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Author Zwick, Detlev ♦ Dholakia, Nikhilesh
Source CiteSeerX
Content type Text
File Format PDF
Subject Domain (in DDC) Computer science, information & general works ♦ Data processing & computer science
Subject Keyword Epistemic Consumption Object ♦ Marketing Theory ♦ Screen Aesthetic ♦ Response-present Surface Represen-tation ♦ Computer Screen ♦ Life Form ♦ Stock Market ♦ New Visuality ♦ Ontological Liquidity ♦ Visual Logic ♦ Online Investing ♦ Reflexive Looping ♦ Constant Movement ♦ Knorr Cetina
Abstract Abstract. This article argues that the new ‘visuality ’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface represen-tation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up ’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is a function of the reflexive looping of the investor, who aspires to discern what the market is lacking, through the market-on-screen that continuously signals to the investor what it still lacks. Implications for existing theories on relationships and involvement are discussed. Key Words • aesthetics • computer-mediated consumption • epistemic object • Internet • investing • involvement •stock market relationship • visual consumption
Educational Role Student ♦ Teacher
Age Range above 22 year
Educational Use Research
Education Level UG and PG ♦ Career/Technical Study
Learning Resource Type Article