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The strange meshing of impersonal and personal forces intechnological action

Adrian Mackenzie

Institute for Cultural Research

County South College

Lancaster University, LA1 4!, U"

a#$ackenzie%lancaster#ac#uk

htt&'(()))#lancs#ac#uk(staff($ackenza

May *++

Abstract

Many critical a&&roaches ascri-e a deficit of $eaning to technology# .he theory of technological

action develo&ed in the &a&er treats technology as an i$&ortant, eventful terrain for collective life#

!ra)ing on Michel /oucault0s idea of &ro-le$atization, it &laces conte$&orary technological

actions in settings suffused -y &o)er relations# It finds in the )ork of il-ert Si$ondon )ays of

e2&laining ho) technological action overflo)s social nor$s, for$s, identities and structures# 3ased

on analysis of &rocesses of a-straction and concretisation in a s&ectru$ of sy$&to$atic e2a$&les, it

contends that cultural theory should develo& understandings of the &otentials that give rise to

technological acts as a )ay of -eing )ith others# .he &a&er suggests ho) cultural theory can engage

)ith the s&ecificities of these actions#

hat can critical thought learn fro$ technology5 Cultural and social theory has not often &osed this

6uestion for itself# .he usual 6uestion has -een ho) to rein in $odern technology in order to &rotect

culture, $eaning or signification# .hat fra$ing &recludes, ho)ever, any &ossi-ility of treating

actions associated )ith technology as eventful or relevant in their o)n right# /e) accounts availa-le

in cultural theory &ut technological action on a &ar )ith signification# In $ost cultural theory, the

affectivity, &assions and vicissitudes associated )ith technological action in conte$&orary

collective life hardly register#

.echnological action has a s&ecificity that is difficult to gras Al$ost unavoida-ly

http://www.lancs.ac.uk/staff/mackenzahttp://www.lancs.ac.uk/staff/mackenza


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today, general fra$ings or constructions such as 7infor$ation8 or 7-iotechnology8 overshado)

s&ecific technological actions# Concretely, technological action a&&ears in $undane o-9ects and

&ractices, ranging fro$ .: re$ote controls, through various &ieces of soft)are to hard)are

$odifications of consu$er electronics to large;scale technological ense$-les such as the internet#

In treating $undane o-9ects and &ractices as critical sites of technological action, I suggest that they

offer interesting terrain for critical thought &recisely -ecause they are not fully understood,

re&resented or sy$-olised# .echnological action is not individual or collective# Rather it e2&lores

relations )ith others in technological ense$-les# .echnological action -oth a-stracts fro$ and

concretises e2isting social relations# It generates singular intersections of historically and $aterially

s&ecific i$&ersonal and &ersonal forces# Critical thought $ight learn so$ething fro$ this# It couldfind )ays of acco$&anying and relating to these forces, )ays of entering into and e2&eri$enting

)ith the other;directed &o)er relations they &reci&itate#

TV-B-Gone and 209 codes: meaning and action

Sociologists of technology have long argued that technologies congeal or crystallise sets of social

relations # Making so$ething technological is a dee&ly social &rocess

that translates, -orro)s or re;routes social relations through different $aterial arrange$ents#

Changing these arrange$ents $aterially affects social life# Although $uch critical thought struggles

)ith )hat it regards as loss of $eaning, alienation and disru&tion to social relations occasioned -y

conte$&orary technologies


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local laundries and at air&orts around the Eacific Ri$# #

.:;3;one itself is not a critical re&resentation concerning $edia technologies# It intervenes

directly in a technological syste$ # As it flashes out the 7*+@

different codes8 of &o&ular television $odels, it acts on e2isting social relations congealed or

crystallised around television technologies# It inflects relations -et)een self and other# A relatively

$odest al-eit co$&licated gadget distur-s, &erha&s only locally and te$&orarily, the stasis of

alterity so$eti$es associated )ith the $edia technology of television# hen .:;3;one asse$-les

and co$&resses a s&ectru$ of &ro&rietary innovations underlying television re$ote controls into a

s$all key fo-, it re;routes se$i;sta-le relations -et)een vie)ers and the $ulti&licity of televisionscreens in &u-lic &laces through the hands of a &edestrian#

