The Imperative of Responsibility: In Search of Ethics for the Technological Age.

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Adorno wrote: “Freedom has been transformed into a mere pretext for being able to better administer human beings”.Īdorno, Theodor W. So, alienation exist, but is well masked. It is necessary to instil in each person cumulative doses of will to power and domination according to procedures, knowledge and repeated and reiterated normalizations that generate pleasure ( pathos), because in an age that has made of creativity/innovation its mantra, this is in all cases made possible through the old behavioural technique of repetition, standardization and homologation that generates pleasure until it produces addiction. For an even more connected and integrated/integrating herd/apparatus/ social, but where each individual-this is the magic of techno-capitalism, argues Lelio Demichelis-must believe that they are kings of their personal, narcissistic and Promethean and Pygmalionesque world. It is precisely the fascination ( pathos) that technology and innovation, regardless of their purpose, exercise on human beings.

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