Overturned Boat: Intertextuality of the Adapa Myth and Exorcist Literature. By Amar Annus. State Archives of Assyria Studies, vol. 24. Helsinki: The Neo-Assyrian Text Corpus Project, 2016. Pp. xii + 144. $59.

In this paper I measure the progressive potentiality of art against Russell Kirk’s notion of “normative art”. Kirk argues that good literature cultivates virtue according to a transcendent norm, a law of nature. I interrogate the extent to which this art can be conservative according to Kirk’s own meaning of conservatism and read his own conservatism against itself in an effort to show which of its tenets detrimentally supersede and contradict its others. The criticism of Kirk’s discussion of normative art (...) makes use of Charles Sanders Peirce’s more sophisticated epistemology, metaphysics, and normative science of aesthetics. Ultimately, Kirk’s conservatism and his position on normative art rely on metaphysical dualism and the gratuitous capacity of intuition. This ends in an unjustified discounting of his principles of variety, imperfectability, prescription, and continuity and their subordination to his principle of transcendence. (shrink)

The search for the neural correlates of consciousness is in need of a systematic, principled foundation that can endow putative neural correlates with greater predictive and explanatory value. Here, we propose the predictive processing framework for brain function as a promising candidate for providing this systematic foundation. The proposal is motivated by that framework’s ability to address three general challenges to identifying the neural correlates of consciousness, and to satisfy two constraints common to many theories of consciousness. Implementing the search (...) for neural correlates of consciousness through the lens of predictive processing delivers strong potential for predictive and explanatory value through detailed, systematic mappings between neural substrates and phenomenological structure. We conclude that the predictive processing framework, precisely because it at the outset is not itself a theory of consciousness, has significant potential for advancing the neuroscience of consciousness. (shrink)

While there are numerous differences between the approaches taken by Maurice Merleau-Ponty and James J. Gibson, the basic motivation of the two thinkers, as well as the internal logic of their respective views, is extraordinarily close. Both were guided throughout their lives by an attempt to overcome the dualism of subject and object, and both devoted considerable attention to their "Gestaltist" predecessors. There can be no doubt but that it is largely because of this common cause that the subsequent development (...) of their ideas is so similar. It is not my objective in what follows merely to demonstrate a similarity between two lines of thought. Instead, I will try to show that each approach gains considerably from attention to the other. There are numerous ways to begin such a project, each about as arbitrary as the next. For present purposes, I shall take as of central importance the question of the character of the perceived world, both in relation to the traditionally opposed mental and material "substances", and in relation to its identification and individuation of things vis a vis one another and vis a vis ourselves. This will implicate especially Gibson's "affordances" and Merleau-Ponty's thesis concerning the "materiality of meaning.". (shrink)

The Bayesian brain hypothesis provides an attractive unifying framework for perception, cognition, and action. We argue that the framework can also usefully integrate interoception, the sense of the internal physiological condition of the body. Our model of entails a new view of emotion as interoceptive inference and may account for a range of psychiatric disorders of selfhood.

Automated Influence is the use of Artificial Intelligence to collect, integrate, and analyse people’s data in order to deliver targeted interventions that shape their behaviour. We consider three central objections against Automated Influence, focusing on privacy, exploitation, and manipulation, showing in each case how a structural version of that objection has more purchase than its interactional counterpart. By rejecting the interactional focus of “AI Ethics” in favour of a more structural, political philosophy of AI, we show that the real problem (...) with Automated Influence is the crisis of legitimacy that it precipitates. (shrink)

There is a great deal that might be said about justice in property claims. The strategy that I shall employ focuses attention upon the initial acquisition of property -- the most sensitive and most interesting area of property theory. Every theory that discusses property claims favorably assumes that there is some justification for transforming previously unowned resources into property. It is often this assumption which has seemed, to one extent or another, to be vulnerable to attack by critics of particular (...) justifications of property. Nevertheless, this assumption is frequently left undefended by property theorists, and where it is defended, the defense is often remarkably weak. That some initial claim to property be defensible is required by any theory which holds that certain present distributions may be justified, that certain transfers of property are justified, or that restitution ought to be made for previous injustice in transfer or acquisition. The initial acquisition of property, and its justification, is crucial to the remainder of property theory. (shrink)

