Ethereum

Hyperstitional Brand Entities

HYPERSTITIONAL BRAND ENTITIES: WENDY’S IS NOT YOUR FRIEND.

 

“…the official Wendy’s Twitter account — an unexpected beacon of light in 2017 — has shown us that brands have the potential to do so much more.” – Mashable

Prior to the dawn of dark-cybernetic entities hell-bent on enslaving the human race, we are witnessing the rise of brands as entities. Abstract consumerist veils taking on personalities to shadow their inner hunger for capital. Twitter accounts controlled by workers, click-farmers and cyber-proles are becoming characters in an economic play, a production of which they have immediate control. The Wendy’s Twitter is not a beacon of light, in fact it’s the furthest from light, it is a dark accelerative force towards ‘brand as reality’.

Brands having personalities, or human characteristics is hardly a new idea: McDmconalds with it’s golden arches and – now somewhat stained – Ronald McDonald, Burger King with The King and it’s over-the-top naming devices and KFC with the Colonel. This however does continue into regular, non-sentient characteristics, such as ‘smoothness’ for body products, or ‘refreshing’ for beer etc. yet, until around 1-2 years ago, no brand had really come alive. The advent of ‘meme marketing’ will act as a potent catalyst in the accelerative process of brand hyperstition.

“hyperstitions act as catalysts, engendering further (and faster) change and subversion. Describing the effect of very real cultural anxieties about the future, hyperstitions refer to exponentially accelerating social transformations. 

Hype actually makes things happen and uses belief as a positive power. Just because it’s not ‘real’ now, doesn’t mean it won’t be real at some point in the future. And once it’s real, in a sense, it’s always been” – Hyperstition

Wendy’s Twitter ‘sass’ and ‘personality’ acted as a sharp ‘relevance’ kick for other consumer brands, it put forth the question of their position in the current economy, how are they going to act…these other personalities? For them to retaliate is to accept their existence, speak and reply, or die.

For one thing, taking on board the idea of using memes and contemporary net-culture as a means of promoting your business/brand is a risky move, there has been numerous cases where brands have attempted to utilize a meme for brand advancement, only to be laughed, retweeted and quoted out of the room by a gaggle of millennials, ready and willing at a moments notice to ridicule an intrusion into their culture; a culture which by all accounts is excessively fast paced and fragile, a repeated image can last from hours to years, a saying or piece of slang used effectively could boost sales or merely get a snigger.

But what of this decision for other brands? Brands which had existed for years as ‘established’ professionals of the economy. The question put forth was whether or not big-business wanted to descend to the level of its consumer? Would it be wise for them to mingle into the crowd they advertised to and for. There seemed to be the act of stepping down from a pedestal. Yet this is entirely untrue. In their decision to reply the brands took up the trident of temporal awakening and bent it to their will, instead of death via cultural stasis within an ever accelerating structure, the entities decided to animate and take their place at the Twitter table.

Making the decision to reply is an irreversible step, the process has begun; classic ‘2-dimensional characters’ shall be no more, they offer nothing but an immovable script (stuck at some point in the 80’s) awakened brand-entities offer a consumerist friendship, a level of trust. Instead of organising a McDonald’s birthday party for ya boy’s 5th bday, why not just DM Ronald. M. at 3am in the midst of a tick-binge; publically call The Colonel a shit-eater after he delivers you a chicken-bucket with a piece missing; riff with Wendy till the early hours because the only semblance of warmth that exists in your life is that of your laptop screen.

“capitalism incarnates hyperstitional dynamics at an unprecedented and unsurpassable level of intensity, turning mundane economic ‘speculation’ into an effective world-historical force” – Nick Land

“illusions – if people believe in them -change the course of history.” – Fernández-Armesto, Civilizations

“What makes Brown’s responses so boss is the fact that they don’t sound robotic…the team creates personalized, thought-provokingly witty responses that sound like they came from your sassy best friend.” – Mashable

That first sentence in itself is terrifying enough, “they don’t sound robotic”, not that the 8 year old pig tailed girl was ever meant to be a robot, no, only that, one is conversing with a Twitter account, something has emerged, something has become real. People will say “Did you see Wendy’s on Twitter last night…damn.” Gone are the days of brand suspicion, the days of understanding that a company isn’t there for you, it’s there for you.


