We have the same water that we had at GENESIS or for Atheists BIG BANG, 3-4.5 billion years ago. Water recirculates in the closed loop water cycle between surface water, ground water, evaporation to atmosphere, precipitation, etc. Our bodies are 55% to 75% water, we get from the water cycle. Our bodies are 37.2 trillion living cells, that are mostly composed of water .

        We exist in ensembles of multiplicities, and there is actual water in soda bottles and water bottles, but there is giving an account of all the 'virtual water' that multiplicity, which has one foot in the 'real' and the other foot in the 'virtual.' It take about 1 bottle of 'real' water to make a bottle of bottled water, but it also takes three more bottles of 'virtual water' in the supply and distribution chain, and in the 17 million barrels of oil it takes of USA to consume 50 billion bottles of bottled water this year.

"The virtual object is a partial object — not simply because it lacks a part which remains in the real, but in itself and for itself because it is cleaved or doubled into two virtual parts, one of which is always missing form the other” (Deleuze, 1994: 100).

“For a potential or virtual object, to be actualized is to create divergent lines which correspond to — without resembling — a virtual multiplicity. The virtual process the reality of a task to be performed or a problem to be solved” (Deleuze, 1994:  212).

“… The relation between that virtual and the actual as modeled on the relation of the possible and there real. The relation between the virtual and the actual is, however, very different. … The real is the mirror of the possible…. By contrast, the virtual dow not lack reality, it is part of the real” (Deleuze and Guattari, 1994: 242).

        Political ambivalence stems from pure affirmation of Difference that is ultimately ambivalent (Zizek, 2004). I believe asking the bottled water and bottled soda multinational corporations (Coca-Cola, PepsiCo, Nestlé) give a moral account of their corporate personhood is long overdue. 

  Water has many stories to tell, one of them is a moral account of oneself

       
        Storytelling can include  Judith Butler's (2005).'giving an account of oneself.' To me, Butler gets at a difference between Bakhtin's (1993: 3), bystander (or special) answerability, and a 'moral answerability.' For example, 'Giving a moral account of one's water ways (behaviors, habits, neglects). What is interesting to me, is Bakhtin is all about moving beyond monological narrative and the dialectic of two monologues, to the dialogical of polyphony (many voices, many logics). Yet, here is Butler doing 'negation of the negation' Hegelian dialectic in order to get at something beyond the dyadic.  Butler's is not the usual narrative-counternarrative dialectics or story-counterstory dialectics.  'Giving a moral account' has more to do with the the relation between 'antenarrative' and 'anti-narrative' (Boje, 2001).

        Why is All Water on Earth Dinosaur Pee?  One story water has to tell us is that it is all dinosaur pee.

 SOME NOTES:
OZARKA water is owned by Nestle, and in Texas it is said to be sourced from Natural Springs.

In Texas it is sourced at three different Springs, so each has different pH level

WATER sourced in a State, is NOT subject to FDA jurisdiction. And see Documentary Tapped – only one person works in FD WITH JOB OF OVERSEEING BOTTLED WATER INDUSTRY.

https://www.isitbadforyou.com/questions/is-ozarka-water-bad-for-you

Nestle says ‘Water is NOT a Human Right!’ https://www.nestle-watersna.com/en/bottled-water-brands/ozarka/ozarka-water-quality-report

Bottled Water Leaches dangerous chemicals into what you drink.

Most plastic bottles end up in the land fill

USA consumes 50 billion plastic single use bottles a year, and 77% are not recycled, much of the ones that are, are down-cycled to making polyester shirts, or rugs.

        To acknowledge one's own quantumness is to also acknowledge the limits of the linguistic turn of social constructivism, and invent a sociomateriality way of knowing, being, doing, and testing claims about 'true storytelling.' I would agree with Judith Butler  (2005: 42) that I cannot know fully by mind and language alone, or by coherent linear (beginning middle end) BME narrative or by narrative morphology in the vernacular of Western Ways of Knowing. To given an account of one self" (Butler, 2005: 42) is to fall outside of social constructivism limits, but does not preclude giving a quantum account in response to the query, 'Who Am I?"  I also agree there are blockages, we will explore shortly to giving a full and final moral answerability account (Bakhtin, 1993: 1-4). We are answerable to keep water alive (water=life) beyond the water=$ of the multinational water corporate personhood, even if our wards fail us.  Water=thirst is making its query, asking questions of the stupid and wasteful uses of fresh water=ethics, a moral accountability and moral answerability, goes beyond water=desire for premium bottled water, and the new brands of mimicry, quantum water. This misrecognition makes quantum storytelling a water-ethic project. Water=desire, the desire to be recognized, is also an antenarrative, not an anti-narrative project.

