[...] ='lgc'>+ ="trms">technological masery over ="trms">nature ='lgc'>+ ‘human ='lgc'>=/= ="trms">animal’ ='lgc'>+ therapeutic approach to ="trms">scientific inquiry ='lgc'>}='lgc'><='lgc'>-- a 19th century anachronism ='lgc'>='lgc'>--> deeply ingrained in contemporary self-consciousness and everyday common sense

human='lgc'>: hero of liberty ='lgc'><='lgc'>-- french in o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin, political in purpose

August Comte ='lgc'>='lgc'>--> the universe can only e understood when the ="trms">scientific exploration of ="trms">phenomena was separated from super="trms">natural superstition ='lgc'>=/= ="nms">ajayeb


="ppl">Campbell making the case ='lgc'>='lgc'>--> humanism needs to be deconstructed (not in a blithe نرم وملایم post="trms">modern discursive way, rather) the de="trms">finitions of what it means to be human are of life-changing importance ='lgc'>='lgc'>--> humanism's ="trms">supposed universality and transparency masks the fact that it is ='strcls'>*an in="trms">herited western relatively recent philosophical perspective of the ="trms">world='strcls'>*

="large lg2" stl="font-size:111%">
in ="trms">consumer research ='lgc'>='lgc'>--> human='lgc'>: culturally inflected, psycho="trms">social producer of ='lgc'>+ produced by the ="trms">market ='lgc'>=/= human='lgc'>: a dis="trms">embodied information-processor with a rationa="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">listic indentity and a computatinoal approach to the ="trms">market

='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> how can ="trms">interpretative ="trms">consumer research benefit from a perspective which acknowl="trms"nttrm="knowledge,Knowledge">edges this ideology of humanism='qstn'>?


the term posthuman has been used to describe anything which extends human capcity ='lgc'>--ironically='lgc'>='lgc'>--> something as ubiquitous banal ancient and human as ='strcls'>*tool-use='strcls'>* could itself be described as posthuman (Hayles, Stiegler, Wills) ='lgc'>='lgc'>==> ='strcls'>**posthuman is as ancient as the human itself='strcls'>** ='lgc'>}='lgc'>='lgc'>--> ='lgc'>[='strcls'>*='lgc'>]posthuman='lgc'>: (a radical recognition that) ="trms">technological='lgc'> = ='strcls'>*o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">riginary logic='strcls'>* ='lgc'>+ ='strcls'>*ethical sensibility='strcls'>* (= a stepping-out ='lgc'>[='lgc'>=/= coming-after='lgc'>] of the enclosure of what is only important and necessary to the human)
="lsts lst1">•a concept that draws attention to the cracks that have always existed in the water-light descriptions of the human
="lsts lst1">•the ethical and radical realisation that the human only comes into existence by the work of (organic ='lgc'>+ ="trms">technological) nonhuman others

cyborg ='lgc'>='lgc'>--> as="trms">sociated with liberatory modes of identity

='strcls'>**="trms">technology deconstructs everyday human experience of ="trms">agency, free will, choice, self='strcls'>** ='at'>@="nms">apass

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

="large lg1" stl="font-size:121%"> (humanistic ="trms">epistemology ='lgc'>='lgc'>==>) mode of the human='lgc'>:
="lstsrd">1. information processor
="lstsrd">2. cognitive subject
="lstsrd">3. cultural subject

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


20th century ='lgc'>='lgc'>--> gene
21st century ='lgc'>='lgc'>--> posthuman (postgenetic ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphors)

robotic revolution ='lgc'>+ bio="trms">technology revolution > agricultural revolution ='lgc'>+ industrial revolution ='lgc'>+ information revolution


(="trms">consumer research started to develop an outlook that) things are just as complex and ="trms">social as people
="lsts lst1">•brand='lgc'>: entities that talk to and ="trms">interact with other brands, entities that form ="trms">relationships with humans

