In homage to Gabriel Tarde (1843- 1 904): his long-forgotton work has assumed new relevance with the influence of American sociology, in particular microsociology. It had been quashed by Durkheim and his school (in polemics similar to and as harsh as Cuvier’s against Geoffroy SaintHilaire). Durkheim’s preferred objects of study were the great collective representations, which are generally binary, resonant, and overcoded. Tarde countered that collective representations presuppose exactly what needs explaining, namely, “the similarity of millions of people.” That is why Tarde was interested instead in the world of detail, or of the infinitesimal: the little imitations, oppositions, and inventions constituting an entire realm of subrepresentative matter. Tarde’s best work was his analyses of a minuscule bureaucratic innovation, or a linguistic innovation, etc. The Durkheimians answered that what Tarde did was psychology or interpsychology, not sociology. But that is true only in appearance, as a first approximation: a microimitation does seem to occur between two individuals. But at the same time, and at a deeper level, it has to do not with an individual but with a flow or a wave. Imitation is the propagation of a flow; opposition is binarization, the making binary of flows; invention is a conjugation or connection of different flows. What, according to Tarde, is a flow? It is belief or desire (the two aspects of every assemblage); a flow is always of belief and of desire. Beliefs and desires are the basis of every society, because they are flows and as such are “quantifiable”; they are veritable social Quantities, whereas sensations are qualitative and representations are simple resultants. Infinitesimal imitation, opposition, and invention are therefore like flow quanta marking a propagation, binarization, or conjugation of beliefs and desires. Hence the importance of statistics, providing it concerns itself with the cutting edges and not only with the “stationary” zone of representations. For in the end, the difference is not at all between the social and the individual (or interindividual), but between the molar realm of representations, individual or collective, and the molecular realm of beliefs and desires in which the distinction between the social and the individual loses all meaning since flows are neither attributable to individuals nor overcodable by collective signifiers. Representations already define large-scale aggregates, or determine segments on a line; beliefs and desires, on the other hand, are flows marked by quanta, flows that are created, exhausted, or transformed, added to one another, subtracted or combined. Tarde invented micro sociology and took it to its full breadth and scope, denouncing in advance the misinterpretations to which it would later fall victim. [Deleuze and Guattari, A Thousand Plateaus, 218-219]
See also: D/G: Capitalism/The Thing/Fictional Quantities.