[...]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 thou[...]