Transaction of soul

Keith Obidake's work seems like such an accurate demonstration of Deleuzian modern society. Race, like many other deformable, transformable and code-able/coded entities, has become a product to market. From double eye-lid surgeries to electing Barack Obama, we market and consume racial identity everywhere. And this act indeed is transaction of finished yet intangible goods.

Obidake's Ebay piece reminded me of our earlier discussion on Google and how professor Chun creates multiple fake identities to confuse Google. In the epoch of Google, what makes the most money is in fact marketed human soul. Our preference, identity, interest, inclination, and many other factors that can fall into the realm of soul, mind, or (in case you do not believe in the body/soul dichotomy) cognition is easily translated into marketing point of Adsense and Adwords. In this sense, no longer does the numerical language functions as a form of control. We become the numerical language. We are coded.