The following text is a voice in the discussion around normative problems of innovative therapies. It particularly refers to legal and ethical problems related to the advertisement of experimental medicinal products and medical procedures, also discussed in this issue in the article by Paweł Lipowski "Advertisements of experimental medicinal products and medical procedures in the light of Polish law and media ethics.".

In this article I am dealing mainly with the following notions: “perception apparatus” (Weltbildapparat), “view of the world” (Weltbild, picture of the world) and “representation”. The first and the second ones belong to the basic notions in the vocabulary of K. Lorenz’s evolutionary epistemology, the third in cognitive sciences. I seek to demonstrate the relationships between them. This analysis is put in a broader context, indicating the relationships between expensively developing cognitive sciences and evolutionary epistemology (much less popular today). It (...) is quite easy to determine what the perception apparatus is, however, it is harder to state what the view of the world, especially in its ontological aspect, is. Nevertheless, the view of the representation in the context of evolutionary epistemology points to the fact that this notion is still unclear and many representational features can be assigned to objects which, as it seems, are not representations according to cognitive sciences. (shrink)

In the article, I attempted to indicate that in modern communication, i.e. also in social life, ratiomorphism has been appearing. I define it as an unconscious, innate, genetically determined and teleonomically survival-driven cognitive faculties, skills and patterns of behavior present in all living being, including humans. It cannot be, however, associated only with emotions or irrationalism. In modern communication dominated by the new media, ratiomorphism takes on the form of technoratiomorphism. Therefore, it is obvious that ratiomorphism also appears in the (...) sphere of meaning. In the pre-internet era, meaning was associated with rationality and universal values such as truth, goodness, and beauty. In the internet era, there has been a turn towards ratiomorphic values: truth is being replaced with acceptance, goodness with utility, and beauty with attractiveness. Paradoxically, than new strategy for finding and creating meaning is a rational strategy in the contemporary communicational environment. (shrink)