[...]br /> teratology
in a wider context of studies of monsters
written texts (not only physical manifestations) ~ defy canonical categories

[*]gothic: (not only a genre,) any type of text that makes coherent interpretation fail*** <== text suffers from an overload of contradictory meanings which make it literally fall apart at the seams


(Derrida:) monster: *species of the nonspecies* = as-yet unnameable which is proclaiming itself --> make people turn their eyes away
-the figure of the monster embodies a means of thinking otherwise
-event of the Derridean text signalling a rupture with the discourses in which it is gestated
--Campbell--> both Derrida and Darwin were engaged in the *practice of revealing monstrosity to the world*


***contemporary Iran = postmodern gothic***
آخوند‎ akhoond: social imaginary of post-industrial society producing teratological monstrous formations <== their technological character transgresses conventions of taxonomical description --Braidotti--> cyber-teratological (fascinatino with grotesque + technological)
-what are the non-unitary subjectivities in Tehran today? (monster = horror + marvel)

monster =/= demonstrate, de-monstrate <-- vision + monstrosity
*monster: sites of otherworldliness* --used--> teratoscopy

1- Greek and Roman --> race of monsters: ethnic entity horrific & fantastic
2- baroque and enlightenment --> began to produce a scientific, wondrous, fantastic, rare, entertaining --(such as: madmen and dwarfs and other marvels participated in the life of his or her town and enjoys certain privileges [...] jesters and fools can transgress social conventions and do things that “normal” human beings cannot afford -Braidotti)
3- genetic turning point in the post-nuclear era --> cybernetic teratology: effects of toxicity and environmental pollution ==> new monsters [--> Tsing]


experience of the world of high-technology

artifacts of visual culture, (TV advertisements) dealing with the tropes of the primitive, technology, horror:
(these artifacts connote دلالت ضمنى long histories of techno-mytho-political dramas)
•Audi spider; where Audi is likened to a preditor, ensnaring, devouring its rivals; Vorsprung durch Technik written in gothic-style jagged, suspended cobwebs {<-- Ridley Scott's alien's technology as dirty; a lair swathed in a thick cobweb-like substance --> *technology as life* <== the dirt and dampness of *dirty technology* suggest an animate, sweating, breathing life-force [~ an aesthetic]} --> horror <== damp dark leaking space containing moulding cocoons of spider --Campbell--> motivation, goals or logic of this life form cannot be recovered within the economy of the human (=/= clean cold untouched technological artefact)
◦***technology covered in its own dirt --implies--> life --implies--> disorganization --implies--> disintegration of borders between ‘us’ (bounded) and ‘them’ (unbounded) --implies--> loss of control
◦ajayeb-e spider // links the world (of primitive + high-technology), its metamorphosis into automobile ==> its multiple and contradictory genealogy; sight of spider --Freud--> induce crisis of neurotic anxiety (arguing that this fear comes from an unconscious association of the spider with the image of the phallic mother and the web --> threatens to engulf us --> mpnstrous feminine, Ridley Scott's alien = technologized embodiment of the phallic mother)
◾ancient activity of weaving [computer emerges out of the history of weaving; the first computers were based on the logic of the loom, quintessence of women's work (Plant, Babbage, Campbell)] --> *contemporary technoculture is an era of insectophilia* (love of insects and arachnids, spiders ants bees worms etc.)<== these insects embody the logic of high-technology which values decenterdness, microprocessing, and swarm intelligence. colonies, swarms, teems ==acts==> *metaphor & epistemology & ontology* to understand decenterdness, rhizomaticity, distribution and microprocessing ==> *insect aesthetic* [#use the term collapse as marketing storytelling, divided entities now mixed with eachother to induce mixed feelings in the audience --> chimera in advertisement]
◽matrix, from the latin ‘mater' = womb, the term matrix possessing the potential to nurture & to trap (---> go to Matrix film series)
◽Arachne: a younge woman, was so skilful at weaving that she was rash enough to challenge the goddess Athene to a contest. she was transformed into a spider and was doomed to weave forever
•Nike mutant foot; to convey the feeling that running with these shoes is like running in bare feet (--> chimera?); the mutant foot evokes a worn and labored transition from human to posthuman which leaves behind traces of pain; ‘foot of the future’ contains within it the supplement of its embodied visceral human existence, a potent reminder of the human within the posthuman. Nike mutant foot *suffers from origin horror* (= no secure telos of origin which can link back to a primary source of either technology or organicism) we cannot trace it back to an originary ideal category of existence ==> it horrifies
•Nissan pathfinder; shape-shifting technology, moves between the animal and technical --> *automobile metamorphoses without any trace of its metamorphosis* (it bears no marks, scatches, dents, damage); mighty industrialized rendering (transformers film series) --> (an X-Men fantasy:) a future world of *ontological mobility* : entities are not fixed, their morphing into other entities is not painful, but a natural instantaneous reaction to their environment [=/= ajayeb]
•BBC digital faces; a giant disembodied head that roams across hilly countryside ~ *an affront to a humanist sensibility of integral bounded being*; filled with tiny selves --> genealogy of monstrous and mythical forms (Matrix 3rd episode the machine face) --> *visualization of the idea that the self possesses no central consciousness* [<-- posthuman: all mental thought, all consciousness and spirit, can be attributed to the operation of micro-material processes distributed in autopoitic (~ self-creating) body] /ERG website

metamorphing
critique of becoming (of consumer)

