Title

Fractal Agency: Fetishization of Algorithms and the Quest For Transcendence

Document Type

Article

Publication Date

2020

Department

College of Business

Abstract

This research discusses critical topics related to algorithms and transhumanism to explicate and theorize the entanglement between big data, marketable transcendence, and fractal agency. Such discussion helps identify future research topics that highlight more specific characteristics of algorithms, such as opacity, messiness, inscrutability, hyper-legitimacy, hyper-functionality, and equal distribution of accountability.

Publication Title

Advances in Consumer Research

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