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This article has been published in: Ocula 21, Geosemiotics: from locative media to diffused images, big and small data

author: Bruno Surace (Università di Torino (IT))

Visors and chickens in the Web of Beings. Second Livestock between goliards, semiotics and philosophy

language: italian

publication date: December 2019

abstract: Second Livestock is the pioneering invention of Austin Stewart, of Iowa State University. It is a viewer for hens, connected to an insulating cabin, which would introduce the latter into a decidedly better virtual world than the one in which they are forced on intensive farms. Of this invention there are only botched traces -images, texts, an introductory video - in a dedicated website, and everything suggests that it is a joke, or more precisely an artistic exercise aimed at polemizing the conditions of farmed poultry. In this essay however we treat Second Livestock deliberately as a realistic prototype, investigating the specificities of animal-centered-design and the
relative contradictions of this paradigm. Second Livestock is analyzed starting from what the project is given to us in textual terms, and at the same time the semiotic analysis is flanked by all the philosophical and ethical problems that arise. The analysis can tell us many things about the current state of the debate on the animal condition, the relationship between technology and ideology, the status and the imagery connected
to the geo-media. The result is a new paradigm of reading of the current media society, which is no longer the exclusive one of the web of things, but which we rename, in the light of the observations made, web of beings.

keywords: geosemiotica, geosemiotics, second livestock, virtual reality, semiotica dei media, web of beings, animal centered design, media semiotics

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DOI: 10.12977/ocula2019-22

citation information: Bruno Surace, Visori e galline nel Web of Beings. Second Livestock fra goliardia, semiologia e filosofia, "Ocula", vol.20, n.21, pp.56-70, December 2019. DOI: 10.12977/ocula2019-22



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ISSN 1724-7810   |   DOI: 10.12977/ocula

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