The PR BlogPR TrendsNew TechnologiesThe Human API—Enter the Cybernetic Renaissance

The Human API—Enter the Cybernetic Renaissance

We need to augment up if we want to keep up.

Cover photo by Jerry Silfwer (Instagram)

Are we en route to a human API?

How often do you leave your smartphone behind? Not very often, I dare guess.

Yeah, me neither.

But no, this isn’t going to be one of those opinion pieces where someone complains about how we’re becoming slaves to technology. (Aren’t such tirades just tiresome?) I would instead suggest that we’re inevitably becoming ones with our smartphones.

Are we en route to becoming part human, part robot?
Or are we already there?

Let’s dive deeper:

All Technology are Human Extensions

The idea of allowing information technology to extend our human bodies is far from novel.

Marshall McLuhan (1911–1980), famous for his statement, “the medium is the message,” considered all media to be extensions of the human body:

The Medium is the Message

“The medium is the message” is a phrase coined by the Canadian philosopher Marshall McLuhan in the first chapter of his notable book Understanding Media: The Extensions of Man.

Marshall McLuhan - The Medium is the Message
Marshall McLuhan (1911—1980).

Despite being one of the most influential thinkers in media theory, McLuhan’s ideas are often widely misunderstood. “The medium is the message” is no exception.

“The medium is the message” doesn’t imply that content or substance lacks importance, only that the medium in which messages are sent will significantly impact humanity.

McLuhan proposes that the manifestation of any medium will matter significantly more than anything subsequently transmitted through that medium.

Let’s use Twitter in a social media context: Twitter as a medium will impact humanity more than any single message sent via Twitter.

How can this be?

McLuhan views mediums as extensions of human physiology. Our ability to build houses extends our human skin, as it protects against the elements. This added layer of protection and physical safety frees up mental bandwidth for human interaction.

So, a house is a medium in McLuhan’s interpretation. All human technologies, all the way down to the campfire, are considered mediums.

“McLuhan’s insight was that a medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself. […] McLuhan pointed to the light bulb as a clear demonstration of this concept. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness.”
Source: Wikipedia

According to McLuhan, our ability to create extensions of humanity exponentially impacts our communication more than any message conveyed as a result:

  • A lightbulb is a medium (an extension of the human eye).
  • A house is a medium (an extension of the human skin).
  • The telephone is a medium (an extension of human vocal cords).

And so on.

Example: Twitter is a medium extending several human capacities. These technologies have a tremendous impact on how opinions are formed, how groups emerge, how we feel, how information travel, and how we interpret the world. And not only that: The limitations of Twitter impact what’s being communicated on Twitter, too.

Why is McLuhan’s analysis necessary? “The medium is the message” is a stark reminder that a medium’s format (and its limitations) will massively impact human society—and the messages themselves, too.

We often default to seeking meaning in messages but forget to consider the medium’s inherent media logic.

Read also: Media Logic is Dead, Long Live Media Logic

The smartphone in your hand is potentially more impactful than any message you could ever consume via its glowing screen. The smartphone has become an extension of your voice and memory, processing power, hearing, and eyesight.

From Biological Darkness to Augmented Ascension

A medium is that in which a physical transfer of information takes place. If our smartphones are extensions of our voices, our ears, our social graphs, our memories, and the very fabric of our logical thinking, then aren’t we, according to McLuhan’s light bulb analogy, in the process of stepping out of cybernetic darkness?

We have a long history of appropriating technology to free up mental bandwidth.

  • Campfire or the clothes on your back could be seen as extensions of your biological heating system.
  • A building can be seen as an extension of your skin, your body’s largest organ, protecting you from the realities of your environment.
  • Your to-do app could be seen as an extension of your memory, relieving you of (perhaps unnecessary?) cognitive loads.

By adding supportive systems to see in the dark, stay warm and sheltered, and sort and structure thoughts and ideas, we free ourselves to communicate and develop increasingly complex and abstract concepts. Information technology allows us to create layers upon layers of human civilisation. But recent technological advancements, starting perhaps with the smartphone, must be regarded as unprecedented even by historical standards.

I’m talking about transhumanism.

Transhumanism: A Posthuman Approach

What is transhumanism? A couple of years ago, in 2009, I advised the Pirate Party, which earned two seats in the European Parliament. Within this by-nature technocratic movement, transhumanism was often discussed and debated.