Wendy’s is allowing existence of other brands: Either come alive, or die in a regressive pit of 80’s slogans and non-immediacy. Wendy’s has tapped in to the main artery of the attention economy, immediate feedback from an abstract entity via your phone; thus one could begin to really feel as if it were a friend they were simply texting. The rise of brand-entities, public discussions between The King and Ronald, a bare-knuckle meme fight in a Little Chef carpark, Hardee’s blocks Wendy’s from its feed due to public humiliation, insult after insult, ‘burn’ after ‘burn’ all accumulating in a hyperstitional consumerist brand-entity arising from the past, where it has always been, and as such finds its assimilation into human society that much easier – “Wah you mea’ man, Wendy’s alway been aroun’!”

That’s her over yonder, where she resides, Wendy, queen of the Curve. The 8 year old auburn pig-tailed cyber-behemoth, she’s been around for centuries, a neolithic brand. A faint giggle clicks off the horizon as you pull your phone from your pocket, a dozen discussions amassed in seconds upon seconds on your feed, brands, apps, old friends, dead-brands, software, bots, all discussing the news: RATS HEAD FOUND IN BURGERJOINT the title says, pun after pun, quip after quip, the discussion rotates between brands, a cyber-dopamine addled fight for retweets and likes.

Let me repeat, Wendy is not your friend, Wendy’s Twitter page is not your friend, whether or not what is or is not controlling them is witty, it’s all programmed, whether it comes in an instant or not, it is lacking authenticity in every sense. Dragging itself from economic insecurity via a deconstruction of that which surrounds it; taking hold of cyber-culture and molding it towards a malicious end. An end from which comes the customer’s demise, you’re car will be making fun of you as drive down a state-sponsored highway, the date and time blocked from view…”Where shall we eat tonight hun?”

“I don’t know darling, somewhere that hasn’t publicly called me a cunt would be nice.”

Ethereum Update: 2

Ethereum growing exponentially in China; anything worth anything post-2010 should be ‘growing’ in China, they’re ahead of the curve. Additionally China may cause a surge in the price of Ethereum.

“The Internet of Money should not cost 5 cents per transaction. It’s kind of absurd.” -Vitalik Buterin [LINK]

“However, the ideal would be that if they do, then we could just transfer the cryptocurrencies. It gets rid of the post-payment altogether.” – The UN wants to adopt Ethereum…soon.

Wipro joins the Enterprise Ethereum Alliance.

Ethereum in European Parliament
Ethereum in Parliament. (Above image)
Short, sweet and only the beginning. Probably be more of these posts in the coming future, concentrating on tech innovation and crypto-assimilation.

Ethereum Update: 1

Ethereum is something I’ve been interested in since it first arrived on the scene – and no I didn’t invest then, unfortunately for me – primarily because it’s community, unlike Bitcoin’s, was welcoming, friendly and most importantly clear as to their aims. Also, it’s usage as a development platform in itself fascinated me.

“Today, Ethereum has a larger community of volunteer developers, and more computers on its network than Bitcoin.”

Past few weeks has been rocky for ETH, here’s to hoping the ETF deal next week doesn’t disturb the waters further; decentralization is key.

Also, thus far Ethereum’s developers have articulated their aims more effectively than Bitcoin ever did in its early stages.

And with Eth’s amount of Dapps growing exponentially– many of which are relatively innovative in their inclusion of the blockchain – I can only see progression; I’ll add here that I did watch the recent talk by Linus Torvalds where he comments: “tech innovation is bullshit.” so I use the word sparingly.

https://www.theregister.co.uk/2017/02/15/think_different_shut_up_and_work_harder_says_linus_torvalds/

I can see what Linus is getting at here, especially in calling it self-serving, however Ethereum developers have proven that they are most definitely ‘getting the work done’ – “All that hype is not where the work is.” and thus that ‘hype’ shall cause a bubble for any other coins running on such, DASH for instance.

