McDeleuze: What's More Rhizomal than the Big Mac?

Deleuze Studies 4 (1):42-59 (2010)
The popularity of Deleuze and Guattari is an undeniable precedent in current theoretical exchanges, and it could be stated without much contention that one's theoretical positioning must at some point deal with the salient conceptual offerings of Deleuze and Guattari, especially their double-opus, Anti-Oedipus and A Thousand Plateaus wherein a wealth of critique abounds. However, the significant trends concerning Deleuze and Guattari ‘scholarship’ may be jeopardised by the (ab)use of certain conceptual themes and methods in their work that are distorted and employed by big business looking to secure their legacies of power by means of a control mechanism that looks to subjugate an entire world by means of (to borrow a term from Mihai Spariosu) ‘globalitarianism’. Our aim here will be to use McDonald's Corporation as an example of how the theoretical offerings of Deleuze and Guattari have been indirectly and hastily deployed for corporate ends, how these attempts are counter-Deleuzian, and to answer at least one of Žižek's criticisms against Deleuze
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