The Need to Rename Tech
Book Details
Format
Hardback or Cased Book
ISBN-10
3032051541
ISBN-13
9783032051547
Publisher
Springer Nature Switzerland AG
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Feb 21st, 2026
Print length
307 Pages
Ksh 23,400.00
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With a commitment to social justice, the contributors rename digital technologies in order to subvert Big Tech’s branding.
This book is about words that fool us into thinking that the digital technologies we use every day are beautiful, benign, and consequence-free. The collection shows how metaphors used by Big Tech to promote digital technologies are reductive or misleading. With a commitment to social justice, the contributors rename digital technologies in order to subvert Big Tech’s branding. Each chapter discusses a specific technology, rechristening it in a way that points explicitly to the social and political harms it is associated with. The alternative vocabularies that are proposed draw attention to what these technologies bring about, providing a means of resisting Silicon Valley’s claims about what people and organisations should buy and experience.
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