Jannek K. Sommer

Jannek K. Sommer
University of Southern Denmark | SDU · SDU Business School

Doctor of Philosophy
I study how technology, people, and society interact, and how they come to co-create market realities.


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I study how technology, people, and society interact, and how they come to co-create market realities in interesting ways. My research interests including market system studies, emerging technologies, consumer culture, and branding.


Publications (4)
Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. It enables us to articulate the cultural processes (e.g., ideological, mythic, ritualistic) through which cultural meanings become granted to or denied to technological innovations, thus shaping the value of technologies as c...
Conference Paper
We address consumption of technology from the perspective of failure, and demonstrate how various metaphors are used to imagine and share the consequences of a new popular technology. While research in consumption of technology have focused on consumer acceptance, we study technology discourses embedded in the Google Glass advertisement “How it Fee...
Conference Paper
Full-text available
How do young people make sense of their social media experiences, which rhetoric do they use, which grand narratives of technology and social media do they rely on? Based on discourse analysis of approximately 500 pages of written data and 390 minutes of video (generated by 50 college students aged 18-30 between 2014-2016) this article explores how...
With an application of rhetorical reading and comparative analysis, the thesis studies how the ideological convictions of three smartwatch ads are rhetorically positioned to interpellate its readers. Research has firmly demonstrated how advertising facilitates ideological content by resonating its commercial aim with cultural materials—a framework...


Cited By


Project (1)
Archived project