Cartesian (human logic of a world of fixed entities) =/= posthumanism (polymorphic unfixity, articulating a logic of identity as decentered and in the state of transition)

mutating =/= morphing (universally regarded as positive, apolitical <-- in poststructural theory)--> imagined technological posthumanism which cruises effortlessly and seamlessly through ontologies [like T1000 in Terminator]
digital morphing is a common production device in contemporary visual culture (transformers, X-Men <-- to resist that in our web designs)

morphing =/= ontological fixity
•how technology does not oppose nature, but stimulate it (Nissan pathfinder)
•how the morph causes a radical splintering of consciousness (BBC digital faces)
•how morph is the a visualization not of being, but of becoming
--> *flow, universally coded as positive* (sensibility of process and flux considered liberatory)
--> a logic of quick-change (embedded in entertainment and computer industries)


high-technology embodiments:
•cyborg
•foetus
•ecosystem
•database
•genome
•cellular automata
•insects
•


morphing =/= mutating: the visceral, painful, embodied experience that results from ontological boundary clashes
mutating into otherness =/= morphing into otherness
(pain of the flow -->) ***mutation is a concept that stops the flow***

(utopian:) technological imaginary portraying a simple and painless ascent into a silicon existence

chimera: (a term biotechnological discourse uses to refer to) the evolution of elements that do not belong together
[in greek mythology, a savage beast part lion part goat part snake =/= natural order]


•(Iron Man's definition of) technology: an instrument which accords the human with a gradual ascend towards increasing civilization, linear progress and power over her or his environment
•(Black Mirror's definition of) technology: paradoxical scene, a primal instinctual force


(my ajayeb =/=) technological primitivism: (aesthetic that is produced by) the ways “primitive” icons are used in discourses of high technology
technological merges into the mythological
ancient merges with the modern
•eXistenZ film 1999, a high-tech-primitive blend of amphibian eggs and synthetic DNA
portrayal of a symbolically resonant ancient life-source + form of a technical life-source


(Campbell suggesting) atavism: how supposedly primitive evolutionary traits which had disappeared generations ago reappear in contemporary human or animal life
-traits of a former time but still exist in the present
*proto-atavism: (exhibiting of) future evolutionary traits in the present ==> collapsing the quality of linear time [~=? my sleep-walking] (=/= human approaching a state of technological perfection through an orderly ascent of increasing complexity and sophistication)
--> technological progress = nonlinear, punctuated, multiple [<-- used in marketing today]
proto-atavism --argument--> that multiple paradigms of life exist on the peripheries of humanist life ==Campbell==> (how) *human life: a cacophony of co-existing interacting states of past present future existences with no recourse to a single reassuring origin* (=/= singular progression)


(like animal rumors in old bestiaries ajayeb in a story-starated world) found telegram videos and internet pic used in my image assemblages --> (found images which make it difficult to trace their lineage) in an image-starated world ==construct==> ambivalent visual representations that do not have a signifier in an external “real” world (Baudrillard's rhetoric simulacrum: an object that is a copy of something which does not “exist”)
==Toffoletti==> potentiality: exceeding the bounds of description


(we are living in an) age of **technosubjectivity**
(Margulis theorizes) the symbolic basis of eukaryotic cells
(Dawkins posits) the existence of selfish genes and the extended phenotype
*system theory: human life subsumed radically into an all-encompassing concept of system, of which the human is merely a psychic system, where the only important unit of analysis is systems (human, cell, society, law)
(Sagan's) metametazoa: a multiple creature afloat in the omnisexuality of bacterial exchange
(Octavia Butler's) xenogenesis: polysexual interspecies reproduction
(Haraway's) differential artifactualism: (~= SF, science fiction) a diffractive interruptive mutative anti-reflective monstrous logic (to a humanist eyes) --> generation of novel forms which need not be imagined in the stodgy bipolar terms of hominids ==make==> ontological room for naturecultures
-mixotricha paradoxa: “a mixed up, paradoxical, microscopic bit of hair [...]they are nested in each other's tissues in a myriad of ways that make words like competition and cooperation, or individual and collective, fall into the trash heap of pallid metaphors and bad ontology”
(Thacker speaks for) extrinsic life: the kinds of life that cannot be contained inside itself (such as: the epidemic) ~ lifelike death ==> depict the strangeness of life in a technological era

(diffraction ==>) myopic: eyesight abnormality resulting from the eye's faulty refractive ability --> posthuman: an essentially ethical precondition of life in high-technology

background of posthuman theory:
•metamorphing --> premised on the liberatory potential of flow : processes objects and living systems are thought to be in a constant state of becoming =/= Campbell: flow is not always a liberatory metaphor -->{ (a politics or logic of) *inertia* =/= contemporary politics of flow }
•primal technology --> technology is not always s progressive civilizing inanimate force, rather it is a destructive-constructive rich-poor lively-inanimate force in the world
•proto-atavism --> modes of living at the edges of humanist life
•posthuman biology ==> *monolith of humanist life is myopic*

in a way, in my research i have been seeking ways to acknowledge the place of posthuman ways of being in the world --through-->
•observing the high-tech (cellular automata, database, bibliographic technologies)
•observing the ancient (medieval bestiaries ajayeb al makhlughat ajayeb technologies)
•


