Abstract
Postdigital human encounters could be said to take shape differently depending on how they are either subjectively valued or objectively evaluated. Digital technologies and humans are now intimately intertwined with shared and sometimes equal capabilities to perform human tasks. Yet still it may be argued that different disciplinary identities prevent computing and the humanities from being thought of as equivalent. Over many decades, humans and computers have been objectively evaluated in McDonaldised society, via rational language and measures where computing techniques are simply applied to improve productivity. Since the Covid-19 lockdown, people have described more personal and subjective digital encounters from their homes, with their virtual identities growing as their physical presence has diminished. This chapter speculates on whether new postdigital positionalities are emerging that might finally challenge more dominant, rational interpretations of what computing means in individual lives. If so, perhaps a more subjective analysis of these new forms of postdigital participation will bring the humanities into computing, instead of vice versa. This could help to reveal the unique positionality in each individual postdigital human encounter, where subjective self-description may now be seen to be more appropriate than objective rationality.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Amnesty International (2020). Bahrain, Kuwait and Norway contact tracing apps among most dangerous for privacy. 16 June. https://www.amnesty.org/en/latest/news/2020/06/bahrain-kuwait-norway-contact-tracing-apps-danger-for-privacy/. Accessed 1 September 2020.
APM Research Lab. (2020). The color of coronavirus. 15 October. https://www.apmresearchlab.org/covid/deaths-by-race#age. Accessed 1 September 2020.
Beardmore, R. (2020). Webcams and speakers set for installation in Wyre town centres ‘will not be used for monitoring’. Fleetwood Weekly News, 17 September. https://www.fleetwoodtoday.co.uk/news/politics/webcams-and-speakers-set-installation-wyre-town-centres-will-not-be-used-monitoring-2975347. Accessed 1 September 2020.
Bloomberg News (2020). Driverless Delivery Van Startup Sees Demand Surge Amid Outbreak. Hyperdrive, 8 March. https://www.bloomberg.com/news/articles/2020-03-08/they-won-t-catch-the-virus-so-chinese-robovan-maker-s-sales-jump?sref=QYc4Et5D. Accessed 1 September 2020.
Centers for Disease Control and Prevention (CDC) (2020). Covid-19 cases, hospitalisation and death by race/ethnicity. https://www.cdc.gov/coronavirus/2019-ncov/downloads/covid-data/hospitalization-death-by-race-ethnicity.pdf. Accessed 1 September 2020.
Ecclestone, K., & Hayes, D. (2019). The dangerous rise of therapeutic education. London: Routledge.
Fuller, S., & Jandrić, P. (2019). The Postdigital Human: Making the history of the future. Postdigital Science and Education, 1(1), 190–217. https://doi.org/10.1007/s42438-018-0003-x.
Furedi, F. (2004). Therapy culture: creating vulnerability in an uncertain age. London: Routledge.
Gabrielle, M. (2020). The Coronovirus has hastened the post-human era. TechCrunch, 1 June. https://techcrunch.com/2020/06/01/the-coronavirus-has-hastened-the-post-human-era/. Accessed 1 September 2020.
Gregory, J. (2020). The coronavirus ‘infodemic’ is real. We rated the websites responsible for it. Stat, 28 February. https://www.statnews.com/2020/02/28/websites-spreading-coronavirus-misinformation-infodemic/. Accessed 1 September 2020.
Hall, G. (2013). Toward a postdigital humanities: Cultural analytics and the computational turn to data-driven scholarship. American Literature, 85(4), 781–809. https://doi.org/10.1215/00029831-2367337.
Hayes, D., & Wynyard, R. (2002). The McDonaldization of higher education. Santa Barbara, CA: Praeger.
Hayes, S. (2020). Postdigital Positionality: Developing powerful, inclusive narratives for learning, teaching, research and policy in Higher Education. Leiden: Brill.
Hayes, S. (2019). The labour of words in Higher Education: is it time to reoccupy policy? Leiden: Brill.
Hayes, S., & Bartholomew, P. (2015). Where’s the humanity? Challenging the policy discourse of technology enhanced learning. In J. Branch, P. Bartholomew, & C. Nygaard (Eds.), Technology enhanced learning in higher education. London: Libri.
