Description
In the landscape of technological innovation, hype plays a significant role in shaping perceptions, decisions, and futures. Labeling something as “hype” suggests an element of exaggeration in the communication surroundingtechnology. However, studies on hype vary greatly in their empirical approaches, value judgments, and suggested interventions. This paper posits that our comprehension and resolution of hypes are fundamentally intertwined with
our understanding of communication. It explores how different theories – Signal Theory, Rhetoric, Speech Act Theory, Contaigon Theory, and Discourse Theory – provide perspectives for understanding and addressing technology
hype as over-generalization, over-selling, over-promising, over-resonance, and over-shadowing, each shaping the attributed responsibility for hype and guiding potential interventions.
Information Theory emphasizes that over-generalizing and generic language can lead to inaccuracies in the information transfer between sender and receiver. This occurs when essential keys to decipher information about
limitations are missing, particularly due to limitations of communication channel capacity in title fields, article highlights, and publication formats.
Rhetoric examines how the over-selling of claims through rhetorical devices – such as breakthrough metaphors, superlatives, doomsday scenarios, and urgency-evoking storylines – can mislead audiences. In this context, hypers fail
to reconcile conflicting communication aims, such as maintaining accuracy versus generating interest, or to put their intended purpose into action.
Speech Act Theory suggests that over-promising and accidental promises can result from improper execution or neglect of conventions related to giving commitments. This perspective evaluates hype against the backdrop of legal
and cultural norms governing research proposals, contracts, and press releases.
Contagion Theory posits that over-resonant buzzwords, crowd behavior, and market trends arise from reinforced mutual observations, affective self-expressive behaviors, and naïve trend projections. In this context, hype
critiques deindividuation, highlighting the absence of critical engagement among individuals swept up in collective excitement.
Discourse Theory addresses how overshadowing narratives, media, and speaker positions privilege certain voices and claims over others. In this regard, hegemonic narratives are critiqued as hypes when they distract from more
pressing issues or impede the ability to speak truth to power.
With examples and suggested interventions for each perspective, this presentation provides a comprehensive framework for understanding and addressing hype from multiple angles. It illustrates how these theoretical lenses
shape the understanding of hype, incorporate underlying values, attribute responsibility, and propose diverse interventions. By unpacking hype, we can navigate misunderstandings, reflect on our own contributions to technology
discourses, and derive meaningful implications for assessing technology futures
| Period | 17 Sept 2024 |
|---|---|
| Event title | Forum on Philosophy, Engineering, and Technology 2024: Understanding, Assessing, and Designing Responsible Futures |
| Event type | Conference |
| Location | Karlsruhe, Germany, Baden-WürttembergShow on map |
| Degree of Recognition | International |