Anyone who tramples around in the theory-verse surrounding modern culture is going to eventually stumble upon Gilles Deleuze and Félix Guattari. Be warned, if you have not yet had the pleasure, your brain will hurt. Short version: they have some major bones to pick with psychology and the way we think about things, or have been led to think about things surrounding power in society. Gawd that’s vague. Did I mention the brain hurting part yet?
Suffice it to say, D&G get used a lot in various academic circles, and this can lead to some odd in-jokes:
Behold a D&G ish romp with pokemon:
“Gotta Catch ’em All”: Capitalism, the War Machine, and the Pokémon Trainer
Davin Heckman (http://www.rhizomes.net/issue5/poke/pokemon.html)