Man not a machine: Models, minds, and mental labor, c.1980.

This essay is concerned with the fate of the so-called "computer metaphor" of the mind in the age of mass computing. As such, it is concerned with the ways the mighty metaphor of the rational, rule-based, and serial "information processor," which dominated neurological and psychological theorizing in the early post-WW2 era, came apart during the 1970s and 1980s; and how it was, step by step, replaced by a set of model entities more closely in tune with the significance that was now discerned in certain kinds of "everyday practical action" as the ultimate manifestation of the human mind. By taking a closer look at the ailments and promises of the so-called postindustrial age and more specifically, at the "hazards" associated with the introduction of computers into the workplace, it is shown how models and visions of the mind responded to this new state of affairs. It was in this context-the transformations of mental labor, c.1980-my argument goes, that the minds of men and women revealed themselves to be not so much like computing machines, as the "classic" computer metaphor of the mind, which had birthed the "cognitive revolution" of the 1950s and 1960s, once had it; they were positively unlike them. Instead of "rules" or "symbol manipulation," the minds of computer-equipped brainworkers thus evoked a different set of metaphors: at stake in postindustrial cognition, as this essay argues, was something "parallel," "tacit," and "embodied and embedded."