This course build on an understanding of the Single Loop and Double Loop ‘organizing, developing, & changing’ patterns and introduces us to the richness of Triple loop. In this relation we learn about Beyond-Heart’s five dialogisms of Enacting Triple Loop. This is a brief introduction to each dialogisms of Triple Loop:
- Polyphony Dialogism – many voices in a conversation, even in single loop
- Stylistic Dialogism – many styles parodying one another, even in single loop
- Chronotopic Dialogism – many spacetime patterns, interacting, and nesting in one another like nesting dolls (see image below)
- Architectonic Dialogism – a systems theory that has three inter-animating discourses, even in a single conversation: 1. cognitive, 2. aesthetic, and 3. ethical
- Polypi of Dialogisms – is the interactive interplay of the above four dialogisms
The course favors a different way of thinking: not ‘either-or, but ‘both-and’. Understanding even one dialogism let alone all five together is a challenge if a person is caught in a lineage, dualistic thinking. In other words, adapting a non-dual thinking embraces the paradoxical nature of the world. If this is new to you, we suggest you familiarize yourself with the two different ways of thinking to gain more from participating in this course.
Four Dialogisms are interactive in the Fifth, in their entanglement, and each stems from Heteroglossia
For Bakhtin, dialogisms are each multiple, and nested together, like Russian dolls. That is why people caught up in either-or thinking, cannot understand even one dialogism let alone all five together.
Above is traditional Russian Dolls, that nest one inside the other. The Nesting Fractal is something Bakhtin assumed as everybody knows it, in his concept of Heteroglossia and each of the five Dialogisms:
- Polyphony Dialogism – many voices in a conversation, even in single loop. We practice this in True Storytelling Circles.
- Stylistic Dialogism – many styles parodying one another, even in single loop there is multiple stylistics: oral telling that is formal, that is slang (skaz), and writing that is formal reports, informal email, and the architecture itself is materiality, artifacts of all sort are part of the stylistic dialogism.
- Chronotopic Dialogism – Chronotope means spacetime, and is based on Bakhtin’s appreciation of Einstein’s notion of spacetime[mattering]. many spacetime patterns, interacting, and nesting in one another like those Nesting Dolls. This is not multiple choice, where doing one of the 10 excludes the beingness of the other nine. There are ten of them interrelating, interweaving. Four have adventure themes, and 6 are more Indigenous Ways Of Knowing IWOK (many long forgotten, but a fractality that potentially be revived, until appropriated, colonized, domesticated).
- Romantic Adventure: hero’s journey
- Everyday Life Adventure: lots of surprises from real world
- Biography of important folks: but the people serving them see behind the curtain
- Chivalric Adventure: core values up front, but 3 other adventure types can be nested in it
- Reversal of BEFORE: shallow history with some Historical Realism, we call it ‘Little Wow Moments’
- Masks of Rogue, Clown, Fool: think of it as Carnivalesque, people in costume speaking back to powerful people (observing from their balcony)
- Rabelaisian Purge of the inauthentic: using grotesque humor to point to what is untrue and leave what is true
- Festival basis: of what is IWOK in daily life
- Idyllic ways of living: in balance and harmony with Nature’s aliveness
- Tamara-Land: many rooms in mansion or castle, or any organization
- Architectonic Dialogism – a systems theory that has three inter-animating discourses, even in a conversation:
- cognitive (Kant’s notion of systems are just cognitive frames),
- aesthetic discourse
- ethical discourse 2 & 3 are amendments to Kants monologic-system theory. Bakhtin did this thinking in his notebooks, in the 1920s, his leg in painful bone disease. The tattered notebooks were found after the World Wars, in old sheds, with pages missing (he used the paper to roll cigarettes), and holes mice chewed in some pages: See Philosophy of the Act & Art and Answerability books, that did not come about in English translation until 1990s).
- Polypi of Dialogisms – Polypi is David Boje’s word for the interplay of the above four dialogisms (word comes from Hans Christian Anderson’s story of Little Mermaid, before it was Disneyfied). David Boje wrote about the entanglement of the 5 kinds of dialogisms in the Storytelling Organizations (2008) book, relating them to Henri Mintzberg’s 10 schools of strategy.
