The Opposition Between Ethical and Aesthetical Ecosophical Approaches
The article highlights the theoretical contours of Aleksander R. Galloway’s media criticism that relates to
the new materialism. Analyzing the author’s trilogy “Control allegories”, the paper investigates the activity
of protocol control, the technological ideology that lies in the decentralized network and is using software
as the main tool. Investigating the algorithmic cultural logic, which with the aid of interfaces and coding
languages introduces attractive interactivity and homogeneity, The article also discusses the alternative
tactics of humanitarian studies and arts, opportunities for positive influence and real changes.