Selling the Selling Point: How Innovation Communication Creates Users of Virtual Worlds Architecture

Ursula Plesner, Maja Horst

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

This article explores how virtual worlds are rhetorically constructed as obvious, innovative spaces for communication about architecture. It is argued that the marketization of an innovative use of new media platforms happens in early phases of the innovation processes, and the success of new media technologies such as virtual worlds hinges on the creation of expectations, which are intertwined with the discursive construction of future users. Drawing on the sociology of expectations and the sociology of technology, the article argues that the configuration of expected users is a central part of the communication about the innovation. It is demonstrated that the creation of markets does not begin when innovations such as Virtual Worlds Architecture are settled, but is intertwined with early expectations about their promises and limitations. Rather than seeing virtual worlds as settled and secluded sites for social and cultural innovation in themselves, we have examined how actors involved with them try to sell them as such. A crucial challenge for these actors turns out to be the interpretative flexibility of the innovation, since arguments designed to attract one kind of expected user might problematize the configuration of other types of users.
OriginalsprogEngelsk
TidsskriftConvergence: The International Journal of Research into New Media Technologies
Vol/bind18
Udgave nummer1
Sider (fra-til)49-70
Antal sider22
ISSN1354-8565
DOI
StatusUdgivet - 2012

Emneord

  • Architecture
  • Communication
  • Expectations
  • Innovation
  • Interpretative flexibility
  • Sociology of technology
  • Users
  • Virtual worlds

Citer dette

@article{667a506fee604d7c92fcf4e4caf208cd,
title = "Selling the Selling Point: How Innovation Communication Creates Users of Virtual Worlds Architecture",
abstract = "This article explores how virtual worlds are rhetorically constructed as obvious, innovative spaces for communication about architecture. It is argued that the marketization of an innovative use of new media platforms happens in early phases of the innovation processes, and the success of new media technologies such as virtual worlds hinges on the creation of expectations, which are intertwined with the discursive construction of future users. Drawing on the sociology of expectations and the sociology of technology, the article argues that the configuration of expected users is a central part of the communication about the innovation. It is demonstrated that the creation of markets does not begin when innovations such as Virtual Worlds Architecture are settled, but is intertwined with early expectations about their promises and limitations. Rather than seeing virtual worlds as settled and secluded sites for social and cultural innovation in themselves, we have examined how actors involved with them try to sell them as such. A crucial challenge for these actors turns out to be the interpretative flexibility of the innovation, since arguments designed to attract one kind of expected user might problematize the configuration of other types of users.",
keywords = "Architecture, Communication, Expectations, Innovation, Interpretative flexibility, Sociology of technology, Users, Virtual worlds",
author = "Ursula Plesner and Maja Horst",
year = "2012",
doi = "10.1177/1354856511419915",
language = "English",
volume = "18",
pages = "49--70",
journal = "Convergence: The International Journal of Research into New Media Technologies",
issn = "1354-8565",
publisher = "Sage Journals",
number = "1",

}

Selling the Selling Point : How Innovation Communication Creates Users of Virtual Worlds Architecture. / Plesner, Ursula; Horst, Maja.

I: Convergence: The International Journal of Research into New Media Technologies, Bind 18, Nr. 1, 2012, s. 49-70.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Selling the Selling Point

T2 - How Innovation Communication Creates Users of Virtual Worlds Architecture

AU - Plesner, Ursula

AU - Horst, Maja

PY - 2012

Y1 - 2012

N2 - This article explores how virtual worlds are rhetorically constructed as obvious, innovative spaces for communication about architecture. It is argued that the marketization of an innovative use of new media platforms happens in early phases of the innovation processes, and the success of new media technologies such as virtual worlds hinges on the creation of expectations, which are intertwined with the discursive construction of future users. Drawing on the sociology of expectations and the sociology of technology, the article argues that the configuration of expected users is a central part of the communication about the innovation. It is demonstrated that the creation of markets does not begin when innovations such as Virtual Worlds Architecture are settled, but is intertwined with early expectations about their promises and limitations. Rather than seeing virtual worlds as settled and secluded sites for social and cultural innovation in themselves, we have examined how actors involved with them try to sell them as such. A crucial challenge for these actors turns out to be the interpretative flexibility of the innovation, since arguments designed to attract one kind of expected user might problematize the configuration of other types of users.

AB - This article explores how virtual worlds are rhetorically constructed as obvious, innovative spaces for communication about architecture. It is argued that the marketization of an innovative use of new media platforms happens in early phases of the innovation processes, and the success of new media technologies such as virtual worlds hinges on the creation of expectations, which are intertwined with the discursive construction of future users. Drawing on the sociology of expectations and the sociology of technology, the article argues that the configuration of expected users is a central part of the communication about the innovation. It is demonstrated that the creation of markets does not begin when innovations such as Virtual Worlds Architecture are settled, but is intertwined with early expectations about their promises and limitations. Rather than seeing virtual worlds as settled and secluded sites for social and cultural innovation in themselves, we have examined how actors involved with them try to sell them as such. A crucial challenge for these actors turns out to be the interpretative flexibility of the innovation, since arguments designed to attract one kind of expected user might problematize the configuration of other types of users.

KW - Architecture

KW - Communication

KW - Expectations

KW - Innovation

KW - Interpretative flexibility

KW - Sociology of technology

KW - Users

KW - Virtual worlds

U2 - 10.1177/1354856511419915

DO - 10.1177/1354856511419915

M3 - Journal article

VL - 18

SP - 49

EP - 70

JO - Convergence: The International Journal of Research into New Media Technologies

JF - Convergence: The International Journal of Research into New Media Technologies

SN - 1354-8565

IS - 1

ER -