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

roots of ‘emancipate ourselves’ --in--> “being critical" = ability to be self-reflexive and to translate criticality into action and expressions of art (Renan)
transform knowledge sites --to--> knowledge scenes --> *communities of concepts* (=/= communities of people)
-(to form an artistic site not into a theme, a subject or a project --> discursive architecture)
how we could actually initiate solidarity through translation? (-->? internationalism) =/= equivalence of contexts
-how strategies of governance can be very sophisticated and can be embedded into what we see as good for instance in health (cleaning, or in providing food)
[*]naming: a way in which we could enter into each other's experiences, a process of conjunction and disjunction (with the problems of the previous naming process)
*investment: i'm investing into your thoughts and interests, to possible connections between us
-to look away from it momentarily, so that they can look into it again
(criticality is something that we can inherit)
faith into criticality ==> epistemological violence (~ criticality used as a counter capital to any problem or any situation that we seem unable to engage with)
(in relation of criticality --> the notion of) care: to ask is this the right place and the right time to “overperform” your criticality? when to be naive?
[yes, i am so tired of the Marxist lineage of criticality]
sometimes you don't have a voice in dialogue --> you need a space where you can do a monologue
*monological circuits* (Renan) --> monologue: you take the conversation out of value making (from a neoliberal logic)
(problem of) discourse = a sophisticated capital in arts (that is easily distributed and circulated)
-appoint [yourself] as institution =/= alternative art organization --> don't contribute to marginalizing yourself as alternative
research organization =/= magazine


Renan http://temporaryartreview.com/the-infantilization-of-local-contexts/
artworld's cynical consumption of the global periphery
international worship of dialogue
unified complicity
transnational capital of in-group favoritism
cosmetology of democratism
advanced capitalism: non-hierarchical transactions, horizontal decision-making
(business of) trading contexts
Western ethnocentrism
(1970s) “art played a vital role in the amassing of cultural resources, assimilation, and formation of national cultures” ==> “improving humankind” (the colonial definition of development)
*rhetoric of development ==shaped/shaping==> art*
•diverse group of global interlopers
•content-providing native informants
•regional mediators/specialists
•solvent-like multinational institutions
[cultural development:] art act adhesive for civil society --> good governance ==> dialogues (~= to create a new moral image of man)
-*conditionally inclusive vision of the international artworld: a politically legitimate place with pluralistic inter-institutional structures driven by economic liberalism, subsequently confirmed by the participation of civil society*
...a practice of dialogue between art and development, across geographies: banking on the coalition of ethno-nationalism and globalization, and promoting “indigenous” forms of capitalism, while avoiding the optics of exoticization }==>
•divides and controls localities
•contextual differences are distributed as needs and urgencies
•juridico-engineering structures (symbolized progress)
•cultural globalism with consumption at its core
•regions soused on the liberal democratic fantasy of salvation via harmonious, multilateral exchange
(we don't want dialogues, we need meaningful dialogues)
--Renan--> [to relocate the “struggle for exchange” in] monological circuits across the topographies of power and restitution =/= geographies of guilt and embarrassment


antagonistic knowledges (organise and rally actions and thoughts for resistance) --> changes how you are socialized


Robinson Crusoe
a miniature history of human development according to bourgeois individualism [...] changed into an encyclopedic storytelling of religious virtues
•using European technology, agriculture, economic individualism [<== spiritual autobiography], (rudimentary) political hierarchy, (civilizing effect of) Christianity [--> pursuit of meaningful spiritual engagement]
...as the inertia of the colonial world's knowledge system breaks into the streams of exploratory capital, the relay of fragments crystallizes before seeping through the colonial subject's social ground
http://www.curators-network.eu/blog-entry/lightning-studies-ctcccs-part-1-3 (Renan)


Cinderella's precarity
the question of: how can we translate contexts? (the context of which I bring my precarity differs from here in Brussels)

(the notion of *difficulty* in) Cinderella =/=? Robinson Crusoe
Crusoe's precarity (European) is something that you can overcome
•technology --> I can develop something out of my precarity and survive being struck on an island
•Crusoe's techne --> human =/= Cinderella's techne --> companion
•Crusoe ==> *rise of the ordinary individual in the nation* <== every individual values themselves high enough to consider themselves the proper subject of serious literature
◦modern individual: an ordinary & alone person is able to triumph over physical environment ~ to be able to exploit every situation

using diary format for Cinderella was inspired by respond to Crusoe's epistolary and confessional method of writing
(one of the earliest genre of) realistic fiction
written during the Enlightenment
one of the most widely published books in history
==> castaway narrative: improvise the means of survival from limited resources at hand
•progress through technology
•rebuilding of civilisation (civilisation = a form of triumph)
•unfriendliness of nature
◦he is with a dog, two cats and a parrot but he cannot talk to them =/= Cinderella
◦Crusoe starts making Bible fals (فال انجیل opening the Bible to a random page and read a verse that he believed was addressed at him)
◦he makes list (pro & cons --> debit & credit [--> mentality of business studies] --Weber--> book-keeping: distinctive technical feature of modern capitalism)
◦
•Crusoe: true protagonist of the empire (--Joyce--> prototype of British colonialism, *mythology of colonialism* --Sina--> #fable of imperialism)
•(romantic notion of) nature: idyllic =/= (Crusoe) nature: unforgiving + sparse }<-- utopian =/= dystopian nature --> Lord of the Flies