THE CASE OF MCDONALD’s CORPORATION
and its Five Dialogisms
First: Polyphony Dialogism
There are many voices of McDonald’s that are in polyphonic dialogism. Some are people, others are workers dressed in costumes, like at Disneyland. There are cartoons. We could watch all four videos of the Wacky Adventures. The annual report’s CEO letter, the advertising songs. It’s all polyphonic dialogism.
Here is an image from the video tapes. Grimace left, then Hamburgler, two more characters and Ronald, at right.
In True Storytelling, we ask ‘What is True’ and go BENEATH the advertised constructs, into the Before of history (we also call this ‘the already there’). When you watch this movie of the BEFORE, you get a sense of the difference in polyphony of a shallow corporate history in McDonald-land ads and cartoons, and the history of the Founder. But wait a second, – was Ray Kroc really the founder? Is this True Storytelling?
Let’s read up on McDonald’s official history, and compare it to the movie, and to the history presented in the restaurants. CLICK HERE FOR CORPORATE HISTORY NARRATIVE. That is Polyphony Dialogism, moving through time, and into places around the world.
Randall, R. and Southgate, J. (1981), “Doing Dialogical Research”, in Reason, P. and Rowan, J. (Eds), Human Inquiry: A Sourcebook of New Paradigm Research, Wiley, New York, NY, pp. 349-61.
Hazen, M. A. (1993). Towards polyphonic organization. Journal of Organizational Change Management. Click Here if you use Research Gate.
Second: Stylistic Dialogism
There are many styles parodying one another at McDonalds. When you try to pick up a menu, watch the commercials, watch the movie Founder, visit a McDonald’s restaurant and look at the murals on the wall, and check out the toys given to children in a Happy Meal, you begin to note the differences. We can look at how plastic chairs and tables are arranged to manage flow of customers, what kinds of colors are keeping people from staying too long, the dress code of managers and workers, and the kind of greeting the counter people give to customers. All of these styles interanimate each other. As we observe with a historical lens and document how all this stylistic dialogism has transformed over the long history of fast-food restaurants, we deepen the expressions of Stylistic Dialogism. With visits to several different restaurants, in different communities, we further extend our notion. You find an illustration of this in the four images below.
Image One: The photo is taken at McDonald’s in Copenhagen. Notice the Viking ship, and of course, Ronald McDonald. You may ask whether this is conquest or colonization, or cultural appropriation?
Image Two: This photo is an example of an add in Copenhagen, for workers at McDonald’s. Notice the tattoo with the golden ‘M’. We could consider whether it is worker-dedication to McDonald’s or something deeper? Is it perhaps branding?
Image Three: The photo is taken at a Wal-Mart boxstore, a McDonald’s co-habited, and this mural was on the wall. Notice the older cars, the waitresses on roller skates, the Sir Speedy carton character on the sign. Here we find an aesthetic discourse as well as stylistic dialogism, within the mural and interactive with the other stylistics. You may notice how this is business storytelling happening.
Image Four: Here we see a family that walks to their car, as jovial teens work on a car, or ride in a 1956 Ford convertible with fender skirts. Notice how it is a Disneyfied version of the BEFORE. That means the True Storytelling Principle 2 is already here.
Third: Chronotopic Dialogism
The Masks of Clown-Rouge-Fool in McDonald-Land is one example of Chronotope in the case of McDonalds corporation. The Clown is Ronald McDonald, the Rogue is Hamburlger, and the Fool is Grimace, but who is the fourth character? This is a very ancient chronotope (romantic), and it interplays with other chronotopes, such as chivalric adventure, and the Quality, Value, and Cleanliness (QVC) of McDonald’s core values. If we now enter the Chronotopes into the Polyphony and the Stylistics (understanding it as a Polypi Fractality), we begin to sense the interplay between all three dialogisms.