This paper examines three approaches to the relationship between our moral reasons to bear costs for others’ sake before and beyond the call of duty. Symmetry holds that you are required to optimise your beneficial sacrifices even when they are genuinely supererogatory. If you are required to bear a cost C for the sake of a benefit B, when they are the only costs and benefits at stake, you are also conditionally required to bear an additional cost C, for the (...) sake of an additional benefit B, when enough other costs and benefits are at stake that both of your alternatives are presumptively supererogatory. Disconnection rejects the requirement to optimise when your options are presumptively supererogatory and maintains that you have an entirely free hand to choose as you will among them. Asymmetry holds that when acting beyond the call of duty you are entitled to a measure of additional freedom compared to when you are not taking on supererogatory costs—you can prioritise your own well-being and reasons to a greater degree—but places constraints on the options that you may permissibly choose. We defend a version of Asymmetry and explore its implications for recent debates on charitable giving. (shrink)

This book consists of the edited proceedings of a debate among Jurgen Habermas, Richard Rorty, and Leszek Kolakowski that was held in Warsaw in May of 1995. It includes also commentary from those in attendance, including extensive remarks by Ernest Gellner. The debate marked the fortieth anniversary of the foundation of the Institute of Philosophy and Sociology of the Polish Academy of Sciences, and focussed primarily on topics related to historicism and cultural relativism.

In this chapter, we argue that the web is a poietically- enabling environment, which both enhances and requires the development of a “constructionist ethics”. We begin by explaining the appropriate concept of “constructionist ethics”, and analysing virtue ethics as the primary example. We then show why CyberEthics (or Computer Ethics, as it is also called) cannot be based on virtue ethics, yet needs to retain a constructionist approach. After providing evidence for significant poietic uses of the web, we argue that (...) ethical constructionism is not only facilitated by the web, but is also what the web requires as an ethics of the digital environment. In conclusion, we relate the present discussion to standard positions in CyberEthics and to a broader project for Information Ethics. (shrink)

This paper presents a version of neurophenomenology based on generative modelling techniques developed in computational neuroscience and biology. Our approach can be described as _computational phenomenology_ because it applies methods originally developed in computational modelling to provide a formal model of the descriptions of lived experience in the phenomenological tradition of philosophy (e.g., the work of Edmund Husserl, Maurice Merleau-Ponty, etc.). The first section presents a brief review of the overall project to naturalize phenomenology. The second section presents and evaluates (...) philosophical objections to that project and situates our version of computational phenomenology with respect to these projects. The third section reviews the generative modelling framework. The final section presents our approach in detail. We conclude by discussing how our approach differs from previous attempts to use generative modelling to help understand consciousness. In summary, we describe a version of computational phenomenology which uses generative modelling to construct a computational model of the inferential or interpretive processes that best explain this or that kind of lived experience. (shrink)

In his remarkable paper Formalism 64, Robinson defends his eponymous position concerning the foundations of mathematics, as follows:Any mention of infinite totalities is literally meaningless.We should act as if infinite totalities really existed. Being the originator of Nonstandard Analysis, it stands to reason that Robinson would have often been faced with the opposing position that ‘some infinite totalities are more meaningful than others’, the textbook example being that of infinitesimals. For instance, Bishop and Connes have made such claims regarding infinitesimals, (...) and Nonstandard Analysis in general, going as far as calling the latter respectively a debasement of meaning and virtual, while accepting as meaningful other infinite totalities and the associated mathematical framework. We shall study the critique of Nonstandard Analysis by Bishop and Connes, and observe that these authors equate ‘meaning’ and ‘computational content’, though their interpretations of said content vary. As we will see, Bishop and Connes claim that the presence of ideal objects in Nonstandard Analysis yields the absence of meaning. We will debunk the Bishop–Connes critique by establishing the contrary, namely that the presence of ideal objects in Nonstandard Analysis yields the ubiquitous presence of computational content. In particular, infinitesimals provide an elegant shorthand for expressing computational content. To this end, we introduce a direct translation between a large class of theorems of Nonstandard Analysis and theorems rich in computational content, similar to the ‘reversals’ from the foundational program Reverse Mathematics. The latter also plays an important role in gauging the scope of this translation. (shrink)

