Journal
JOURNAL OF MACROMARKETING
Volume 40, Issue 2, Pages 221-236Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0276146719897361
Keywords
artificial life; artificial intelligence; cyborgs; robots; technology; ethics; history; mythology; public policy
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In this article, we explore how the history and myths about Artificial Life (AL) inform the pursuit and reception of contemporary AL technologies. First, we show that long before the contemporary fields of robotics and genomics, ancient civilizations attempted to create AL in the magical and religious pursuits of automata and alchemy. Next, we explore four persistent cultural myths surrounding AL-namely, those of Pygmalion, Golem, Frankenstein, and Metropolis. These myths offer several insights into why humanity is both fascinated with and fearful of AL. Thereafter, we distinguish contemporary approaches to AL, including biochemical or wet approaches (e.g., artificial organs), electromechanical or hard approaches (e.g., robot companions), and software-based or soft approaches (e.g., digital voice assistants). We also outline an emerging approach to AL that combines all three of the preceding approaches in pursuit of transhumanism. We then map out how the four historical myths surrounding AL shape modern society's reception of the four contemporary AL pursuits. Doing so reveals the enduring human fears that must be addressed through careful development of ethical guidelines for public policy that ensure human safety, dignity, and morality. We end with two sets of questions for future research: one supportive of AL and one more skeptical and cautious.
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