The McLibel triels in Europe are another example of the nesting of Everyday and the Biographical with the Rabelaisian purge chronotope. The McLibel court case’s judge concluded the McDonald’s did exploit children, engaged in deceptive advertising, and risked the health of its customers. McDonald’s spent $15 million on the trail, while the two defendants Helen Steel and David Morris, took every opportunity to unmask the fake storytelling and use grotesque humor. Here is a copy of the fact sheet the defendants circulated that prompted McDonald’s to sue them for libel. CLICK HERE TO SEE FACTSHEET.
Based on the examples above, you may now understand how the chronotopes are nested inside one another in this fractal pattern. And, you may recognize, how the counter-fractal gets to be its own social movement in the media, and this can prompt McDonald’s to change its production practices.
Let’s consider a third example. Johnny Carson on the tonight Show began using his own grotesque humor, referring to McDonald’s as “McClog the Artery” (Ritzer, 2009: 193). National Health NGOs began spending millions in their ads, singling out McDonald’s high cholesterol fatty foods. McDonald’s countered by introducing a McLean Deluxe burger with 40% less fat than Big Mac, and offering a veggie burger in a few metropolitan markets. In some cities in the US, and especially in Europe, community resistance to putting a McDonald’s restaurant in their place, grew and grew. Also, environmental groups have been focusing on McDonald’s to make propaganda for a move away from polystyrene and plastic, and have less packaging polluting land and sea, which help restore balance and harmony with Nature’s aliveness.
Our forth example, and perhaps finest, is how Coalition of Immokalee Workers (CIW) successfully contributed to ending modern day slavery of migrant workers picking tomatoes and lettuce and onions for the Big Mac:
“The Coalition of Immokalee Workers (CIW) has successfully combated modern-day slavery by transforming the ways that over a dozen major brands, including Taco Bell, [McDonald’s, Burger King] Subway, and Wal-Mart, manage their supply chains. The CIW’s efforts over more than 20 years have effectively stopped enslavement practices, including abuses such as wage theft and
peonage indebtedness” (Rosile, Boje, Herder, & Sanchez” (2021: 376, bracketed additions, ours).
This was done by what we may call ‘Transorganizational Developing’ — the ICEND of forming alliances with consumer groups, student groups, and faith groups in order to convince some 17 corporations (see Below: Table 2) to change their migrant labor practices and enact ‘Fair Food’ program with actual, not fake, corporate social responsibility.
Going into the BEFORE (Principle 2: Already there, in history), you get a sense of the ICEND of the Transorganizational Developing (TD) happening. Notice the year-by-year becoming as Little Wow Moments are becoming linked to Opportune Moments, in the Double Loop.
This final example is one of True Storytelling and Process Consulting that is Worker-Driven Corporate Social Responsibility. Grotesque humor, unmasking, and purging the untrue and fake ads, are part of the nested chronotopes, along with active ethics of answerability.
Rosile, G. A., Boje, D. M., Herder, R. A., & Sanchez, M. (2021). The Coalition of Immokalee Workers uses ensemble storytelling processes to overcome enslavement in corporate supply chains. Business & Society, 60(2), 376-414. (Click Here for article).
The Principle 2, Already there, connects to Principle 3, the Plot, and connects to Principle 4, Timing, in the Process of Being of SpaceTimeMattering of McDonald’s corporation fractal, recurring pattern locally to global scale.
“The emplotment of the mural depends upon recognition of cultural symbols (car hops, drive in, vintage cars, poodle skirt and other clothing fashion); the emplotment is the grasping together of various elements, which, as we shall explore. Our observation is that the symbols are abstracted from quite different time periods. Indeed, there are quite a few historical inaccuracies in the mural” (Boje, Enríquez, González, & Macías, 2005).
Through the grotesque humor of its fictitious Ronald McDonald world, McDonald’s develops its dialogic imagination and transforms its strategic narratives” (Boje, Driver, & Cai, 2005). In fact, Ronald for a few decades was the frontstage leader of McDonald’s, its simulacra (Boje & Rhodes, 2006). Then history took a turn, and clowns became scary to children, and men dressed in clown suits, in the UK, were not to be trusted. So the iconic clown-leader-icon went into disuse, an embarrassment, too grotesque (7th Chronotope). Do you see how the various chronotopes are nested like those Russian dolls, one inside the other, a rather intricate fractal of nesting.
