Octavian-Dragomir Jora
No. 49, Sep.-Oct. 2024 The bonds between cultural studies and economic science – timeless, as they endure “materially” married, yet peripheral, as they seem “spiritually” divorced – need to be revisited and reviewed with the advent of the Fourth Industrial Revolution (IR 4.0). It is in the midst of the debates on the future of “humanity” (understood as species and spirit) – given the new technologies that affect and alter micro-/meso-/macro-/mondo- business organizations, production processes, consumption habits – that this research endeavour unfolds. Both cultural facts and economic tools are subject to an intricate intellectual “stress test”, therefore scrutinizing the “4.0” cultural concepts/definitions and attitudes/behaviours, observable in markets’ as well as in policies’ deliverables will help us to fairly (fore)see what we might risk losing or stand to win, culturally, as communities, nations, human kind.Industrial Revolutions (IR) remain at the crossroads of several binomials: intellectual design and spontaneous emergence, institutions and technology, necessity and fortuity, and so forth. The shifts from mechanised production (IR 1.0) to mass production (IR 2.0) then to automated production (IR 3.0) and to the ascending scale/scope of digital transformation (IR 4.0) – with Artificial Intelligence (AI) as flagship technology – triggered mode(l)s of development, devised profound societal upheavals and fuelled worries about freedom and fairness. Culture(s) too host(s) such civilizational twists and turns – as spots of reflection on social disruptions, as sites of refuge from own uprooting, as spaces of sharable hidden energies – and IR 4.0 excites and upsets them via novel ideological biases, vanguard niche markets, public versus private spaces trade-offs, or geo-cultural/-political/-economic resets. More