According to Deleuze, Nietzsche’s favorite method is to consider a thing’s plurality of senses depending on the many forces that can take possession of it (N+P 143). Thus there are many types of religions depending on the forces dominant and minor in it. This method is particularly useful in considering media today. There are many forces that can take possession of various kinds of media, giving it a multiplicity of senses; many forces struggle for dominance, to lay claim to the sense of a given media. I am thinking right now specifically of the cellphone: what are the forces that have taken possession of mobile culture? These forces aim to change the direction of the media itself, more or less controlling or affecting its various processes (N+P 154).
Let’s recall a crucial dimension of Deleuze’s argument regarding sense, value, force taken from my last post: The dialectic misinterprets force (that which appropriates phenomena), affect (relational capacities, emergent properties), and becoming (phase transitions of nonlinear systems far from equilibrium). More, the dialectic, as Deleuze notes in his conclusion, is defined by three great ideas: 1. the idea of a power of the negative as a theoretical principle manifested in opposition and contradiction; 2. the idea of suffering and sadness have value, the valorization of the “sad passions”, as a practical principle manifested in splitting and tearing apart; 3. the idea of positivity as a theoretical and practical product of negation itself (195). What organizes these three great ideas? A false conception of difference, according to Deleuze, a conception of difference which substitutes the negation of the other for the affirmation of self (196); a negative, binary difference that is inextricably tied to representation, bad conscience, and ressentiment. Slave morality and dialectical difference are of a piece.
What would be the correct interpretation of force, affect and becoming? A diagram that would itself take thinking to its n-th power, reconnect and push thought to the fullest of what its affect can do, and thereby engage in unpredictable processes of becoming. In short, this leads to a new way of feeling or sensing through an intensive imbrication in ecologies of sensation; a new way of thinking, with “predicates other than divine ones; for the divine is still a way of preserving man and of preserving the essential characteristic of God, God as attribute” (163); and a new way of evaluating, “not an abstract transposition nor a dialectical reversal, but a change and reversal in the element from which the value of values derives, a ‘transvaluation’” (163).
Diagramming ecologies of sensation that lead to a transvaluation: the aim of media assemblage critique. For Indian mobile culture one key dimension is global consumerism—its vector is partly captured by the phrase “Global Access.”

Mobile phone store, Marathahalli, Bangaluru, Jan. 2010
Read on: “To accede to a global image one consumes certain objects…”






