Much has been written-not least in this journal -about the potential, the benefits, and the risks of social robotics. Our paper is based on the social constructivist perspective that what a technology actually is can be decided only when it is applied. Using as an exemplar the robot baby seal PARO, which is deployed in Germany mainly as activation therapy for elderly people with dementia, we begin by briefly explaining why it is by no means clear at the beginning of the development phase what a technology is actually going to be. Rather, this is established in the light of, and in coordination with, the context of application. We then present some preliminary results from our ongoing study of the way in which this social robot is applied by professional care workers in a nursing home for the elderly. The underlying theoretical assumption on which our study is based is that the appearance and the performative deployment of a technical artifact are interdependent. Only in combination with experiences-the experiences of others, imparted in diverse forms as knowledge, and first-hand experience of using the technology-are the design and the technical functionality of the device of relevance to its appearance, that is, to what it is regarded as being. Our video-assisted ethnographic study of persons with dementia shows that, on the one hand, PARO is deployed performatively as an occasion for communication and as an interlocutor, and, on the other, it is applied as an observation instrument.

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The declared objective of World Youth Day (WYD), a Catholic Church event staged in a major world city every 2–3 years, is to evangelize youth – including those on the fringes of, and outside, the Church. The 20th WYD, which was held in Cologne, Germany in 2005, was the subject of a project conducted by a research consortium funded by the German Research Foundation (DFG). The preliminary hypothesis that WYD combines elements of traditionalistic festivals and modernistic events and that this combination yields a new event form – the “hybrid event” – was confirmed. This paper presents some of the findings gained from an ethnographic investigation of the organization of WYD that was informed by an action‐theory perspective in the tradition of Peter L. Berger and Thomas Luckmann's sociology of knowledge. From this perspective, which focuses on the goals, strategies, and personal relevancies of the organizing team (German) WYD can be unequivocally reconstructed as a Catholic Church marketing event. The “product” – the Catholic faith, uniquely personified by the Pope – is presented by an elite organizing team in an atmosphere of fun and mystery that especially appeals to young people. Hence, the Catholic Church succeeds in shedding its sometimes fuddy‐duddy image and in bringing young people to perceive it as a vibrant, modern religious institution. This should prove to be a competitive advantage in an age of religious pluralism. Copyright © 2010 John Wiley & Sons, Ltd.

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