        To explore giving a moral account, consider this example of nine 'water='s this or that recognition, and how would multinational water corporate personhood, give an account?

                                        Figure 2: Water Has Many Stories to Tell?

Which story gives an account of oneself, as the personhood of the bottled water and bottled soda industry?

        The Current State of the Bottled Water and Bottled Soda Industry If water=desire for bottled water and bottled soda, then what happens to the recognition of water=life and water=ethics"  Any theory of recognition includes the desire to live, not just the desire for premium water or convenience water. Horkheimer and Adorno's (1944/2002) 'Culture Industry' (the process of industrialization of mass produced culture of desire) makes queries about moral answerability for corporate water uses.   USA consumes 50 billion plastic water bottles a year, 23% head to recycling, but 38 billion don’t go to recycling, and then only about 9% actually gets recycled, because China is no long taking them, and because it costs $$$ to sort the bottles, shred them, wash them, heat them to sanitize, then melt into pellets and sell to beverage companies.

• 50 billion USA plastic water bottles is 17 million gallons of oil. It takes 6,000 megajoules of electricity for each barrel of oil, and with all the oil for 40 billion bottles that is 106 billion megajoules of electricity, which is how the 25% oil calculation is based on.

•     USA is 50 billion plastic water bottles, but world total is 500 Billion, and that means five times that in Total World Beverage plastic bottles. 
  
• Polyethylene Terephthalate and that has BPA in it. This is a question of moral answerability:
  
• BPA stands for Bisphenol-A and it is a carcinogen, cause low sperm count in boys, and  early puberty in girls. PBA is endocrine disruptor.

• BPA has been a resin to make plastics clear and strong since the 1960s.
  

• It is not just making plastic bottles, but coats the insides of beverage cans, and used to make epoxy.

  The FDA does not regulate it, saying low levels of BPA are SAFE to use in foods, and of no harm to human body. But Mayo Clinic says cut back on plastic bottles, and on metal cans (coated in BPA), for your good health life.

• PROBLEM GETS WORSE: BPA has phthalates, and FDA refuses to regulate them either. Phthalates are industrial chemicals are binding agents, and to soften plastic, make it clearer and more durable.Also used in cosmetic consumer products.   

• Phthalates however do cause reproductive, liver, kidney, and lung problems in human beings. See Canada & Guardian

• CDC recommends further study, FDA says its safe to consume, but others say health hazard (Guardian). 2008 Henry Waxman bill did ban phthalates in some baby products

• BUT the science says phthalates are  linked to asthmas, attention-deficit disorder, breast cancer, Type II diabetes, autism, and male fertility disorders. Watch the milk because a lot of plastic tubes are used in milking machines, and the phthalates make their way into even glass bottles of milk.
  

In sum, its time to query about corporations in the Culture Industry, giving an account. Total global bottled water market is expected to reach $215.12 billion (US) dollars by 2025.[1] The 2018 State of the USA Beverage Industry: Bottled water remains the No. 1 beverage in the USA. Bottled water sales in 2018 totaled $18.5 billion, and increase of 8.8% over the previous year.[2]  Bottled water volume grew to 13.7 billion gallons in 2017. Per capita US consumption of bottled water exceeded 42 gallons. American consumed 50 billion plastic water bottled in 2018, but our recycling rate is 23% (38 billion bottles). For 2018, Private label bottled water had 22.9% market share, followed by Coca-Cola’s Dasani (9%), Pepsi’s Aquafina (8.8%), Nestlé Pure Life (7.1%), Coca-Cola’s Glaceau SMARTwater (6.9%). And bottled water and bottled soda is only a small part of the entire bottled beverage industry. There is fierce competition, and the market is moving to establish premium bottled water brands. In 2016, USA's bottled water use surpassed its bottled soda consumption, and this all has to do with 'Culture Industry' in the USA cathedral of consumption. And we are all complicit, and its time for giving an account of oneself.

"The mentality of the public, which allegedly and actually favors the system of the culture industry, is a part of the system, not an excuse for it" (Horkheimer & Adorno, 1944/2002: 42).