Google Desktop: problematizing actions

Cultural theory has often understood self;other relations as engendered through &rocesses of

signification# Eersonhood and alterity also co$e fro$ technological action# Google Desktop, a

&iece of soft)are first $ade availa-le in late *++4, $akes al$ost anything stored on the hard;drive

of a &ersonal co$&uter searcha-le in the sa$e )ay as the e- # .here is $uch to -e

critically analysed a-out oogle as an enter&rise, as a -rand, as a sy$&to$atically s&ra)ling

technical o-9ect;asse$-lage in early *1st;century net)ork cultures# Across its different

entangle$ents, the search engine has -eco$e &o&ular and i$&ortant -ecause it has re&eatedly

afforded ne) )ays of handling infor$ation on the e-# If oogle -eca$e a closed, co$&lete

technology, then it )ould colla&se into a si$&le instru$ent or tool# .his is far fro$ the case# Like

$any other technological &ro9ects today, oogle is an ense$-le of different &ractices, o-9ects and

actors in flu2# In several res&ects, it su-tly co$&licates relations -et)een self and other, or at least

-egins to affect ho) &eo&le e2&erience and e$-ody infor$ation they &ossess# In Google Desktop,

7&ersonal8 infor$ation -eco$es i$&ersonalB it -eco$es so$ething an individual searches like the

e-, a s&ace &o&ulated in &rinci&le -y others# Additionally, )hat it searches is not fi2ed# Google

Desktop is constitutionally o&en to further develo&$ent# .he Google Desktop AEI encourages the develo&$ent of 7&lugins8 that allo) different kinds of

infor$ation to -e searched# hereas Google Desktop initially searched $ainly te2t files, &lugins

added -y others allo) it to search other ty&es of files that are less co$$on #


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hile none of this is &articularly striking or singular no), it -rings to the fore as&ects of

&ersonhood that )ould have -een sur&rising even a decade ago# .hat a soft)are technology )ould

-e o&en to ongoing develo&$ent -y anyone, and that &eo&le )ould have so $uch infor$ation that

they could no longer organise or control it, only search it as if it is -elonged to so$eone else, these

are ele$ents in an as yet unresolved situation# .he situation Google Desktop -elongs to concerns ,

)e could say, a &ro-le$atization of infor$ation# A &ro-le$atization, according to Eaul Ra-ino)8s

co$$entary on Michel /oucault, 7is -oth a kind of general historical and social situation G

saturated )ith &o)er relations, as are all situations, and i$-ued )ith the relational H&lay of truth

and falsehood, a diacritic $arking a su-class of situationsGas )ell as a ne2us of res&onses to that

situation8


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for$s of technological reductionis$# .echnology is not, as State and enter&rise cultures of

innovation often i$agine, so$e su-stance or vital force, )hich $ust -e nurtured, controlled or

$arshalled for &olitical or co$$ercial ends# :ery often, it -eco$es that, -ut only )hen en$eshed

in relations that fi2, li$it or ca&italise its &otentials# Kccasionally and &artially, )ith an al)ays;

faltering ste&, s&ecific technical o-9ects and ense$-les overflo) e2isting $odalities of &erce&tion

and $ove$ent on $any different scales# In such cases, the technical o-9ect creates an 0interhu$an

relation0 of a &articular kind that Si$ondon ter$s 0transindividual#0 As Latour &uts it, 7far fro$

&ri$arily fulfilling a &ur&ose, they technologiesD start -y e2&loring heterogeneous universes that

nothing, u& to that &oint, could have foreseen and -ehind )hich trail ne) functions8 they carry )ith the$# hat is the nature of this

relational o&enness and )hy does it entail a 7charge of nature85

Re&orts of 7co;ordinated $al)are attacks8 have a&&eared in ne)s and online

$edia# Mal)are figure heavily in the an2ious 7&lay of

truth and falsehood8 associated )ith the infor$atic &ro-le$atization# Co$&uter security consultants

