What is it about?
The article explores technological language from a cognitive point of view. It focuses on worldview frames and how they support and justify technological innovation in the automobile industry. The question is how real or fictional these worldviews are and how that reflects on the author's intentions.
Featured Image
Photo by Matthew Fassnacht on Unsplash
Why is it important?
The case study intends to raise awareness of the thin line between reporting on innovation with objective and/or commercial motives. It demonstrates the underlying subjectivity of a spatial and temporal frame that often foregrounds the future benefits of innovation.
Perspectives
I have noted the positive stance towards self-driving cars in automobile magazines, while, from a critical point of view this is not self-evident. I wanted to see what the perspective was. Taking a deictic approach to discourse analysis, I tried to reveal the subjective, positive stance on self-driving cars to better understand the direction of the argument.
Bertie Kaal
Vrije Universiteit Amsterdam
Read the Original
This page is a summary of: Chapter 4. The reality of technological worldviews, March 2021, John Benjamins,
DOI: 10.1075/pbns.319.04kaa.
You can read the full text:
Contributors
The following have contributed to this page
