Niepewna utopia – kultura cyfrowa?
An Uncertain Utopia—Digital Culture

Summary/Abstract: Telephone and Telegraph advertising campaign broadcast in 1993-1994. Rodowick analyzes a series of seven thirty-second spots in terms of a utopian vision of science fiction becoming science fact. These ads show a world that most of us would desire embodied in the imaginary products displayed along with the qualitative change they promise in our everyday life. The analysis is grounded in three general questions about digital utopia of cybernetic capitalism: about the nature of representation and communication, commodification of time and space, and our experience of collectivity in digital culture. He finally concludes that AT&T ads display the two sides of utopia: “the dream of the individual’s absolute control over information is also the nightmare of total surveillance and the reification of private experience”.

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