Reification

To become objectified or depersonalized.

Found in Jaron Lanier’s [*You Are Not A Gadget*]([canonical-url:2013/05/26/finding-internets-inner-human]). I haven’t read enough of the book to tell much about it, but it should be clear from the title that *reifi­ca­tion* is the kind of word one would like­ly find in its pages.