Technology

We understand technology as the network and system of cultural knowledge that makes up a series of practical applications that allow adapting one or several biological species in different environments. Technology-related experiences refer to how tribes construct identity narratives using technological developments (including AI).

From Solo Convenience to Collective Ritual: How Grab Turned Fare-Splitting into a Cultural Practice

tiers

Symbolic Consumption, Brand Community, Ritual, Affordances, Social Identity, Platform Culture

Ford's AI Assistant and the Domestication of the Machine Voice

members

Consumer Culture, Brand Semiotics, Human-Machine Interaction, Digital Anthropology, Meaning-Making, Customer Experience

Rivian, Waze, and the Dashboard as a Site of Collective Belonging

tiers

Consumer Culture, Brand Semiotics, Social Identity, Digital Anthropology, Technology Acceptance, Symbolic Consumption

XPeng's Second-Generation VLA and the Cultural Reframing of the Autonomous Car

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Autonomous Driving, Brand Semiotics, Consumer Culture, Digital Anthropology, Category Innovation, Human-Machine Mediation

Canyon Predict: Engineering Foresight and the Reconfiguration of the Cyclist's Body

tiers

Brand Semiotics, Consumer Culture, Philosophy Of Technology, Datafication, Social Identity, Digital Anthropology

Hongqi and the Solar Roof: Reframing the Automobile as a Producer

members

Symbolic Consumption, Brand Semiotics, Product Design, Digital Anthropology, Innovation Strategy, Case Study

PUCPR, the Humanitas Code, and the Politics of Thinking with Machines

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Brand Semiotics, Social Identity, Consumer Culture, Digital Anthropology, Algorithmic Mediation, Symbolic Consumption

Roland FP-40: When the Instrument Becomes a Connected Learning Companion

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Brand Semiotics, Platform Affordances, Consumer Culture, Digital Anthropology, Datafication, Identity Projects

Shopping at the Speed of Intent: Shipt and the Cultural Logic of Agentic Commerce

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Agentic Commerce, Consumer Experience, Brand Semiotics, Digital Anthropology, Algorithmic Mediation, Symbolic Consumption

Froggy's World: How a Weather Mascot Turns Utility Into Belonging

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Brand Semiotics, Symbolic Consumption, Digital Anthropology, Consumer Needs, Platform Affordances, Brand Ritual

The Vanishing Frame: How Huawei's Pura X View Turns Screen-to-Body Ratio into Cultural Capital

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Symbolic Consumption, Brand Semiotics, Product Design, Social Identity, Distinction, Digital Anthropology

Tamagotchi Rings and the Wearable Intimacy of Digital Care

tiers

Symbolic Consumption, Brand Semiotics, Extended Self, Digital Anthropology, Social Identity, Wearable Technology