Change search
ReferencesLink to record
Permanent link

Direct link
Engineering meets marketing: advertising soft- and hardware in the 1980s
Stockholm University, Faculty of Humanities, Department of Media Studies.ORCID iD: 0000-0003-2053-0933
2015 (English)Conference paper, Abstract (Refereed)
Abstract [en]

Key questions:

➢ 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
Keyword [en]
home computers, marketing
National Category
Human Aspects of ICT
Research subject
Media and Communication Studies
URN: urn:nbn:se:su:diva-114379OAI: diva2:791925
In the Flow: People, Media, Materialities
Available from: 2015-03-02 Created: 2015-03-02 Last updated: 2015-03-02

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Skågeby, Jörgen
By organisation
Department of Media Studies
Human Aspects of ICT

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 23 hits
ReferencesLink to record
Permanent link

Direct link