The Need to Rename Tech

Chokshi, Crystal; Mansell, Robin

This book is about words that fool us into thinking that the digital technologies we use every day are beautiful, benign, and consequence-free. The collection shows how metaphors used by Big Tech to promote digital technologies are reductive or misleading. With a commitment to social justice, the contributors rename digital technologies in order to subvert Big Tech’s branding. Each chapter discusses a specific technology, rechristening it in a way that points explicitly to the social and political harms it is associated with. The alternative vocabularies that are proposed draw attention to what these technologies bring about, providing a means of resisting Silicon Valley’s claims about what people and organisations should buy and experience.

Details

Published by: Palgrave Macmillan

Publication Date: 2026-02-21

Format: Hardcover

ISBN-13: 9783032051547

DOI: 10.1007/978-3-032-05155-4

Dimensions: 210cm x148cm

Pages: 307