[...] ='lgc'>='lgc'>--> apocalyptic era (intelligent machine takeover)
='lgc'>='lgc'>--> ="trms">ecological ethics (human not the most important form of life on earth)

='strcls'>***attempt to overcome humanness is an age-old human tendency='strcls'>***

what constitutes life
="lsts lst1">•women ='lgc'>='lgc'>--> Schiebinger
="lsts lst1">•slaves ='lgc'>='lgc'>--> Douzinas
="lsts lst1">•computer viruses ='lgc'>='lgc'>--> Parikka
="lsts lst1">•cellular automata ='lgc'>='lgc'>--> ="ppl">Delanda
="lsts lst1">•bacteria ='lgc'>='lgc'>--> ="ppl">="ppl">Haraway
="lsts lst1">•swarms ='lgc'>='lgc'>-->Thacker
="lsts lst1">•


='strcls'>*brand='lgc'> = living ="trms">system='strcls'>* (='lgc'>='lgc'>--> distinguish themselves from environment, ex="trms"nttrm="cluster,club">clude from it what is not, feedback ="trms">communication with environment, self replicate, evolve, ) ='lgc'>=/= cultural product
='at'>@="frds scrmbld">Femke


(="ppl">Campbell arguing that) the human and the posthuman are (ways to describe the forces that are) al="trms"nttrm="already,spread">ready ="trms">present in the human condition='lgc'>:

="lstsrd">1.
computation of life
mid 19th century weaving ="trms">technologies ='lgc'>='lgc'>==> logic of computation ='lgc'>==="trms">ontology='lgc'>='lgc'>==> “universe='lgc'> = giant computer” ='lgc'>: attempting to uncover what life itself is through a better understanding and appreciation of the power and seeming omni="trms">presence of computational logic
="lsts lst1">•a discourse ='lgc'>[='lgc'>~ a way of talking about the ="trms">world='lgc'>] (and not only a claim that people make)
='lgc'>='lgc'>--> an ='thdf'>example of how dominant ="trms">technologies are not just ="trms">instruments but models (through which the ="trms">world is understood)
‘clockwork universe’ was the model for the last four millennia='lgc'>: clockwork-like essence of ="trms">cosmos ='lgc'>+ state ='lgc'>+ body (='lgc'>=/= romanticism, galvanism, mesmerism, quantum mechanics)
='lgc'>}='lgc'>='lgc'>==>
="lsts lst1">•="trms">consumer as computer/computational (="trms">consumer as information processor, ="trms">consumer as automatic subject ='lgc'>=/= psychological ="trms">agent) ='lgc'><='lgc'>== ="trms">science of cybernetics, automaticity, feedback
="lsts lst1">•information (a new powerful substance in mid 20th century), “raw ="trms">data ='lgc'>='lgc'>==> decisions, models, theories”, a specialized value-free term (='lgc'>=/= fact, learning, wisdom, understanding, enlightenment) ='lgc'>='lgc'>--> second half of 20th century='lgc'>: information began to assume a deep and proved privileges place (in politics, cultural ="trms">imaginary), to informationalize ="trms">consumer objects='lgc'>:
="lsts lst2">◦jeans as “intelligent denim” ='lgc'>='lgc'>--> “vector graphics and pixelation as there expression of your individuality” (Jack ='and'>& Jones)
="lsts lst2">◦cream as “pro-retinal A nanosomes and Par-Elasty” (L'Oreal)
="lsts lst1">•

="lstsrd">2.
laborization of life
growing sophistication of the previously simple and straightforward ="trms">categories of aliveness and deadness (='lgc'><='lgc'>== ="trms">technologies since the 1970s='lgc'>: stem cell engineering, in vitro fertilization, genomics, virtual surgery, bio="trms">material engineering)
='lgc'>}='lgc'>='lgc'>==>
="lsts lst1">•make the range of what constitutes ‘alive’ larger and more complex
="lsts lst1">•="trms">stage the ="trms">interpenetration of the machinic and the organic
(in the future it will be the) ="trms">marketers as the most influential groups in re-drawing ="trms">categories of existence and deciding what is animate or inanimate, ="trms">natural or ="trms">technical (not ="trms">scientists or philosophers)
='lgc'>[='strcls'>***classical ="trms">marketing strategies='lgc'>: ="trms">positioning, ="trms">communication='lgc'>]
='lgc'>='lgc'>==> paradoxes in ="trms">consumption (for example stem cell engineered meat appears as both identical and radically ="trms">different from its predecessors) ='lgc'>='lgc'>--> postethical ="trms">consumption models (="trms">categorized as vegetarian='qstn'>? how ="trms">marketing re-enchant food without appeal to a myth of ="trms">pastoral o="trms"nttrm="righ,rigo,riga,rigi,trig,rign">rigin='qstn'>?)
='lgc'>='lgc'>--> commentary ="trms">consumption acts='lgc'>: organic food ="trms">market, ="trms">natural healthcare ="trms">market