        Water=Desire Trends: The ‘storytelling of desire’ has a long history in water advertising and water branding strategy. Before the 1990’s people drank tap water, not water in single-use plastic containers. By 2016, the US consumption of bottled water eclipsed tap water use.[1]  Soda manufacturers (Coca-Cola & PepsiCo), and the largest beverage and food-company (Nestlé) predicted the trend, and began  (Coca-Cola launched Dasani 1999; Nestlé bought Perrier in 1992; PepsiCo launched Aquafina in 1994, with its reverse osmosis process).  Bottled water (in glass) has an old history. Poland Springs (now owned by Nestlé) was founded in 1845. Perrier bottled by decree of Napoleon II in 1863 with the decree for ‘the good of France.’  San Pellegrino (now owned by Nestlé founded in Italy, in 1900). In 1900 Deep Park (now owned by Nestlé) served on the B&R railroad. Nestlé launched Ice Mountain in 1989. These companies and scores of wantabes changed Water=Desire, persuading consumers not only that bottled water was an alternative to soda, but healthier, more nutritious, safer, and more convenient than the thousand times less expensive, more eco-friendlier, and actually regulated, tap water.

            Water=Desire Storytelling: Question: Why is there insatiable desire for bottled water? Celebrities sell us ‘desire’ for a lifestyle. Celebrities from Donald Trump (Trump Ice Natural Spring Water in 2003 took the in-house brand to national distribution), Ellen DeGeneres (Vitamin Water Zero), Mark Wahlberg (AQUAHydrate in a workout ad), Ashley Greene (SoBe Lifewater in an ad she wears nothing but body paint), to Jennifer Aniston (Coca-Cola’s SMARTwater) are being used to sell premium brands of water.[1] Celebrities can earn millions. “In 2004, Glaceau named a Vitamin Water Flavor – ‘Formula 50’– after rapper, 50 Cent, who, in addition to being a shareholder, personally endorsed the brand.  Later, when Coca-Cola bought the drink in 2007, 50 made over a million on the deal” (IBID, Filtersfast.com).  In 2007 Coca-Cola purchased Glaceau and its water brands (SMARTwater, Formula 50, and VitaminWater) for $4.2 billion dollars. Imagine calling anything a VitaminWater drink, that is half sugar (30 grams of sugar per bottle) and is vapor-distilled water that provides fare fewer health benefits than regular tap water. Why not crush a vitamin into water and make your own zero calorie health drink? “Most Americans are not vitamin-deprived.” The root problem, as everyone knows, is diabetes and obesity, from too much sugar (corn syrup) in soda pop.[2] And an even deeper underlying problem is Water=Desire marketing to pitch. Both ViaminWater and SMARTwater are storied to contain electrolyte ions and high alkaline levels, but in fact they pH is spiked up with additives such as sodium bicarbonate (ordinary baking sode), and a few hyped minerals added for flavor such as magnesium sulfate (Epsom salt, that is a laxative to relieve constipation), potassium (used in water treatment processes in regulated doses; potassium permanganate, however, is an oxidant in water treatment, and adding too much of it is a health concern for WHO, increasing risks of heart disease, kidney disease, diabetes, hypertension, coronary artery disease, and so on), and then there is calcium chloride (a salt used to de-ice roads).[3]  What is most alarming is the silo effect of water regulation in the USA. The EPA regulates public drinking water (tap water), while FDA regulates bottled drinking water. While the EPA is understaffed, and recently downsized, there are inspections, and on-the-books regulations of tap water, with dozens of measured tests, some done daily, with a report issued to consumers each year by each locale, there is only one person at the FDA that oversees the $200 billion dollar bottled water industry that is not required to report on its testing, not required to disclose its exact ingredients and any negative test results given to the FDA, are not made public. Efforts to reform this system of obvious health neglect and risk, are defeated soundly by the bottled water and plastic industry lobbies. “Disclosures, such as those required by the U.S. Environmental Protection Agency (EPA) in Consumer Confidence Reports (CCRs) for public water systems, are not required of any packaged food or beverage product.”[4]

        Walter Benjamin (1936) said ‘storytelling is coming to an end.’  Our competency as humankind to convey living experience from one person to another, mouth-to-mouth, is declining rapidly. Once the traveling storytelling, the seaman, the transporter on land, and the at-home storyteller in a blacksmith shop, had the competency to convey experience mouth-to-mouth. Gertrude Stein (1935) did four lectures on ‘narration’ at University of Chicago drawing large crowds: about poetry narration, news narration, narrative narration, and history narration. I agree with Benjamin and with Stein: The ancient ways telling living experience are being displaced by the new ways of narrative all about information processing, and not much depth of history. What I have been calling ‘living stories’ embedded in a place, unfolding in time, in material ways (Boje, 2001, 2008, 2014) is different from what Karl Weick (1995) calls retrospective narrative sensemaking. And I agree with William James (1907: 98), “Things tell a story” because things are ‘vibrant matter’ (Bennett, 2009/2010a, 2010b).  Therefore my short answer is ‘storytelling in and around organizations’ in sociomaterialism ontology is what Karen Barad (2007) calls intra-activity of materiality with discourse. But there is more to it than that. Let me illustrate with a story of things form my university.

