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Excessive Value Creation: Under the Tyranny of a New Imaginary
Abstract
This chapter demonstrates how contemporary imaginary structures, which urge us to move up in life by making the most of the possibilities we are faced with, may operate in an industrial setting where users are involved in the production of heavy duty vehicles. Opening up new domains for value creation, devoid of established norms and regulations, such an imaginary appeal to elevate ourselves arguably provides little guidance for how to do so. Demanding ever more from those subjected to its call, this appealing power, the chapter suggests, follows the logic of the Lacanian superego, which according to Salecl (2004, p. 51) “commands the subject to enjoy yet at the same time mockingly predicts that he or she will fail in this pursuit of enjoyment.” As such, it makes out a central component in a creative force that feeds excessive outgrowths, which perpetually contribute to pervert, displace, and fragment established grounds for value creating activities within this industrial domain.
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