[Music]
fiction is a powerful tool
throughout history and still today is
used as a technology a
soft technology
the hammer that is a hard technology
meets a series of objectives and works
in certain ways the
soft technologies work from the
same way they meet specific objectives
and they work in concrete ways
think for example in listening to
Listening can be used as a
soft technology
when we see an interview we look at the
journalist or the journalist and we see that
he is feeling that he is watching with attention
is going by forming that listening with something that
is intangible because the technologies
soft are intangible is causing
a series of attitudes and a series of
motivations in the person and that’s what
of what it is about in technologies
soft
then how is it that fiction can be
use as a soft technology as
throughout history for example we have
seen as fiction has served to
transmit information
in the myths in ancient Greece the
people looked at the stars and they had
fear that science would still fall
it was not as advanced as it is today and
then through the myths through
of these fictions to people
explained a story that gave them a
explanation to what they could not understand
in the Bible for example in the genesis
we are told how the world was formed
how the first inhabitants appeared
on earth as they were expelled from
paradise and our first
civilizations in these stories are
They narrate the deeds of people who
miracles there were nine heroes and they had
villains these stories these fictions
that are told in the bible have been
used by the church as a
way to generate a common way of
understand the world a series of rules and
around these rules have been generated
hundreds of communities throughout the
world
however in these stories too
we are told
there are stories where people sin and pay
for her sins she is punished and it is here
where fiction teaches teeth
when in the stories of the bible is
tells us that there are things that are
correct and there are things that are
wrong that good things are
rewarded and the bad things are
punished fiction what is
doing is giving us a series of frames
of interpretation of our own
behavior is guiding the way in
the one that we relate in the world and is
just as fiction becomes a
instrument of perpetuation of power in
a tool that disciplines and orders
society and this is where the fiction
appears as something that generates a
reality changes scope but not
we have to go so far to
find examples of this type the
disney movies for example those of
20 years ago because of their luck
now they have changed a bit
well, we are with
female protagonists princesses who
they are beautiful that are sweet that are
innocent and that are helpless then
we meet warlike men
brave handsome strong nobles that go
to save this girl this woman that
is helpless when these fictions are
they become massive as they have become this
kind of fictions what happens is that
they become parameters when it comes to
understand reality when we think of
woman
we think about princess gives us a framework of
interpretation and when we think about
man we think about this type of man
that represents us and there again the
fiction is creating a way of
feel man or feel woman with
which surely many of us and
we will not agree
the fictions are not only in the
books or in the movies
in fact we have a much more relationship
everyday of what we think with the
fiction when we do some
anticipation when we think that
We want to do something when
vacations for example we do not want
go to brazil then we imagine ourselves in
copacabana strolling through the streets of
river meeting people
not serving music and then we started
to get an idea of something that we
like but this idea for the future is something
that does not exist is a fiction but that
causes this fiction if we have the
means to do that we mobilize the
resources in the present that we save
that we buy the plane ticket
that we coordinate with friends or
we plan the trip to be able
turn this fiction into a reality
here again fiction has a
very clear incidence in reality
this is a fiction that we project as
us with our colleagues our
families or our our partners what
happens with the futures in which all and
we are all involved these futures
who tell us that they are going to happen yes or yes
who does them with what objectives what
means how they reach us
we have been taught to think that in the in
the future will be a central role of the
technology and this is what we have seen
in the movies and in the books
then in the future it amounts to
technology is how we have been taught
to see the future now
how technology is linked
technology that we use in the day to
day with fiction
maybe the easiest way to get closer
to this approach is to think about the
science fiction in the novels of july
verne for example in his novels in his
fictions in their stories appeared
the first submarines or the first
helicopters and these fictions
inspired inventors and teams of
development that they built to
will materialize these fictions to that
convert these fictions into objects
in media that today that
today we know
and this is where the question that appears
I’m exploring today how fiction is
used as a tool when
generate innovation development and
cultural and social acceptance of
certain technologies
but what really interests me is not
as fiction inspires the development of
technologies but as fiction it
used as a tool to generate
a series of social contexts and
cultural that will make us embrace
certain technologies that are
created by very corporations
powerful women who have very interesting interests
concrete that in general are doing a lot
money but they go much further
intentions
what they do with these futures what
do these fictions these companies is
make us embrace futures that maybe not
we want to embrace
constantly constantly see
videos in day to day television in
internet we read news that speak to us
