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Hype: A Primer
When it comes to creating a new technology, you need to sell a vision to attract the resources you need (people, investment, etc.).
Hype can act like glue. It can create a shared vision pulling the actors in the same direction and thus creating a self-fulfilling prophecy.
One important component of hype is thus a set of promises of what the technology can achieve in the future for us.
These might range from solving a particularly annoying problem to creating new markets, making heaps of money, or even revolutionizing a whole field and changing society as a whole.
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The Movement Of Hype
Hype moves on a scale from overpromising to overselling, and even irrational exuberance.
Today‘s tech industry is obsessed with the big futures. The metaverses, the next internets — you name it. Hype is everywhere, oozing out of the headlines of news articles, growing like ...
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The Levels Of Hype: Level 4
MAGICAL THINKING
The technology has left grounded reality and takes on magical properties. The problems it is expected to solve simply by existing are growing in number and scale while criticism gets ignored as minor hurdles, to be overcome soon.
With magical thinking...
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The Levels Of Hype: Level 5
OTHERING
The technology has become a group identity for its boosters. Claims are exclusively utopian, and critics are painted as defenders of the old, to be left behind.
This is the most aggressive and annoying form of hype. Notably, the time of arrival is less import...
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The Levels Of Hype: Level 2
EXAGGERATED CLAIMS
Here the effects and impact of existing technology are greatly exaggerated and oversold but still informed by its real capabilities. The focus lies on the returns to come by investing now.
These claims oversell the present capabilities of technology...
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The Levels Of Hype: Level 3
UTOPIAN FUTURES
The technology is the key to a utopian future or the avoidance of a dystopic one. Claims are solely focused on the “potential” of the technology, less its benefits in the present.
Here the focus of the hype is solely on the future, though the time-scal...
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The Levels Of Hype: Level 1
MARKETING CLAIMS
This is your standard marketing speak. They‘re focused on what existing technology can do for you almost immediately. Though exaggerated, they‘re still grounded in reality.
Marketing claims work on an immediate time scale, meaning whatever they promis...
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