The National Science Foundation's Second Merit Criterion, or Broader Impacts Criterion , was introduced in 1997 as the result of an earlier Congressional movement to enhance the accountability and responsibility as well as the effectiveness of federally funded projects. We demonstrate that a robust understanding and appreciation of NSF BIC argues for a broader conception of research ethics in the sciences than is currently offered in Responsible Conduct of Research training. This essay advocates augmenting RCR education with training regarding broader (...) impacts. We demonstrate that enhancing research ethics training in this way provides a more comprehensive understanding of the ethics relevant to scientific research and prepares scientists to think not only in terms of responsibly conducted science, but also of the role of science in responding to identified social needs and in adhering to principles of social justice. As universities respond to the mandate from America COMPETES to “provide training and oversight in the responsible and ethical conduct of research”, we urge institutions to embrace a more adequate conception of research ethics, what we call the Ethical Dimensions of Scientific Research, that addresses the full range of ethical issues relevant to scientific inquiry, including ethical issues related to the broader impacts of scientific research and practice. (shrink)

Elementary Recursive Nonstandard Analysis, in short ERNA, is a constructive system of nonstandard analysis with a PRA consistency proof, proposed around 1995 by Patrick Suppes and Richard Sommer. Recently, the author showed the consistency of ERNA with several transfer principles and proved results of nonstandard analysis in the resulting theories (see [12] and [13]). Here, we show that Weak König's lemma (WKL) and many of its equivalent formulations over RCA₀ from Reverse Mathematics (see [21] and [22]) can be 'pushed down' (...) into the weak theory ERNA, while preserving the equivalences, but at the price of replacing equality with equality 'up to infinitesimals'. It turns out that ERNA plays the role of RCA₀ and that transfer for universal formulas corresponds to WKL. (shrink)

Through an engagement with Massimiliano Tomba’s work Insurgent Universality, this paper explores the possibilities and limitations that reside at the heart of historical thinking.

The Assimilation Argument purports to show that libertarians cannot plausibly distinguish supposed exercises of free will from random outcomes that nobody would count as exercises of free will. If this argument is sound, libertarians should either abandon their position or else concede that free will is a mystery. Drawing on a parallel with the Manipulation Argument against compatibilism, Christopher Franklin has recently contended that the Assimilation Argument is unsound. Here I defend the Assimilation Argument and the Rollback Argument, a second (...) challenge to libertarianism that Franklin rejects. My aim in doing so is to underscore the force of these challenges, and thereby to resist what appears to be an emerging trend in the literature. By not coming to grips with the kind of power that libertarians must secure, many writers have recently downplayed or dismissed the pressing worry for libertarianism. (shrink)

On average, women make up half of introductory-level philosophy courses, but only one-third of upper-division courses. We contribute to the growing literature on this problem by reporting the striking results of our study at the University of Oklahoma. We found that two attitudes are especially strong predictors of whether women are likely to continue in philosophy: feeling similar to the kinds of people who become philosophers, and enjoying philosophical puzzles and issues. In a regression analysis, they account for 63% of (...) variance. Importantly, women are significantly less likely to hold these attitudes than men. Thus, instructors who care about improving the retention of women undergraduates should find ways to improve these attitudes – for instance, by demonstrating the ways in which professional philosophers are like them. We will discuss some tentative but intuitively plausible suggestions for interventions, though further research is required to establish the effectiveness of those interventions. (shrink)