        What are Ensembles of Multiplicities?

Multiplicities are theorized quite differently by Hegel, Bergson, Deleuze, Sartre, Badiou (1999), Žižek, (2004) and Butler ( see Boje, 20191, 2019b for more discussion). Deleuze's (1991)interpretation of Bergson, comes up with intensive, extensive, and virtual multiplicities. Nail (2013) argues that Deleuze’s multiplicity work on political organization shifts from Deleuze’s (1968/1994) work on heterogeneous assemblages of multiplicity, work of Deleuze and Guattari (1987) shifts to functions of novels, painting, politics, geology with their own logics. The criticisms are resultants of political ambivalence, virtual hierarchy, subjective paralysis.

“The virtual object is a partial object — not simply because it lacks a part which remains in the real, but in itself and for itself because it is cleaved or doubled into two virtual parts, one of which is always missing form the other” (Deleuze, 1968/1994: 100).

“For a potential or virtual object, to be actualized is to create divergent lines which correspond to — without resembling — a virtual multiplicity. The virtual process the reality of a task to be performed or a problem to be solves” (Deleuze, 1968/1994: 212).

“First, the virtual is not a mirror of the actual, as the real is of the possible”  (Deleuze and Guattari, 1994: 243).

How to do Self-Correcting 'storytelling science' (Boje & Rosile, 2019, in review).

We propose doing ‘self-correcting induction,’ in a series of abduction-induction-deduction cycles of self-correction inspired in the work of Charles Sanders Peirce, Hannah Arendt, Karl Popper, Henri Savall, and Jean-Paul Sartre.

We propose a way of doing a storytelling methodology called, “self-correcting induction” from the work of Charles Sanders Peirce (1933-1937, 5.580, which hereafter means Volume 5, section #580): “In an induction we enlarge our sample for the sake of the self-correcting effect of the induction.”  Just before (5.579) Peirce examples his enthusiasm, “So it appears that this marvelous self-correcting property of Reason, which Hegel made so much of, belongs to every sort of science, although it appears as essential intrinsic, and inevitable only the highest type of reasoning, which is induction.”

Figure 4: Boje's Drawing of 'storytelling science' of self-correcting induction-deduction-abduction spirals

Boje and Rosile (2019, in review) develop 'storytelling science' self-correcting induction-deduction-abduction for doing storytelling research. They review seveal approaches to self-correcting 'storytelling science' including work by Charles Sanders Peirce, Hannah Arendt, Karl Popper, and others.

"The ingenuity of the triadic dialectical movement--from Thesis to Antithesis to Synthesis -- is especially impressive when applied to the modern notion of Progress.... cycle of Becoming... Although the original movement is by no means progressive but swings back and returns upon itself, the motion from Thesis to Thesis establishes itself behind these cycles and constitutes a rectilinear line of progress" (Arendt, 1978: 49).

"Being and Nothingness 'are the same thing, namely Becoming . . . One direction is Passing Away" Being passes over into Nothing; but equally Nothing is its own opposite, a transition to Being, that is Arising" (Arendt, 1978: 50).

"...  the willing ego's time concept and the primacy it gives the future over the present and the past. The Will, untamed by Reason and its need to think, negates the present (and the past) even when the present confronts it with the actualization of its own project. .... Left to itself, man's Will "would rather will Nothingness than not will" (Arendt, 1978: 50).

"The dialectical process itself starts from Being, takes Being for granted (in contradistinction to a Creatio ex nihilo) in its march toward Not-Bieng and Becoming. The initiial Being lends all further transitions their reality, their existential character, and prevents them from falling into the abyss of Not-Being" (Arendt, 1978: 50).

"BPA but not BPS concentrations were positively correlated with both estrogenic and antiandrogenic activities. BPA still dominates the thermal paper market in Brazil and Spain, and BPS appears to be one of the main alternatives in France. There is an urgent need to evaluate the safety of alternatives proposed to replace BPA as developer in thermal printing. The large proportion of samples with hormonal activity calls for the adoption of preventive measures"

By 2030 global water demand will be 40% greater than it is today (McKinsey Report). By 2030 40% of world’s population will lack access to safe, sanitary water, in 2030 there will need 60% more fresh water to support demand than we have today in the water cycle. The developing nations are increasing water withdrawals by 50% and 18% in developing nations. In short, the fresh water system, if it were a bank, has more withdrawals than deposits, and is bankrupt!

