" 서광사 1994
• 2 Hegel, G. W. F., "헤겔 미학" 열음사 1985
• 3 Lenin V, "제국주의론(1917)" 백산서당 1988
• 4 Marx, K, "정치경제학비판 요강 1, 2, 3" 그린비 2007
• 5 Arendt H., "전체주의의 기원" 한길사 2006
• 6 Sweezy P., "자본주의 발전이론" 필맥 2009
• 7 Dawkins, R., "이기적 유전자" 을유문화사 2010
• 8 신항식, "신자유주의와 자본 디아스포라의 역사" 비교문화연구소 12 (12): 251-275, 2008
• 9 신항식, "시각영상 커뮤니케이션" 나남 2004
• 10 Lukacs, G., "소설의 이론" 심설당 1984
• 11 Brooks D., "보보스" 동방미디어 2001
• 12 Hegel, G. W. F., "법철학강요" 홍신문화사 1997
• 13 Montesquieu, "법의 정신" 동서문화 2009
• 14 Carr E. H., "미하일 바쿠닌" 이매진 2012
• 15 Hobbes T., "리바이어던" 동서문화 2011
• 16 Cummings B., "대학과 제국-학문과 돈, 권력의 은밀한 거래" 당대 2004
• 17 Ortega y Gasset J., "대중의 반역(1930)" 역사비평사 1930
• 18 신항식, "금주, 금연, 사회과학 그리고 포스트 모더니즘" 한국일러스트레이션학회 17 (17): 5-18, 2016
• 19 Hilferding R., "금융자본론" 비트로 2011
• 20 Goldman L., "계몽주의의 철학" 기린문화사 1982
• 21 Gurevich A., "개인주의의 등장" 새물결 2002
• 22 Chesterton G. K, "https://en.wikisource.org/wiki/Eugenics_and_other_Evils"
• 23 Evans D., "Years of Weimar & the Third Reich" Hodder & Stoughton Educational 1999
• 24 Hammer A., "Witness to History" Simon & Schuster 1987
• 25 Saunders F. S., "Who Paid the Piper ? CIA and the Cultural Cold War" Granta Books 1999
• 26 Soddy F., "Wealth, Virtual Wealth and Debt, The Solution of the Economic Paradox" Britons Publishing Company 1933
• 27 "Washington Post Jun. 26 1975(USA)"
• 28 Sutton C. A., "Wall Street and the Bolshevik Revolution" Arlington House 1974
• 29 Sagdeev R., "United States-Soviet Space Cooperation during the Cold War" The Eisenhower Institute 2008
• 30 Taylor, W., "US Department of State Dispatch" 1991
• 31 Fain III, W. T., "US Department of State Dispatch" 1991
• 32 "Treaty of Lisbonne"
• 33 Quigley C., "Tragedy and Hope : A History of the world in our time" Macmillan 1966
• 34 "Time, Jul. 2 1951(USA)"
• 35 Vitali, S., "The network of global corporate control, Swiss Federal Institute of Technology"
• 36 Knapp, A., "The government and politics of France" Routledge 2001
• 37 Blumay, C., "The dark side of power : the real Armand Hammer" Simon & Schuster 1992
• 38 Courtois S., "The black book of communism" Harvard University Press 1999
• 39 "The Telegrph, Sep. 19 2000(UK)"
• 40 Deane J. R., "The Strange Alliance: The Story of our Efforts at Wartime Cooperation with Russia" Viking Press 1947
• 41 Melnikova-Raich, S., "The Soviet Problem with Two Unknowns" 36 (36): 2010
• 42 "The Soviet Art of Brainwashing: A Synthesis of the Russian Textbook on Psychopolitics, USA: Foundation of Human Understanding"
• 43 Berger P. L, "The Social Construction of Reality" The Penguin Press 1966
• 44 Lasch Ch., "The Revolt of the Elites and the Betrayal of Democracy" Norton & Company 1996
• 45 Bremmer, I., "The New Rules of Globalization" 92 (92): 2014
• 46 Kristol I., "The Neoconservative Persuasion: Selected Essays(1942-2009)" Basic Books 2011
• 47 Rossiter L. H., "The Liberal Mind : The Psychological Causes of Political Madness" Free World Books 2011
• 48 Coleman P., "The Liberal Conspiracy. The Congress for Cultural Freedom and the Struggle for the Mind of Postwar Europe" The Free Press 1989
• 49 Sombart W., "The Jew and Modern Capitalism" Batoche Books 2001
• 50 "The Guardian, May 8 2014(UK)"
• 51 "The Guardian, Jul. 20 2015(UK)"
• 52 Korey W., "The Ford Foundation's International Human Rights Policies and Practices" Springer 2007
• 53 "The Economist, Nov. 20 1997(USA)"
• 54 Spengler O., "The Decline of The West, Vol. 2" George Allen & Unwin 1971
• 55 Kitson A, "The Dangers of Internationalism"
• 56 Scott-Smith G., "The Cultural Cold War in Western Europe, 1945-1960" Routledge 2004
• 57 Goldman J., "The Central Intelligence Agency: An Encyclopedia of Covert Ops, Intelligence Gathering, and Spies" ABC-CLIO 2015
• 58 Mayeur J. M., "The Beginnings of the Third Republic" Seuil 1973
• 59 Cutler, R. M., "The Basic Bakunin: Writings, 1869-1871" Prometheus Books 1992
• 60 Quigley C., "The Anglo-American Establishment" Book in Focus 1981
• 61 "Testimony that the Dickstein MacCormack Committee Suppressed, Morgan Pulls the Strings"
• 62 "Soviet Total War: Historic Mission" of Violence and Deceit, Vol. 1" Committee on Un-American Activities,United States House of Representatives 1956
