Post Cinematic Affect Quotes

“Films and music videos, like other media works, are machines for generating affect, and for capitalizing upon, or extracting value from, this affect. As such, they are not ideological superstructures, as an older sort of Marxist criticism would have it. Rather, they lie at the very heart of social production, circulation, and distribution. They generate subjectivity, and they play a crucial role in the valorization of capital.”
― Steven Shaviro, Post Cinematic Affect

“A map does not just replicate the shape of a territory; rather, it actively inflects and works over that territory.7 Films and music videos, like the ones I discuss here, are best regarded as affective maps, which do not just passively trace or represent, but actively construct and perform, the social relations, flows, and feelings that they are ostensibly “about.” In”
― Steven Shaviro, Post Cinematic Affect

“For Massumi, affect is primary, non-conscious, asubjective or presubjective, asignifying, unqualified, and intensive; while emotion is derivative, conscious, qualified, and meaningful, a “content” that can be attributed to an already-constituted subject. Emotion is affect captured by a subject, or tamed and reduced to the extent that it becomes commensurate with that subject. Subjects are overwhelmed and traversed by affect, but they have or possess their own emotions.”
― Steven Shaviro, Post Cinematic Affect