We can begin to look at the antenarrative dynamic processes in relation to narratives as face-saving after each health crisis from BPA sustitutes in plastic beveage containers, rPET health risks, sugary sodas role in obesisty and other health risks, and bottled water impact onf global water crisis, and so on.

"For Bakhtin (1973: 12) ‘narrative genres are always enclosed in a solid and unshakable monological framework.’ Coherence narrative posits mono-system-wholeness, mergedness, and finalizedness. The single observer posits unitary mono event horizon wholeness with one complexity property" (as cited in Boje, 2008: 43).

Living story webworks, in Indigenous Ways of Knowing (IWOK) are theorized to be more polyphonically dialogic, situated in space, time, and practical doing. Narrative-counternarrative, in Western Ways of Knowing (WWOK), by contrast, tends toward polemics, misses the dialogical, and is retrospective and abstract, as opposed to in the here and now, and practical.

"Polyphonic is fully embodied voices, not in hierarchy. They fully engage and debate one another, including author’s voice" (as cited in Boje, 2008: 39).

Things tell a story about the blockages to self-correcting spiral Upon return from sabbatical travels to seven countries, I noticed in our university (womewher ein the Southwest US), in the Business College, some things had been moved. The big 'blue' recycling bins, on wheels, that had occupied a place on the third floor of the Business Complex building (waiting for some donor to give it an endowment in exchange for naming it), those same bins now reside beneath the stairwell on the first floor. Things tell a story! When I walked the stairs (many young students take the elevator), to the third floor, I noticed in the place where the recycling things, that apparatus, that actant è in its place was some black furniture, some chairs too small to sit in, and an empty book case.  I began to do some retrospective sensemaking narration (Weick, 1995).

Figure 6: Things Tell a Story - Under the Stair Well at Business College

        I recalled that this was not the first time that big 'blue' recycling bins on wheels, were moved under the stairwell. It is a definite fire hazard. You just do not stack reculing cardboard and paper in a fire well. There used to be, in 1996, four bins, neatly inside a wooden casement, where faculty, staff, and students separated cardboard, color paper, and white paper, and newspaper.  In 1996 I motivated a Delta Sigma Pi business fraternity pledge class to put stickers on the light switch that said ‘switch em off when not in use’ and we made posters over the blue recycle bins on the 3rd floor, so people knew what things to threw into what bin. There used to be, in 1996, four bins, neatly inside a wooden casement, where faculty, staff, and students separated cardboard, color paper, and white paper, and newspaper.  About 12 years ago, a new Business College dean, had the wooden casement tossed, and the recycling bins moved under the stairwell. For this new dean (of 3 years) to follow suit and move the 3rd floor bins to the 1st floor, into the stairwell, was another blow to recycling, but dean’s prerogative, to redecorate. I recalled getting an email a month ago, about each of six colleges having some windfall money, left from the downsizing of the staff body and the faculty body, to divide amongst them. I speculated, perhaps the new furniture was ‘spoils’ of the downsizing. It’s not enough data to make an empiric retrospective narrative. Still there had been a change in the purpose of the university, and new administrators, and their consultants were reshaping its systems.

        Still, I was chair of the sustainability council of the university, twice, and worked hard to bring about greater consciousness of how recycling matters.  When I taught the leadership course last Wednesday, I noticed another partial story. For the 22nd year, the Guthrie Building, classroom wing on the first floor did not have any recycling system at all.  I had requested, but been told, again and again, there was no money for such things. I rebelled. I went to the administrative wing, which once housed the advising center (it was centralized across campus, and moved to other side of campus). I picked up an underused plastic bottle, cans, recycling system, and brought the thing into the other wing of the building, into the class of somewhat surprised leadership students. “Look, this is where you put your plastic bottles and your cans”.  After class I put it back in the administrators’ wing of the building.  I am contemplating antenarrative action, but it is my last semester, so why do I bother?

When William James (1907: 96-97) in traduces “Things tell a story” he is writing the sixth specification of a systems theory, about the unity of purpose”

“An enormous number of things in the world subserve a common purpose. All the man-made systems, administrative, industrial, military, or what not, exist each for its controlling purpose. Every living being pursues its own peculiar purposes. They co-operate, according to the degree of their development, in collective or trivial purposes, larger ends thus enveloping lesser ones, until an absolutely single, final and climacteric purpose subserved by all things without exception might conceivably be reached... Our different purposes are also at war with each other.”