="lstsrd">3.
miniaturization of life
“fast, cheap, and out of control”
autonomous (='lgc'>=/= central, god-like)
='lgc'>}='lgc'>='lgc'>==>
="lsts lst1">•="trms">technology is no more locatable within a machine (a consciousness that envelopes the ="trms">world) ='lgc'>='lgc'>--> dispersed='lgc'>: (a logic of) ="trms">technology as environment ='lgc'>[diffused='lgc'>] ='lgc'>=/= tool ='lgc'>[discrete='lgc'>]
="trms">internet of things ='lgc'>: digitally enabled objects share and ="trms">respond to information
1980s ='lgc'>='lgc'>--> processing (of information, microprocessor)
1990s ='lgc'>='lgc'>--> ="trms">networking (="trms">world wide web)
2000s ='lgc'>='lgc'>--> sensing and controlling
“my ="trms">consumption patterns worth so much that they under="trms">write my acts of ="trms">consumption” -Hayles
="lsts lst1">•='strcls'>*cognition='lgc'> = a product='strcls'>* that emerges between the self and its environment (and does not take place ex="trms">="trms"nttrm="cluster,club">clusively on the brain) ='lgc'>--="trms">stages='lgc'>='lgc'>--> cognition as a process

="lstsrd">4.
complexification of life
complex (feedback loops, emergence, bifurcation) ='lgc'>=/= complicated='lgc'>: accurately analysable ="trms">system having a large number of component and perform sophisticated tasks
="lsts lst1">•most of the most valuable products today have virtual components (software, money, etc.) that would be unrecognizable 25 years ago

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

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

='lgc'>--="ppl">Campbell='lgc'>='lgc'>--> ="trms">consumer rese="trms"nttrm="search">archer's results will be powerful counter-balances to the often too blindly utopian and dystopian accounts of the future

="display:block;white-space:nowrap;margin-bottom:-1em;overflow:hidden;">...................................

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

(its) media='lgc'>:
="lsts lst1">•='strcls'>***indirect messages of public ="trms">relations that are embedded deep in the heart of non-advertising genres='strcls'>***
="lsts lst1">•bombastic and direct appeal of made-for-cinema advertisement and corporate ="trms">communication
="lsts lst1">•

="large lg1" stl="font-size:117%"> how advertising used to be scorned as a practice and profession ='lgc'>='lgc'>--> gained ="trms">responsibility in American culture='lgc'>:
="prgrph">-1 advertising became ="trms">instrumental in en="trms"nttrm="listen,alist,ilist,llist,olist,ylist,ulist">listing soldiers during ="trms">world war I ='lgc'>='lgc'>==> lending it a moral force which served more noble purposes besides commerce
="prgrph">-2 it was elevated through its incorporation into education (first in Harvard University 1924)
="prgrph">-3 it becames adept at referencing styles and com="trms">missioning work from the realm of high culture
='lgc'>}='lgc'>--now='lgc'>='lgc'>--> advertising does not just produce culture, but ='strcls'>***culture produces advertising='strcls'>***

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

="trms">scientific advertising ='lgc'>-='lgc'>='lgc'>--> ='gtrw'>go to ="ppl">="ppl">Haraway

advertising='lgc'>:
="lstsrd">1. fascinates us
="lstsrd">2. it works

an average person in the western ="trms">world is exposed to 3000 advertisements per day

everyday, it transforms me from this ="trms">world to an ="trms">imaginary one for a moment

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


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

="ppl">Campbell ='lgc'>='lgc'>--> advertising='lgc'>: organizs meaning in the most powerful and generic of senses ='lgc'>+ a ="trms">symptom of the organization


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

1950 - 1960
(from) public role of sign identification ='lgc'>--to='lgc'>='lgc'>--> private and psychological space o[...]