(lives that seem to exist in on the ="trms"nttrm="knowledge,Knowledge">edges of simple humanist life='lgc'>:)
="lsts lst1">•='strcls'>*massive='strcls'>* life of ="trms">market
="lsts lst1">•='strcls'>*="trms">excessive='strcls'>* life of the brnad image
="lsts lst1">•='strcls'>*virtual='strcls'>* life of Face="trms">book
="lsts lst1">•

="trms">consumer research focuses on the ="trms">ontological and ="trms">epistemological givens of only the ="trms">consumer


(Turkle theorizing) how ="trms">consumers change through their ="trms">relationship with the nonhuman
="lsts lst1">•="trms">children view certain objects in the ="trms">world around them as having degrees of aliveness
="lsts lst1">•="trms">children who have grown up with computers do not experience a dichotomy between biological and computatinoal processes
="lsts lst1">•playing with a toy like transformers, the toy shifs from being machines to being robots to being ="trms">animals ='lgc'>--learning='lgc'>='lgc'>--> fluid boundaries between mechanism and flesh
="lsts lst1">•(the ="trms">ontological stickiness of the) ='lgc'>[='strcls'>*='lgc'>]computer='lgc'>: a mind that is not yet a mind, inanimate yet ="trms">interactive, it does not think yet neither is it external to thought
(Menser ='lgc'>+ Aronowitz) television='lgc'>: a complex object constituted by and related to many fields (solid-state physics, politics, etc.)
="ppl">="ppl">Latour...
='lgc'>}='lgc'>='lgc'>--> (such way of theorizing ='lgc'>='lgc'>==> precondition of) an era where radically mew ="trms">technologies produce entities as indefinable complex global (as the Human Genome project) biofuel supply-chains or climate change models ='lgc'>[='lgc'>='lgc'>--> also cryptocurrencies, blockchain='lgc'>]
='lgc'>}='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> ="trms">consumer rese="trms"nttrm="search">archers are creating new concepts and ="trms">figurations in order to expand the borders of waht constitutes life ='lgc'>[='thdf'>for example “living-product” ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphor='lgc'>]


="large lg3" stl="font-size:111%"> (the problem of the) ='lgc'>[="trms">ontological division of='lgc'>] ="trms">consumer ='lgc'>=/= ="trms">world of objects ='lgc'>='lgc'>==> (ideological move ='lgc'>='lgc'>-->) privileges human ='lgc'>: it is understood by the human, because the human (the only source of analytical attention) is the only thing doing the ="trms">consuming, having the experience, making the meaning


="trms">figuration='lgc'>: new ways of taking account of the ="trms">world ='lgc'>=/= ="trms">anthropo="trms">morphism
='lgc'>--="ppl">="ppl">Haraway='lgc'>='lgc'>--> practices that create ='strcls'>*knots='strcls'>* of ="trms">material-="trms">semiotic actors ='lgc'>{='lgc'><='lgc'>-- art does that='qstn'>? art's sometimes unreal ="trms">figurations ='lgc'>=/= ='strcls'>**="trms">interpretative ="trms">consumer research makes the most rea="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">listic ="trms">figurations of this century='strcls'>**='lgc'>}='at'>@="frds scrmbld">="frds scrmbld">Chloe2

the ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphors of our time='lgc'>:
="lsts lst1">•becoming (='lgc'>=/= being) ='lgc'><='lgc'>-- a shift towards a ='strcls'>*process ="trms">="trms"nttrm="metaph,metamorph,metabol,metal">metaphysics='strcls'>*
="lsts lst1">•