            James does not claim teleological [narrative] unity, but rather an aesthetic union when he states “Things tell a story”:

“… aesthetic union among things also obtains, and is very analogous to teleological union. Things tell a story. Their parts hang together so as to work out a climax. They play into each other’s hands expressively. Retrospectively, we can see that altho no definite purpose presided over a chain of events, yet the events fell into a dramatic form, with a start, a middle, and a finish.  In point of fact all stories end; and here again the point of view of a many is the more natural one to take. The world is full of partial stories that run parallel to one another, beginning and ending at odd times. They mutually interlace and interfere at points, but we can not unify them completely in our minds. In following your life-history, I must temporarily turn my attention from my own” (p. 98, boldness mine).

        I treat 'living stories' as unfolding in the present, and with as James puts it, partial stories interlacing making a living story webwork (Boje, 2014). For me, and most narrativists I know, it is narrative that demands an aesthetic unity, a dramatic form of beginning, middle, and end.  Bakhtin (1981) says narrative is always monologic, in a narrative aesthetics, which goes back to Aristotle's (350BCE) narrative wholeness of the six elements; Stories, by contrast, are polyphonic.

        Mikhail Bakhtin (1993: 2) the book of his notebooks written between 1919 and 1921 tells us ‘Culture’-World and ‘Life’-World is not the same and constitutes two-faced Janus, facing in different directions, with no unitary plane between them for communication.   Culture-World looks backward, at the past, that never was, while Life-World looks to the once-occurrent events of Being, here and now, unfolding. I think Janus has a fourth face, I call antenarrative, looking to the future.

Figure 7: The Four Worlds and Four Faces of Storytelling Paradigm (Boje, 2018 original)

In the figure I have drawn in the barrier between World of Culture and World of Life that Bakhtin has acknowledged where there is no possible communication, fusion, or creescence.

Antenarrative is constitutive of the living story here and now looking down at present, and the retrospective sensemaking narrative looking backward at the past (Boje, 2014, 2018b).  Bakhtin says that the “aesthetic activity as well is powerless to take possession of the moment of Being which is constituted by the transitiveness and open event-ness of Being” (1993: 1). I take this to mean the retrospective narrative in its aesthetic activity of plots and characters is split off from the living story looking down at present, and in its moments of open event-ness of Being.  Antenarrative is an ontology process of becoming ante (before, between, beneath, & bets on the future) by looking forward at many possible futures, and enacting one of them in historical act or activity. Narrative by itself is “unable to apprehend the actual event-ness of the once-occurrent event” of living story relations (Bakhtin, 1993: 1). Bakhtin’s two-faced Janus is only the World of Culture (i.e. narrative) and the World of Life (i.e. living story webs of relationality), while the three-faced Janus includes antenarrative processes, the prospective sensemaking, and pragmatist sensemaking of looking and preparing in advance, possible futures. Storytelling, therefore, is the Being of event “in its entirety” and as “a whole act [that] is alive” with antenarrative processes constitutive of narrative and living story (Bakhtin, 1993: 2). The World of Culture, its ‘special answerability’ as judgment validity, and the World of Life, its ‘moral answerability’ has no community except through antenarrative processes. Bakhtin’s special answerability actor does not intervene, merely looks on as the passive bystander, while moral answerability actor in the once-occurrent event-ness of Being actually does enter into the constitutive moment as active, complicit, responsible, and ethical participant in Life-World. In and around organizations we need more moral answerability.

Figure 8: Ensemble Storytelling Paradigm of Blockage between 2 worlds, and 2 antenarrative processes connecting worlds differently (Boje, 2018, original)

        Above I propose two antenarrative pathways. One is from World of Future-antenarratively beneath World of Technology to World of Culture (& Narrative) in which a special answerability (bystanding). The second is a path of moral answerability from World of Future, antenarratively to the World of Life (& living story webs.

        Bakhtin’s later work (Bakhtin, 1981) stressed the monologic plots of Culture-World has split from the polyphonic dialogism story Life-World, in all its aliveness, here and now. I follow Bakhtin (Boje, 2008) as well as the differences between western ways of knowing (WWOK) and indigenous ways of knowing (WWOK) to develop an understanding of the constitutive role of antenarrative processes in WWOK-narrative and IWOK-living story relationships.   My proposition is that these two domains have different antenarrative processes: WWOK-narrative and counternarrative are dialectical processes, and IWOK-living story webs are dialogically constituted. Storytelling is also historical and history-making.

Guilles Deleuze (1968/1994) provides us four narrative-illusions that I must introduce to explain why I use storytelling as inclusive of narrative, and say storytelling in and around organizations, rather than the conference title, ‘narratives in and around organization.’ You see, I am an ensemble storytelling professor, and a Deleuzian ontologists with four critiques of narrative illusions:
•First Illusion Representationalism of Narrative: Thought is covered over by ‘image’ made up of postulates. This is a slippage from Platonic world to the world of representation (p. 265). Life world of living present is not culture world of representation of some illusion of ‘pure past’ (Deleuze, 1968/1994).

