[...]rs social theory it commits a performative fallacy --> missing the fundamental starting point of social theory: ***objects come into the social world as expressions of (negotiated, perceptual, political, agentic) value*** [social theory is fundamentally predicated on the socius --> social theory is about the association between things =/= homogenous things]
}=/= Campbell's *posthuman relationism*: another form that better understands the abyssal point between the non-human and the human


(2007 conference) speculative realism {antipathy to “human-centred” intellectual traditions} ~=> object-oriented ontology

(objectivity =/= obliqtivity)
Harman's immaterialism: realism without materialism : objects can only ever be captured obliquely

object-oriented ontology's development:
•characterised by a consistent lament for how post-Kantian philosophy in general (Continental philosophy in particular) has abandoned hope of describing objects as objects
•the real: absolute autonomy of objects (withdraw from subjects)
◦objects: sleeping giants holding their forces in reserve
•prefer the excess of the aesthetic over the reduction by the scientific (materialism's tendency to reduce objects to a primary substratum ==> rendering them susceptible to mathematical capture) --Campbell--> *aesthetic foundationalism* [==engender==> an attitudinal response to objects] (@apass, this is also a problem in artistic research):
◦aesthetic appreciation above the reduction of the phenomenon achieved by science --> “art (art criticism) is a style that gets us closer to the nature of objects” (+ bad example of Clement Greenberg)
◦(to make the invisible deep conditions of objects perceivable) prioritize *allusive style* above *literal description*
•claims to post-phenomenological sovereignty
•over-mining approach to knowledge production =/= objects's surplus of reality
◦methodological approach which encounters objects as objects (=/= actor network theory's manner of focusing upon an object's effects) [+ bad example of Dutch East India Company]--Campbell--> object-oriented social theory produces a rudimentary narrative with no discernible innovation on the level of:
◾objects --> the actors are recognisable companies, personalities, infrastructures
◾relations --> the major symbiotic moments are legal contracts, infrastructure and formative moments in a human's life
◾time --> there is standard chronology from birth to death, with emphasis on human-centric causes and effects
•“social theory = a mode of knowledge production” (=/= a decontextualised reflection of the world) ==> withdrawal: a psychological alibi, an aesthetic (=/= cognitive concept) ==stimulate==> an attitudinal response: humility [+ passivity?] in the face of overwhelming non-human existence [~ appeal ==produce==> a paternalistic-arrogant-instrumentalist attitude to the nonhuman =/= *appeal ==foster==> responsibility* (a norrnativity that withdrawal cannot) ---> go to Haraway + Campbell]

}=/= posthuman relationism: realists who draw on contemporary advances in disciplines like geology, biology, mathematics and neurology to make the case that non-human reality is not a sub-set of human reality -->
•commitment to an object-oriented realism (~= Harman)
•occupy an *anthropic* event horizon: their social analyses occur in the shifting, impossible ground hetween the human and the nonhuman (=/= Harman)
•dialectic of object **withdrawal + appeal** (=/= Harman's object withdrawal) ~ ***interaction between objective withdrawal & subjective appeal***

(Moss) earth as making an appeal --Freud--> a demand for work
“when the attention of an experienced person is drawn to the child's state by this path of discharge, [the path of discharge] ... acquires a secondary function of the highest importance, that of cornmunicalion
--> initial helplessness of human beings is the primal source of all moral motives
(child's) creaming and kicking --> appeal (made by the earth) is a combination of demand + accusation


contemporary social theorists are turning towards objects
<==Bennett== object produce a ‘gestalt shift’ in perception
}==Tsing==> (amounts to) a political act <== (turning towards objects) requires us:
•to re-divide the world
•to re-prioritise matler(s)
•to create different causalities
•to follow new agencies
•to produce new spacetimes
•to interrupt the ‘mind-lulling presence of common sense’
}----> acknowledge the importance of traditional *social theory* in identifying gross inequalities + advocate a posthuman relationism that moves *from critique to production* ==> *new and surprising connections between modes of existence* (for example)
•did the typical American diet play any role in engendering the widespread susceptibility to the propaganda leading up to the invasion of Iraq?
•do sand storms make a difference to the spread of socalled sectarian violence?
•does mercury help enact autism?
•what if serious adoption practices for and by the elderly became common?
•what if nations that are worried about low birth rates (Denmark, Germany, Japan, Russia, white America, more) acknowledged that fear of immigrants is a big problem, and that racial purity projects and fantasies drive resurgent pronatalism?


