COMMUNICATION AND CONSUMER STRATEGIES IN THE CONTEXT OF WEARABLE TECHNOLOGIES

Authors

  • Vicente Martin Mastrocola Escola Superior de Propaganda e Marketing de São Paulo

DOI:

https://doi.org/10.5902/2175497727656

Keywords:

Communication and Consumption. Wearable Technology. Cyberculture.

Abstract

In view of the centrality of relationships between communication, consumption and technology in contemporaneity, the present research project examines certain digital devices which potentially hybridize to the human body and lie in the wearable technology category. We discuss how the orchestration of various socio-technical objects is reconfiguring daily life and generating new possibilities to think the materiality of communications and the rhetorics of consumption. This study does not attain to a specific device. We seek to think, in a broader fashion, different examples of integration between humans and non-humans, considering, among other aspects, how this type of technology can serve strategically to enhance relationships between brand/companies and their consumers.

 

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Author Biography

Vicente Martin Mastrocola, Escola Superior de Propaganda e Marketing de São Paulo

Doutor em Comunicação e Práticas de Consumo (ESPM). Professor de Game Design e Mídia Digital na ESPM

(São Paulo). E-mail: vincevader@gmail.com

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Published

2018-12-27

How to Cite

Mastrocola, V. M. (2018). COMMUNICATION AND CONSUMER STRATEGIES IN THE CONTEXT OF WEARABLE TECHNOLOGIES. Animus.Inter-American Journal of Media Communication, 17(35). https://doi.org/10.5902/2175497727656

Issue

Vol. 17 No. 35 (2018)

Section

Communication and Creative Industry

License

The authors of texts approved by the referees of Animus - Inter-American Journal of Media Communication automatically concede, and without any charge, the right to the first publication of the submitted material.