The Role of the Public in Market Development

My research concerns the role of the public in market development.

I explore how knowledge about new technology is positioned in the public sphere to educate and shape public identity around specific kinds of relationships to technology.

As my empirical case, I study the market for civil drone technology in Denmark and Europe. Drones are often envisioned as a beneficial technology for society, by politicians, business leaders, and technological enthusiasts alike.

Informed by theories of practice, primarily actor network theory within market studies, I therefore focus on the work of multiple market actors involved in diffusion of technology (government/policy, industry, media), the socio-technical challenges of drone technology (e.g. privacy/public, spatial aspects, policy work), and the many expectations that shape society’s relationship with automated technology (e.g. perceived/imagined hopes or fears).