posthuman: a mode of listening for the nonhuman + simultaneously acknowledging the impossibility of fully hearing it --> impossible position ==expand==> our range of socialities, causalities, temporalities and ethics because it contains the **stubborn anthropomorphic residual** within any ‘new’ theory of society
--> (not infinite) co-constitution of the social + the extra-social (vaccines & markets, planetary systems & telescopes, catastrophes & laws, etc.)

feminist science studies *demand a normative responsibility* towards ontological inclusivity and humility

(now that there is no objective -->) interrogatives are object-makers

*strangeness (of nonhuman life) [acts as a guide] --> mobilising new prepositions of connection ==> to think differently about the social ==> new conceptions of society (as planetmate, messmate, natureculture, mindbody, thing-power, odd kin, etc.)


parallels drawn between theories of evolution & theories of social change:
•Gould --> concept of punctuated equilibrium
•Serres --> ontology of the social as parasitism
•Hayles --> translation of epigenesis and technogenesis
•

{phenomenon of serial endosymbiosis theory <-- social theorists deploy this in the search for accounts of how change and creativity originate}--> (bio-econornic context) *symbiosis* has long been recognised as a theory which demonstrates the co-constitution of the social and the biological
=/= Darwinian story of: small variations, random mutation, long time scales, natural selection, fitness and incremental development:
•complexity derived by brute mechanical climbing from the base already built by the efforts of earlier climbing
•unit of change: the gene, or individual organism, the zoocentric, ‘big like us’ epistemic culture of both science and social science (=/= weird worldings of protists, archea, eukaryotes [Wertheim])

bacteriology ==> new organisms were often stemmed from profound and prolonged symbiotic relationships that have proven difficult to analyse =/= discrete
•traits are inherited outside of sexual dissemination (digestion, infection, donation, other complex forms of partnerning) --> consortia: amorphous symbiotic complexes (metabolic energetic networks) =/= organism: anatomically bounded objects (systems of information and exchange)
}==Margulis==> focus on how perceptual, political, social and scientific conditions precede objects: *objects = boundary-work*
--> differential speeds of change (sudden and unlikely mixes + slow and causal)
--> deconstruction of individuality

(co-constitutive bio-econornic-political-social context:)
**ideological contest between individualism and collectivism in political economy <==> intellectual development of symbiosis theory**
•socialist and anarchist concept of mutuellisme in the mid 1800
•Hobbesian-Malthusian-Darwinian bio-economic concept of struggle for existence in zero-sum games of all-against-all
•Kropotkin's symbiosis as evidence for the benefit of global cooperation towards the common good, the division of labour, protection of elements and interdependent organisation
•evolutionary theory used to champion individualism and the social policies of laissez faire

Campbell --> what Harman misses is the elementary starting point for sociologies of science: *that social science translates science* just as science translates “reality”

serial endosymbiosis theory ==>
1. no theory of social change is going to be value-free (endosymbiosis is a process that is always already highly charged with rich metaphor, entailing a ‘host’ that is in an ‘exchange,’ ‘relation’ or ‘merger’ with a ‘guest’ --> a form of ‘living together’ that becomes ‘close’ over time)
2. extraordinary range and nature of these relations can act as strategies for other worldings (other ways of being with each other) --> important normative function [at the cataclysmic endings =/= catastrophic ending]
3. a way to think about temporalities (when a bacterium nestled into a simple cell, creating an intimacy that has lasted four billion years)
4. a template for unlikely intimacies

Harman's philosophical monologue on social theoretical practice (which might yet be remedied by actual dialogue with social theorists) ==> performative fallacy (<-- common in artist writing)