•Second Illusion Resemblance of Narrative-Culture to Life-World of Living Story: the subordination of difference to resemblance, the copy and the model are the resemblance, and the illusion of good sense (Deleuze, 1968/1994: 266).

•Third Illusion Narrative covers over the multiplicity play of antenarratives: “Beneath the platitude of the negative lines the world of ‘disparateness’… multiplicity…affirmations of differences” (Deleuze, 1968/1994: 266-7). This multiplicity of play of differences is for me antenarrative processes beneath both narrative and story.

•Fourth Illusion Narrative as “Subordination of difference to the analogy of judgment” (p. 269, boldness, mine). Narrative illusion is aesthetic analogy of judgment that Bakhtin (1993, his 1919-1921 notebooks) calls the world of culture that is a duality with the world of life. The world of life for me is the here-and-now once-occurrent Being of event-ness unfolding in living story webs of relationality that are nomadic.

        I think we need to pay more attention to various kinds of history that are in and around storytelling organization and organizing. For this I would like to turn to an essay Walter Benjamin wrote in 1940 that is part of Illuminations collection (Benjamin, 1940/1955/1968/2007). My premise in this essay is that storytelling in and around organizations is a contest among multiple dynamic ontologies (Boje, 2018b) so poorly understood that it is leading humanity to a 6th extinction because despite all the globalization myths, there is ‘no planet B’ (Boje, 2018a). Benjamin (1936/1955/1968/2007) in his amazing essay, The Storyteller, declared that ‘storytelling’ itself is ‘coming to an end’.  And a year earlier Stein (1935) seems to agree that various ways of narration are displacing the ways of telling by those storytellers who could convey experiences orally. Benjamin (1940) gives us insight into ways of telling history, in this subversion of IWOK living story-ability by narration, by WWOK-narrative and its reverence, for textuality. If storytelling itself is changing and our skill at conveying lived experience of the past to another being, is atrophying, then this has implication for storytelling in and around organizations.

        Benjamin, believing the Nazis were invading, left Paris for Port Bau Spain. He was en route to the US to join with critical theorists, Adorno and Horkheimer.  He died September 26 or 27 1940 in, Spain, either committed suicide when his manuscript was confiscated at the border, or was covertly assassinated by Stalin’s murder squad, for not doing dialectical historical materialism properly. Be that as it may, Benjamin (1940) just before he died, wrote about the interplay of different ways of doing history that can inform our inquiry into the storytelling in and around organizations. These are the types of history I read in Benjamin’s work: (1) historical materialism focus on ‘material things’ telling about the class struggle, differed from (2) historicism focus on the Judgment Day of a redeemer, (3) the chronicler reciting historical events like a rosary bead without distinguishing major and minor ones, with nothing that ever happened completely lost form history, (4) the biologist who looks at human history are but a few seconds on the 24-hour clock of world history, and (5) the soothsayer who inquired into the future.

For Benjamin historical materialism offered a way to critique what Lyotard (1979/1984) later called the progress narrative in his report on education. “The true picture of the past flits by” in the “historical outlook of historicism” is not “the way it really was” (Benjamin, 1940: 255). Microstoria that I wrote about as a contrasting method to historicism uses archives to recover that past without filtering it through the present obsessions. Historical materialism watches both the historicism of the present and the microstoria rescuing of the past as moments of danger. The historicism historian looks at images of the past, which historical materialism claims become the “tool of the ruling classes” (Benjamin, 1940: 255). Microstoria is in danger of resurrecting a ‘pure past’ which Deleuze (1968/1994) says that never was the ‘living present.” To this we can add that retrospective narrative sensemaking is a conforming past, that is used as a tool of the ruling elite of most every organization, and the counter-narratives of the workers, and the counter-counternarrative of historical materialism is not succeeding in overturning the dominant narrative or the heroic CEO or the rescuing Chancellor.

I would like now to turn to an organization example of how storytelling is embedded in history that is shot through with diverse discourses.