Jandrić, P., Hayes, D., Truelove, I., Levinson, P., Mayo, P., Ryberg, T., Monzó, L. D., Allen, Q., Stewart, P. A., Carr, P. R., Jackson, L., Bridges, S., Escaño, C., Grauslund, D., Mañero, J., Lukoko, H. O., Bryant, P., Fuentes Martinez, A., Gibbons, A., Sturm, S., Rose, J., Chuma, M. M., Biličić, E., Pfohl, S., Gustafsson, U., Arantes, J. A., Ford, D. R., Kihwele, J. E., Mozelius, P., Suoranta, J., Jurjević, L., Jurčević, M., Steketee, A., Irwin, J., White, E. J., Davidsen, J., Jaldemark, J., Abegglen, S., Burns, T., Sinfield, S., Kirylo, J. D., Batarelo Kokić, I., Stewart, G. T., Rikowski, G., Lisberg Christensen, L., Arndt, S., Pyyhtinen, O., Reitz, C., Lodahl, M., Humble, N., Buchanan, R., Forster, D. J., Kishore, P., Ozoliņš, J., Sharma, N., Urvashi, S., Nejad, H. G., Hood, N., Tesar, M., Wang, Y., Wright, J., Brown, J. B., Prinsloo, P., Kaur, K., Mukherjee, M., Novak, R., Shukla, R., Hollings, S., Konnerup, U., Mallya, M., Olorundare, A., Achieng-Evensen, C., Philip, A. P., Hazzan, M. K., Stockbridge, K., Komolafe, B. F., Bolanle, O. F., Hogan, M., Redder, B., Sattarzadeh, S. D., Jopling, M., SooHoo, S., Devine, N., & Hayes, S. (2020a). Teaching in The Age of Covid-19. Postdigital Science and Education, 2(3), 1069–1230. https://doi.org/10.1007/s42438-020-00169-6.
Jandrić, P., Jaldemark, J., Hurley, Z., Bartram, B., Matthews, A., Jopling, M., Mañero, J., MacKenzie, A., Irwin, J., Rothmüller, N., Green, B., Ralston, S. J., Pyyhtinen, O., Hayes, S., Wright, J., Peters, M. A., & Tesar, M. (2020b). Philosophy of education in a new key: Who remembers Greta Thunberg? Education and environment after the coronavirus. Educational Philosophy and Theory. https://doi.org/10.1080/00131857.2020.1811678.
Jandrić, P., & Hayes, S. (2020). Postdigital We-Learn. Studies in Philosophy of Education, 39(3), 285–297. https://doi.org/10.1007/s11217-020-09711-2.
Jandrić, P., Knox, J., Besley, T., Ryberg, T., Suoranta, J., & Hayes, S. (2018). Postdigital Science and Education. Educational Philosophy and Theory, 50(10), 893–899. https://doi.org/10.1080/00131857.2018.1454000.
Lem, P. (2020). Covid-19 could worsen digital divide. Research Professional, 17 September. https://researchprofessionalnews.com/rr-news-europe-universities-2020-9-covid-19-could-worsen-digital-divide/. Accessed 1 September 2020.
Levy, S. (2020). Has the Coronovirus killed the techlash. Wired, 20 March 2020. https://www.wired.com/story/plaintext-has-the-coronavirus-killed-the-techlash/. Accessed 1 September 2020.
Leone, M. (2018). Semiotics of the Selfie: The Glorification of the Present. Punctum, 44(2): 33–48.
Mee, E. (2020). Talking robots could be used in UK care homes to ease loneliness and improve mental health. Sky News, 8 September. https://news.sky.com/story/talking-robots-could-be-used-in-uk-care-homes-to-ease-loneliness-and-improve-mental-health-12066296. Accessed 1 September 2020.
Micrashell (2020). A suit that allows you to safely socialise in times of a pandemic. https://production.club/micrashell/. Accessed 1 September 2020.
