Joyce Works for Google

“The company, in its most cutting-edge incarnation, has become the arena in which narratives and fictions, metaphors and metonymies and symbol networks at their most dynamic and incisive are being generated, worked through and transformed… It is funky architecture firms, digital media companies and brand consultancies that have assumed the mantle of the cultural avant garde. It is they who, now, seem to be performing writers’ essential task of working through the fragmentations of old orders of experience and representation, and coming up with radical new forms to chart and manage new, emergent ones. If there is an individual alive in 2015 with the genius and vision of James Joyce, they’re probably working for Google.” From The Guardian, a look at “fiction in the age of data saturation,” with a healthy dose of anthropology thrown in just for fun.