Authors and Corporations: | |
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In: | Journal of Macromarketing, 37, 2017, 3, p. 331-333 |
published: |
SAGE Publications
|
Media Type: | Article, E-Article |
Physical Description: | 331-333 |
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ISSN: |
0276-1467
1552-6534 |
DOI: | 10.1177/0276146717715303 |
published in: | Journal of Macromarketing |
Language: | English |
Subjects: | |
Collection: | SAGE Publications (CrossRef) |
<jats:p> Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to start understanding that.” In my commentary, I seek to complicate and extend this statement on tools or technology by drawing attention to the magic of technology, and how it simultaneously obscures the view of things and invites a fetishistic belief in technological efficacy to change the world. I argue that we must deepen our discussion of technology and start questioning the many ways that today’s technology orders the social world and humans. </jats:p> |