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

(with Annemarie's help @apass)

*sources of knowledge =/= styles of knowing* ==> tensions

judgment: an occasion to apply one's own standards =/= observation: a mean to get to know somebody else's standards

difference
which differences exactly?
what are their interferences and their diffractions?
--> the surprises that come with finding “variations”

(stories about)
vessels & fluids
pain & technicians
patients & doctors
techniques & technologies

(bracketing the practices =/=) foregrounding the practices --> objects come into being and disappear with the practices in which they are manipulated ==> reality multiplies
=/= single passive object in the middle waiting to be seen from the point of view of seemingly endless series of perspectives (SK the elephant parable)

philosophy used to approach knowledge in an epistemological way (~ preconditions for acquiring true knowledge = Alex's question “what is artistic research”) =/= (Annemarie's) *knowledge = a matter of manipulation (=/= reference)* ==> ethnographic interest in knowledge practices (--to--> “what are artist researchers doing?”)


xxxxxxxx

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

#project: to create a multidisciplinary knowledge program around the relationship between art, marketing and [?], highlighting the imbricated فلس فلس nature of [?] as tangible resources and knowledge

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

#project index Tehran theory: to think ethnographically about non-unilateral and non-static picture of aspiration in the context of contemporary Tehran eco-techno-culture
•archive question
•contemporary media technology
•data/knowledge organization
•infrastructure
•epistemology
•Tehran techno-culture multispecies ethnography
•mini worlds
•*how people imagine a better life?* --> (to think non-unilateral and non-static) *picture of aspiration* (in the context of contemporary Tehran)
•imitations of forms
•http://ajayeb.net/?q=sensibilities+hitting+people
•start as collaborative online platform for writings/projects about Tehran emerging ecologies:
◦mice موش
◦mobile phones موبایل
◦monsters هیولا
◦heavens مثل
◦
•on Tehran trees:
◦on anthropogenic landscapes of Tehran
◦descriptive methods for the study of social relation and histories
◦learning (directly) about worldly objects of Tehran ==> take part in the kinds of creative play that are the hallmark of the research --> draws readers outside common-sense assumptions
◾(to enable a) technologically-augmented ecosystem
◾(to enable a) translocal exchange
◦{ [?not to] tokenization and verification of natural assets --> augment & utilize --?--> provoking our relation to nature, hybrid ecosystems in the technosphere }<-- question of governance
◾to explore ways for nonhumans as agents to act with the same importance of humans in/with the world via technology
◦resocializing value (less anthropocentric) --> social impact + environmental impact
◦less inalienable circulation of *cultural intelligence* (and value) among less individualized (connected networks of wider) social agents
◦critical questions + cross-pollinate


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

(inconsistency of) *physiological chaos* of the World War I --> how physicians and medical researchers (early 20th century medical science) responded to it? --> (a new web of concepts:) *semiotics of injuries and behaviors* (--> that became essential for thinking about integration and collapse in economics, social organization, psychoanalysis, symbolic representation, and international politic)
--> attuned to, to anticipate, to outdo, *specific conditions of the lived body in
states of extreme exertion*:
•in a conceptual-historical and anthropological fashion
•stage thought and experimentation
•to recalibrate their thinking
}--> logic of integration (a problematic systematization) ==> *registers of the individual and the social*

linked to each other:
integration در شکم چيزى جا دادن, collapse, self-preservation, crisis, catastrophe, witnessing, evidence, unknowing

early 20th century medical science ==> شکننده a body that is *brittle because integrated* & *integrated because brittle*

wartime and postwar therapeutics ==> conceptions of the body

Geroulanos and Meyers (=/= Foucauldian) show “how particular kinds of injury emerged during World War I, and how such injuries found their place in the bodies and lifeworlds of wounded soldiers and doctors, and in the thinking and actions of theorists and policy makers.” (ethnography of the interwar period)
=/= proposing a counter-body or counter epistemology or resistance knowledge


“in this world, we do not play chess with eternal figures like the king and the fool; the figures are what the successive configurations of the chessboard make of them.” -Veyne

([*]integration:) taxonomy of disorder ==> administrative ends (an idea of entire system of organic functioning --> homeostasis = "the wisdom of the body” ==> theories of norms, normality, disintegration, catastrophe)
•the idea of a damaged world in need of meticulous care
•the idea of the injured body that seeks to stabilize itself

