Baudrillard on the “automated object”

October 10, 2011 § Leave a comment

“Because the automated object ‘works by itself,’ its resemblance to the autonomous human being is unmistakable, and the fascination thus created carries the day. We are in the presence of a new anthropomorphism. Formerly the image of man was clearly imprinted in the morphology and the manner of use of tools, of furniture, or of the house itself. In the perfected technical object this compliance has been destroyed, but it has been replaced by a symbolism of superstructural rather than primary functions: it is no longer his gestures, his energy, his needs and the image of his body that man projects into automated objects, but instead the autonomy of his consciousness, his power of control, his own individual nature, his personhood.” Jean Baudrillard

And this was before social tools, which could now be said to embody and externalize our social projections.


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