“Transhumanism, abbreviated as H+ or h+, is an international intellectual and cultural movement that affirms the possibility and desirability of fundamentally transforming the human condition by developing and making widely available technologies to eliminate ageing and to greatly enhance human intellectual, physical, and psychological capacities. […] Transhumanist thinkers study the potential benefits and dangers of emerging technologies that could overcome fundamental human limitations, as well as study the ethical matters involved in developing and using such technologies. They predict that human beings may eventually be able to transform themselves into beings with such greatly expanded abilities as to merit the label ‘posthuman’.”
Source: Wikipedia

A transhuman world is almost incomprehensible. It seems to sit above fundamental conceptions of “good” or “bad”—it just seems inevitable.

A Global Village of Shared Experiences

I would argue that development is intrinsically inevitable—and that technology allowing more information to flow is necessary. And there’s no shortage of trends that suggests that we might be on the cusp of a transhumanistic future.

  • The internet (allowing humans to connect regardless of geographical constraints)
  • Cloud computing (sharing information access and computational power)
  • Augmented- and virtual realities (digital spatial spaces)
  • Internet of things (where everything is interconnected)
  • Internet of brains (brain-to-brain or brain-to-tech interfacing)
  • Quantified self (to track and analyse oneself passively)
  • Data mining (on a global scale with massive data sets)
  • Neural networks (with layered computational models)
  • Artificial intelligence (including the potential of a singularity)
  • Quantum supremacy (where qubits allow for more profound calculations)

What does it mean to extend the human experience with technology—or is it the other way around? Are we advancing technology with human experiences?

“We Are the Robots”

Popular culture has been playing around with the idea of merging humanity with machines for centuries. Science fiction does tend to become a reality; we might already be well underway to becoming cyborgs:

“A cyborg, short for “cybernetic organism”, is a being with both biological and artificial (i.e. electronic, mechanical, or robotic) parts […] The term cyborg is often applied to an organism that has enhanced abilities due to technology, though this perhaps oversimplifies the necessity of feedback for regulating the subsystem. The more strict definition of Cyborg is almost always considered as increasing or enhancing normal capabilities.”

So, how close are we? I use Evernote as an external memory bank, an artificial extension of my brain made up of software and hardware working in sync with the living organism that is me. Does this make me a … cyborg?

“According to some definitions of the term, the metaphysical and physical attachments humanity has with even the most basic technologies have already made them cyborgs. In a typical example, a human fitted with a heart pacemaker or an insulin pump (if the person has diabetes) might be considered a cyborg, since these mechanical parts enhance the body’s “natural” mechanisms through synthetic feedback mechanisms. Some theorists cite such modifications as contact lenses, hearing aids, or intraocular lenses as examples of fitting humans with technology to enhance their biological capabilities; however, these modifications are as cybernetic as a pen or a wooden leg. Implants, especially cochlear implants, that combine mechanical modification with any kind of feedback response are more accurately cyborg enhancements.”
Source: Wikipedia

We Are the Human API

Would it be possible to create a biological/electrical interface?

“An application programming interface (API) is a protocol intended to be used as an interface by software components to communicate with each other. An API may include specifications for routines, data structures, object classes, and variables.”
Source: Wikipedia

Even public relations thought leader Brian Solis discusses “the human API,” making the concept his primary focus for his keynote presentation at the world’s most prestigious new media event, Le Web in Paris.

“What if the medium wasn’t just the device, the medium was us? At the center of the IoT and Big Data are the very people who fuel the constant exchange of information. At the same time, it creates a human network, where we become nodes and the information that ties together people and devices feed new experiences and changes our behaviour over time.”
— Brian Solis

Will we ever be truly able to integrate directly with information technology?

Neuroplasticity, Epigenetics, and Brainwave States

Technology is changing our brains. Not just mine, but yours too. Our brains can rewire themselves. If you find this hard to believe, you should dive deeper into neuroplasticity:

“Neuroplasticity, also known as Brain Plasticity (from neural – pertaining to the nerves and/or brain and plastic – moldable or changeable in structure) refers to changes in neural pathways and synapses which are due to changes in behavior, environment, and neural processes, as well as changes resulting from bodily injury.