#integration
the interwoven data recovered from the study of systemic and functional aspects of the broken organism ==> totality ~ establishment of a nonliberal individualism (+ social welfare) ==> **society = an integrated and fragile whole in need of care**


today's integrative medicine --> conceptualizations of the whole body ==> picture of the patient:
•neoliberal in character
•(always) future tense in orientation


destiny = personalized medicine (a project to anticipate and guide the patient's destiny)

welfare state's widest possible inclusion of its citizens clashes with the realities of the marketplace

to reconcile the individual's cognitive and physical realities with the particular demands of their world

...sociological quest to understand the locus of injury

[title]
duet of integration-crisis (==> whole-body ideals)


(Geroulanos and Meyers argue that) understanding integration and crisis in medicine ==> to wrap our heads around the way later-dominant cybernetic and structuralist theories located the individual in the world

bodily metaphor [in] integrations of domestic societies

the integrated, disintegrating human body:
•a new site of meaning and care
•subject for new analogies of body biological and body politic
•object of direct experimentation


story of the human body (at once social & biological)

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

question of technology
--locational--> where does the technological take place?
(and when?)

Heidegger --> (latecomers were) addicted to technology
“under what conditions we could arrive at a free relation to technology?”

Heidegger problem with addicted --> *addiction is content with what is merely available* (it never surpasses this limit) =/= anxiety


Avital focus on the *chemical prosthesis*

in war, drugs become another piece of equipment --> taking the pill: technologizing oneself into the war machine

heroin comes from heroisch

technically calibrated culture

drug --> hallucinated exteriority

electronic/drug culture --> (Nancy + Blanchot's) désœuvrement: without an end or program, an unworking that nonetheless occurs


how the *prosthetic subject* is constituted
(Junger's drug, Heidegger's tech, Benjamin's hashish, de Quincey's opium, Duras's alcoholizations:) a saturated text, pushing beyond the materiality of the book though not into any ideality

the right to drugs + the supplementary interiority that they produce

there has never been a war on drugs that is not carried by another type of drug (religion, patriotism, oil, TV)

history of narcotica ~= history of culture

[*]intoxication: (names) a method of mental labor that is responsible for making phantoms appear --> mnemonic apparatus

“you have something in you that must be killed” ==> ambivalent stimulant/tranquilizer

body proper regains its corruptible organic status
self-medication and vitamins become the occupation of every singularity

drugs explore fractal interiorities (=/= seeking an exterior transcendental dimension)

renunciation چشم پوشی، ترک، کناره گیری، قطع علاقه
(addict = nonrenouncer)

virtual reality
cyberprojections

(Dasein's) dependency: a state in which anxiety is still bound

*mimetic poisoning* (of pharmacodependency associated with literature, as sedative, as cure, as escape, etc.) --?--> relationship to law

(our French heritage --> Flaubert: “a thinker should have neither religion nor fatherland nor even any social conviction”) *thinking = radically rupturing*

drugs forced decision upon the subject --> de Quincey

opium: the transparency upon which one could review the internal conflict of freedom (+ encounters the abyss of destructive jouissance)


war against pain

higher forms of drug


*(like any good parasite) drugs travel both inside and out of the boundaries of a narcissistically defended politics* ==producing==> a lexicon of body control and a private property of self

drug's virtual and fugitive patterns
they have a secret communications network with the internalized order


Madame Bovary = clinic of phantasms


everything said about technology can be applied to drugs: acceleration, speed, inertia, the third interval

drug/medicine ==>
•deaden the pain
•separate from a poisonous maternal flux
...
•hallucinated plenitude
•pure communication ~= transcendental telepathy

(have in mind that) any substance can function as a drug


“It wasn't clear then whether the body was private property or not, whether the authorities could legislate zoning ordinances, or whether pleasure and liberty were values freely exercised upon a coded body.”
-Avital


my work over the etymology of the signifier --> moon index
(i shoot up trash fiction)


(Freud) *pain is imperious* متکبر

(failing) to meet the requirements of an authentic alterity
(we are) into forgetting and the simulacrum (=/= truth)
•hallucinator: the creature of the simulacrum (par excellence)
(trafficking in) abstract forms of forgetting

the poor
the body-broken
the racially hallucinated other


chemical prosthesis (mushroom or plant) responds to a fundamental structure

drug addict --> a mystical transport going nowhere
drug addict offers her body to the production of hallucination, vision, or trance
--> going nowhere fast


being exposed to existence = placing one's body in the grips of a temporality that pains --> addictive = artificial, beside oneself


drugs --linked-to--> a mode of departing, to desocialization [without the assurance of arriving anywhere] (~= activity of writing) =/= production of real value


...movement of the simulacrum without address (or, in another idiom, without purpose, point)

Nietzsche was the first philosopher who --Avital-->
1. to think with his body
2. to put out the call for a supramoral imperative


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

we are implicated inscribed disarticulated and reresignifed by technological prosthesis
there is no outside to technology
there is no off switch to technology
wonderological tracks of technology

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

how much nature has to change before our descendants cease to be human?
about when in the course of evolution our ancestors became human?
(unanswerable good questions)

if the human is not the one consuming, who is?

