Introduction to the special issue: presenting marketing differently

From early Greek philosophers to Descartes’ machinic metaphors of humans-as-machines, to the emergence of physical machine-like humans, the intersections of the human body with machines circle back through hundreds of years of debates on human-technology relationships. We live in an age when robots are becoming increasingly human-like with artificial intelligence that mimics and sometimes exceeds our own. At the same time, we humans are adopting cyborg-like modifications to improve ourselves through biological, mechanical, and computer technologies. This conceptual paper presents a historical overview of the human-machine merger as both a metaphor and material reality. We show that the body has no intrinsic meaning for its distinct social constructions in technophilic and bioconservativist perspectives. This leads to a critical need for discussions about the issues related to dehumanization and personhood. These two topics must inform future research efforts to explore a future when current concepts of humanness may not hold anymore. 

Bodies as machines. Machines as bodies

Virtual Reality has been heralded variously as the next steppingstone in technological innovation, a utopian ‘empathy-machine’ and a dystopian addictive technology. Using critical discourse analysis, we explore the types of narratives underlying this global attention and the ideological values, beliefs and interests therein. We contribute to the critical marketing literature by demonstrating how an examination of sociotechnical imaginaries reveals the ways in which the market mediates the reception of new technologies and the kinds of worlds these technologies bring about. Through an interactive ‘choose your own adventure’ narrative, we bring these imaginaries into relief and invite readers to navigate alternative potential futures for VR. The data underpinning the narrative highlight the role of marketers and marketing in shaping our social, political and economic reality. 

Grace T. Leksana

Papers

Choose your own future: the sociotechnical imaginaries of virtual reality