This article analyzes the role of hype in performing and translating corporate sociotechnical imaginaries of digital technologies, into the context of Danish society. Drawing on ethnographic fieldwork of technology events in Denmark, this article proposes “hot air” as a concept to describe how hype for the future performs these imaginaries. This article describes the overlapping sociotechnical imaginaries that dominate these events and the performative effects of hype and its critique, in articulating and translating them. This article makes an empirical and conceptual contribution to the study of sociotechnical imaginaries, in particular, their socio-material performance, the role of corporations in articulating them, and how hype is central to their translation.

本文分析了炒作在执行和将公司的数字技术社会技术想象转化为丹麦社会的背景中的作用。本文利用丹麦在技术事件上的人种学现场研究，提出“热风”这一概念，以描述对未来的炒作是如何实现这些假想的。本文描述了支配这些事件的重叠的社会技术虚构以及炒作及其批评在表达和翻译中的表演效果。本文对社会技术虚构的研究做出了实证和概念性贡献，尤其是它们的社会物质绩效，公司在表达它们方面的作用以及炒作在其翻译中的核心作用。