animals consume
(numinous agentic status of) dead consumer

human aspects of consumption: learning, decision making, reason, perception, ethics, agency, desire and choice --arise--> *between humans and intelligent machines*

[*]posthuman: a move that seeks to locate being, or aliveness, or meaning in the not-quite-human-as-we-know-it

(humanist) epistemology: how we investigate and describe the world
(humanist) ontology: how we understand what constitutes life and objecthood

==Campbell==> help consumer research:
1. expand the range of temporal reference (look into the future of how consumption will look like)
**assumption of the future: the future will be a post-consumption existence**
2. expand the range of physical reference (extraplanetary consumption: what the ***consumption of place*** means; embryonic consumption sites: store your child's cord blood stem cells)
3. interrogation of the roots of humanism (social sciences)


today:
robotic revolution
biotechnology revolution


*posthuman: ideological account of the future of the human species in annexation with info-bio-technologies =/= *posthumanism: (speculative philosophy + material reality) critique of the discourse and epistemologies of *humanism:
•belief in progress
•technological mastery over nature,
•separation of human and animal kingdom
•therapeutic approach to human behavior
•secular approach to scientific inquiry
*humanism = epistemology: a way of investigating the world that is consonant with our human intuition--understand--> life as comprising essentially animate or inanimate, self or other, human or nonhuman** [=/= set of diverse beliefs]

horror of surgically implanted biomedical enhancement --> (persistence of the) inviolability of the body as the seat of identity <-- a classic humanist assumption

posthumanism
•speculative philosophy + material reality
•abstract philosophy + empirical science
•ancient + futuristic
•exotic + specialized (telesurgery, amorphous computing) + banal + ubiquitous (automobility, eyeglasses)
•
--> apocalyptic era (intelligent machine takeover)
--> ecological ethics (human not the most important form of life on earth)

***attempt to overcome humanness is an age-old human tendency***

what constitutes life
•women --> Schiebinger
•slaves --> Douzinas
•computer viruses --> Parikka
•cellular automata --> Delanda
•bacteria --> Haraway
•swarms -->Thacker
•


*brand = living system* (--> distinguish themselves from environment, exclude from it what is not, feedback communication with environment, self replicate, evolve, ) =/= cultural product
@Femke


(Campbell arguing that) the human and the posthuman are (ways to describe the forces that are) already present in the human condition:

1.
computation of life
mid 19th century weaving technologies ==> logic of computation ==ontology==> “universe = giant computer” : attempting to uncover what life itself is through a better understanding and appreciation of the power and seeming omnipresence of computational logic
•a discourse [~ a way of talking about the world] (and not only a claim that people make)
--> an example of how dominant technologies are not just instruments but models (through which the world is understood)
‘clockwork universe’ was the model for the last four millennia: clockwork-like essence of cosmos + state + body (=/= romanticism, galvanism, mesmerism, quantum mechanics)
}==>
•consumer as computer/computational (consumer as information processor, consumer as automatic subject =/= psychological agent) <== science of cybernetics, automaticity, feedback
•information (a new powerful substance in mid 20th century), “raw data ==> decisions, models, theories”, a specialized value-free term (=/= fact, learning, wisdom, understanding, enlightenment) --> second half of 20th century: information began to assume a deep and proved privileges place (in politics, cultural imaginary), to informationalize consumer objects:
◦jeans as “intelligent denim” --> “vector graphics and pixelation as there expression of your individuality” (Jack & Jones)
◦cream as “pro-retinal A nanosomes and Par-Elasty” (L'Oreal)
•

2.
laborization of life
growing sophistication of the previously simple and straightforward categories of aliveness and deadness (<== technologies since the 1970s: stem cell engineering, in vitro fertilization, genomics, virtual surgery, biomaterial engineering)
}==>
•make the range of what constitutes ‘alive’ larger and more complex
•stage the interpenetration of the machinic and the organic
(in the future it will be the) marketers as the most influential groups in re-drawing categories of existence and deciding what is animate or inanimate, natural or technical (not scientists or philosophers)
[***classical marketing strategies: positioning, communication]
==> paradoxes in consumption (for example stem cell engineered meat appears as both identical and radically different from its predecessors) --> postethical consumption models (categorized as vegetarian? how marketing re-enchant food without appeal to a myth of pastoral origin?)
--> commentary consumption acts: organic food market, natural healthcare market

3.
miniaturization of life
“fast, cheap, and out of control”
autonomous (=/= central, god-like)
}==>
•technology is no more locatable within a machine (a consciousness that envelopes the world) --> dispersed: (a logic of) technology as environment [diffused] =/= tool [discrete]
internet of things : digitally enabled objects share and respond to information
1980s --> processing (of information, microprocessor)
1990s --> networking (world wide web)
2000s --> sensing and controlling
“my consumption patterns worth so much that they underwrite my acts of consumption” -Hayles
•*cognition = a product* that emerges between the self and its environment (and does not take place exclusively on the brain) --stages--> cognition as a process

