“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)
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