Abstract

From the point of view of the philosophy of the media, the text problematises the possibility and practice of thinking (self-awareness) in the time of media domination and the rule of technological-information ‘madness’. Also, in the background of the presentation plan, the article touches on the critique of the so-called media-based capitalism; it confronts the concept of ‘madness’ that we encounter under the veil of activity of the rational (instrumental) mind and modern media on the one hand and the thinking subject, his theoretical and practical possibilities, on the other. All this is demonstrated on the example of the (mis)use of artificial intelligence in modern media, which most often acts on social networks through two phenomena: the ‘epistemic bubble’ and the ‘echo chamber’. Based on the performed analyses, it is shown that the philosophy of the media, as an interdisciplinary oriented, theoretical critique of the media and mediated reality, has the opportunity and obligation to position itself towards technical inventions such as artificial intelligence used in the media, thus contributing to self-awareness and practice, both of the own discipline and of the social community in which the philosophy of the media critically participates.