Advertising Nanotechnology

Abstract

Advertisements for high-technology products and services visualize processes and phenomena which are unvisualizable, such as globalization, networks, and information. We turn our attention specifically to the case of nanotechnology advertisements, using an approach that combines visual and sonic culture. Just as phenomena such as complexity and networks have become established in everyday discourse, nanotechnology seizes the social imaginary by establishing its own aesthetic conventions. Elaborating Raymond Williams’ concept of structures of feeling, we show that in visualizing nanotechnology, its stakeholders employ spaces, verbs, and objects of feeling. These favorable nanotechnology structures of feeling are woven into the social imaginary, recursively producing the reality they describe.

Steak and bleach as science communication heroes? The rise of post-corona, posthuman irony

“…To further elaborate on "humanising": this aspect can be an extended self [Belk, 1988] or a product given human attributes [MacInnis and Folkes, 2017] or a more complete brand personification [Epley, Waytz and Cacioppo, 2007], even made to seem "cute". Sci-fi visions of the future and elements of cuteness are part of a posthuman, informational capitalism [Campbell, O'Driscoll and Saren, 2010;Campbell, Deane and Murphy, 2015;Kozinets, 2008;Kozinets, 2015]. The added anthropomorphic element of the cute and the inviting is of course how brands build up more trust and therefore increased credibility.…”

“…3. A posthuman turn in both the sociality of digital communication and of marketing [Campbell, O'Driscoll and Saren, 2010;Campbell, Deane and Murphy, 2015;Couldry and Hepp, 2017;Kalpokas, 2019;Kozinets, 2008;Kozinets, 2015;Thrift, 2004;Thrift, 2005;Thrift, 2014].…”