{"id":8561,"date":"2025-05-05T11:46:31","date_gmt":"2025-05-05T09:46:31","guid":{"rendered":"https:\/\/after-agency.com\/immortalitat-digital-el-rusc-etern\/"},"modified":"2025-05-09T12:20:08","modified_gmt":"2025-05-09T10:20:08","slug":"immortalitat-digital-el-rusc-etern","status":"publish","type":"post","link":"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/","title":{"rendered":"Immortalitat digital, el rusc etern"},"content":{"rendered":"\n

En el llibre “Immortalitat digital”<\/em><\/a> , la fil\u00f2sofa Raquel Ferr\u00e1ndez<\/strong> llan\u00e7a una advert\u00e8ncia elegant i demolidora: no estem vivint una \u00e8poca de transici\u00f3 tecnol\u00f2gica, sin\u00f3 una mutaci\u00f3 ontol\u00f2gica. No \u00e9s nom\u00e9s que all\u00f2 digital hagi colonitzat les nostres relacions, la nostra mem\u00f2ria o els nostres dols; \u00e9s que hem entrat en una l\u00f2gica on la vinculaci\u00f3 total s’ha convertit en destinaci\u00f3. En diuen \u00abomnivinculaci\u00f3\u00bb: una interconnexi\u00f3 sense fissures, sense possibilitat d’escapament, on cada gest, dada, emoci\u00f3 o record queda absorbit per un ecosistema que ja no \u00e9s una xarxa, sin\u00f3 un rusc. Un rusc sense abellots, per\u00f2 amb Reina: els algorismes. <\/p>\n\n

Aquesta Reina no t\u00e9 tro \u200b\u200bsin\u00f3 servidors. No d\u00f3na ordres, per\u00f2 optimitza la conducta. No castiga, sin\u00f3 que recomana. No prohibeix, simplement et mostra el que desitjaries. Les grans plataformes tecnol\u00f2giques \u2014Google, Meta, Amazon\u2014 han assumit aquesta funci\u00f3 sense declarar, convertint-se en arquitectures invisibles que modelen all\u00f2 que veiem, all\u00f2 que sentim, all\u00f2 que creiem. Tot est\u00e0 connectat, per\u00f2 res no \u00e9s del tot lliure. L’autonomia individual no s’erosiona amb repressi\u00f3, sin\u00f3 amb efici\u00e8ncia. Per qu\u00e8 triar si el sistema ja sap qu\u00e8 vols? <\/p>\n\n

Aix\u00f2 troba un reflex gaireb\u00e9 literal en s\u00e8ries com Upload<\/strong><\/em> , on la consci\u00e8ncia pot continuar vivint despr\u00e9s de la mort en un parad\u00eds digital amb tarifes, cl\u00e0usules d’\u00fas i publicitat incrustada. La immortalitat ja no \u00e9s una promesa espiritual, sin\u00f3 una subscripci\u00f3. Per\u00f2 el m\u00e9s inquietant no \u00e9s la idea de sobreviure, sin\u00f3 de fer-ho sense cos, sense dolor, sense error. Una exist\u00e8ncia sense fissures, per\u00f2 tamb\u00e9 sense risc, sense sorpresa. Una simulaci\u00f3 de la vida que ha perdut la vida. <\/p>\n\n

Ferr\u00e1ndez no es limita a criticar el present, ho emmarca en una genealogia m\u00e9s antiga, molt m\u00e9s rica. Des de la seva especialitzaci\u00f3 en filosofia \u00edndia i literatura s\u00e0nscrita recupera textos del segle V on ja s’abordaven, amb un altre llenguatge, els dilemes de la identitat, la mem\u00f2ria i la multiplicitat de mons. En relats com els del Kath\u0101sarits\u0101gara<\/strong><\/em> o els plantejaments del Ioga V\u0101si\u1e63\u1e6dha<\/strong><\/em> , apareixen \u00e9ssers que viuen simult\u00e0niament en diversos plans, consci\u00e8ncies que es repliquen, realitats que coexisteixen i es transformen. Per\u00f2 mentre en aquelles narracions el jo era vist com una cosa fluida, mutable, fins i tot il\u00b7lus\u00f2ria, en la nostra cultura digital s’intenta fixar-ho, conservar-ho, emmagatzemar-ho. Convertir-ho en propietat. A backup. <\/p>\n\n

Per aix\u00f2 l’obsessi\u00f3 contempor\u00e0nia per preservar la consci\u00e8ncia: crear avatars a partir de les nostres dades, bots que imiten les nostres respostes, simulacres que mantinguin converses amb els vius com si no hagu\u00e9ssim mort. En lloc de ritualitzar la p\u00e8rdua, la posposem indefinidament. El dol es converteix en manteniment. No enterrem els morts, els actualitzem el programari. No recordem, interactuem. I en aquesta falsa continu\u00eftat, sense fi i sense ruptura, s’esvaeix l’experi\u00e8ncia humana de l’abs\u00e8ncia. <\/p>\n\n