Here is an example of Grotesque of Rabelisian Purge to point to the True Storytelling beneath. It is a taking apart of the business storytelling, and putting together a grotesque counternarrative in order to make a point.
Forth: Architectonic Dialogism
The “architectonic functions: it can serve as an opening, sometimes as a culmination, even as a denouement (a finale) of the plot” (Boje, Enríquez, González, & Macías, 2005). In True Storytelling, plots (principle 3) are Bets on the Future, and part of architectonic dialogism, the interanimation of three discourses together: cognitive systems, aesthetic systems, and ethical systems. All there are in McDonald’s business storytelling, reverberating, a fractal.
“Architectonics was first used by Immanuel Kant (1781/1900: 466)
in Critique of Pure Reason. Kant (1781/1900: 466) says “by the term Architectonic I
mean the art of constructing a system” (italics in original). But, for Kant, constructing
system was exclusively a cognitive discourse” (Boje, Enríquez, González, & Macías, 2005).
By this time you have seen the business storytelling that is about the cognitive (the concepts, the language of McDonald’s), and the aesthetics reverberating in the stylistics. Now it is time we put in the the ethics of fast food and its impact on United Nations sustainable development goals.
(architectonics of not just cognitive discourse, but the aesthetic, and the ethical discourses, interanimating one another).
What is the HIDDEN COST of Hamburgers, its impact on Climate? Click here for YouTube video
Don’t Watch this video. Cowspiracy in 14 minutes. Click Here.
Don’t Watch this video. Supersize Me. Click Here.
Don’t Watch the McDonaldization of Education. Click Here.
Don’t Watch McDonalcization is Globalization of Americanization Click Here.
The McDonaldization Fractal goes global scale. In fact, all five dialogisms are defracting and refracting thoughout McDonald-Land, which is a kind of Tamra-Land, of stories going on simultaneously in thousands of restaurants, TV ads, and movies, around the world. It is a global fractality, what George Ritzer (2008) calls McDonaldization. Ritzer (2004) is concerned with how McDonaldization is what we call a fractal that has the consequence of becoming “The Globalization of Nothing.” To put it simply McDonaldization gone global, is an ever-expanding fractal that does away with the Third Loop. It results in the following:
- Places becoming Non-Places
- Things becoming Non-Things
- People becoming Non-People
- Service becoming Non-Service
- Relationships becoming Nothing, but the automated, dial-up, robo operator assistance)
Our forms of ODC become devoid of substance, the Beyond Heart shrinks to Nothing. It is a fractal conceived and controlled centrally, a Single Loop. It is the proliferation of largely empty social forms throughout the world. Ritzer’s answer is consistent with True Storytelling, to get to the Beyond, Grounding in Place, and rekindling the 6th sense of Reenchantment. The increase in Disenchantment is the decrease in Enchantment.
Ritzer, George. (2008/2013). The McDonaldization of society. 1st edition 2008, 2nd 2013 Thousand Oaks, CA: Sage.
Ritzer, George. (2004). The Globalization of Nothing. Thousand Oaks, CA: Sage.
Ritzer, G. (2005). Enchanting a disenchanted world: Revolutionizing the means of consumption. Pine Forge Press.
McDonaldization Gone Wild produces and consumes Disenchantment
Please Click Here to watch this video about George Ritzer’s McDonaldization, with four components of Weberian bureaucracy, that is the McDonaldization fractal of rationalization, gone global, McDonaldizing the entire world of business, education, the military, health care, and so on. Click Here to see video with Ritzer, with some music on it.
- Efficiency of one-best way,
- Calculability and routinization that is dehumanizing,
- Control by non-human technology
To stay in business marketing fast food to nations, such as US, already obese, to McDonaldize Society, then McDonald’s has to keep convincing the young children to crave fast food, and government, that its fast food is not dangerous to health, not responsible for higher healthcare costs to nations, and not responsible for the destruction of rainforest, their deforestation, the increase in global warming of the planet. Is it True Storytelling, is it UnTrue Storytelling, is it both? “
What is Architectonics Dialogism of McDonaldization?