Interest in "embodiment", and over how one may best express the implications of embodiment, is no parochial question, of interest only to a small number of effete philosophers. It confronts perceptual psychologists, developmental psychologists, and psychotherapists, of course. It may not be surprising, either, that it has become an important issue to some students of history and sociology, and to linguists, literary theorists and aestheticians. But that's not all. As physicists -- working within the very bastion of "objective" analysis -- (...) have tried to find expression for what seems to be going on in the domain of sub-atomic nature, they have begun to suggest that physical description itself is inevitably situated. And within the study of artificial intelligence, support is growing for the contention that intelligence cannot be understood entirely formalistically. Intelligence must at least be embodied -- it must somehow display "engaged agency" -- if it is to be recognizable as intelligence. It is within this context that the contribution offered by this essay must be understood. I shall contend that a particular conception -- that of "affordances" -- can, when suitably qualified, offer a conceptual tool of quite exceptional value in the construction of a positive theory of embodied agency, and of its philosophical consequences. (shrink)

Grapheme-colour synaesthesia is a perceptual experience where graphemes, letters or words evoke a specific colour, which are experienced either as spatially coincident with the grapheme inducer (projector sub-type) or elsewhere, perhaps without a definite spatial location (associator sub-type). Here, we address the question of whether synaesthesia can be rapidly produced using a hypnotic colour suggestion to examine the possibility of ‘hypnotic synaesthesia’, i.e. subjectively experienced colour hallucinations similar to those experienced by projector synaesthetes. We assess the efficacy of this intervention (...) using an “embedded figures” test, in which participants are required to detect a shape (e.g., a square) composed of local graphemic elements. For grapheme-colour synaesthetes, better performance on the task has been linked to a higher proportion of graphemes perceived as coloured. We found no performance benefits on this test when using a hypnotic suggestion, as compared to a no-suggestion control condition. The same result was found when participants were separated according to the degree to which they were susceptible to the suggestion (number of coloured trials perceived). However, we found a relationship between accuracy and subjective reports of colour in those participants who reported a large proportion of coloured trials: trials in which the embedded figure was accurately recognised (relative to trials in which it was not) were associated with reports of more intense colours occupying a greater spatial extent. Collectively, this implies that hypnotic colour was only perceived after shape detection rather than aiding in shape detection via colour-based perceptual grouping. The results suggest that hypnotically induced colours are not directly comparable to synaesthetic ones. (shrink)

To be intrinsically valuable means to be valuable for its own sake. Moral philosophy is often ethically anthropocentric, meaning that it locates intrinsic value within humans. This paper rejects ethical anthropocentrism and asks, in what ways might nonhumans be intrinsically valuable? The paper answers this question with a wide-ranging survey of theories of nonhuman intrinsic value. The survey includes both moral subjects and moral objects, and both natural and artificial nonhumans. Literatures from environmental ethics, philosophy of technology, philosophy of art, (...) moral psychology, and related fields are reviewed, and gaps in these literatures are identified. Although the gaps are significant and much work remains to be done, the survey nonetheless demonstrates that those who reject ethical anthropocentrism have considerable resources available to develop their moral views. Given the many very high-stakes issues involving both natural and artificial nonhumans, and the sensitivity of these issues to how nonhumans are intrinsically valued, this is a vital project to pursue. (shrink)