Black Mirror<\/strong> va anticipar aquesta deriva en cap\u00edtols com San Junipero<\/em><\/a> ,<\/strong> on dues dones trien viure eternament en una simulaci\u00f3 de joventut, o Be Right Back<\/strong><\/em> , on una v\u00eddua encarrega una r\u00e8plica de la seva parella morta basada en els seus missatges i publicacions. En tots dos casos hi ha tendresa, per\u00f2 tamb\u00e9 una inquietud de fons: la tecnologia no est\u00e0 nom\u00e9s gestionant la mem\u00f2ria, est\u00e0 dissenyant la manera com seguim vius despr\u00e9s de morir. La pregunta ja no \u00e9s si volem viure per sempre, sin\u00f3 en quina versi\u00f3. Sota quines condicions. Segons quins termes de servei. <\/p>\n\n

El m\u00e9s pertorbador \u00e9s que aquest rusc digital on habitem no s’imposa per for\u00e7a, sin\u00f3 per desig. Participem encantats, generem contingut, compartim cada fragment de la nostra vida, deleguem en assistents virtuals la gesti\u00f3 del temps, el desig, l’atenci\u00f3. I com m\u00e9s ho fem, m\u00e9s dif\u00edcil resulta desconnectar-se. La desvinculaci\u00f3 esdev\u00e9 un acte radical, fins i tot antisocial. No estar en l\u00ednia ja no \u00e9s un retir, \u00e9s una desaparici\u00f3. <\/p>\n\n

Ferr\u00e1ndez no planteja una nost\u00e0lgia pel m\u00f3n anal\u00f2gic ni un rebuig tecn\u00f2fob. La seva aposta \u00e9s m\u00e9s subtil: proposa mirar de cara aquesta transformaci\u00f3 per entendre les seves implicacions ontol\u00f2giques, no nom\u00e9s pr\u00e0ctiques. Si deixem de morir, tamb\u00e9 deixem de viure? Si una intel\u00b7lig\u00e8ncia artificial pot anticipar tots els nostres moviments, queda alguna cosa que encara sigui nostra? Si l\u00b4amor, l\u00b4amistat, el record o el dolor es converteixen en objectes programables, qu\u00e8 queda de l\u00b4experi\u00e8ncia humana? Potser la clau \u00e9s al cos, aquest gran absent de la immortalitat digital. Tot en aquesta l\u00f2gica apunta a la seva eliminaci\u00f3: el cos envelleix, pateix, mor. La consci\u00e8ncia, en canvi, es pot guardar, transferir, millorar. Per\u00f2 tamb\u00e9 \u00e9s buida. Es converteix en interf\u00edcie, en flux de dades, en avatar sense tacte. Potser el preu d’aquesta eternitat artificial \u00e9s la p\u00e8rdua de l’error, la sorpresa, el tremolor. \u00c9s a dir, de la vida. <\/p>\n\n

\u00c0ngel L. Fern\u00e1ndez<\/a><\/p>\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Imatge promocional de la s\u00e8rie Black Mirror (2011)<\/p>\n","protected":false},"author":5,"featured_media":8549,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"class_list":["post-8561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-magazine-ca"],"yoast_head":"\nImmortalitat digital, el rusc etern - after | Agencia Creativa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Immortalitat digital, el rusc etern - after | Agencia Creativa\" \/>\n<meta property=\"og:description\" content=\"Imatge promocional de la s\u00e8rie Black Mirror (2011)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/\" \/>\n<meta property=\"og:site_name\" content=\"after | Agencia Creativa\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-05T09:46:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-09T10:20:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/after-agency.com\/wp-content\/uploads\/2025\/05\/San-Junipero-scaled.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"629\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Montse\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@SomosAfter\" \/>\n<meta name=\"twitter:site\" content=\"@SomosAfter\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Montse\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/\"},\"author\":{\"name\":\"Montse\",\"@id\":\"https:\/\/after-agency.com\/ca\/#\/schema\/person\/a5924967a44032199676c3e888c3569c\"},\"headline\":\"Immortalitat digital, el rusc etern\",\"datePublished\":\"2025-05-05T09:46:31+00:00\",\"dateModified\":\"2025-05-09T10:20:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/\"},\"wordCount\":865,\"publisher\":{\"@id\":\"https:\/\/after-agency.com\/ca\/#organization\"},\"image\":{\"@id\":\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/after-agency.com\/wp-content\/uploads\/2025\/05\/San-Junipero-scaled.png\",\"articleSection\":[\"Magazine\"],\"inLanguage\":\"ca\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/\",\"url\":\"https:\/\/after-agency.com\/ca\/immortalitat-digital-el-rusc-etern\/\",\"name\":\"Immortalitat digital, el rusc etern - 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