@apass****
(Campbell asking) why has object-oriented ontology become such a popular force in other disciplines?
<== complex interplay between sociological + logical factors
+ rise of *para-academia*

@artist (in proliferation of artist writing)
****speculation = the alibi for a doctrine that wishes to spare itself the trouble of justification****
--> we need closer attention to rationality as the basis of judgement when we talk about speculation
--> we need to be more informed by (sciences) when we stretch relations to our rational outposts, without ignoring their appeals

...................................

posthumanism --> any discursive or bodily configuration that displaces the human, humanism, humanities --> (21st century) technology is the center of critical thought about culture and about nature

[*]posthumanism: a structure of feeling (sense of an era starts to be experienced in the social imagination --> social forms become more recognisable when we had some time to classify them, articulate them, theorize them)

(Williams > Campbell) structure of feeling
we can point to times in the past and say that as an X sensibility (they were romantics, enlightenment, postmodernism) =/= sensing here and now --> practical consciousness, a period at an embryonic stage, at the very edge of *semantic availability*

what structure of feeling is forming in the contemporary western world? --> posthumanism
(postbiological, postcorporal, cyborg existence, etc.)


to be human <--attack-- genomics, global finance, nature of social in virtual communities (telegram) ==> yet-to-be formalized paradigms of human experience

==> fracture  the concept of legal self [legal theory (arbiter of human rights) --> concerned with what is to be human]

(taxonomies of the human species at its time -->) humanitas: legal term used in public in ancient Rome to distinguish Romans and Greeks from Barbarians


humans in persistent vegetative states
international trade of human organs
human genome project
xenotransplantation
technological unconscious

(tree of life replaced by) a model that:
•classifies species according to DNA
•disregards morphological type (how elements of body appear)
•reveals human to be a tiny subspecies in a mass of absolute diversity


classical philosophy --> scientized for a momden audience (by Descartes 17th century) --> special status of human <-- seen as a totally transparent, secular, scientific, liberal way of thinking about the world


humanism = a belief in progress (implicitly conceived as a technological instrumental profit-oriented) + technological masery over nature + ‘human =/= animal’ + therapeutic approach to scientific inquiry }<-- a 19th century anachronism --> deeply ingrained in contemporary self-consciousness and everyday common sense

human: hero of liberty <-- french in origin, political in purpose

August Comte --> the universe can only e understood when the scientific exploration of phenomena was separated from supernatural superstition =/= ajayeb


Campbell making the case --> humanism needs to be deconstructed (not in a blithe نرم وملایم postmodern discursive way, rather) the definitions of what it means to be human are of life-changing importance --> humanism's supposed universality and transparency masks the fact that it is *an inherited western relatively recent philosophical perspective of the world*


in consumer research --> human: culturally inflected, psychosocial producer of + produced by the market =/= human: a disembodied information-processor with a rationalistic indentity and a computatinoal approach to the market

--Campbell--> how can interpretative consumer research benefit from a perspective which acknowledges this ideology of humanism?


the term posthuman has been used to describe anything which extends human capcity --ironically--> something as ubiquitous banal ancient and human as *tool-use* could itself be described as posthuman (Hayles, Stiegler, Wills) ==> **posthuman is as ancient as the human itself** }--> [*]posthuman: (a radical recognition that) technological = *originary logic* + *ethical sensibility* (= a stepping-out [=/= coming-after] of the enclosure of what is only important and necessary to the human)
•a concept that draws attention to the cracks that have always existed in the water-light descriptions of the human
•the ethical and radical realisation that the human only comes into existence by the work of (organic + technological) nonhuman others

cyborg --> associated with liberatory modes of identity

**technology deconstructs everyday human experience of agency, free will, choice, self** @apass

21st century --> technology is the center of critical thought about culture and nature (--> that is why it became organically part of my ajayeb research)--> *to think about technology in a manner which reflects its ubiquity, its deeper symbolic and aesthetic dimensions, the way in which it can radically chnage humanness and human-centered approaches