)arn of 7a co;ordinated assault designed to esta-lish a huge -otnet under the control of hackers# ###

ADccess to the co$&ro$ised ECs is for sale on a -lack $arket, at &rices as lo) as five cents &er EC8

# Locating &otential o&enings in generic indo)s;-ased co$&uter &latfor$s,

increasingly so&histicated 7-otnets8 link $illions of $ass;$arket ECs into a co;ordinated $edia


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$achine functioning as a distri-uted, unregulated e$ail s&a$ server# hatever the cultural,

&olitical or econo$ic value, the technological action in such cases &ivots on a $ove$ent that is

ty&ically called a 7hack# .he hack takes so$e indeter$inate or ill;defined as&ect of net)orked

&ersonal co$&uters and turns it into the -asis of a different relation# .he $edia theorist Mc"enzie

ark elevates the hack into an action that &roduces relations'

.o hack is to a-stract# .o a-stract is to &roduce the &lane u&on )hich different

things $ay enter into relation# It is to &roduce the na$es and nu$-ers, the locations

and tra9ectories of those things# It is to &roduce kinds of relations, and relations of

relations, in )hich things $ay enter#


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interesting contestation >, ongoing notification of )e- &age u&dates flo) laterally

-et)een )e-logs and to a ne) technical o-9ect, 7feed readers8 # .he

a-straction in RSS is si$&le to understand# It co$&rises the &rovision of a tag or key)ord su$$ary

of each entry of a )e-site $ade availa-le in a $achine;reada-le for$# .he tags na$e and

&rovide addresses for entries on the )e-log that $ay -e i$ages, te2t, sounds or other infor$ation#

3ecause )e-sites or soft)are can &eriodically scan this su$$ary auto$atically, RSS acts as ne)s

feeds for the ra&idly changing e- content generated -y $any thousands of u&dated )e-logs#

.hese feeds de;&ersonalise )e-logs into various categories and to&ics# Co$-ining feeds in $any

different )ays, RSS 7vectoralizes8 , technological action cannot -e ulti$ately attri-uted to the agency

of individual or cor&orate &ersons# .he esta-lish$ent of relations or correlations -et)een different

&arts of the e- e$-odied in RSS feeds is ty&ical of technological action in re;distri-uting or re;

defining so$e as&ect of &ersonhood against i$&ersonal forces# RSS a-stracts fro$ e2isting

arrange$ents so$ething &reviously e$-edded in the$# Such an a-straction can only occur )hen

&ersonal forces encounter i$&ersonal forces,

&otentials that are not yet individuated, organised or institutionalised in social syste$s and

functions# A-straction in this res&ect is constitutionally o&en in a te$&oral sense# hen he

descri-es the te$&orality of action, Si$ondon argues against any self;enclosed circuit# Although he

relies on a cy-ernetic account of life as a feed-ack syste$ that reflects the scientific $ilieu in )hich

he )as )riting, Si$ondon diverges fro$ cy-ernetics8 account of agency to argue that'

Il n8y a &as d8auto;rgulation &ure$ent interne, entire$ent isoleB les rsultats de

l8action sont des rsultats non seule$ent en eu2;$O$es $ais aussi &ar leur ra&&ort

au $ilieu e2trieur, N l8ense$-le# ###D Le ty&e de $$oire et le ty&e de &erce&tion

6ui conviennent N cet as&ect de la rgulation ncessitent l8intgration, la

transfor$ation d8a posteriori en a priori 6ue le vivant seul ralise en lui#

tDhere is no &urely internal, entirely isolated auto;regulationB the results of action are

results not only in the$selves -ut also through their relation to the e2terior $ilieu, to

the ense$-le# ### .he ty&e of $e$ory and the ty&e of &erce&tion that suits this as&ect

of regulation necessitates the integration or transfor$ation of a posteriori into a


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priori that the living alone realises itself # A

