Abstract

The paper argues that the work of Gabriel Tarde on imitation provides a fertile means of understanding how capitalism is forging a new affective technology which conforms to a logic of propensity rather than to means-end reasoning. This it does by drawing together a biological understanding of semiconscious cognition with various practical geometric arts so as to re-stage the world as a series of susceptible situations which can be ridden rather than rigidly controlled. The paper examines the advent of technologies which attend to the variable geometry of so-called animal spirits in the realm of business and then, using Tarde's work as a springboard, considers some alternative means of understanding imitative rays which have less instrumental undertones. The paper is an illustration of the way in which biology and culture have increasingly become intertwined