of technologies that will revolutionize
all
What’s up
good on the one hand we have these
fictions that come to us from another side
we have these talks these conferences
in which the great directors of
these big companies tell us about the
next big thing the next big thing
but how can you know what the
next big thing you can not know what
that they are telling us is fiction what
it happens that this fiction is approaching us
as if it were a reality
some years ago I worked as
art journalist science and technology
and at that time it is beginning to
talk about the internet of things
these sensors that connect to all
the objects collect information is
connect to the internet and between them and
generate some interactivity as is
a technology that is very complex to
understand good I went to look for a
report one of these to one of these
companies and I came across a series of
technical details that does not end
understand but I also find myself with
a story we are going to call the
protagonist of this story stuart
stuart is a businessman is not
I happen to be a businessman
the protagonist of this story
who had an important meeting at 9
in the morning where I had the meeting
it took an hour to get there by car
then he goes to sleep in a
everything is connected and
while he is sleeping on the road
there is an accident this accident prevents
that the morning can reach the
time at work but like your mobile
is connected to all this environment of
intelligent objects what it does is
say I’m going to recalculate the route I’m going to see
that it took to take a while
more to get to work in hours like this
I’m going to advance the alarm clock
so you can get at the moment
the one that has to arrive and this is what
happens
this is a science fiction story
low frequency corporate and with
Happy end the silicon valley industry
as he is constantly inventing
new technologies used at discretion
fiction as a soft technology
to on the one hand make us understand
what are the contexts with which we
we can find in the future
they make intelligible what we are
difficult to understand in the same way that
the Greeks explained stories for
that people were not afraid that
falling stars also generate a
horizon of possibility of possibility
They say good to us if everything is
connected these things can happen
also what they do and this seems to me
especially interesting is to explain us
what
we are going to relate technology
in a different way in this context
stuart completely trusts all
these devices connected and not
they have no fear of what they are going to
happen what’s going to happen with the data
or what will happen if any of these
objects are wrong
and perhaps the most important thing is that these
scenarios create a seductive context
so that companies governments
developers and so on mobilize their
resources in the present to bring
this this future that you think
attractive and this way is how the
fiction
begins to generate a reality
you have to be careful with these
fictions because in general they show us
a more ideal world of more ideal than
which is in this story there is no use of
the data that ends up feeding the
presidential campaign of a president
fascist in the us or do not talk to us about
Russian hackers either
this on the one hand on the other hand and here is
where the power of fiction like
soft technology becomes insidious is
these fictions did not come by
the same roads leading us to the
movies or novels that we know that
they are fiction but they come to us through
Internet programs documentaries
or from the press
clear when we get these fictions
through these channels we the
we take as something that is true and it is there
where the fictions really become
powerful because they are able to create
an illusion of reality
an illusion of reality that is not
innocent as we said is the illusion of
reality that is is very practical these
companies that seek to have more and more
power and more and more money
this is where the fictions are
they turn a political tool one
tool perpetuation of power
these companies not only about the present
but about the future in which we
we project and in which we of
at the moment we are not intervening
we must be vigilant fictions
On the one hand they can be used to create
community can serve to understand what
that we are not able to understand
can give us a framework of understanding
towards that which is unknown that
that has a future that has to come
the fictions as I said convince us
that we have to accept certain
future and that we have no power
about them and also these fictions
when they are used as technology
soft what they do is lubricate
facilitate the transit of a reality what
what is today something that could be that is the
desire of these large corporations
in front of these illusions what we have
what to do first of all is to learn to
identify them refine our look and
saying this is a fiction and this is a
reality once you’ve got them
identified
we have to think who is it
telling how he is telling us what
happens in this fiction and most
important what are the interests that
there are behind these fictions these
hidden interests
becoming aware of these fictions
maybe we have the ability to generate
tools but to oppose so
least to identify and understand the
mechanisms that these agents use
so powerful to modify the future and
the road that we have before this
on the one hand and on the other
maybe maybe we can use us
fictions as a soft technology
at the time of imagining other presents and
other futures we can use the power
of fiction the opening of fiction
to imagine scenarios without lass without
the pressures of governments companies and
other actors that generate a world
deeply unequal and discriminating
perhaps projecting these futures to
through fiction we are able to
mobilize resources in the present
to get to a tomorrow that is more
liveable for everyone and for all many
Thank you
[Applause]
[Music]
[Applause]
[Music]
fiction is a powerful tool
