虚拟现实的销售:技术文化整合中的新颖性与连续性

J. Nagy, Frederick Turner
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引用次数: 6

摘要

自2014年春季以来,消费者虚拟现实(VR)行业再次竞相接触公众,为实时跟踪新兴媒体的文化融合提供了机会。我们研究了从实验室延伸到客厅的销售链上的三个站点:行业开发人员会议、工业原型和最终用户体验。在每一个这样的网站上,营销人员都在重新讨论VR的新颖性,以便将其出售给特定的用户群体。矛盾的是,这些谈判揭示了通常被视为颠覆性创新的虚拟现实是如何被要求稳定和确保过去的连续性的:即特定的文化形式以及维持它们的工业和技术基础设施。我们认为,虚拟现实的文化适应表明,召唤新技术并将其构建为新颖的过程也强化了关于文化组织方式的现有(通常是不言而喻的)协议。
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The Selling of Virtual Reality: Novelty and Continuity in the Cultural Integration of Technology
Since the spring of 2014, the consumer virtual reality (VR) industry has once again been racing to reach the public, providing an opportunity to track an emerging medium’s cultural integration in real time. We examined three sites on the sales chain that stretches from the laboratory to the living room: industry developer conferences, industrial prototypes, and end-user experiences. At each of these sites, marketers renegotiate VR’s novelty in order to sell it to specific constituencies. Paradoxically, these negotiations reveal how VR, typically presented as a disruptive innovation, has been called upon to stabilize and ensure the continuity of the past: that is, of particular cultural forms and of the industrial and technological infrastructures that sustain them. We argue that the enculturation of VR demonstrates that the processes that summon new technologies and construct them as novel also reinforce existing—and often unspoken—agreements about the ways that culture should be organized.
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