Eighteenth International Conference on New Directions in the Humanities

Abstract

This study focuses on the use of affect phenomenon associated with nonhuman animals in the enchantment of McDonaldized (formal rational) systems. Making use of biosemiotics (Timo Maran) cultural psychology (Angela Branco and Jaan Valsiner), and sociology (George Ritzer and Stjepan Meštrović) I analyze how bears and wolves, and their images, are utilized to advertise, hide, and promote colonial development within Northern Manitoba. My analysis is largely associated with the cities of Churchill and Thompson Manitoba, and their use of polar bears and wolves to attract development, brand, and identify themselves. I conclude that these nonhuman animals are used to create affect phenomenon that hide the dehumanizing, and ecologically damaging influences of unsustainable McDonaldizing development within the region – as such retain the same characteristics as colonial mineral and material extraction so evident in the wider region’s history. My objects of study are advertisements and documentaries focused on the promotion of the region for development. Constructivist grounded theory is used in conjunction with the theory mentioned to construct an understanding, from the objects of study, on how affect phenomenon is used and created. Further, wider literature on socio-cultural-environmental issues is also consulted to contextualize and demonstrate how affect is used to enchant McDonaldized systems in the region.