Choose your own future: the sociotechnical imaginaries of virtual reality

Chloe Preece, Laryssa Whittaker, Stephanie Janes

Research output: Contribution to journalArticlepeer-review


Virtual Reality has been heralded variously as the next stepping-stone in technological innovation, a utopian ‘empathy-machine’ and a dystopian addictive technology. Using critical discourse analysis, we explore the types of narratives underlying this global attention and the ideological values, beliefs and interests therein. We contribute to the critical marketing literature by demonstrating how an examination of sociotechnical imaginaries reveals the ways in which the market mediates the reception of new technologies and the kinds of worlds these technologies bring about. Through an interactive ‘choose your own adventure’ narrative, we bring these imaginaries into relief and invite readers to navigate alternative potential futures for VR. The data underpinning the narrative high-light the role of marketers and marketing in shaping our social, political and economic reality.
Original languageEnglish
Pages (from-to)1777-1795
Number of pages19
JournalJournal of Marketing Management
Issue number15-16
Early online date5 Oct 2022
Publication statusPublished - 2023

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