The metaphor of the brain as a database (or, if you prefer, the database as a brain) flatters and anthropomorphizes the machine more than it explains the mind. Gray matter doesn't seem to be organized in a way that makes the storage and retrieval of information easy; rather, the classification and categorization that characterize the database are pre-digital technologies invented to manage the ever-increasing amounts of information that civilization requires citizens to master. Cicero used a "memory palace" when delivering orations. As he spoke, he would imagine moving through a house where each room and object represented points he needed to make in his speech and the supporting evidence he needed to make them. The antithesis of such memory systems might be the dream, the mind's nightly refresher that reconfigures the day's events and data in disjointed, symbolic narratives. Both the memory palace and the dream are based on irrational elements: subjective experience, arbitrary connections, and word play. That the memory palace is created under the thinker's deliberate control only highlights the conscious mind's eagerness to do what the unconscious mind does automatically. Even as Cicero publicly performed the constructs of reason, his brain was circumventing them.
Last July, in a New York University faculty residence on West Houston Street where Picasso's sculpture and I.M. Pei's architecture face off in a courtyard invisible to Google Earth, Alexandre Singh delivered an installment of his Assembly Instructions Lectures, a series of talks illustrated by a pair of overhead projectors. After introducing his audience to Matteo Ricci, a sixteenth-century Jesuit missionary who taught the memory palace technique to Chinese officials to convince them of the superiority of Western (and by extension, Christian) thought, Singh launched into a detailed recounting of a dream he supposedly had, in which Ingvar Kamprad, founder and principle shareholder of Ikea, announced that the master floor plan implemented in every Ikea store around the world encodes a classification of all human knowledge. For instance, the arrangement of shoes, hangers, and sweaters in a display closet, as Singh demonstrated, represented the kingdoms and phyla of life on Earth. What's more, the Ikea system of Singh's dream world does not merely encode--it controls. If something changes in a store--say, a new couch model is introduced for the new season, or a passing child moves a prop coffee-table book around a fake living room--the fabric of reality is altered.
(read more: http://rhizome.org/editorial/3045#more)