Discourses of Technology

Consumer Imagination and the Rejection of Google Glass

Publikation: Konferencebidrag uden forlag/tidsskriftPosterForskningpeer review

Resumé

In this poster we address consumption of technology from the perspective of failure. A large body of studies of consumption of technology have focused on consumer acceptance (Kozinets, 2008). These studies have identified particular narratives about social and economic progress, and pleasure (Kozinets, 2008) as drivers of consumer acceptance of new technology. Similarly, Giesler (2008) has conceptualized consumer acceptance of technology as a form of marketplace drama, in which market ideologies are negotiated between consumers and media discourses. We suggest to study discourses around failed technology products to explore the negotiation of the familiar and alien that makes consumers reject or embrace a new technology. Thus, this particular project sets out to analyze consumer discourses surrounding the Google Glass video “How it Feels [through Google Glass]” on YouTube, because we want to understand how rejection and resistance build in the imagined use of technology. The study extends research on consumption of technology by demonstrating the importance of emergent discourses of new technology. We argue that the success of a particular new technology partly depends on the imagined consumption set up in marketing texts and negotiated by consumers.
OriginalsprogEngelsk
Publikationsdatojul. 2017
Antal sider2
StatusUdgivet - jul. 2017
BegivenhedConsumer Culture Theory Conference: {Hyper}Reality and Cultural Hybridization - Disneyland, Anaheim, USA
Varighed: 9. jul. 201712. jul. 2017
https://merage.uci.edu/events/2017/07/cct2017.html

Konference

KonferenceConsumer Culture Theory Conference
LokationDisneyland
LandUSA
ByAnaheim
Periode09/07/201712/07/2017
Internetadresse

Fingeraftryk

Google
Discourse
Acceptance
Pleasure
Ideology
Economic development
Drama
Social progress
Marketing
Product technology

Citer dette

Sommer, J. K., & Knudsen, G. H. (2017). Discourses of Technology: Consumer Imagination and the Rejection of Google Glass. Poster session præsenteret på Consumer Culture Theory Conference, Anaheim, USA.
Sommer, Jannek K. ; Knudsen, Gry Høngsmark. / Discourses of Technology : Consumer Imagination and the Rejection of Google Glass. Poster session præsenteret på Consumer Culture Theory Conference, Anaheim, USA.2 s.
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title = "Discourses of Technology: Consumer Imagination and the Rejection of Google Glass",
abstract = "In this poster we address consumption of technology from the perspective of failure. A large body of studies of consumption of technology have focused on consumer acceptance (Kozinets, 2008). These studies have identified particular narratives about social and economic progress, and pleasure (Kozinets, 2008) as drivers of consumer acceptance of new technology. Similarly, Giesler (2008) has conceptualized consumer acceptance of technology as a form of marketplace drama, in which market ideologies are negotiated between consumers and media discourses. We suggest to study discourses around failed technology products to explore the negotiation of the familiar and alien that makes consumers reject or embrace a new technology. Thus, this particular project sets out to analyze consumer discourses surrounding the Google Glass video “How it Feels [through Google Glass]” on YouTube, because we want to understand how rejection and resistance build in the imagined use of technology. The study extends research on consumption of technology by demonstrating the importance of emergent discourses of new technology. We argue that the success of a particular new technology partly depends on the imagined consumption set up in marketing texts and negotiated by consumers.",
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Sommer, JK & Knudsen, GH 2017, 'Discourses of Technology: Consumer Imagination and the Rejection of Google Glass' Consumer Culture Theory Conference, Anaheim, USA, 09/07/2017 - 12/07/2017, .

Discourses of Technology : Consumer Imagination and the Rejection of Google Glass. / Sommer, Jannek K.; Knudsen, Gry Høngsmark.

2017. Poster session præsenteret på Consumer Culture Theory Conference, Anaheim, USA.

Publikation: Konferencebidrag uden forlag/tidsskriftPosterForskningpeer review

TY - CONF

T1 - Discourses of Technology

T2 - Consumer Imagination and the Rejection of Google Glass

AU - Sommer, Jannek K.

AU - Knudsen, Gry Høngsmark

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N2 - In this poster we address consumption of technology from the perspective of failure. A large body of studies of consumption of technology have focused on consumer acceptance (Kozinets, 2008). These studies have identified particular narratives about social and economic progress, and pleasure (Kozinets, 2008) as drivers of consumer acceptance of new technology. Similarly, Giesler (2008) has conceptualized consumer acceptance of technology as a form of marketplace drama, in which market ideologies are negotiated between consumers and media discourses. We suggest to study discourses around failed technology products to explore the negotiation of the familiar and alien that makes consumers reject or embrace a new technology. Thus, this particular project sets out to analyze consumer discourses surrounding the Google Glass video “How it Feels [through Google Glass]” on YouTube, because we want to understand how rejection and resistance build in the imagined use of technology. The study extends research on consumption of technology by demonstrating the importance of emergent discourses of new technology. We argue that the success of a particular new technology partly depends on the imagined consumption set up in marketing texts and negotiated by consumers.

AB - In this poster we address consumption of technology from the perspective of failure. A large body of studies of consumption of technology have focused on consumer acceptance (Kozinets, 2008). These studies have identified particular narratives about social and economic progress, and pleasure (Kozinets, 2008) as drivers of consumer acceptance of new technology. Similarly, Giesler (2008) has conceptualized consumer acceptance of technology as a form of marketplace drama, in which market ideologies are negotiated between consumers and media discourses. We suggest to study discourses around failed technology products to explore the negotiation of the familiar and alien that makes consumers reject or embrace a new technology. Thus, this particular project sets out to analyze consumer discourses surrounding the Google Glass video “How it Feels [through Google Glass]” on YouTube, because we want to understand how rejection and resistance build in the imagined use of technology. The study extends research on consumption of technology by demonstrating the importance of emergent discourses of new technology. We argue that the success of a particular new technology partly depends on the imagined consumption set up in marketing texts and negotiated by consumers.

M3 - Poster

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Sommer JK, Knudsen GH. Discourses of Technology: Consumer Imagination and the Rejection of Google Glass. 2017. Poster session præsenteret på Consumer Culture Theory Conference, Anaheim, USA.