Upgrade Culture and Technological Change

This book explores the origin and future of "upgrade culture," a collection of cultural habits and orientations based on the assumption that new technologies will rapidly, perpetually, and inevitably emerge.

Adam Richard Rottinghaus is an Assistant Professor of Media, Journalism & Film at Miami University in Oxford, Ohio, USA. He is a critical, media, and cultural studies scholar who researches strategic communications, emerging technologies, and futurism.

Introduction 1. Creating Assumptions about Technological Change 2. The Diffusion of Upgrade Culture 3. Visions of the Future from CES 4. Marketing Workers in Upgrade Culture Conclusion: Challenging Upgrade Culture