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communicative failure as a fairly typical initial state of interaction of sign systems.
A three-dimensional view shows that the understanding of money for one
reproductive circuit is unambiguous, that is, interpretation as a sign with one
meaning – "a single measure of value," whereas their understanding as a means
of exchange between reproductive contours is polysemantic, that is,
interpretation as a sign with a set of values. In addition, in the second case there
is a conflict of financial
interpretations, and with the initial establishment of prices
– the situation of communicative failure as a fairly typical initial state of
interaction of sign systems.
The
money meanings, which are the subject of financial pragmatics, lie in
the field
of demand, and are connected, like all senses, with the adverb "why". Deleuze's
"desire machines that work and break down" are located right here and are
certainly connected with those components of the monetary value production
systems that are engaged in monetary or financial sense-first of all these are the
three pillars of the consumption society most clearly crystallized in the XX
century: advertising, loans (in the limit of its massivization – cheap refinancing
loans) and the producer-driven urgency of goods. This is written enough and well
known, one can only add casually the fourth pillar that appears at the beginning
of the 21st century – the intervention of total control means in complex durable
goods, connected by one general trend in the development of means of
manipulating the consciousness and sense of the person, in particular, the
formation of desires and the replacement of the world things the world of
realistic illusions. However, you need to be careful not to get lost in the wilds of
postmodernism. The financial vanguard is implemented in electronic format, it is
inseparable from electronic marketing, all stimulation and provocation of
turnover and launch of multipliers. The problem of the global crisis of the turn of
the 20th and 21st centuries, in the opinion of the neoconomists, is a problem of
demand, in the opinion of the humanists, the senselessness of acquiring, in the
opinion of the world systemists, the exhaustion of growth opportunities. The field
of monetary meanings is always a field of closedness, non-disclosure, undisclosed,
incorrect or quasi-correct closure of need lacunas, whether it is the need for
things, energy, information or human communication, taken within the
framework of market exchange relations, in which non-market relations are also
involved.