4.
complexification of life
complex (feedback loops, emergence, bifurcation) =/= complicated: accurately analysable system having a large number of component and perform sophisticated tasks
•most of the most valuable products today have virtual components (software, money, etc.) that would be unrecognizable 25 years ago

5.
automation of life
(fundamental legal principle of) ius gentium: all humans are the same in so far as they are rational human beings in possession of free will =/= 21st century neuroscientific research
}--Libet--> “free won't” : the mind exists in a climate which says yes, but it can say no
agency is outsourced to systems that increasingly invisiblize from everyday life (software deciding mortgage, Facebook suggest friend, turning car into a moving computer)

dystopian imaginary of Black Mirror TV series --> these developments are a tyrannical force that undermine an a priori and fundamental humanness

--Campbell--> consumer researcher's results will be powerful counter-balances to the often too blindly utopian and dystopian accounts of the future

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

[*]advertising: (ubiquitous and contentious) symptom of organization[= corporate entity and/or common practice]
aesthetic ambassador of the organization
--(a way through which)--> **anyone outside the organization mythologizes an imaginary inside**

(its) media:
•***indirect messages of public relations that are embedded deep in the heart of non-advertising genres***
•bombastic and direct appeal of made-for-cinema advertisement and corporate communication
•

how advertising used to be scorned as a practice and profession --> gained responsibility in American culture:
-1 advertising became instrumental in enlisting soldiers during world war I ==> lending it a moral force which served more noble purposes besides commerce
-2 it was elevated through its incorporation into education (first in Harvard University 1924)
-3 it becames adept at referencing styles and commissioning work from the realm of high culture
}--now--> advertising does not just produce culture, but ***culture produces advertising***

(one of the central questions of advertising in contemporary times has been the extent to which) *advertising enframes everything within its discourse and logic*
--Campbell--> ****if advertising is everything, what is it not?**** [@apass] <-- this is a crucial question about advertising and it is part of a larger global crucial devate about the commodification of life and previously inalienable aspects thereof

scientific advertising ---> go to Haraway

advertising:
1. fascinates us
2. it works

an average person in the western world is exposed to 3000 advertisements per day

everyday, it transforms me from this world to an imaginary one for a moment

(advertising) offers through a *constant stream of visual cameos* برجسته کارى, *implicit standards* of cleanliness, sociality, family life, health, happiness, and a great many other values ==> affect me


****modern advertising works by appearing not to care if it works**** --> when someone utters the immortal phrase “advertising doesn't affect me" = advertising has achieved its ultimate goal --> *****advertising empowers us to feel distant to it*****

Campbell --> advertising: organizs meaning in the most powerful and generic of senses + a symptom of the organization


1920 - 1930
modern advertising's coming of age (creating compelling signs)
(its signs underwent a qualitative shift in) sophistication
personalized testimonials
*participatory tone of voice* [=/= direct imperative command]
consumer goods embodied values (that had normally been attributed to humans and the natural world) [=/= mere economic entities]
(through the system of advertising: *imagining the product as a benefit sought by the consumer* ~ illumination instead of lighting fixtures, prestige instead of automobiles, sex appeal instead of mere soap,,) *products --offer--> mini-solutions to the dilemmas of modernity[= the pace and scale of rationalization, depersonalization and urbanization brought by modern industrial capitalism ==exerted==> هزینه خسارت a toll on the human psyche]

1950 - 1960
(from) public role of sign identification --to--> private and psychological space of one's mind and interior life
rise of *depth men* (--> Mad Men TV series, people in advertising agencies that reportedly used psychological techniques to uncovers the subconscious needs, desires, insecurities, fears of consumers)
*product = unconscious fulfilments, solutions, comforts and fantasies to them*
[Packard's Betty Crocker cake mix and Esso's Tiger in your Tank campaign --> alleged power of small groups of people to organize meaning on a massive and uncontrolled level]
•freezer = a nostalgic site of security in a threatening environment =/= a device for cooling foodstuffs (*giving of food <--~~> love* + insecurity ==> more food than you can eat)
-more sophisticated motivational research and appeals

****advertising: a form of literacy**** (a new and bewildering code)

sign system of advertising is not static
the generations to come will regard contemporary sign systems as rudimentary and easy to decode
ultra-sophisticated images will appear antiquited and perhaps even humorous (@Goda hating contemporary sign system)
-the way in which advertising today visualizes software, the environment, nanotechnology as seemingly *undeconstructible & transparent* will be staple examples in classroom curricula


(the most obvious and immediate way of conceptualizing) advertising: a system that creates signs with the purpose of communicating meaning =/= Campbell

discipline of marketing --support--> investigation of image consumption


early models of advertising (--> **how we understand the philosophy of what information and communication are**)
•1949 Bell Laboratories --> information: universalized component of any system that communicated =/= “information” as rather poetic and sipritual term (at home in philosophy =/= engineering) --advertising--> hierarchy of effects: cognitive --to--> affective --to--> behavioral [--> informationalize and measure aspects of advertising]