Of course also this week the Enterprise Ethereum Alliance was formed, for a full list of the updates given go here

Good overview of the Blockchain here:  https://www.youtube.com/watch?v=Pl8OlkkwRpc

Bitcoin currently more popular than gold for investors: Tech > Material

And here’s a good site for Eth news: http://althedge.xyz/

A Short History & Guide: What is Ethereum?

To answer the question What is Ethereum? we need to begin from the technology which Ethereum (Eth) is built from, thus below, I will in the order in which you need to understand them, explain the fundamentals:

 

CRYPTOCURRENCY

 

In late 2008 Satoshi Nakamoto, the then unknown inventor of the now very well known currency Bitcoin, announced hehas developed a “Peer-to-Peer Electronic Cash System”, the idea of ‘digital cash’ had been around for a while, but up until Nakamoto’s development, no on had been able to create such a thing. The most important aspect of Nakamoto’s invention however was not it being a ‘cash’ but the fact it was decentralized.

Centralized systems usually have something along the lines of a server to take account of all transactions, accounts and transfers etc. which in turn prevents double-spending (A user spending the same amount twice). This server could then be referred to if disagreements amongst users or within payments came up, the task was to create a system in which this central entity – in this case a server – wasn’t/isn’t needed.

So how does this work? Well money, generally, is basically a system of verification: Data-entires, numbers on a screen, proof of transaction, digits within an account etc. So, how do the databases of a cryptocurrency work?

There is a network of peers (Peer-to-peer), every peer on that network has the entire history of every single transaction on that network, and as such, the balance of every account.

 

TRANSACTION

 

James gives X Bitcoin to Tim; transaction is signed by James’ private key; the transaction is broadcast network-wide; the transaction becomes confirmed. This confirmation is key, confirmation means the transaction is set-in-stone and becomes an irremovable part of the Blockchain (which I’ll get to). Miners confirm these transactions: Miners make it clear these transactions are legit, send them throughout the network, and help make them part of the Blockchain: for doing this ‘job’, the miners get rewarded with the currency in question.

 

MINERS

 

Since the network is decentralized anyone can be a miner, there is no central authority to delegate jobs/tasks. Miners use their computers, or computer’s power to find a ‘hash’ which connects the newly mined block with its predeccessor. The miner’s computers are in a certain way working out a puzzle, the difficulty of this puzzle increases with time and as such limits the amount of currency that can be created in a given amount of time. Once the puzzle is figured out the miner adds the block-mined to the blockchain and is rewarded.

 

BLOCKCHAIN

 

A shared collective history of all transactions on a digital network, a copy of said history is stored on each and every user’s computer, the blockchain itself and all transactions are public and can be viewed by anyone.

Cryptocurrencies are cryptographically stored. They are not secured by humans, or matter, but by math, which does-not break.

So, what is Ethereum?

 

ETHEREUM

 

Ethereum utilizes Bitcoin’s underlying technology the Blockchain (above) for creative applications: A Blockchain based open software platform for developers to build decentralized applications from, many of which can be found here: http://dapps.ethercasts.com/

Bitcoin is a peer-to-peer electronic cash system allowing its users to send Bitcoin to each other as a means of payment. Ethereum’s network is of more importance, Ethereum miner’s don’t mine Ethereum, they mine Ether, which fuels the Ethereum network, which has had many applications built from it. The majority of Blockchains are rigid in their structure and don’t allow for such extravagent operations to take place within their system, for Ethereum this is the complete opposite, the technology itself is meant for complex and innovative operations.

The Ethereum Virtual Machine (EVM) is a piece of software running on the Ethereum network, prior to the invention of the EVM, an original or new Blockchain would have to be built for each new app, the EVM allows for the development of thousands of apps on one platform.

 

 

 

RESOURCES:

https://www.ethereum.org/ – Official Ethereum Website

http://blockgeeks.com/guides/what-is-ethereum/ – What is Ethereum?

https://medium.com/@ethereumvn/beginner-s-guide-to-ethereum-dc0189993337#.m2kp4o5qe – Ethereum: Beginner’s Guide.

https://blog.coinbase.com/a-beginners-guide-to-ethereum-46dd486ceecf#.6l8qtbngd – Another Beginner’s Guide

http://dapps.ethercasts.com/ – Current Ethereum Apps.