="large lg4" stl="font-size:110%"> (Parsons ='lgc'>+ Maclaren)
items of disposal (do not fail to exists, but rather they) are ='strcls'>*moved along='strcls'>* to other spaces or politics and become other things
="lsts lst1">•becoming a precious antique
="lsts lst1">•becoming a water blockage
="lsts lst1">•becoming a source of marine death
="lsts lst1">•becoming a ="trms">materially precious thing (in another part of the ="trms">world)
="lsts lst1">•
='lgc'>='lgc'>--> ='strcls'>**how things actually move, how they ="trms">transition between many states='strcls'>**
='lgc'>='lgc'>--> ='strcls'>*object='lgc'> = ="trms">data about the object ='lgc'>=/= tangible thing='strcls'>* ='lgc'><='lgc'>-- (="trms">transition) from thinking of object as the primary reality ='lgc'>--to='lgc'>='lgc'>--> perceicing the object as ="trms">data in computatinoal environments
='lgc'>==='qstn'>?='lgc'>='lgc'>==> (change of the ="trms">nature of object ='lgc'>='lgc'>==>) radical shift in theorizing ="trms">consumer behavior


posthumanism
="lsts lst1">•a key term in contemporary western postindustrial era
="lsts lst1">•a term htat has been used ti describe a highly ="trms">technologized future existence

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


="large lg5" stl="font-size:168%"> (="trms">greek tradition ='lgc'>='lgc'>-->) ='strcls'>*to think deeply about ="trms">technology, we have to think about its ="trms">ontology='strcls'>*
="lsts lst1">•="trms">techno-="trms">sociology ='lgc'>='lgc'>--> ="ppl">="ppl">Latour
="lsts lst1">•="trms">ecological feminism ='lgc'>='lgc'>--> ="ppl">="ppl">Haraway
="lsts lst1">•post-="ppl">Marxism ='lgc'>='lgc'>--> Tiziana Terranova
="lsts lst1">•
="lsts lst1">•philosophy of tech ='lgc'>='lgc'>--> ="ppl">Heidegger='lgc'>: the most d="trms"nttrm="danger,stranger">angerous thing we can do is to think of ="trms">technology as something neutral ='lgc'>='lgc'>--> we often make two ='strcls'>***intuitive ideological jumps of reason='strcls'>*** when we think of ="trms">technology='lgc'>:
  1. “="trms">technology='lgc'> = means to an end”
  2. “="trms">technology is created by humans”
  ='lgc'>}='lgc'><='lgc'>-- ='thdf'>example of ="trms">anthropological truth (about ="trms">technology) ='lgc'>~ it is a truth as it appears to human beings ='and'>& it is an ='strcls'>*="trms">instrumental truth='lgc'>: truth aimed at getting things done or making things work='strcls'>* ='lgc'>=/= ='lgc'>[='strcls'>*='lgc'>]="trms">technology='lgc'>: the mode by which realities are brought into existence in the ="trms">world (hervorbringen) ='lgc'>{unconcealing ='lgc'>='lgc'>==> a concealment of another reality='lgc'>}= (process of) ='strcls'>*="trms">poiesis='lgc'> = bring out ='lgc'>+ conceal='strcls'>*
 ="prgrph prgrph2">-the ="trms">greek word ='strcls'>*="trms">techne='lgc'> = ="trms">technology ='lgc'>+ art='strcls'>* derived from the term ="trms">episteme (the ways in which one can know reality) ='lgc'>='lgc'>==> ='strcls'>****="trms">technology='lgc'>: a type of ="trms">epistemology, a way of knowing='strcls'>****
='lgc'>}='lgc'>==="ppl">Heidegger='lgc'>='lgc'>==> ='strcls'>*="trms">technology needs to be understood beyond its ="trms">instrumenta="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">list humanist ="trms">history='strcls'>* ='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> ='strcls'>*seeing ="trms">technology ="trms">historically as an ancient ="trms">phenomenon='strcls'>*

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

(we are told that)
="lsts lst1">•the era we exist in is the “information age”
="lsts lst1">•the ="trms">world is “="trms">networked”
="lsts lst1">•marheting is “service-dominant”
='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> what realities do the terms “information” “="trms">network” “service-dominant” create, unconceal, conc[...]