Abstract:

This introductory text addresses the connection between three divergent strategic positions within the context of human-technology relations: postphenomenology as one of the new debates within the philosophy of technology; the contents of the "Fourth Industrial Revolution" and the language of marketing for the end user. Firstly, it focuses on how postphenomenology conceptualizes human-technology-world relations and the way it differentiates itself from the philosophies of technology which imagine technology as a "monoblock, transcendent, alienating and historical" phenomenon. Secondly, it is emphasized that this relatively new trend rises on the materiality of new technologies which has been “announced” as I4.0. Lastly, there is a particular television commercial which I attempted to interpret as a techno-dream within the scope of this particular discussion. On the other hand, since the blurring boundaries between philosophy of technology and material culture studies require a more comprehensive discussion, I briefly touched upon this issue in the introduction of the articles for this particular issue.

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