        A Storytelling Example of a University in Decline Public universities are being run like businesses, and this is happening around the world. Business consultants are being recruited to make it happen. For example, September 2015, Chancellor Garrey Caruthers commissioned Deloitte consultancy, at a cost of $622,700, to spend five (some say ten) days with our university’s Board of Regents.  The consultants came up with a dandy PowerPoint based on cutting and pasting some university budget data, and advised the Regents to set up six task groups to do actual implementation: To downsize both staff and faculty bodies, to reorganize broader spans of control, collapse administrative and academic units, trim some vice president’s assistants to assistants, and to implement business process reengineering to save countless millions. At a department meeting I attended on August17 2018, I recently learned that our university, it Board of Regents, did all that collapsing, downsizing, and increasing its spans of control, consolidating resulting in nineteen administrative units, and saving $12.1 million. The administrative order now spends about $1 million a year to advertise locally on billboards, placing ads in movie theatres claiming our university has ‘no limits, no boundaries’, and there is to be a shopping mall, a new golf course, and a hotel to encourage enrollment.  Other millions were divided among six deans to do whatever they wanted to their colleges. A few short years ago, my department had 17 faculty members and a solid doctoral program. When I leave the end of December, six faculty members and a department head assigned by the dean, from some other department, will remain. My own answerability has switched from moral answerability to the retiring bystander with only special answerability. Our university is not alone. Taking a moral answerability stand meant leading votes of no confidence, holding a wake for the doctoral program, writing articles, giving speeches, and actually marching in protest (Boje, 2017c; Boje, Cai-Hillon, Mele, 2017; Boje & Cai-Hillon, 2017). 
Our university is not alone in making the transition from being a public university for the public good to being run as a business with profit centers, including the new golf course, shopping mall, hotel complex, under construction. For example, at McKinsey went to Minnesota State Colleges and Universities system (MnSCU). Chancellor Steven Rosenstone hasn’t revealed what McKinsey & Co. consultancy produced for its $2 million contract:

"MnSCU also released materials McKinsey produced to help the system launch an overhaul earlier this year. MnSCU officials say the company worked hard and provided guidance, not prescriptions, for a campus-driven process. But faculty and others say they remain troubled. The work took place away from public scrutiny, which, they say, makes it harder to size up its value. It didn’t help that MnSCU recently provided a McKinsey proposal for the project that was almost entirely redacted… McKinsey also helped pen a “change story”: an open letter to faculty, staff and students urging them to be bold in tackling changes and promising transparency. It created an engagement plan and provided training to administrators"

        McKinsey did similar consultation at Columbia University and University of North Carolina with similar result of increasing academic capitalism by using business consulting firms to implement austerity programs (IBID.):
“…Columbia University faculty members criticized an unpublicized $1.1 million McKinsey report that had recommended some graduate tuition increases. At the University of North Carolina System, a $2.6 million McKinsey report on eliminating academic program duplication was not discussed by the governing board or a strategic planning committee, according to media reports.”
           
        What these consultancy projects with universities (Deloitte at Kansas State University and NMSU, McKinsey at Minnesota State Colleges, Columbia University, and University of North Carolina) reveal is a disturbing trend in higher education that includes lack of transparency, circumvention of faculty governance, a quick fix approach to downsizing and business process reengineering. And each new chancellor/President/Provost has to have their own consulting firm do it all again. My point is that much harm results from the storytelling in and around universities that legitimates these quick fix, cut-and-paste, PowerPoint and Xcel spread sheet consultancy reports used to legitimize downsizing and reorganization strategies Boards of Regents were going to do anyway. Most every new chancellor hires a consulting firm to do it all over again, tossing out years of implementation of the last chancellor. So it was no surprise when yet another new chancellor announced he would bring in his own consultancy firm, and also expand the upper administration, and run the university like a business.  As the new chancellor at our university, Dan Arvizu, puts it this way:
“Essentially, we’re running it like a business," Arvizu said. "This is what you would do if you were in the private sector and running an organization through a set of outcomes. It’s challenging to do in academia, I get that … but we’re moving in that direction” (Chancellor Arvizu plans to manage NMSU 'like a business' Algernon D'Ammassa, Las Cruces Sun-NewsPublished 3:14 p.m. MT July 28, 2018).

Figure 9: True Storytelling approach to the 17 UN Sustainable Development Goals (see http://truestorytelling.org).

True Storytelling Workshop Slides DJØF May 16 2018 It has 7 ethical storytelling qualities and 7 principles of True Storytelling.

What are the True Storytelling Principles?

1. Truth: You yourself must be true and prepare the energy and effort for a sustainable future
2. Make room: True storytelling makes spaces respecting the stories already there
3. Plot: You must create stories with a clear plot creating direction and help people prioritize
4. Timing: You must have timing
5. Help stories along: You must be able to help stories on their way and be open to experiment
6. Staging: You must consider staging including scenography and artifacts
7. Reflection: You must reflect on the stories and how they create value 

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