Uncanny Valley

'In aesthetics, the uncanny valley is the hypothesis that human replicas that appear almost, but not exactly, like real human beings elicit feelings of eeriness and revulsion among some observers.'

RECOGNITION - objects/things that have human likeness or have a link to humanity but aren't explicitly human. Not being able to distinguish that it is human straight away makes the situation uncomfortable/strange/uncanny. 

In terms of my essay, architectural uncanny is something that I need to look at. Examples: Disneyland uses buildings they know we are familiar with like the Disney castle, but it isn't exactly the same because no one actually lives inside and is actually made from steel beams, plaster, concrete and fiberglass, not bricks. We judge what the building looks like as much to what we know it to be (recognition) 

I think it also links to Adam Smith's 'homo economics' that how we are now very individual centred and that we do things for our own gains. So in terms of shopping, everything is now in our own image  (which links to the own gains) so that we are familiar with it in terms of human likeness.