From touch points to affect switchers (Brodmerkek & Carah, 2016)

“The touchpoints between users and media platforms—be they the bespoke material devices advertisers create or mass-market hardware such as smartphones and virtual reality sets that platforms create—can be productively understood as affect switches. An affect switch transfers the capacity of a living being to affect into the calculative apparatus of media infrastructure. They are a kind of I/O device that converts sensory stimuli into computable digital information (pronounced ‘eye-oh’ and short for input/output). I/O designates any program, operation or device that transfers data into a computing system. A transfer of data is an output from one device and an input into another” (Brand Machines, p. 103, Brodmerkek & Carah, 2016)

Published by

Cosimo Accoto

Research Affiliate at MIT (Boston). Formerly, Partner and VP Innovation at OpenKnowledge | Books author and coauthor (recently published "Social Mobile Marketing", Egea 2014, 2e) | Digital theorist and international researcher | Analytics industry speaker | @cosimoaccoto | | |

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