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Alex Garland’s new film Ex Machina¬†provides a really interesting view of search engines/big data analysis as capture. Through analysis of the data collected¬†of search engine usage habits, the film describes how the CEO of a monopoly of a search engine constructed a grammar of human action. These grammars helped him construct norms and expectations through which he programmed an artificial intelligence indistinguishable in many ways from human beings. The normative function of capture helped him construct a subject upon which he could call and with which people could interact. The AI’s model of the world is entirely based on probabilistic correlations based on data and the decisions made by her (and her software) were motivated interestingly in a way that contradicted her programmer’s intentions.