(to understand) *information theory of communication as a reflection of larger scientific and philosophical aims of the time*
***information theory of communication ==>
•providing codified models that predict response
•enframe communication within a logic of relative effectiveness or ineffectiveness
}=/= my lectures


brand memories
brand equity

boundary between advertising and everyday life

[Campbell =/=]
the idea that qualitative advertising research has a managerialist axiology
a priori assumption of “advertising = information communication” (=/= people incorporate advertising so that it functions as a *social glue* within groups)

(vernacular specter of advertising)
spectacular vernacular of social fabric

site of investigation:
1. site of consumption = reception (the field of meaning from a consumer's perspective)
2. site of production = processes involved in making ads (favoured in media studies and ethnographic approaches to advertising)
3. site of the image: analysis of the meaning of the image itself (independent of intention and reception) are the most powerful way to show what images include and exclude (drawing influence primarily from the disciplines of history, philosophy, sociology and linguistics)

how meaning moved from *the world of advertising* --to--> *the world of the consumer* : ways in which advertising is integrated into the life-world of people

****advertising: a powerful translator of the cultural world**** & داور a central arbiter of meaning in consumer worlds (--> this is why advertising concerns me)


Barthes + Saussure + Peirce + Jacobsen --> semiotics can be regarded as one of the most comprehensive studies of sign system ~ advertisement: bundle of signs that formed finely constructed conventions ==> ‘image = text’ (its grammar:)
1. micro-level: tiny units, vectors, colors, forms (within the visual plane)
2. mid-level: human-level characteristics of gender, hairstyle, posture, facial expression, buildings, rhetorical devices in the image (such as metaphor and troping)
3. meta-level: narrative structure, mythic in nature, to see embodied in the properties and dynamics of the image the macro properties and fynamics of social world (<-- business of semiotic)

Barthes --> (new medium of) photographic advertisement = a codified structure =/= a transparent reflection of the world


-*Barthes reading of Citroen DS car
impossible newness
it appears at first sight as a superlative object صفت عالی
object which appear at first sight as completely finished present to us at once a perfection and an absence of origin, closure and a brilliance, *a transformation of life into matter*, a silence that belongs to the realm of fairy tales
*smoothness is not a property of material, but a social value*
-Christ's robe was seamless, science fiction, made of unbroken metal, phenomenology of assembling, hold together by sole virtue of their wondrous shape ==> the idea of benign nature
}--learn--> (to make) lines of connection: visual convention + religious painting, science fiction film, politics of nature (constructed over the past 2000 years of western culture) [<-- to understand this in your own work #feedback @apass]


-*Haraway
neutral images of (high-tech) science --> stock of Renaissance visual analogues ==> legitimate lineage + origin story (for technical revolutions)

(Barthes > Campbell) **what sign constructions do westerners use to tell the story of how technology comes to be present in the world?**


-*Campbell reading of Simens’ ad “builing blocks” (2005)
Simens products float into space, as naturally and as pure white snowflake falling to the earth
absence of labor ==herald==> a universe of self-organizing invisible agency
“technology = invisible force that is lighter than air, rearranging itself into whatever seems to be needed” (=/= fashioned, melted, hammered , soldered and generally forced into the natural order)
==> the agency that organizes is non-pollutant, non-disruptive, non-energetic
(from) cacophonous --to--> harmonious [<-- technology seeks its home]
sky above, supra-structure =/= [*]infrastructure: structure from below
--Simens--> [*]technology: apotheosized (تکريم) by extending its self-organizing capabilities, lending it a divinity which is universal, inevitable, natural and just (Simens’ ad ==> Iron Man image)


supra-structure --> new / Star Trek
                             |
infrastructure --> old / planets they visit


the human body: the most depicted object in advertising
--> research tradition:
humans have more synapses for interprting face
depiction of female body
male body
sex in advertising
racial marked body
(boring questions:)
•whether advertising reflects the world or shape it
•how signs reproduce, create, normalize or subvert the often unequal power structures that exist between male and female bodies
--> **despite potential ambiguity in images we as visual consumers are always presented with a “preferred reading”** @Pierre, Goda --> “image is controlled by discursive limits” (--Sina--> fable of ‘subtlest ideological weapon of advertising’) --Campbell--> paradox of identity construction: the consuming subject chooses among a limited repertoire of “iterated” or preexisting identities provided by marketing and adertising, steering viewers in preferred directions [<-- a fable]
[*]coopt: advertising pretends to acknowledge a competing discourse or ideology, but only pays lip service to it, ignoring its real radical challenge

the idea of advertising: a system that instils (القا، کم کم تزریق کردن) products and services with cultural and social values that are not intrinsic to them [~ magic]
--> highly visible display of ruling-class interests
*advertising = capitalism + aesthetics*
advertising: the pre-eminent way in which the interest of the powerful minority maintain the docility, alienation, or servitude of the majority (--> Goda's understanding of pop culture)

[*]magic: conjure an object from its immediate material rootedness and animate it with a much more potent energy ==> erase human experience of the monotony of consumption with its transient satisfactions and reinvigorate it anew with fresh promise-claims
for example advertisement for mobile phone = *suggestion* (about a certain design aesthetic + a certain tole in professional life + a certain sexual appeal + a certain social network) =/= *announcement* (about a technical device)
(announcement =/= suggestion: the act of advertising)

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