Advanced technologies such as drones, intelligent algorithms and androids have grave implications for human existence. With the purpose of exploring their basis for doing so, the paper proposes a framework for investigating the complex relationship between such devices and human practices and language-mediated cognition. Specifically, it centers on the importance of the typically neglected intermediate layer of culture which not only drives both technophobia and philia but also, more fundamentally, connects pre-reflective experience and socio-material practices by placing advanced technologies in (...) the loop. Theoretically, the paper draws on contributions from performativist Science and Technology Studies and Radically Embodied Cognitive Science and pushes new grounds by stressing their compatibility. Yet, it also emphasizes the importance of the enlanguaged side of cognition which is a requirement for human-style socio-material practices and, hence, the emergence of cultures that fetishizes certain technologies. (shrink)