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Txo!? (txo_elurmaluta@mastodon.eus)'s status on Thursday, 04-Apr-2024 18:52:20 JST Txo!?
- emilygorcenski
- Esther, an actual photographer
@esther @emilygorcenski They are fulfilling the five levels of hype as its best.
From here:
https://johannesklingebiel.de/2022/01/12/hype-as-a-scale.html
In conversation about 10 months ago from mastodon.eus permalink
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1. Level 1: Marketing Claims Base level hype - Immediate / Now 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. Level 2: Exaggerated Claims Overselling the present - Immediate / Tomorrow Here the effects and impact of an 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. Level 3: Utopian Futures The future shift - Soon/Concrete The technology is the key to a utopian future or the avoidance of a dystopic one. Claims are solely focussed on the “potential” of the technology, less its benefits in the present. Level 4: Magical Thinking Leaving reality - soon/concrete 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. Level 5: Othering Cult construction - soon / inconcrete 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.
  https://mastodon.eus/system/media_attachments/files/112/212/306/260/050/217/original/7cef65e380738333.jpg
2. Domain not in remote thumbnail source whitelist: johannesklingebiel.de
  
  The five Levels of Hype
  
  For an upcoming zine project, I‘ve been buried deep under articles and papers on the phenomenon of “hype”. A topic that has been haunting me throughout my years working at the innovation team of the Süddeutsche Zeitung where I spent a sizable amount of time trying to cut through the…

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