$ove$ent of 7retroaction8 or action of the future on the &resent &er$its the a-straction and thus

&roduces the o&enness of technological action# .his $ove$ent dra)s on 7interior $ilieus8 )hose dyna$ic re;organisation alters ho) the life;for$ inha-its its

$ilieu#= /ro$ Si$ondon8s stand&oint, technological action as a-straction arises fro$ a &articular

relation that so$ething living creates to so$ething e2ternal to itself, 7the ense$-le8 of technical

o-9ects# In $aking this relation, the technological action changes not only the ense$-le, -ut also thefor$ of life of its agent# A-straction co$es into -eing and -egins to su-su$e or re;configure

e2isting relations -et)een inside and outside# Retroaction links not;yet individuated fields of

&otentials to e2isting structures, for$s and $atters#

ncompatibilities: from abstract to concrete

.echnological action has a kernel of a-straction that &ro&agates relations# 0A-straction8 is not a

$ental act, although it entails thinking# It is an e$-odied, cor&oreal and collectively energised

transfor$ation# I$&ortantly, -ecause the &rocess of a-straction &roduces relations, it also affords,

for Si$ondon, concretisation, a gro)ing;together or $i2ing of forces# .he dyna$ics of

concretisation occurring in the infor$atic &ro-le$atization are highly varied# 7Case;$odding8, a

techni6ue of custo$ising certain as&ects of the hard)are of deskto& &ersonal co$&uters, &rovides

one illustration# ith the e2ce&tion of so$e s&ecialized co$$ercial, industrial, $ilitary and

research co$&uters, $ost co$&uting hard)are consists of generic, $ass;&roduced, co$$odified

co$&onents asse$-led using standardised ca-les, -rackets and -o2es# Rarely discussed, these -its

and &ieces $ake u& a large chunk of the $aterial fa-ric of the 7infor$ation age8# .he hard)are

co$&onents have generic relations to each other# .hey can -e 6uickly asse$-led in different )ays

-ecause they the relational for$s of standards and &rotocols a-stractly link the$#

* 7.here is no &urely internal, entirely isolated auto;regulationB the results of action are results not only in the$selves

-ut also through their relation to the e2terior $ilieu, to the ense$-le# ### .he ty&e of $e$ory and the ty&e of

&erce&tion that suits this as&ect of regulation necessitates the integration or transfor$ation of a posteriori into a priori that the living alone realises itself8# en a prior 6ue le vivant seul ralise en lui#0

= Much could -e said a-out ho) Si$ondon understands life as &laying out on surfaces and $e$-ranes se&arating

ad9acent interior and e2terior $ilieus or zones of individuation#


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Many of these for$s $i2 conventions of co$$unication )ith &hysical

s&ecificities connect racks, &rinted circuit

-oards, -rackets, &lugs and sockets together# As a technical ense$-le, the &ersonal co$&uter

re$ains &ractically a-stract in Si$ondon sense of ter$# le$ents can -e varied )ithout the

ense$-le falling a&art# Indeed, this is very $uch the for$al &rinci&le of the design and &roduction

of such syste$s# .he &ersonal co$&uter re$ains a-stract to the e2tent that it consists of generic,

co$$odity co$&onents linked together -y the i$&ersonal glo-al for$s of standards and &rotocols#

?o)ever, the deli-erate $aintenance of a-straction for the sake of varia-ility introduces

inco$&ati-ilities or tensions -et)een ele$ents in the ense$-le# /or instance, infor$ation &rocessing generates increasing 6uantities of heat as infor$ation $oves $ore 6uickly through

$iniaturised circuits# Contrary to the i$ages of cool, frictionless action, co$&utation occurs in a

se$iconductor environ$ent )hose a$-ient te$&erature $ust stay )ithin narro) li$its or else the

digital 6uickly -eco$es analogue and infor$ation -eco$es noise# .he relation -et)een the

co$&uter and its environ$ent is

li$ited in that it cannot tolerate $uch change in te$&erature# hat re$ains a-stract in the &ersonal

co$&uter $akes it fragile in relation to its surrounding $ilieu# Co$$odity co$&uting hard)are