Neuroplasticity has replaced the formerly-held position that the brain is a physiologically static organ, and explores how—and in which ways—the brain changes throughout life.”

Add to this recent discovery in epigenetics, where it becomes increasingly clear that our DNA comes with some “wiggle room,” allowing us to adapt faster by switching genes on and off. And in rat experiments, groups of individuals have had their brainwaves electronically synched with each other to outperform non-synched individuals in performing simple tasks.

Would it be inconceivable to think that we will be able to allow for direct brain-to-brain, brain-to-tech, or tech-to-brain technologies in the not-too-distant future?

The Cybernetic Renaissance

I would argue that we’re in the midst of a cybernetic renaissance. As the media curse of the Bell curve and the historically recurring techlash dictates, we tend to focus on the adverse side effects, such as technology-induced stress, attention deficits, brain tumours, and big data-related integrity issues.

Loud voices are demanding everything from legislative countermeasures to prohibiting the use of information technology in schools. We’re collectively afraid of what our transhuman future will bring. We shudder at the thought of having humans and machines merge into one.

Where does all of this lead us?

The effects of developing human APIs are potentially massive. Like so many historical transitions before, we could be standing with both feet in the middle of a reformation that far overshadows the digital information revolution. Still, sharing experiences and becoming more interconnected with everything else might just as well be seen as a natural stepping stone in human evolution. Some will choose to fear a medieval cyborg dystopia, but I firmly believe that humanity is entering a cybernetic renaissance.

Keep your smartphone, not as its slave, but as a part of what you can be.

Thank you for reading this article. Please consider supporting my work by sharing it with other PR- and communication professionals. For questions or PR support, contact me via [email protected].

PR Resource: The Digital Transformation

The Digital Transformation of PR

The biggest challenge in PR is ensuring that our profession keeps up with new communication technology and stays valuable and relevant as a business function.

“The authors argue that earlier paradigms are mostly inadequate in addressing the needs of a 21st Century in which communication technology is creating rapid globalization while it is dangerously exacerbating the tensions of multiculturalism. Through a critical discussion of prior assumptions and paradigms in public relations scholarship, the authors underline the need for public relations to revitalize and bring its body of knowledge into the 21st Century. The authors posit and discuss how the community-building theory originally espoused by Kruckeberg and Starck (1988) and modified in subsequent scholarship can provide a viable departure point toward developing new approaches to research about and practice of public relations that can take into account the dynamic environment wrought by changes in communication technology.”
Source: Public Relations Review

Here’s PR’s most significant challenge summarised by AI:

“The biggest challenge in modern public relations is the constantly changing media landscape. With the proliferation of social media, the rise of fake news, and the decline of traditional journalism, it can be difficult for organizations to control the spread of information and protect their reputations. Public relations professionals must now be strategic and proactive in their approach and must be able to adapt to new technologies and platforms to communicate with their publics effectively. Additionally, the abundance of online information can make it difficult for organizations to stand out and get their messages heard. As a result, public relations professionals must be creative and innovative to engage with their publics effectively.”
Source: ChatGPT

Read also: PR Must Adapt (Or Die)

Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.


  1. Hi Jerry, I posted my comment on my own blog, this blog post was enough to break me out of many months of silence over there and hopefully I can add something just by adding what popped up into my mind when reading your post.What I don´t address in the comment is that I believe that you´re one step ahead of the next mainstream trend that we can see trending here in Sweden in the media content – the postmodern political correctness that seems to have its advent at least in the cultural sphere (probably lit up by the bio-technological sphere you concentrate on here). It´ll be nasty, before it gets any better I believe.
    To add my opinion to my somewhat copy-cat style of commenting, it´s your no 1 post this far. And I have a feeling that this is just the beginning of a lot more dot-connecting work. 

  2. I’m also following the future of the H+ movement and like you say, I believe we are standing at the gateway to the new human future and the advent of the internet itself has changed how we behave, interact, create and relate as humans. Ever-present broadband, mobile computing (such as via cell phones) and wearable interfaces such as watches, phones, glasses will continue to integrate us.

    • Add to that the swarm cloud of big data harvested from our behaviors to juice up those wearable interfaces. I also think we’re close to interacting live with digital screens in public settings — based on our social graphs.


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