Les dimensions genrées des dispositifs technologiques à vocation relationnelle

Abstract

The authors analyze the technological dreamscape and construction of gendered identities and gender relations in a Japanese advertising campaign that started in 2016. The campaign is for a virtual assistant (hologram) named Azuma Hikari who is a manga-style sexy young woman. The 12 promotional videos in the corpus mostly feature young heterosexual adult males.

Keywords

• technological dreamscape
• gendered identity
• hologram
• commercialization
• Japan