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Extra info for Advertising Age - 09 May 2011
But on the other, it is driven by the verbal activity of variously situated language practitioners. Note that while in de Certeau’s (1984) terms the activity of users is expressed in subversions of the system that, for its part, remains by and large the same, in Voloshinov’s (1929/1986) model practitioners’ actions in the numerous situations of concrete verbal communication results in pressures on the linguistic system leading to its gradual change. This is because Voloshinov understands language not as a reified system, but as a ‘generative process of signification’ (p.
Users shape technology by way of their everyday living with it (and here the analogy with language intrudes again) and not through participation in a specialized scientific-technological practice, or conscious attention to scientific and technical principles. In Schutzian terms this means that most users appropriate technology without stepping out of their everyday lifeworld into a different ‘finite province of meaning’ (Schutz and Luckmann, 1973, p. 23) such as the ‘scientific-theoretical attitude’ (p.
Qxd 1/10/2005 12:25 PM Page 25 CONCEPTUALIZING USER AGENCY activities representing moments of the social process of production in the classical sense. Thus, new communication technology, and the Internet in particular, is often adopted with specific productive applications in mind. It enters the home as a working tool, rather than as a recreational item or a conduit for commodities to be consumed. Second, the experience of using interactive communication technologies in the home differs substantively from that brought about by broadcasting media.