(humanistic epistemology ==>) mode of the human:
1. information processor
2. cognitive subject
3. cultural subject

posthuman mode:
1. to widen the temporal range of research (deep future, deep past)
2. take the form of an ethical inquiry (where the human is no longer the center of the world)
3. to think about the ontology of technology
4. the relationship of the human and the nonhuman (sustainability)


20th century --> gene
21st century --> posthuman (postgenetic metaphors)

robotic revolution + biotechnology revolution > agricultural revolution + industrial revolution + information revolution


(consumer research started to develop an outlook that) things are just as complex and social as people
•brand: entities that talk to and interact with other brands, entities that form relationships with humans

(lives that seem to exist in on the edges of simple humanist life:)
•*massive* life of market
•*excessive* life of the brnad image
•*virtual* life of Facebook
•

consumer research focuses on the ontological and epistemological givens of only the consumer


(Turkle theorizing) how consumers change through their relationship with the nonhuman
•children view certain objects in the world around them as having degrees of aliveness
•children who have grown up with computers do not experience a dichotomy between biological and computatinoal processes
•playing with a toy like transformers, the toy shifs from being machines to being robots to being animals --learning--> fluid boundaries between mechanism and flesh
•(the ontological stickiness of the) [*]computer: a mind that is not yet a mind, inanimate yet interactive, it does not think yet neither is it external to thought
(Menser + Aronowitz) television: a complex object constituted by and related to many fields (solid-state physics, politics, etc.)
Latour...
}--> (such way of theorizing ==> precondition of) an era where radically mew technologies produce entities as indefinable complex global (as the Human Genome project) biofuel supply-chains or climate change models [--> also cryptocurrencies, blockchain]
}--Campbell--> consumer researchers are creating new concepts and figurations in order to expand the borders of waht constitutes life [for example “living-product” metaphor]


(the problem of the) [ontological division of] consumer =/= world of objects ==> (ideological move -->) privileges human : it is understood by the human, because the human (the only source of analytical attention) is the only thing doing the consuming, having the experience, making the meaning


figuration: new ways of taking account of the world =/= anthropomorphism
--Haraway--> practices that create *knots* of material-semiotic actors {<-- art does that? art's sometimes unreal figurations =/= **interpretative consumer research makes the most realistic figurations of this century**}@Chloe2

the metaphors of our time:
•becoming (=/= being) <-- a shift towards a *process metaphysics*
•

(Parsons + Maclaren)
items of disposal (do not fail to exists, but rather they) are *moved along* to other spaces or politics and become other things
•becoming a precious antique
•becoming a water blockage
•becoming a source of marine death
•becoming a materially precious thing (in another part of the world)
•
--> **how things actually move, how they transition between many states**
--> *object = data about the object =/= tangible thing* <-- (transition) from thinking of object as the primary reality --to--> perceicing the object as data in computatinoal environments
==?==> (change of the nature of object ==>) radical shift in theorizing consumer behaviour


posthumanism
•a key term in contemporary western postindustrial era
•a term htat has been used ti describe a highly technologized future existence

--variationally--> other stories (fables) about technology exists =/=
1. the claim of (often monolithic) novelty of the historical moment in the west
2. that technology is a sterile instrument
3. that technology aids the human in his ascent to ever greater degrees of humanity


(greek tradition -->) *to think deeply about technology, we have to think about its ontology*
•techno-sociology --> Latour
•ecological feminism --> Haraway
•post-Marxism --> Tiziana Terranova
•
•philosophy of tech --> Heidegger: the most dangerous thing we can do is to think of technology as something neutral --> we often make two ***intuitive ideological jumps of reason*** when we think of technology:
  1. “technology = means to an end”
  2. “technology is created by humans”
  }<-- example of anthropological truth (about technology) ~ it is a truth as it appears to human beings & it is an *instrumental truth: truth aimed at getting things done or making things work* =/= [*]technology: the mode by which realities are brought into existence in the world (hervorbringen) {unconcealing ==> a concealment of another reality}= (process of) *poiesis = bring out + conceal*
 -the greek word *techne = technology + art* derived from the term episteme (the ways in which one can know reality) ==> ****technology: a type of epistemology, a way of knowing****
}==Heidegger==> *technology needs to be understood beyond its instrumentalist humanist history* --Campbell--> *seeing technology historically as an ancient phenomenon*

technology thought of as something that comes from the west & does something to other people in other placers <-- a framework (even well-intentioned) that denies both agency & contemporaneity to the ‘other’
(-McQuire)