“The architectonics, here, is defined as the interplay of cognitive declarations,
aesthetic images, and ethical answers, as in these examples of talk show hosts, and
corporate implications of health and fitness value to fast food that border on the white lie” (IBID). Many people crave the proliferation of McDonaldization, and for others it is the ‘Iron Cage of Bureaucracy’ (Ritzer, 2008: 187).
How does this relate to Double Loop?
“The architectonic analysis of organizations is our contribution, to address
symbolism and language as components of the organizing process that Pondy (1976),
then Pondy and Mitroff (1979) called for, to move beyond the cybernetics of ‘open
system theory’ (level 4) to the upper regions of Kenneth Boulding’s (1956) more
complex language and system based system models (levels 5 thru 9). Our focus is on
languaged systems, their discursive and social practices, to supplant information
processing open system models wedded to sender-receiver, and feedback loop
communication models” (IBID). Double loops systems are not living systems with autopoiesis. “Autopoiesis definition is – the property of a living system (such as a bacterial cell or a multicellular organism) that allows it to maintain and renew itself by regulating its composition and conserving its boundaries” MORE. Maturana and Varela invented the word autopoiesis to describe a network of processes of a system that self-organizes. Luhman made autopoietic basis of social systems. Critics of self-organizing (autopoiesis-like organizations) is that (1) its a metaphor when you take it out of natural living systems of Nature, and (2) what we call the Triple Loop processes are not explicated. McDonaldization is a runaway globalizing fractality, that claims to be double loop, self-organizing, yet there is a Ray Kroc in the center of it. The point is open systems we discussed thus far are different from Luhman’s selff-referential autopoietic systesm: that is, “systems that have the ability to establish relations with themselves and to differentiate these relations rom relations with their environment” (Luhmann 1995: 13). In case you are asked “Beore Luhmann adopted the con-cept o autopoiesis, Maturana and Varelahad already objected to its application to so-cial systems” (MORE). Th point here is organizations don’t just adapt to the external environment, they also adapt to the social. “Hawthorne experiments o in the 1930s, directedby Elton Mayo, on social actors o coopera-ion in industrial work (c. Roethlisberger &Dickson 1939)” (IBID).
Question Is there a way to tame the Excesses of McDonaldization Fractal?
- Coops are an alternative to rationalized, centralized, automated cybernetic fractal systems of production work and consumption routinization.
- B&B is an alternative to rationalized, centralized, replicated by franchizing, McDonaldized hotel chains.
Boje, D. M. (2004). Regenerating Ronald McDonald with the Method of Grotesque Realism. Business Research Yearbook, 11, 752-756. Click here for proceedings paper.
Boje, D., & Cai, Y. (2004). Mcdonald’s: Grotesque Method and Metamorphosis of the Three Spheres: Mcdonald’s, Mcdonaldland, and Mcdonaldization. Metamorphosis, 3(1), 17-34. Click here for prepress copy of article.
Boje, D., Driver, M., & Cai, Y. (2005). Fiction and humor in transforming McDonald’s narrative strategies. Culture and Organization, 11(3), 195-208. Click here if you have research gate account to access article.
Boje, D., Enríquez, E., González, M. T., & Macías, E. (2005). Architectonics of McDonald’s cohabitation with Wal‐Mart. Critical perspectives on international business. Click here for prepress version, if you have a Research Gate account.
Boje, D. M., & Rhodes, C. (2006). The leadership of Ronald McDonald: Double narration and stylistic lines of transformation. The Leadership Quarterly, 17(1), 94-103. Click here to read prepress version of article.
Boje, D. M., Rosile, G. A., & Gardner, C. L. (2004, August). Antenarratives, narratives and anaemic stories. In paper for the All Academy Symposium Actionable Knowledge as the Power to Narrate, New Orleans: New Orleans meeting of the Academy of Management (Vol. 9).
Haley, U. C., & Boje, D. M. (2014). Storytelling the internationalization of the multinational enterprise. Journal of International Business Studies, 45(9), 1115-1132. Click here for prepress version of the article.
