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Journal Article

Technology/Ideology: How Ideological Fields Influence Consumers’ Technology Narratives

Robert V. Kozinets
Journal of Consumer Research
Vol. 34, No. 6 (April 2008), pp. 865-881
Published by: Oxford University Press
DOI: 10.1086/523289
Stable URL: http://www.jstor.org/stable/10.1086/523289
Page Count: 17
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Technology/Ideology: How Ideological Fields Influence Consumers’ Technology Narratives
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Abstract

Through a systematic study of consumer narratives, this article models how technology ideologies influence consumer‐level thought, speech, and action. Applying critical discourse analysis and articulation theory approaches, a semiotic square model represents the relations between Techtopian, Green Luddite, Work Machine, and Techspressive ideological elements in an ideological field. The narratives of individual consumers move between ideological elements in ways suggested by the model’s semantic relations. The results reveal novel aspects of consumers’ dynamic relations to technology ideology and invite further investigations of technology and consumption ideology.

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