Short answer
Challenge the narrative of inevitable technological progress in your design communications and actively seek to highlight and empower user agency and contributions.
- Field
- Innovation & Design
- Source
- York University Digital Library (York University) (2013)
- Method
- Critical Discourse Analysis supported by Corpus Linguistics techniques
- Evidence
- Moderate effect
Social media corporations utilize their official blogs to construct a narrative of inevitable technological progress, often prioritizing commercial interests over the contributions and needs of users and developers. This innovation & design research insight is drawn from a 2013 study published in York University Digital Library (York University). Using Critical discourse analysis supported by corpus linguistics techniques, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Challenge the narrative of inevitable technological progress in your design communications and actively seek to highlight and empower user agency and contributions.
Corporate Blogs Frame Technological Advancement as Inevitable, Undermining User Agency
Social media corporations utilize their official blogs to construct a narrative of inevitable technological progress, often prioritizing commercial interests over the contributions and needs of users and developers.
York University Digital Library (York University) · 2013
Key Findings
- 01The analyzed corporate blogs consistently present technological development as both necessary and inevitable.
- 02A 'techno-centrism' is constructed, often overshadowing the human element of both technology creators and end-users.
- 03The discourse supports the commercialization of social media platforms rather than promoting them as inherently democratic.
- 04The reliance on user-generated content creates a dependency that could potentially empower users, though this is not actively supported by the corporate discourse.
Application
Design takeaway
Challenge the narrative of inevitable technological progress in your design communications and actively seek to highlight and empower user agency and contributions.
How to apply
When developing marketing materials or product launch communications for new technologies, ensure that the language reflects a partnership with users and acknowledges their role, rather than presenting the technology as a fait accompli.
Project actions
- 01When analyzing user feedback or company statements, look for patterns in how technology is described.
- 02Consider how the language used in your own design proposals might inadvertently create a sense of inevitability or disempower users.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs rigorous analytical methods (Critical Discourse Analysis, Corpus Linguistics).
- +Focuses on a critical aspect of digital platform operation and communication.
Limitations
The analysis is based on written text and may not capture all nuances of corporate communication. The specific platforms studied might have unique discursive strategies.
Reliability & validity
The reliability of the findings depends on the consistent application of CDA and corpus linguistics methods. Validity is supported by the focus on primary source material (corporate blogs).
Think critically
To what extent does the 'social media logic' identified in this study influence the design of user interfaces and features on these platforms?
Design Principles
"Promote transparency and user empowerment by framing technological advancements collaboratively rather than as predetermined outcomes."
Understanding how companies frame technological development is crucial for designers and researchers. This framing can influence public perception, user engagement, and the ethical considerations surrounding new technologies. Designers must be aware of these discursive strategies to create more transparent and user-empowered digital experiences.
What This Means for Your Design
Companies that run social media sites often write blog posts that make it sound like new technology just has to happen, and it's not really about the people who use or make it. This helps them make money but doesn't make the sites feel very democratic.
How to use in your project
- 1.Use this research to support claims about how corporate messaging can shape user perceptions of technology in your design project's context.
Add to My Project
Quick Cite
Paragraph starter
This research highlights how corporate blogs for major social media platforms often frame technological development as an inevitable process, prioritizing commercial interests and a 'techno-centrism' that can overshadow user agency and contributions. This suggests that designers should be mindful of the language used in their own project communications to avoid presenting technology as predetermined and instead foster a sense of collaborative development and user empowerment.
Source
York University Digital Library (York University)
"What social media ""likes"": a discourse analysis of the Google, Facebook and Twitter blogs"
journal · 2013
View sourceQuestions About This Research
- What does the research say about corporate blogs frame technological advancement as inevitable, undermining user agency?
- Challenge the narrative of inevitable technological progress in your design communications and actively seek to highlight and empower user agency and contributions. Evidence: York University Digital Library (York University) (2013).
- Why does "Corporate Blogs Frame Technological Advancement as Inevitable, Undermining User Agency" matter for design?
- Understanding how companies frame technological development is crucial for designers and researchers. This framing can influence public perception, user engagement, and the ethical considerations surrounding new technologies. Designers must be aware of these discursive strategies to create more transparent and user-empowered digital experiences.
- How can designers apply this research?
- Challenge the narrative of inevitable technological progress in your design communications and actively seek to highlight and empower user agency and contributions.
- What were the main findings?
- The analyzed corporate blogs consistently present technological development as both necessary and inevitable.. A 'techno-centrism' is constructed, often overshadowing the human element of both technology creators and end-users.. The discourse supports the commercialization of social media platforms rather than promoting them as inherently democratic.. The reliance on user-generated content creates a dependency that could potentially empower users, though this is not actively supported by the corporate discourse.
- What research method was used?
- Critical Discourse Analysis supported by Corpus Linguistics techniques.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2013 journal from York University Digital Library (York University).
- What should I do differently in my next project?
- When developing marketing materials or product launch communications for new technologies, ensure that the language reflects a partnership with users and acknowledges their role, rather than presenting the technology as a fait accompli.
- What are the limitations?
- The study is limited to official corporate blogs and does not encompass all forms of corporate communication or user interaction. The analysis focuses on a specific time period (2006-2011).