$aintains a$-ient te$&erature -y conducting heat out)ards and $oving air across the

vital co$&onents CEU, hard drive, $e$ory and gra&hics card through fans and vents# :ia

feed-ack loo&s -et)een sensor and actuator, $other-oards link -uilt;in te$&erature sensors for

different co$&onents to s&eed controls on the fans# et fans are noisy# hen the noise of the

co$&uter intrudes on )ork or entertain$ent, the desire to reduce noise -ut retain s&eed leads to

interesting $odifications# .he cooler the syste$, the faster it can run# ith enough cooling, it can

-e 7overclocked8 # ?o)ever, s&eeding u&

the syste$ and $aking it 6uieter &ull in o&&osing directions#

Eractices of case;$odding radicalise the use of fans and cooling e6ui&$ent in reconciling

these o&&osing vectors of infor$ation and sound# /or instance, 7Casefancasefancasefancasefancase8

is a &atently a-surd co$&uter case $ade of nothing -ut cooling fans# hile it kee&s

the circuitry very cool, it tends to -e 6uite noisy and heavy# Like heavy tail fins on a car, it does not

change the essential character of the co$&uter# ?o)ever, other case $odifications do change

so$ething essential# 3ecause noise increases as fans $ove $ore air, so$e case $odders re&lace air

)ith oil or )ater'


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i$$aterial la-or and the &u-lic and organized -y co$$unication#


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forces # hat nor$ativity a&art

fro$ social nor$ativity could -e involved here5 3it.orrent is a &rogra$ that allo)s anony$ous

distri-ution of files on the Internet )ithout the use of )e-;servers# *+ $illion &eo&le, according to

ne)s&a&er re&orts , have do)nloaded it# 3it.orrent links the $ove$ent of files to

their &o&ularity# .he $ore &eo&le )ho do)nload a &articular file using 3it.orrent, the $ore )idely

availa-le that file )ill tend to -eco$e# Instead of storing infor$ation on high;-and)idth servers,

3it.orrent, like other 7&eer;to;&eer8 soft)are, distri-utes storage# hereas e2isting $edia syste$s

in general de&end on $ass &roduction and distri-ution , 3it.orrent

cou&les $edia distri-ution to the e$otional, cognitive or &olitical di$ensions of social co;o&eration

inde2ed -y 0&o&ularity0#

Like $any of the &revious e2a$&les, 3it.orrent res&onds to a contest over access and

distri-ution of infor$ation# Any attri-ution of radical, de$ocratic &otential to 3it.orrent can easily

sound doggedly li-ertarian# et the very diverse for$s of attention it attracts suggests so$ething is at stake# .o varying degrees, a

technological action &artici&ates in a -eco$ing or event that restructures a do$ain# As )e have seen

a-ove, through a-straction and concretisation it links different orders or dis&arate realities in that

restructuring# 3it.orrent a$&lifies resonances already found in a &articular do$ain of collective life

-ecause it en$eshes the availa-ility of infor$ation )ith its &o&ularity# In her co$$entary on

Si$ondon, Muriel Co$-es )rites that 7it is only -y &assing fro$ the level of technical objects to

the $ore &rofound level of technicity that one can gras& in )hat the nor$ativity intrinsic to

technology consists8


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concretisation of the o-9ect # Erivileged $o$ents and sites e2ist

-ecause technological acts &roduce relations that allo) different do$ains to intersect# At those

&oints, &erce&tions, feelings and action can -eco$e charged ele$ents# In those sites and $o$ents,changes that $aterially re;for$ an I;e relation can occur# .he nor$ativity of technological action

is different although connected to that of sy$-olisation# Si$ondon )rites'

