Journey to the centre of the world: Google Maps and the abstraction of cybernetic capitalism

Across human history, many cultures have produced different ‘centres of the world’, with cartography often being bound up in the construction and representations of this axis mundi. A contemporary manifestation of these ancient phenomena can be seen in Google Maps, the most popular world-map ever made. Google use surveillance to present various types of customized centres-of-the-world, with their global representation being automatically tailored for specific subjects. This study uses engaged theory to analytically separate the levels of abstraction inherent in these processes, connecting empiric observations with large-scale historic transformations, with a focus on subjective and material changes in relation to the capitalist world-system. It is argued that the automated, atomizing processes bound up in Google Maps serve to projects intensifying abstractions into everyday social practice, thus reconstituting how space and time are experienced, as well as being intimately bound up with intensifying processes of capital accumulation and social control.