• 63 Axelrod, A., "Selling the Great War: The Making of American Propaganda" Palgrave Macmillan 2009
• 64 Robin, R. T., "Scandals and Scoundrels: Seven Cases That Shook the Academy" University of California Press 2004
• 65 Fitzpatrick, S., "Russia in the Era of NEP" Indiana University Press 1991
• 66 Bolton K., "Revolution from above" Arktos 2011
• 67 Lessig L, "Republic Lost"
• 68 Marcuse H., "Repressive Tolerance Critique of Pure Tolerance" Beacon Press 1965
• 69 Kotler, P, "Principles of Marketing" Pearson Education 2012
• 70 Lipset, S. M., "Political man: the social bases of politics" Doubleday 1960
• 71 Sisson, E., "One Hundred Red Days : A Personal Chronicle of the Bolshevik Revolution" Yale University Press 1931
• 72 Marx K., "On the Jewish question"
• 73 Nietzsche F., "On the Genealogy of Morality" Cambridge University Press 2006
• 74 Allen G., "None Dare Call it Conspiracy" Concord Press 1971
• 75 Klein, N., "No Logo" Knopf 2000
• 76 "New York Magazine, Sep. 21 1970(USA)"
• 77 "New Statesman, Jun. 2 2003(USA)"
• 78 "New Masses Magazine"
• 79 Clouscard M., "Neofascisme et l'ideologie du desir" Delga 2008
• 80 Lenin V., "Nationalisation of banks, Selected Works vol. 2" Progress publishers 1977
• 81 Sutton C. A., "National Suicide" Arlington House 1973
• 82 Jay M., "Marxism and Totality" University of California Press 1984
• 83 Herman E., "Manufacturing Consent" Pantheon Books 1988
• 84 "Life Magazine, Jan. 16 1962(USA)"
• 85 Pontief F., "Les classes bourgeoises" Albin Michel 1968
• 86 Clouscard, M., "Les Metamorphose de la lutte des classes" Les temps des cerises 1996
• 87 Winock M., "Le Siecle des intellectuels" Seuil 1999
• 88 "Le Nouvel Observateur, Jan. 1998(France)"
• 89 "Le Matin, Oct. 3 1934(France)"
• 90 "Le Grand Soir, Nov. 22 2011(France)"
• 91 Sternhell Z., "La droite revolutionnaire, 1885-1914 : Les origines francaises du fascisme" Seuil 1978
• 92 Rufin J-C., "La dictature liberale" J. C. Latte 1994
• 93 "La Guerre Sociale, Nov. 16-20 1906(France)"
• 94 Ehrard J., "L'idee de nature en France a l'aube des Lumieres" Flammarion 1970
• 95 Guillemin H., "L'enigme Esterhazy" Gallimard 1962
• 96 Aron R., "L'Opium des intellectuels" Calmann-Levy 1955
• 97 Bakounine M., "L'Italie 1871-1872, Oeuvres completes"
• 98 Thomas M., "L'Affaire sans Dreyfus" Fayard 1979
• 99 Wheen, F., "Karl Marx" Fourth Estate 1999
• 100 Alexander R. J., "International Trotskyism, 1929-1985" Duke University Press 1991
• 101 United States Congress House, "Hearings vol. 3" U.S. Government Printing Office 1954
• 102 "Global Research News, Sep. 18 2002(USA)"
• 103 "Global Research News, Feb. 21 2014(USA)"
• 104 Griffin D., "Fourth reich of the rich" Emissary Publications 1998
• 105 "Far Eastern Economic Review, Jul. 24 1997(Hong Kong)"
• 106 "Express, Feb. 20 2008(UK)"
• 107 Hoxha E. H, "Eurocommunism Is Anti-Communism, USA: CreateSpace Independent"
• 108 Ben-Zohar M., "De Ben-Gourion" Delacorte 1978
• 109 Hofstede G., "Cultures and Organizations: Software of the Mind" McGraw-Hill 2010
• 110 Fougeyrollas R., "Contre Levi-Strauss, Althusser, Lacan" Savelli 1976
• 111 Thierry A., "Considerations sur l'histoire de France, 1840, OEuvres completes, t. 4" Eds Furne 1846
• 112 Anderson P., "Consideration on Western Marxism: A Critical Reader" New Left Book 1977
• 113 Marx K., "Collected Works vol. 39, 41" Lawrence & Wishart Electric Book 2010
• 114 Buchanan, P. J., "Churchill, Hitler and the Unnecessary War: How Britain Lost Its Empire and the West Lost the World" Crown 2008
• 115 Rand A., "Capitalism: The Unknown Ideal" Signet 1967
• 116 Kitson A., "Banker’s Conspiracy" Eliot Stock or The Living Age 1917
• 117 Zdybicka Z. J, "Atheism, Universal Encyclopedia of Philosophy"
• 118 Glazer N., "American Judaism" Chicago university Press 1989
• 119 Berghahn, V. R., "America and the Intellectual Cold Wars in Europe" Princeton university Press 2001
• 120 "ABC News, Jan. 16 2012(USA)"
• 121 Flexner A., "A Modern School, Occasional Papers" GEB 53 (53): 1916
• 122 Pages A., "70 ans Recueil des textes" Crif 2014