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Os estudos de tendências e a tecnologia : análise de cenários e de impactos socioculturais
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Orientador(es)
Resumo(s)
Esta
tese
visa
contribuir
para
o
desenvolvimento
dos
Estudos
de
Tendências,
enquanto
campo
transversal
e
transdisciplinar,
através
da
problematização
do
fenômeno
do
desenvolvimento
tecnológico
e
das
tendências
associadas,
considerando
o
contexto
e
as
mutações
socioculturais
que
levam
a
mudanças
na
cultura
de
consumo.
A
abordagem
aqui
apresentada
articula
os
Estudos
de
Tendências
com
os
Estudos
de
Cultura,
tendo
a
tecnologia
como
objeto
de
estudo.
A
partir
de
modelos
e
práticas
dos
Estudos
de
Cultura
e
dos
Estudos
de
Tendências
foi
proposta
uma
metodologia
aplicada
para
a
análise
e
o
mapeamento
de
tendências
tecnológicas.
Com
suporte
na
referida
metodologia,
foram
recolhidos
dados
de
três
edições
do
Web
Summit
(2016,
2017,
2018)
para
a
identificação
de
manifestações
de
tendências
tecnológicas
e
os
respectivos
padrões.
Chegou-‐se,
assim,
a
oito
padrões
relacionados
com
a
tecnologia:
Sociedade
do
Espetáculo;
Inteligência
Artificial:
Medos,
Riscos
e
Potencialidades;
Deep
Technology
e
Exploração
Espacial;
Humanidade
2.0;
Cidades
inteligentes,
mobilidade
e
sustentabilidade;
Internet
das
coisas
e
convergência;
Fintech;
Ética,
segurança
e
democracia.
Assim,
foram
selecionadas
para
a
análise
aplicada
as
empresas
SpaceX,
Tesla,
Neuralink
e
o
projeto
Hyperloop,
que
têm
Elon
Musk
enquanto
fundador
e/ou
idealizador,
pelo
fato
de
se
enquadrarem
nos
padrões
levantados.
Por
fim,
foram
mapeadas
cinco
microtendências
tecnológicas:
O
Circuito
Espetacular,
relacionado
com
experiências
na
sociedade
do
espetáculo;
Representação
de
Oz,
relativa
ao
mundo
simulado
de
hoje;
A
Farsa
do
Novo
Espaço-‐Tempo,
vinculada
ao
paradoxo
aceleração
do
tempo/aumento
da
produtividade;
Esperança
Te[o]concêntrica,
que
representa
a
dualidade
do
medo
e
da
esperança
a
partir
da
tecnologia;
e
Futuro
Contínuo,
referente
aos
ciclos
de
futurismo
que
se
manifestam
na
sociedade
de
tempos
em
tempos.
A
análise
comprovou
que
o
campo
tecnológico
possui
um
sistema
próprio
no
que
tange
o
fluxo
de
tendências
socioculturais.
Revelou
também
que
é
possível
analisar
artefactos
tecnológicos
antes
de
seu
consumo,
uma
vez
que
os
mesmos
são
apresentados
ao
público,
por
meio
de
estratégias
de
comunicação,
antes
de
estarem
finalizados.
Assim,
o
significado
cultural
de
objetos
tecnológicos
começa
a
ser
criado
a
partir
de
um
consumo
prévio,
ideológico
e
conceptual,
de
artefactos.
This thesis aims to contribute to the development of Trend Studies, as a transversal and transdisciplinary field, by discussing technology trends and the phenomenon of technological development, considering contexts and socio-‐ cultural changes that lead to shifts in consumer culture. The approach presented articulates Trend Studies with Culture Studies and considers technology as the research object. Based on models and practices of Culture Studies and Trend Studies a methodology was developed for the analysis and mapping of technological trends. Based on the proposed methodology, data were collected from three Web Summit editions (2016, 2017, 2018) to identify technology trend manifestations and respective patterns. Thus, eight patterns related to technology were identified: Show Society, Artificial Intelligence: Fears, Risks and Potentialities; Deep Technology and Space Exploration; Humanity 2.0; Smart cities, mobility, and sustainability; Internet of things and convergence; Fintech; Ethics, security, and democracy. In a second stage, SpaceX, Tesla, Neuralink and the Hyperloop project, which have Elon Musk as founder and/or creator, were selected for the applied analysis, as they fit the identified patterns. Finally, five technological microtrends were mapped: The show circuit, related to the experience and show society; Oz's representation, related to today's simulated world; The New Space-‐Time hoax, linked to the paradox acceleration of time/productivity increase; The[o]technocentric Hope, which represents the duality of fear and hope based on technology; and Continuous Future, connected to the cycles of futurism that express in society from time to time. The analysis proved that the technological field has its own system regarding the flow of sociocultural trends. It also revealed that it is possible to analyse technological artifacts before their consumption since they are presented to the public – with the support of communication strategies -‐ before they are ready. Thus, the cultural meaning of technological objects starts to be created from the early -‐ technological and conceptual -‐ consumption of artifacts.
This thesis aims to contribute to the development of Trend Studies, as a transversal and transdisciplinary field, by discussing technology trends and the phenomenon of technological development, considering contexts and socio-‐ cultural changes that lead to shifts in consumer culture. The approach presented articulates Trend Studies with Culture Studies and considers technology as the research object. Based on models and practices of Culture Studies and Trend Studies a methodology was developed for the analysis and mapping of technological trends. Based on the proposed methodology, data were collected from three Web Summit editions (2016, 2017, 2018) to identify technology trend manifestations and respective patterns. Thus, eight patterns related to technology were identified: Show Society, Artificial Intelligence: Fears, Risks and Potentialities; Deep Technology and Space Exploration; Humanity 2.0; Smart cities, mobility, and sustainability; Internet of things and convergence; Fintech; Ethics, security, and democracy. In a second stage, SpaceX, Tesla, Neuralink and the Hyperloop project, which have Elon Musk as founder and/or creator, were selected for the applied analysis, as they fit the identified patterns. Finally, five technological microtrends were mapped: The show circuit, related to the experience and show society; Oz's representation, related to today's simulated world; The New Space-‐Time hoax, linked to the paradox acceleration of time/productivity increase; The[o]technocentric Hope, which represents the duality of fear and hope based on technology; and Continuous Future, connected to the cycles of futurism that express in society from time to time. The analysis proved that the technological field has its own system regarding the flow of sociocultural trends. It also revealed that it is possible to analyse technological artifacts before their consumption since they are presented to the public – with the support of communication strategies -‐ before they are ready. Thus, the cultural meaning of technological objects starts to be created from the early -‐ technological and conceptual -‐ consumption of artifacts.
Descrição
Palavras-chave
Fenómenos de moda Produtos novos Inovações tecnológicas - Aspectos sociais Inovações tecnológicas - Difusão Difusão da cultura Sociologia da cultura Mudança social Consumidores - Atitude (Psicologia) Teses de doutoramento - 2020