throughout history and still today is
used as a technology a
soft technology
the hammer that is a hard technology
meets a series of objectives and works
in certain ways the
soft technologies work from the
same way they meet specific objectives
and they work in concrete ways
think for example in listening to
Listening can be used as a
soft technology
when we see an interview we look at the
journalist or the journalist and we see that
he is feeling that he is watching with attention
is going by forming that listening with something that
is intangible because the technologies
soft are intangible is causing
a series of attitudes and a series of
motivations in the person and that’s what
of what it is about in technologies
soft
then how is it that fiction can be
use as a soft technology as
throughout history for example we have
seen as fiction has served to
transmit information
in the myths in ancient Greece the
people looked at the stars and they had
fear that science would still fall
it was not as advanced as it is today and
then through the myths through
of these fictions to people
explained a story that gave them a
explanation to what they could not understand
in the Bible for example in the genesis
we are told how the world was formed
how the first inhabitants appeared
on earth as they were expelled from
paradise and our first
civilizations in these stories are
They narrate the deeds of people who
miracles there were nine heroes and they had
villains these stories these fictions
that are told in the bible have been
used by the church as a
way to generate a common way of
understand the world a series of rules and
around these rules have been generated
hundreds of communities throughout the
world
however in these stories too
we are told
there are stories where people sin and pay
for her sins she is punished and it is here
where fiction teaches teeth
when in the stories of the bible is
tells us that there are things that are
correct and there are things that are
wrong that good things are
rewarded and the bad things are
punished fiction what is
doing is giving us a series of frames
of interpretation of our own
behavior is guiding the way in
the one that we relate in the world and is
just as fiction becomes a
instrument of perpetuation of power in
a tool that disciplines and orders
society and this is where the fiction
appears as something that generates a
reality changes scope but not
we have to go so far to
find examples of this type the
disney movies for example those of
20 years ago because of their luck
now they have changed a bit
well, we are with
female protagonists princesses who
they are beautiful that are sweet that are
innocent and that are helpless then
we meet warlike men
brave handsome strong nobles that go
to save this girl this woman that
is helpless when these fictions are
they become massive as they have become this
kind of fictions what happens is that
they become parameters when it comes to
understand reality when we think of
woman
we think about princess gives us a framework of
interpretation and when we think about
man we think about this type of man
that represents us and there again the
fiction is creating a way of
feel man or feel woman with
which surely many of us and
we will not agree
the fictions are not only in the
books or in the movies
in fact we have a much more relationship
everyday of what we think with the
fiction when we do some
anticipation when we think that
We want to do something when
vacations for example we do not want
go to brazil then we imagine ourselves in
copacabana strolling through the streets of
river meeting people
not serving music and then we started
to get an idea of something that we
like but this idea for the future is something
that does not exist is a fiction but that
causes this fiction if we have the
means to do that we mobilize the
resources in the present that we save
that we buy the plane ticket
that we coordinate with friends or
we plan the trip to be able
turn this fiction into a reality
here again fiction has a
very clear incidence in reality
this is a fiction that we project as
us with our colleagues our
families or our our partners what
happens with the futures in which all and
we are all involved these futures
who tell us that they are going to happen yes or yes
who does them with what objectives what
means how they reach us
we have been taught to think that in the in
the future will be a central role of the
technology and this is what we have seen
in the movies and in the books
then in the future it amounts to
technology is how we have been taught
to see the future now
how technology is linked
technology that we use in the day to
day with fiction
maybe the easiest way to get closer
to this approach is to think about the
science fiction in the novels of july
verne for example in his novels in his
fictions in their stories appeared
the first submarines or the first
helicopters and these fictions
inspired inventors and teams of
development that they built to
will materialize these fictions to that
convert these fictions into objects
in media that today that
today we know
and this is where the question that appears
I’m exploring today how fiction is
used as a tool when
generate innovation development and
cultural and social acceptance of
certain technologies
but what really interests me is not
as fiction inspires the development of
technologies but as fiction it
used as a tool to generate
a series of social contexts and
cultural that will make us embrace
certain technologies that are
created by very corporations
powerful women who have very interesting interests
concrete that in general are doing a lot
money but they go much further
intentions
what they do with these futures what
do these fictions these companies is
make us embrace futures that maybe not
we want to embrace
constantly constantly see
videos in day to day television in
internet we read news that speak to us
of technologies that will revolutionize
all