The McDonald’s example of space and time in ODC 1.0 is a focus on the ‘Organizing Heteroglossia’ of the developing and changing. These are storytelling processes and you can sort their impact.
What do we do about the McDonaldization Fractal Gone Global Scale?
- Slow Food Movement YouTube, Click Here
- Surviving COVID-19 with Slow Food Movement, YouTube. Click Here.
- Ron Finley – Gangster Gardner of South Central YouTube Click Here.
Understanding Heteroglossia, get us to Third Loop possibilities. Food is the problem, and food is the solution (Ron FInley). It is the opposite of the McDonaldization principles. Here is a picture I took at Ron Finley’s. Do you see the fractal patterns?
What is Heteroglossia?
I am glad you asked. It helps us understand how to change the McDonaldization fractal, disassembling it into a very different assemblage fractal I can tell you the answer, but the heteroglossia formula may make no sense at all, without the storytelling. First before the formula, something more important to realize. Every utterance of every conversation refracts to contexts within contexts, to generate a multiplicity of meanings. Conversational storytelling is super charged with heteroglossic intonations, body language gestures, pronunciations, pitches, rhythms, and silences (pregnant pauses), and iterations. I started transcribing conversations of an office supply corporation and had miles of transcript over the eight months I was a consultant there. I would have stayed longer, but the CEO, call him ‘Doug’ had a heart attack, and quadruple bypass surgery.
The Formula of Heteroglossia, the basis of the 5 Dialogisms, I will unpack soon. Each Utterance is suspended in two forces: (1) centripetal, and (2) centrifugal.
Heteroglossia comes from the work of Mikhail Bakhtin, and is the basis of his four types of ‘dialogism.’ And dialogism is what ODC 2.0 is all about in our trek to True Storytelling principles, processes, and tools. Bakhtin was born in 1895. In 1921 he married Elena Alexsandrona. By 1923 Bakhtin had bone disease and his leg was amputated in 1938. That did not stop him from writing every day in his notebooks. Even when severely in pain, Elena wrote in the notebooks, while Mikhail spoke the words. In 1929, Bakhtin, struggling in pain, had his first book published (he was only 34 years old). It is called Problems of Dostoevsky’s Poetics. It is the book in which Bakhtin announced to the world, the concept of dialogism.
In Russian, the word for Truth is Pravda. But there are many languages in Russia, and another word is Istima. Both words have changed meaning over the decades and centuries of history. Bakhtin’s early notebooks in the 1920s were all about two kinds of Truth, a bystander truth, and a moral answerability truth to act in the once-occurrent event-ness of Being-in-the-World, you are there, in place, in time, and can make a difference, so you are answerable to act to intervene in the system. Bystanders watch the misery go down, Moral Answerability cannot help but intervene with ethical accountability, seeing their own complicity in the bigger situation, and in the local.
Bakhtin is the reason I write, every morning from about 4 AM to 7 AM in my composition notebook. Then, I study the writing, meditate, and sometimes I have time to write a blog post. Bakhtin is why I prefer moral answerability to Being and Doing the bystander role of Doing Nothing, while Being There. However, there is also the principle of Letting Go, Letting Nature takes it own course, without me jumping in to interfere. Knowing when I can change something, when I can’t and the wisdom to know the difference is my current challenge.
Heteroglossia is the Heart of the Five Dialogisms.
Even Single Loop has heteroglossia, such as this example of McDonaldization fractal going global with lots of hidden costs. It is double loop, but quite lopsided. Every living utterance in a conversation refracts context with a multiplicity of meanings. Single Loop may look entirely monologic (one command-and-control logic of a narrative linear plot), however, that is jus the surface of True Storytelling.
Probably did not help your understanding to have a formula. Simpler language could help. Centripetal forces centralize everything to one logic fits all, the monological (this the link to Single Loop). Centrifugal keeps decentering, into more and more diversity, more equalities, more inclusions (DEI). Thus the connection to our DIE module:
When I studied the office supply corporation’s transcripts, held more vendor and customer focus groups, one-on-one meetings with leaders and managers, and trailed around to meeting after meeting in this Tamara-Land, I could not find those beginning-middle-end plots of the whole of it, in the conversations, yet Aristotle (350 BCE) promised they were there. Two thousand plus years of narrative theory, method, and practice had promised me they were everywhere, but I had only found less than five, after eight months of ethnographic field work.
