Nello Barile
Papers
2
Total Citations
51
H-Index
2
About
Nello Barile is a critical theorist at the intersection of digital culture, branding, and consumer behavior. His research explores how technology reshapes human experience, from the automation of taste to the emotional ontology of brands. In his most cited work, "The Automation of Taste" (2015, 46 citations), Barile investigates how mobile ICTs and social robots mediate music consumption, arguing that algorithms are not merely tools but active agents in shaping aesthetic preferences. This paper has become a foundational reference for scholars studying algorithmic culture and human-machine interaction. Barile’s concept of "ontobranding," developed in his 2013 paper, pushes further, proposing that brands now operate as emotional ontologies—blurring the lines between the real and the virtual through geolocalization and augmented reality. Here, he argues that machines have become "softer and immaterial," turning emotions into content and places into media. While his citation counts are modest, his work is notable for its theoretical ambition, bridging posthumanism, consumer studies, and media theory. Barile’s contributions offer a radical redefinition of reality in the digital age, making him a provocative voice for students and researchers interested in the philosophy of technology and the future of branding.
Research Focus
Key Achievements
Top Papers
- 1
- 2