(we are told that)
•the era we exist in is the “information age”
•the world is “networked”
•marheting is “service-dominant”
--Campbell--> what realities do the terms “information” “network” “service-dominant” create, unconceal, conceal?
==> questions of:
-what is the consumer?
-the nature of consumer consciousness, knowledge, desire

*far from being a neutral uncomplicated relationship, consumers develop strategic behaviours for *coping with technology* that is paradoxial + fantastical + ideological + multidimensional
(-Konzinets)
•DIY technologies: forms of competence redefined + redistributed between hardware & human
•technology & identity interpolate each other

global debates of:
•fear of genetic determination
•nature of consciousness --> similarities and differences between computation and human being
•
--> intimately concerned with the status of humanness

1990s theories of gift-giving, possession, labour, self-concept =/= *cyber consumer* --> circulation of desire and commodities in environments that are so highly mediated and technological that it begins to generate behaviour and situations that are quite foreign to existing thinking about that markets are and what consumers want

**technology: an active force that both consumes & creates consumers**


(problem of) sustainability
1. to sustain: rest, retreat --> humannes is a major threat to all nonhuman planetary existence ==> the idea that radical threats to nonhumanness must be warded off by radical decreases in human population, consumption, normtive standards of living
<-- this notion of sustainability exists radically at the limits of human capability (more than ecological crisis or human inequality, more than the threat of terrorism or nuclear proliferation)
2. to sustain: to extend, strengthen --> the idea that if we are not here then nothing on the planet has worth; if humans ado not exists, then the earth does not exists ==> our efforts of ecological sustainability are intrinsically human-centered [--(implicit attitude)--> prolonging humanness]==> ecological problem = crisis: an intense, short-lived episode in human history + it will be solved by high-technology solutions


technology has co-evolved with being throughout billions of years --Hayles--> (myriad profound subtle ways) to make nature

--paradox--> *it is “human nature” to use technology + technology changes “human nature”*

--Campbell--> ***while not everything is technical, everything is technological***

*posthuman stance (strategically oriented towards deep future, pays attention to the lives of nonhuman others) gets ontological with technology*

...................................

McQuire
defining the technological --activate--> the border between nature & culture = (the heart of) what it means to be human

...................................

[title]
system attic

...................................

(in my work with apass digital designs, i have been trying to negotiate with the notion of)
*technological gaze*

what new modes of subjectivity are filtered through technological gaze?

(?how) high-tech images are cultural artifacts

technological gaze's method to put its meaning together:
1. impossible subject-positioning
2. codification of flesh
3. visualization of scientific narrative
4. aestheticization of information


(Maturana + Varela) everything said is said by an observer =/= philosopher


marketing communication theory

[*]gaze: (a technical term for) the ways we visually consume images of people and places + the ways images are constructed to entertain & encourage certain ways of seeing

•(using psychoanalysis) Mulvey's gaze: the way in which the camera acts as the eyes and ears of the spectator, presenting ways of framing the world (power-laden + not neutral position) ==> certain understanding of the world is assumed
•Shroeder --> gaze signifies a psychological relationship of power --> the gazer is superior to the object of the gaze [---> go to zoo]


how “human” ways of experiencing the world are gradually being integrated with non-human, technological ways of perceiving and understanding reality:
•Baudrillard --> virtual gaze
•Virilio --> automation of perception (war weaponry --> the idea that in west we have technologies so advanced we achieve absolute vision)
•Balsamo --> cosmetic surgery (~= new visualization technologies) ==> new forms of dominance [---> go to Kardashians TV shows], *replacing the male gaze with a normative disembodied technical gaze
•Haraway --> technocratic gaze
•Strafford --> (starting in enlightenment) *automated spectralization* (in visual presentation of the world) --> the inten[...]