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The optical unconscious of Big Data: Datafication of vision and care for unknown futures
ناخودآگاه نوری از داده های بزرگ: به دست آوردن بینایی و مراقبت از آگاهی های ناشناخته-2019 Ever since Big Data became a mot du jour across social fields, optical metaphors such as the microscope began to surface
in popular discourse to describe and qualify its epistemological impact. While the persistence of optics seems to be at
odds with the datafication of vision, this article suggests that the optical metaphor offers an opportunity to reflect about
the material consequences of the modes of seeing and knowing that currently shape datafied worlds. Drawing on feminist
new materialism, the article investigates the optical metaphor as a material-discursive practice that actively constitutes
the world, as metaphors imply modes of thinking, knowing and doing that have material enactions. Expanding visual
culture theories, the notion of ‘optical unconscious’ is taken up to discuss the tensions between displacement and
persistence of optics within datafied worlds, that is, how optical vision is displaced but also mobilised and repurposed by
data-driven knowledge. In dialogue with feminist science and technology studies and speculative ethics, I suggest that the
datafication of vision offers a chance to reconceptualize the sense of sight towards a sensorial engagement with Big Data
premised on responsibility, care, and an ethics of unknowability. Within this framework, vision may be conceived
differently, perhaps not only as enhancement and control, but as generator of new possibilities. Ultimately, the article
proposes that the visual theories after which Big Data is being imagined matter not only for our understanding of Big
Data’s epistemic potential, but also for the possibility of shaping emerging data worlds.
Keywords: Optical unconscious | datafication of vision | speculative ethics | care | feminist materialism | metaphors |
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