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Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives

Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives Through a systematic study of consumer narratives, this article models how technology ideologies influence consumer-level thought, speech, and action. Applying critical discourse analysis and articulation theory approaches, a semiotic square model represents the relations between Techtopian, Green Luddite, Work Machine, and Techspressive ideological elements in an ideological field. The narratives of individual consumers move between ideological elements in ways suggested by the model's semantic relations. The results reveal novel aspects of consumers' dynamic relations to technology ideology and invite further investigations of technology and consumption ideology. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives

Journal of Consumer Research , Volume 34 (6): 17 – Apr 1, 2008

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References (82)

Publisher
Oxford University Press
Copyright
© 2007 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/523289
Publisher site
See Article on Publisher Site

Abstract

Through a systematic study of consumer narratives, this article models how technology ideologies influence consumer-level thought, speech, and action. Applying critical discourse analysis and articulation theory approaches, a semiotic square model represents the relations between Techtopian, Green Luddite, Work Machine, and Techspressive ideological elements in an ideological field. The narratives of individual consumers move between ideological elements in ways suggested by the model's semantic relations. The results reveal novel aspects of consumers' dynamic relations to technology ideology and invite further investigations of technology and consumption ideology.

Journal

Journal of Consumer ResearchOxford University Press

Published: Apr 1, 2008

Keywords: Cultural Theories and Analysis; Symbolic Consumption/Semiotics; Diffusion, Innovation, Technology; Depth/Long Interviews

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