Comparable to the way people feel that the wizardry of a Google search
is guided by their own choices, the “you” of the near future accounts
itself not subjected to an overpowering competitive techno-consciousness
but as a ruling subject of all that. Techno-consciousness has a deep
faith that Google results are empowering a personal and developing grasp
of the world, a thoroughly self-designed knowledge. Caught within the
bubble of our own identity, we cannot reach an external, observing point
of reference, a second order of observation.
http://www.counterpunch.org/2016/02/09/politics-and-techno-consciousness/print/
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