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As such, we then also have to reconfigure the role of the public intellectual as a rational-critical subject, a universal subject, not as a thoroughly particular subject, which - as I see it - would only be an affirmation of the consumer-group model, but rather as an involved instead of detached figure: at the same time as Benjamin's thesis dealing with the mode of address, Antonio Gramsci was defining a different model of the intellectual, the so-called "organic" intellectual, which was a figure that was involved not only in struggles, in causes, but also in production itself.[4] According to Gramsci all men were intellectuals, although not everyone had that role (the potential of mass intellectuality), a role that had to do with involvement, organizing and movements. As such, marketing and advertising men as well as journalists were the new organic intellectuals of capitalism, whereas teachers and priests could not be considered organic intellectuals, since they were repetitive. Today, precarious workers could certainly be considered this kind of intellectual, although it remains to be discussed whether they are in the service of capital or the cultural industry or in its counter-movement, a struggle for the multitude. We must therefore begin to think of artists and intellectuals as not only engaged in the public, but as producing a public through the mode of address and the establishment of platforms or counter publics, something that has already existed in both the east and west, clandestinely and underground respectively, but in opposition to the reigning cultural and political hegemony of the specific society.
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