Engineering meets marketing: advertising soft- and hardware in the 1980s
2015 (English)Conference paper, Abstract (Refereed)
➢ What terms were used to market home computer systems and how do these reflect and relate to hopes, fears and myths around computing in society at large?
➢ How did the inherently technical language, and indeed material operations, of software and hardware engineering transform/attune into marketing concepts?
The development of home computer systems was of course followed by the marketing and sales of the same systems. Home computer systems and the language used to describe them form a material-discursive relationship, where information comes with both physical and philological propensities. This paper analyses the combined discourses and functionalities that permeated advertisements, commercials and infomercials in the marketing of home computer systems during the 1980s. This will provide insights into how the impending computerisation of society took place at an ideological and semiotic level, which in turn is connected to the material capacities of media technologies. The study will focus on revealing the underlying assumptions about what changes computerisation was predicted or intended to create based on the material capacities of soft- and hardware. By analysing marketing discourses as they appear from 1978 to 1987, in commercials, infomercials and advertisements, we will come to a better understanding of the mutually transformative relation between the inherently technical language of software and hardware engineering and the ideological and cultural language of computerisation.
Place, publisher, year, edition, pages
home computers, marketing
Human Aspects of ICT
Research subject Media and Communication Studies
IdentifiersURN: urn:nbn:se:su:diva-114379OAI: oai:DiVA.org:su-114379DiVA: diva2:791925
In the Flow: People, Media, Materialities