La &rsence de $onde n8est donc 9a$ais li$ine &ar l8utilisation de la $achineB $ais

la relation au $onde &eut Otre fractione, et &asser &ar l8inter$diare de &lusieurs tages

de sy$-olisation, N la6uelle corres&ond une construction techni6ue 6ui r&artit au long

du $onde des re&res vala-les selon une &erce&tion &ar l8inter$diare de la $achineB

cette &erce&tion n8est &as -eaucou& &lus auto$ati6ue 6ue la &erce&tion directe &ar las

organes sensoriels#

.he &resence of the )orld is never eli$inated -y use of $achines# ?o)ever,

relation to the )orld can -e s&lit and &ass through the several inter$ediate

stages of sy$-olisation, to )hich there corres&onds a technical construction that

distri-utes via-le &oints throughout the )orld &erceived through the

inter$ediary of the $achine# .his &erce&tion is no $ore auto$atic than

&erce&tion -y sensory organs


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hat can -e learnt fro$ technological action )hen it takes on this reticulatory, distri-utive

character, )hen technological actions structure collective life5 .he o&&osition -et)een technology

and culture that underlies $any critical accounts of technology -egins to colla&se# .echnological

action diverges fro$ the over&o)ering figure of technology as a heavily socially &re;constructed

syste$ that crystallizes or freezes relations# .echnological action is &rovisional, historically and

$aterially s&ecific, and &erha&s highly a$-ivalent# .here is no si$&le o&&osition -et)een

technological action and sy$-olisation# 3oth -elong to s&ecific &ro-le$atizations# If sy$-olisation

collectively re&resents relations of identity and alterity, technological action &roduces relations

through &ractices of a-straction and concretisation# .hose relations cannot -e reduced to social or &sychological nor$s# .hey overflo) sy$-olised nor$s -ecause they flo) fro$ those as&ects of

collective life that are not yet structured or individuated# .echnological actions activate, in highly

te$&orally co$&le2 )ays, the &otentials of the &re;individuated realities that co$&rise collective

life#

An understanding of ethical action could derive fro$ this &oint# .echnological action

does so$ething to the e2tent it stages encounters )ith other realities through the reticulations it

dra)s out# It is connective# Eerha&s )hat such acts re&resent is not the -reakdo)n of self;other

relations, -ut the gro)th of relations that res&ond to &rivileged sites and $o$ents )ithin a &o)er;

saturated &ro-le$atization# .he e$ergence of identities in this conte2t is intrinsically collective

-ecause acts tie to other acts, and transfor$ation of self acco$&anies &otential transfor$ations of

others#

A $ode of thought for investigating cultural situations could also -ase itself on

technological action# According to the account of technological action develo&ed here,

technological actions have no &re;constituted o-servers# If )e think of technological action as a

&rocess of a-straction and concretisation that res&onds to a situation -y individuating, thought itself

cannot actually res&ond to that situation )ithout also individuating# .hinking is a &rocess of

individuation and -egins to -elong to the do$ain in 6uestion in the sa$e )ay that technological

action does# /oucault8s notion of &ro-le$atization i$&lies that all social situations &reci&itate

unsta-le inter&lays of truth and falsehood, as )ell as &o)er relations# .racing the outlines and

ith so$e nota-le e2ce&tionsGsuch as alter 3en9a$inG, critical res&onses to technologyGsuch as ?eidegger,the /rankfurt School thinkers and &oststructuralist theoryG$aintain a radical se&aration, even an o&&osition

-et)een technological action and reflective or critical thought# Critical thought )as &redicated on the assu$&tion

that the conditions of &erce&tion, re&resentation, conce&tualisation and 9udg$ent are the$selves se&arate ordetached fro$ the technological &ractices and conte2ts in )hich they )ere located# Such an assu$&tion &ersists in$uch conte$&orary critical theory of technology and in $any atte$&ts to regulate or

nor$alise technology, ranging fro$ advertising to govern$ent legislation#


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individual to gli$&se their o)n actions outside any fra$ing -y social function or nor$s# .his

-eco$ing transfor$s the$ into a $ediator, site of co;invention of the situation and language#

Rather than technological action narcissistically turning in on itself, this e2&osure to a 7continuous

and o&en regi$e of ti$e of technological action8 re$ains irreduci-le to social nor$s#

ord count

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