It came to me, maybe I had discovered something important. Maybe each living word of the conversations refracts to context, and I had missed the patterns (fractals). I had a friend, Harold Garfinkel, during my years as a young assistant professor at UCLA (1978-1986). He came to dinner at my home, and I went to his lab in the Medical School. We were looking at some children interacting who had developmental abilities. Garfinkel said: “Look at how they do story starters, and another picks up the tale, and does story continuing, and how they all join in the storytelling.” I recalled that Little Wow Moment, as I stared at my side notations on miles of Office Supply Corporation transcripts. Maybe, it takes eight months of field work, to understand the Heteroglossia of conversational storytelling.
Here’s the thing. Garfinkel was pointing to the intersubjectivity, how outside the actual few spoken utterances, the children were doing storymaking that was completely unspoken, yet completely understood, without saying anything else. This is the 6th Sense of Embodied Reflection, and it is why you doin’t find the storytelling that is Heteroglossia in a transcript.
It is called the intersubjective practice of saying ‘You Know’ and expecting everyone in the conversation (in-the-know) will fill in the blanks. Bakhtin calls it “word-with-a-loop-hole” and “word-with-a-sidewards-glance” (Bakhtin, 1981: xxi, Introduction by editors). The word etcetera is what this Heteroglossia, the forces of the centripetal and the centrifugal are all about. In Garfinkel’s experiments, he asked his students, to go home, to work, to their own recreations, and every time someone said ‘You Know’ or “Etcetera” to respond, “what do you mean” and when they again said “You Know”, to ask again, and again. Results are predictable. People got real mad, having to explain what should be obvious. The reason people get upset, is we live in living utterances, pointing to context (indexicals), but people are coming out of different Tamara-Land rooms (6 rooms is 6 factorial = 720 pathways possible). That is a lot of pathways, so the understanding is actually shallow, fragile, and evern a husband and wife, have lots hidden in the Johari Window. The Intersubjectivity and the Heteroglossia are what happens, even in Single Loop, more so in Single Loop, because there is underdeveloped Second Loop and Third Loop is likely taboo.
My life is a nesting fractal of each dialogism, how they are not the usual either-or typologies of WWOK obsession. Either it goes in one category or the other one, is a dominant typology of the BENEATH-Heart (Principle 1: What is True). We do ODC 2.0 in a world obsessed with 1.0 dualities, polemics, debates, and when you push on hte monologic of Single Loop, don’t be surprised if people get mad. Going BENEATH ‘you know’ intersubjectivity for many folks, is threatening. So go easy.
The heteroglossia forces of centripetal (command and control branching fractal) and centrifugal (DEI spiraling or rhizome fractalities) play out in all three loops: Single, Double, and Triple. The Three Loops are interconnecting highways of Heteroglossia, and the good news, They form the superimposed (nested) Four Hearts of Forecaring. It is possible to transform the Triple Loops, so they morph into a Heart of Care.
The Five Dialogisms are moving, organizing, developing, changing, as these are Heteroglossia entangled relationships, as depicted in the figure above. ODC 2.0 can peel back the layers of fast food conditions to see the Truth and the Untruth, and ask what is our ethical answerability, because we are nature, in connection to nature.
The refacting and diffusing is in a state of oscillation in the rhythmic patterns of conversational storytelling in SpaceTimeMattering. If your butterfly net is only able to catch Beginning-Middle-End whole plots in each conversational exchange, you miss the Heteroglossia.
McDonaldization of lots of industries from McDoctor, McDentist, McHotel, to McUniversity is a growing global fractal that is consequential to health of humans and animals, and forests, and to overall balance and health of Earth’s ecosystems. “Making the effort will mitigate the worst excesses of McDonaldized systems” (Ritzer, 2008: 2009).
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