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A heteronomous consumer romance
Marketing Theory ( IF 3.4 ) Pub Date : 2020-01-03 , DOI: 10.1177/1470593119897767
Mike Molesworth 1
Affiliation  

In the spirit of dystopian science fiction, this story imagines marketing in a near future. A reader might recognise that there is a relationship between aesthetic forms (stories) and the dramas that play out in society and so although this is fiction, it is also about the critical concerns that are emerging in the use of corporate technologies. The story draws from theory that suggests our most intimate relationships are embedded in and create market structures, and on theory that accounts for how technology (and especially AI) has significant impact on market practices. Core ideas also reference my previous and ongoing research on the imagination, on marketplace relationships and on digital virtual consumption, and from previous accounts of AI and market/political systems in speculative fictions. I invite the reader to reflect on the sorts of dominating human–technology–market relationships that may be with us soon, and on the risk of perverse instantiations in commercial AI deployment. Overall the tone is critical, but themes are also presented as ambiguous, recognising the seductive quality of marketing technologies.

中文翻译:

异乎寻常的消费者浪漫

本着反乌托邦科幻小说的精神,这个故事设想了不久的将来的营销。读者可能会认识到,审美形式(故事)与社会上演的戏剧之间存在某种联系,因此尽管这是虚构的,但也与企业技术的使用中出现的关键问题有关。这个故事源于表明我们最亲密的关系被嵌入并创建市场结构的理论,以及从理论上解释技术(尤其是人工智能)如何对市场实践产生重大影响的理论。核心思想还参考了我以前和正在进行的关于想象力,市场关系和数字虚拟消费的研究,以及我以前关于投机小说中的AI和市场/政治系统的论述。我邀请读者思考一下可能很快与我们建立的主要的人机技术市场关系,以及商业AI部署中错误实例化的风险。总体而言,基调是至关重要的,但主题也被模棱两可,以承认营销技术的诱人品质。
更新日期:2020-01-03
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