Postmodern image interplay is the ceaseless recapture of one narrative by another.

Evidence

For we have not yet sufficiently described the nature of the process whereby, even allowing for the perpetual displacements we have insisted on, one such element -or sign or logo — somehow “comments” on the other or serves as its “interpretant.” The content of that process, however, was already implicit in the account of the logo itself, which was described as the signal or shorthand for a certain kind of narrative. The microscopic atomic or isotopic exchange under study here can therefore be nothing less than the capture of one narrative signal by another: the rewriting of one form of narrativization in terms of a different, momentarily more powerful one, the ceaseless renarrativization of already existent narrative elements by each other. — Fredric Jameson, Postmodernism, or, The Cultural Logic…, 238

Categorization

• DEFINE: Defines the logo’s interpretive mechanism as narrative capture and renarrativization rather than simple symbolic reference, which is core to explaining how aesthetic forms become the economy’s appearance.