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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 Fantastic Voyage 1966 <--Dijck-- fascination with envisioning the body from a different perspective
•status of foetus (float in black and white) <--Haraway-- meanings whose legitimacy comes from technological systems of perception
•[computer-generated images =/=?] camera-generated images <--Cartwright-- (paradox of) camera's role in capturing the real + camera's capacity to evoke emotion and present a sense of the unattainable ~= (to appear to be at once) both *magical* & *truthful* ==introduce==> new subjectivities into marketplace

mediation of visual phenomena through the eye of technology ~=> new sets of truths (about the body, environment, etc.) --often--> a **disembodied technological gaze looks at the body**


advertisement becomes more highly finished, excessively produced, artificialized --> a technological gaze is found in the discourse of advertising --> scientized & technologized images celebrate a particular view of ***life as information***

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nature = figures + stories + images (~= topos, commonplace)

paying attention to nature like a child <-- Haraway

[*]trope: a verse interpolated into a liturgical text عبادات to embellish or amplify its meaning

language --> material-semiotic flesh

liturgical possibilities of nature
•Christian liturgical year
•Zaratusztrian nowruz
•star wars --?--> practice of turning tropes into worlds [--> war of imagess]
•war of words
•

(agonistic fields:)
military combat
sexual domination
security maintenance
market strategy

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(techniques of the observer - september 9, 2012)
•What is the relation between the dematerialized digital imagery of the present and the so-called age of mechanical reproduction?
•ongoing abstraction of vision - Problems of vision
•transformation in the makeup of vision
•history of art <-> history of perception?
•onlooker (Zuschauer)
•historically important functions of the human eye ==> medical, military, and police hierarchies
•Most of the historically important functions of the human eye are being supplanted by practices in which visual images no longer have any reference to the position of an observer in a “real,” optically perceived world.
•where abstract visual and linguistic elements coincide
•avoid mystifying it by recourse to technological explanations (this was my mistake!)
•an observer is more importantly one who sees within a prescribed set of possibilities, one who is embedded in a system of conventions and limitations.
•measurable in terms of objects and signs
•newly constituted human sciences in regulating and modifying the behavior of individuals.
•it was through these disciplines that the subject in a sense became visible
•passage from the geometrical optics of the seventeenth and eighteenth centuries to physiological optics
•to expose the idiosyncrasies of the “normal” eye
•Retinal afterimages, peripheral vision, binocular vision, and thresholds of attention
•outcome of a complex remaking of the individual as observer into something calculable-and regularizable and of human vision into something measurable and thus, exchangeable.
•standardization of visual imagery
•in the amphitheatre / on the stage / in the Panoptic machine
•dissociation of touch from sight ==> “separation of the senses” and industrial remapping of the body in the nineteenth century
•unloosening of the eye from the network of referentiality incarnated in tactility ==> fitted for the tasks of “spectacular” consumption
•Perception for Benjamin was acutely temporal and kinetic;
•a mobile consumer of a ceaseless succession of illusory commodity-like Images.
•Machines are social before being technical
•desiring machines
•The paintings of J-B. Chardin are lodged within these same questions of knowledge and perception His still lifes, especially, are a last great presentation of the classical object in all its plenitude, before it is sundered irrevocably into exchangeable and ungrounded signifiers or into the painterly traces of an autonomous vision.
•that the very process of becoming tired was in fact perception. “When the eye fixes itself on a single color...
•the clear eye of the world
•The more Schopenhauer involved himself in the new collective knowledge of a fragmented body composed of separate organic systems, subject to the opacity of the sensory organs and dominated by involuntary reflex activity, the more intensely he sought to establish a visuality that escaped the demands of that body.
•the physiological makeup of the subject as the site on which the formation of representations occurs.
•Of these only the cerebrum, together with the sensory nerves attached to[...]