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Full Description
From artificial intelligence (AI) to quantum computing, every new technology is surrounded by 'hype' - but what exactly is hype, and how does it work? This is the first book to take hype seriously, showing how it is made, managed, and mobilised across today's innovation landscapes. Far from being just empty talk, hype has become a structured practice and even a business in its own right. The authors uncover the machinery that drives markets, guides innovation, and shapes whole promissory economies. They also initiate 'Hype Studies' - a new way of understanding how innovation unfolds in the digital age and beyond. After Hype not only establishes hype as a serious object of study but also reveals it to be one of the most powerful yet overlooked forces shaping and influencing our technological future. This title is also available as Open Access on Cambridge Core.
Contents
Acknowledgements; 1. Introduction: we live in a world of hype; Part I. Reframing Hype: 2. What is hype?; 3. Decision-making about unpredictable technology futures; Part II. The Gatekeepers of Hype: 4. The second most important pitch; 5. Cool vendors; Part III. The Promissory Products That Make Hype Actionable: 6. Navigating the hype cycle with Najmeh Hafezieh and Marian Gatzweiler; 7. Categorising the sea of hype; Part IV. Competing For Ranking and Recognition: 8. Managing the metrics; Part V. What Comes After Hype?: 9. Managed channels in the wild sea of hype; 10. Towards hype studies; Appendix 1: research design and methods; Bibliography; Index