What’s up
good on the one hand we have these
fictions that come to us from another side
we have these talks these conferences
in which the great directors of
these big companies tell us about the
next big thing the next big thing
but how can you know what the
next big thing you can not know what
that they are telling us is fiction what
it happens that this fiction is approaching us
as if it were a reality
some years ago I worked as
art journalist science and technology
and at that time it is beginning to
talk about the internet of things
these sensors that connect to all
the objects collect information is
connect to the internet and between them and
generate some interactivity as is
a technology that is very complex to
understand good I went to look for a
report one of these to one of these
companies and I came across a series of
technical details that does not end
understand but I also find myself with
a story we are going to call the
protagonist of this story stuart
stuart is a businessman is not
I happen to be a businessman
the protagonist of this story
who had an important meeting at 9
in the morning where I had the meeting
it took an hour to get there by car
then he goes to sleep in a
everything is connected and
while he is sleeping on the road
there is an accident this accident prevents
that the morning can reach the
time at work but like your mobile
is connected to all this environment of
intelligent objects what it does is
say I’m going to recalculate the route I’m going to see
that it took to take a while
more to get to work in hours like this
I’m going to advance the alarm clock
so you can get at the moment
the one that has to arrive and this is what
happens
this is a science fiction story
low frequency corporate and with
Happy end the silicon valley industry
as he is constantly inventing
new technologies used at discretion
fiction as a soft technology
to on the one hand make us understand
what are the contexts with which we
we can find in the future
they make intelligible what we are
difficult to understand in the same way that
the Greeks explained stories for
that people were not afraid that
falling stars also generate a
horizon of possibility of possibility
They say good to us if everything is
connected these things can happen
also what they do and this seems to me
especially interesting is to explain us
what
we are going to relate technology
in a different way in this context
stuart completely trusts all
these devices connected and not
they have no fear of what they are going to
happen what’s going to happen with the data
or what will happen if any of these
objects are wrong
and perhaps the most important thing is that these
scenarios create a seductive context
so that companies governments
developers and so on mobilize their
resources in the present to bring
this this future that you think
attractive and this way is how the
fiction
begins to generate a reality
you have to be careful with these
fictions because in general they show us
a more ideal world of more ideal than
which is in this story there is no use of
the data that ends up feeding the
presidential campaign of a president
fascist in the us or do not talk to us about
Russian hackers either
this on the one hand on the other hand and here is
where the power of fiction like
soft technology becomes insidious is
these fictions did not come by
the same roads leading us to the
movies or novels that we know that
they are fiction but they come to us through
Internet programs documentaries
or from the press
clear when we get these fictions
through these channels we the
we take as something that is true and it is there
where the fictions really become
powerful because they are able to create
an illusion of reality
an illusion of reality that is not
innocent as we said is the illusion of
reality that is is very practical these
companies that seek to have more and more
power and more and more money
this is where the fictions are
they turn a political tool one
tool perpetuation of power
these companies not only about the present
but about the future in which we
we project and in which we of
at the moment we are not intervening
we must be vigilant fictions
On the one hand they can be used to create
community can serve to understand what
that we are not able to understand
can give us a framework of understanding
towards that which is unknown that
that has a future that has to come
the fictions as I said convince us
that we have to accept certain
future and that we have no power
about them and also these fictions
when they are used as technology
soft what they do is lubricate
facilitate the transit of a reality what
what is today something that could be that is the
desire of these large corporations
in front of these illusions what we have
what to do first of all is to learn to
identify them refine our look and
saying this is a fiction and this is a
reality once you’ve got them
identified
we have to think who is it
telling how he is telling us what
happens in this fiction and most
important what are the interests that
there are behind these fictions these
hidden interests
becoming aware of these fictions
maybe we have the ability to generate
tools but to oppose so
least to identify and understand the
mechanisms that these agents use
so powerful to modify the future and
the road that we have before this
on the one hand and on the other
maybe maybe we can use us
fictions as a soft technology
at the time of imagining other presents and
other futures we can use the power
of fiction the opening of fiction
to imagine scenarios without lass without
the pressures of governments companies and
other actors that generate a world
deeply unequal and discriminating
perhaps projecting these futures to
through fiction we are able to
mobilize resources in the present
to get to a tomorrow that is more
liveable for everyone and for all many
Thank you
[Applause]
[Music]
[Applause]
[Music]
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