On Technology, Magic and Changing the World

Research output: Contribution to journalArticlepeer-review


Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to start understanding that.” In my commentary, I seek to complicate and extend this statement on tools or technology by drawing attention to the magic of technology, and how it simultaneously obscures the view of things and invites a fetishistic belief in technological efficacy to change the world. I argue that we must deepen our discussion of technology and start questioning the many ways that today’s technology orders the social world and humans.
Original languageEnglish
Pages (from-to)331-333
Number of pages3
JournalJournal of Macromarketing
Issue number3
Early online date26 Jun 2017
Publication statusPublished - 1 Sept 2017


  • Technology
  • marketing
  • macromarketing
  • technology and change
  • Critical Marketing
  • markets and society

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