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The Assurance of Hyundai: The Care of Corporation

In this marvelous take on the corporate saftey-net offered by Hyundai we experience both the rich, music-filled world-view of a partnership community, and the ludicrous ambiguity of a corporate sensibility that learned that it must invest in the health of its customers.

Beautifully done. But also not the occasion to lose track that the corporate realization of an identity of “care” and fostering also reflects a change in the ideological figure that corporations cast in our society, and a change in ideological figure is a change in powers. I think it is easy to polarize what this spoof brings out, but perhaps something akin to Deleuze and Guattari’s orchid/wasp is in order.

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