Technology : Cognitive Brands

— Technology : Cognitive Brands —


I enjoy the Shots of Awe videos of Jason Silva, but this deserves my rebuttal… Technology brands our cognitive abilities, like the branding irons brands cattle. I like his quotes to start the video, especially this one by Terrence McKenna.


“Humanity (…) is an extruder of technological material. We take in matter that has a low degree of organization; we put it through mental filters, and we extrude jewelry, gospels, space shuttles.
This is what we do.” 

— Terrence McKenna



I‘ll expound on that comparison using the words of Jason, that it envelops our minds and turns it “inside out“, which would be painful, if it were true, which branding is. Painful, that is, for just a brief moment, but you’re marked as property from then on. Pain leaves a lasting impression on our characters.

Like the cattle herds advocating for technology, reassessing the moments of amazements, this is the imagery that fills my mind, when I think of technology’s progression through our society.

It’s like the wildfires that we’re having here in the west for the last week, the breathing advisories have been rated as hazardous the last couple of days… and this video needs to be cleared out, so we can breathe freely, it leaves the toxic particles in my lungs.

I agree with Jason most of the time, but occasionally he says something that irks me. Maybe he’s right, but I tend to think he’s not looking at everything clearly and rushing towards the edge of the technological cliff.

I think he would agree with me, on the clarity issue, realizing the limits of our cognitive abilities measured by our knowledge of the subject in question… technological questions.

Expertise in many areas, that we talk about the amazing qualities of technology, and the complexities of certain areas, that requires the intense studies that reveals the secrets that are missed by the naked eye.

Usually at a microscopic level, which is another world, a different dimension of reality invisible to the naked eye, without the help of the microscope… another technological amazing invention.

I just wanted to rebut this video with the branding comparison, it makes us property, rather than frees our spirits. It classifies and organizes us into chains, rather than walking freely and coming up with new ideas. The old 9 to 5 mentality, where we’re locked into the daily drudge of survival.

Well, that’s my 2 cents into the bucket of ideas.