In the midst of even the most tragic circumstances attending the aftermath of disaster, and co-existing with a host of complex emotions, arises a practical consideration: how might similar tragedies be prevented in the future? The complexity of such situations must not be neglected. More than mere prevention must usually be taken into consideration. But the practical question is of considerable importance. In what follows, I will offer some reasons for being concerned that efforts to fix the problem -- efforts, (...) that is, directed toward insuring that similar tragedies do not occur in the future -- can easily be obstructed by attempts to fix blame -- that is, efforts directed toward determining which agent among those involved is guilty of wrong-doing. This is the case, I shall contend, even where some agent or another really is guilty of wrong-doing. The problem is further complicated by a pervasive human tendency to imagine that some agent or another must be responsible in some way for any tragedy that occurs -- even when this is not really true -- but its influence is not at all limited to such cases. As I shall suggest, philosophical attitudes toward issues of determinism and free will may be implicated in the different approaches people take to the problem of assessing what has gone wrong in a particular case and how to fix it, but such deep philosophical problems need not be resolved here. The point is not that humans are never guilty of wrong-doing (since their actions, the argument might go, are all products of outside forces), but rather that whatever the case may be about guilt, tracking down guilty persons is a different business from fixing institutionally-embedded problems so as to lessen the likelihood of their recurrence. (shrink)

John Morreall argues that “ . . . cuteness was probably essential in human evolution” because “ . . . our emotional and behavioral response . . . to cute things . . . has had survival value for the human race.” Cuteness, for Morreall, is an abstract general attribute of infants that causes adults to want to care for them (or which is the reason, or at least an important reason, for such solicitousness). I try to show that this (...) is, if not an altogether fallacious way of explaining the matter, at least an extremely misleading one. (shrink)

On November 14, 1996, an in-depth report on the recruiting and testing practices of Lilly Pharmaceuticals appeared in the Wall Street Journal. Laurie Cohen reported that most pharmaceutical companies had difficulty recruiting healthy subjects to participate in testing of “untried and potentially dangerous” drugs. These companies often had to pay subjects up to $250 a day to ensure adequate enrollment, and some even gave referral bonuses to doctors who sent potential subjects their way. Cohen then exposed how Lilly was able (...) to keep costs down: by recruiting homeless alcoholics to serve as research guinea pigs. “In many ways,” Cohen reported, “the practice is mutually beneficial. For Lilly, it is efficient and limits the risk that subjects will sue if harmed by an experiment or divulge particulars of a drug.” And the subjects “get several weeks or months of free room and board, and in interviews they express voluble gratitude for what they often call easy money.”. (shrink)

The popular media has repeatedly pointed to pride as one of the key factors motivating leaders to behave unethically. However, given the devastating consequences that leader unethical behavior may have, a more scientific account of the role of pride is warranted. The present study differentiates between authentic and hubristic pride and assesses its impact on leader ethical behavior, while taking into consideration the extent to which leaders find it important to their self-concept to be a moral person. In two experiments (...) we found that with higher levels of moral identity, authentically proud leaders are more likely to engage in ethical behavior than hubristically proud leaders, and that this effect is mediated by leaders’ motivation to act selflessly. A field survey among organizational leaders corroborated that moral identity may bring the positive effect of authentic pride and the negative effect of hubristic pride on leader ethical behavior to the forefront. (shrink)

The use of "levels of abstraction" in philosophical analysis (levellism) has recently come under attack. In this paper, we argue that a refined version of epistemological levellism should be retained as a fundamental method, which we call the method of abstraction. After a brief introduction, in section two we make clear the nature and applicability of the (epistemological) method of levels of abstraction. In section three, we show the fruitfulness of the new method by applying it to five case studies: (...) the concept of agenthood, the Turing test, the definition of emergence, quantum observation and decidable observation. In section four, we further characterise and support the method by distinguishing it from three other forms of "levellism": (i) levels of organisation; (ii) levels of explanation and (iii) conceptual schemes. In this context, we also briefly address the problems of relativism and antirealism. In the conclusion, we indicate some of the work that lies ahead, two potential limitations of the method and some results that have already been obtained by applying the method to some long-standing philosophical problems. (shrink)