Mortier, R., Haddadi, H., Henderson, T., McAuley, D., Crowcroft, J., & Crabtree, A. (2020). Human-data interaction. In The Encyclopedia of Human-Computer Interaction, 2nd Edition. Interaction Design Foundation. https://nottingham-repository.worktribe.com/preview/819355/Human-Data%20Interaction.pdf. Accessed 1 September 2020.
Olson, P. (2020). My girlfriend is a chatbot. The Wall Street Journal, 10 April. https://www.wsj.com/articles/my-girlfriend-is-a-chatbot-11586523208. Accessed 1 September 2020.
Peters, M. A., Wang, H., Ogunniran, M. O., Huang, Y., Green, B., Chunga, J. O., Quainoo, E. A., Ren, Z., Hollings, S., Mou, C., Khomera, S. W., Zhang, M., Zhou, S., Laimeche, A., Zheng, W., Xu, R., Jackson, L., & Hayes, S. (2020a). China’s internationalized Higher Education during Covid-19: collective student autoethnography. Postdigital Science and Education, 2(3), 968–988. https://doi.org/10.1007/s42438-020-00128-1.
Peters, M. A., Jandrić, P., & McLaren, P. (2020b). Viral modernity? Epidemics, infodemics, and the ‘bioinformational’ paradigm. Educational Philosophy and Theory. https://doi.org/10.1080/00131857.2020.1744226.
Pilkington, E. (2020). Bleach touted as ‘miracle cure’ for Covid being sold on Amazon. The Guardian, 19 September. https://www.theguardian.com/world/2020/sep/19/bleach-miracle-cure-amazon-covid. Accessed 1 September 2020.
Poster, M. (1990). The Mode of Information: Poststructuralism and Social Context. Cambridge, UK: Polity.
Rees, J. (2020). Facial recognition use by South Wales Police ruled unlawful. BBC News, 11 August. https://www.bbc.co.uk/news/uk-wales-53734716. Accessed 1 September 2020.
Ritzer, G., & Dean, P. (2019). Globalisation: the essentials. New York: Wiley Blackwell.
Ritzer, G. (1993/2018). The McDonaldisation of society: Into the digital age (9th ed.). Thousand Oaks, CA: Sage Publications.
Ritzer, G., Jandrić, P., & Hayes, S. (2018). Prosumer capitalism and its machines. Open Review of Educational Research, 5(1), 113–129. https://doi.org/10.1080/23265507.2018.1546124.
Roy, A. (2020). The pandemic is a portal. Financial Times, 4 April https://www.ft.com/content/10d8f5e8-74eb-11ea-95fe-fcd274e920ca. Accessed 1 September 2020.
Selwyn, N., Macgilchrist, F., & Williamson, B. (2020). Digital education after COVID-19. Techlash, 1. https://der.monash.edu.au/lnm/wp-content/uploads/2020/06/TECHLASH-01-COVID-education.pdf. Accessed 8 August 2020.
Thomas, Z. (2020). Coronavirus: Will Covid-19 speed up the use of robots to replace human workers? BBC News, 18 April. https://www.bbc.co.uk/news/technology-52340651. Accessed 1 September 2020.
Traxler, J., Smith, M., Scott, H., & Hayes, S. (2020). Learning through the crisis. Department for International Development (DFID) EdTech Hub.
Valinsky, J. (2020). McDonald’s and other brands are making ‘social distancing’ logos. CNN, 26 March. https://edition.cnn.com/2020/03/26/business/social-distancing-brand-logos-coronavirus/index.html. Accessed 1 September 2020.
Weber, M. (1930). The protestant ethic and the spirit of capitalism. London: Allen and Unwin.
Williamson, B. (2020). New pandemic edtech power networks. https://codeactsineducation.wordpress.com/2020/04/01/new-pandemic-edtech-power-networks/. Accessed 1 September 2020.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Hayes, S. (2021). The Value of Postdigital Humans as Objects, or Subjects, in McDonaldised Society. In: Savin-Baden, M. (eds) Postdigital Humans. Postdigital Science and Education . Springer, Cham. https://doi.org/10.1007/978-3-030-65592-1_5
Download citation
DOI: https://doi.org/10.1007/978-3-030-65592-1_5
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-65591-4
Online ISBN: 978-3-030-65592-1
eBook Packages: EducationEducation (R0)