Discourses of Technology Consumption: Ambivalence, Fear
ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Discourses of Technology Consumption: Ambivalence, Fear, and Liminality Margo Buchanan-Oliver , University of Auckland, New Zealand Angela Cruz , University of Auckland, New Zealand What makes technology frightening? To explore this question, we present the concept of liminality, within which key liminal tensions between bodies/machines, human/nonhuman, past/future, and here/not-here are articulated in interdisciplinary discourses of technology consumption. These represent fundamental tensions, ambivalences, and fears concerning technology consumption – valuable knowledge for crafting deeply resonant communications. [to cite]: Margo Buchanan-Oliver and Angela Cruz (2011) ,"Discourses of Technology Consumption: Ambivalence, Fear, and Liminality", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 287-291. [url]: http://www.acrwebsite.org/volumes/1009170/volumes/v39/NA-39 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Discourses of Technology Consumption: Ambivalence, Fear, and Liminality Margo Buchanan-Oliver, University of Auckland, New Zealand Angela Cruz, University of Auckland, New Zealand ABSTRACT significant impact on consumers’ lives as they infuse and inform the Why are consumer narratives of technology consumption wider circuits of meaning (McCracken 1986) which shape the way fraught with ambivalence (Mick and Fournier 1998), identity ten- consumers imagine and interact with their technologies. sions (Schau and Gilly 2003), anxiety (Meuter et al.
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