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From the Posthuman Consumer to the OntobrandingDimension: Geolocalization, Augmented Reality and Emotional Ontology as a Radical Redefinition of What Is Real
2013
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This paper seeks to underline how ontobranding (Barile, 2009a, 2009b) is the final stage of an evolution from an old ideal of interaction between human and machines to a new kind of interaction where the machines become softer and immaterial, emotions become contents, and places become media. In this endeavor, this paper first offers an overview of how branding and consumer culture evolved. It then highlights the close link between technologies and emotions by introducing how the main metaphor
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