
Nick Routledge@nick_routledge
1/22 The Cloud does not merely transmit information. It installs a regime of attention, configuring how we relate to reality itself. To live within it is to be invisibly inscribed into programmed experience and, with it, the soul’s way of knowing, desiring, and even _existing_.

Image description
Original X alt text
Copy of tweet here: 1/2 So obvious we cannot see it. Our media, McLuhan noted, 'own' us in strangely concealed, "invincibly persuasive" ways. As such, 'apocalypse' (in its original sense of 'unveiling') makes the visible Real, freeing us from an all-enveloping enchantment. And the Cloud's role here?