[...]ing 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

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[title]
system attic

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(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 intention and purpose of the gaze became medicalized and technologized [---> go to cartography]
•
}--> (from technoscience to feminism) theorists have noticed a *splicing* of direct and tactile human perception of reality with another reality, one that is mediated and technical ==produce==> a new reality that negotiates the individual's knowledge of the universe in diverse and complex ways (<-- not catastrophic =/= Hörl)


(time of) intellectual and artist upheaval ==> new and surprising modes of imagining the human


1950s concept of cybernetics constituted a fundamental change in thinking about control, communication, information, life itself (+ new language of feedback, autopoiesis, cellular automata, neural net)

1990s
computers + information --> cybernetic theory: (stressed that) information patterns are more important in understanding organisms than materiality
*cybernetic view of the world --> information coded in pattern & randomness =/= material absence & presence*
•(both) human and technological = informational entities
•human = cyborg: (human conceived as) cybernetic organism

[?how] discourses (narratives + metaphors + symbols) of science and technology --Campbell--> use in advertisement to create meaning

**technological imagination --seize--> social imagination**
always reinforcing the *awesome power of technology to capture reality* (objectively + without any agenda)
•movie Fanta[...]