My objective in this paper is to address a handful of issues that typically get raised in discussions of philosophical anarchism. Some of these issues arise in discussions among partisans of anarchism, and some are more likely to be raised in efforts to defend the state against its opponents. My hope is to focus the argument in such a way as to make clearer the main issues that are at stake from the point of view of at least one version (...) of philosophical anarchism. (shrink)

Cognitive science is ready for a major reconceptualization. This is not at all because efforts by its practitioners have failed, but rather because so much progress has been made. The need for reconceptualization arises from the fact that this progress has come at greater cost than necessary, largely because of more or less philosophical (at least metatheoretical) straightjackets still worn - whether wittingly or not - by those doing the work. These bonds are extremely hard to break. Even some of (...) those who have directed powerful arguments against them have failed entirely to shake them off. The bonds are often attributed to the work of René Descartes, but they are really much older than that. If even in the present effort, I fail entirely to remove the straightjacket myself (even though I am making every attempt to get it off), this will testify to its tight grip. The straightjacket I am thinking about, of course, is the vague picture of the human situation that imagines centralized, internal minds in control of bodily machines. While almost no one in the contemporary cognitive science arena imagines minds to be the kind of thing Descartes took them to be - instantiations of a unique, fully non-material substance - there is nevertheless a deep resistance, even among the most fervent professed "materialists," to giving up this picture. In what follows, I shall try to offer an approach which on the one hand capitalizes on the excellent progress that has been made in cognitive science in the last few decades, and which on the other hand offers a general approach that may help at some level in the attempt to shake "Cartesian" bonds. The approach, as the alert reader already knows from the title of the essay, is an "ecological" approach. (shrink)

This study examines the linguistic construal and cognitive representation of time and viewpoint in the genre of news narratives. We present a model of mental spaces that involves a News Space in which the deictic center is construed of the news actors at the time the newsworthy events took place, and a Reality Space in which the deictic here-and-now center of journalist and reader is construed. This model explains how the dynamic representation of narrative news discourse, characterized by shifts in (...) time and viewpoint, is steered by linguistic devices. An analysis of Dutch news narratives shows that temporal adverbs such as yesterdayand shifts from present tense to past tense may signal a moveforwardin narrative time, to a viewpoint in the future relative to the narrative now-point, rather thanbackward. These atypical time shifts can be accounted for by presupposing an Intermediate Space located at a point in time between the News Space and the Reality Space where the progression of narrative time comes to a halt and experiences are rather relived than reported. The salience of the Intermediate Space may be signaled by quotative conditionals reflecting the viewpoints of implicitly quoted sources. These results clarify how tense and temporal deixis steer the linguistic construal of time and viewpoint in news narratives, demonstrating that time and viewpoint are closely linked in the cognitive representation of these narratives. (shrink)

We study the logical and computational properties of basic theorems of uncountable mathematics, in particular Pincherle's theorem, published in 1882. This theorem states that a locally bounded function is bounded on certain domains, i.e. one of the first ‘local-to-global’ principles. It is well-known that such principles in analysis are intimately connected to (open-cover) compactness, but we nonetheless exhibit fundamental differences between compactness and Pincherle's theorem. For instance, the main question of Reverse Mathematics, namely which set existence axioms are necessary to (...) prove Pincherle's theorem, does not have an unique or unambiguous answer, in contrast to compactness. We establish similar differences for the computational properties of compactness and Pincherle's theorem. We establish the same differences for other local-to-global principles, even going back to Weierstrass. We also greatly sharpen the known computational power of compactness, for the most shared with Pincherle's theorem however. Finally, countable choice plays an important role in the previous, we therefore study this axiom together with the intimately related Lindelöf lemma. (shrink)

Journal Name: Cognitive Linguistics Issue: Ahead of print.

International law and conventional morality grant that states may stand ready to defend their borders with lethal force. But what grounds the permission to kill for the sake of political sovereignty and territorial integrity? In this book leading theorists address this vexed issue, and set the terms of future debate over national defence.

Against David Schenck's interpretation, I argue that it is not absolutely clear that Merleau-Ponty ever meant to replace what Schenck refers to as the "unity of meanings" interpretation of "structure" with a "material meanings" interpretation. A particular problem-setting -- for example, an attempt to understand the "truth in naturalism" or the "truth in dualism" -- may very well require a particular mode of expression. I argue that the mode of expression chosen by Merleau-Ponty for these purposes, while unfortunate in some (...) of its apparent implications, need not be interpreted as recommitting him to the doctrine he spent his life working to renounce. I have argued that this would have been clearer had he been able to avail himself of James J. Gibson's notion of affordances, which capture perfectly what he was reaching for. (shrink)

This essay provides a summary of the steps taken to build a critical thinking based faculty learning community (CTB-FLC) on the Lone Star College – CyFair campus across various disciplines. The author shares the motivations driving this project, the challenges and successes of the ten participating members, and the plans for future CTB-FLCs. The primary purpose of this essay is to encourage other colleges to build similar critical thinking based faculty learning communities as professional development opportunities on their campuses. The (...) essay culminates with a set of recommendations which result from the lessons learned during the implementation of a CTB-FLC from 2008 to 2010 at Lone Star College – CyFair. (shrink)

If the term "relativism" is understood as relativists take it, everyone is a relativist. If, on the other hand, one understands "relativism" as absolutists do, no one really could consistently be a relativist, despite what they might think. As I hope to show, however, much of this positioning of persons and philosophies is foolish. It misses much that is important in philosophical discussion and focuses attention in directions that lead to dead ends.

This paper provides evidence for a contrastive account of explanation that is motivated by pragmatic theories that recognize the contribution that context makes to the interpretation of a prompt for explanation. This study replicates the primary findings of previous work in explanation-based category learning, extending that work by illustrating the critical role of the context in this type of learning. Participants interacted with items from two categories either by describing the items or explaining their category membership. We manipulated the feature (...) overlap between the categories and examined both the explanations generated and acquired knowledge of the categories. Explanations for membership in a given category were influenced by the unprompted contrast category, indicating an important role for contrastive processing in the generation of explanations. The influence of the contrast category was similarly seen in the transfer performance of the participants. (shrink)

This study examines how audiovisual brand stories both invite and enable consumers to enact heroic archetypes. Integrating research on the archetypal structure of narratives with research on the event structure of narratives, we distinguish singular plot stories (i.e. stories that show a Hero’s Journey) from embedded plot stories (i.e. stories that not only show but also tell one or more Hero’s Journeys) and develop a conceptual and narratological framework to analyze their structural elements. Application of the framework to 20 brand (...) stories representing 8 different brands reveals meaningful variation in elements between the singular plot stories and embedded plot stories. Differences in the expression of archetypes and event structure are argued to evoke different types of Hero enactment which in turn result in different outcomes. We specifically hypothesize that the enactment of heroic archetypes in singular plot stories primarily results in catharsis (pleasure), whereas the enactment of heroic archetypes in embedded plot stories primarily results in an outcome we describe as phronesis: a form of moral sense making of the self that advances one’s practical wisdom and prudence. The final section of the paper discusses how cathartic and phronetic outcomes of hero enactment may foster the psychological bonding between brand and consumer, and invite consumers to align their moral values with the values that are reflected by heroic character traits. The central aims of the analysis presented are to provide an exploration of narrative phenomena in a reasonably broad range of brand story videos and foremost to provide a conceptual framework with an applicable instrument suited to analyze relevant categories in these brand stories. The present study is interdisciplinary in its approach to a contemporary, developing marketing phenomenon, applying psychological modeling of archetypes and heroic values with narratological insights on perspective-taking and story structure. Its contribution is to systemize, from a narratological viewpoint, how various narrative archetypes in brand video stories may contribute to the development of brand-consumer relations. (shrink)