2/27/2023 0 Comments Hype synonym![]() The growing visibility and accessibility of fandom in the era of digital media challenges notions of fandom as exceptional and distinct from “normal audiences”. the inflation is induced both by advertising strategies (such as trailers, demos or sneak peeks) as well as media coverage on the targeted innovation. Hype is generated when the otherwise natural mechanism of expectations gets inflated. Such expectations evolve as the innovation is under development forming “communities of promise”, attracting social actors, journalists and opinion leaders that do not wish to be excluded from such interactions. Hype culture and collective expectations are consequential, the hype built around an innovation, especially when done from the early stages of development, establishes a bond with targeted consumers creating a shared expectation. However, a shared expectation is not disconnected from individual expectations, it is constructed around the latter through social interaction and the media coverage. ![]() A collective expectation instead, is formed by shared imaginaries: forms of social life and social order centred on the development of innovation. Individually, expectation is set starting from the possessed knowledge and familiarity with the product or service of interest, it then carries on through time under the form of a conflict between perceptual judgments (judgments made on new information) and previous experience (judgments made previously, related to prior information). Hype for a product, service or upcoming technology is built both on individual expectation and collective (or shared) expectation. In sociology, expectation is defined as an idea about the future which is created and diffused through social interaction. Hype culture is strictly related to the concept of expectation. 4 Hype in the media and entertainment industry.3 Hype cycles for products, services and new technologies. ![]() Both elements reflect the culture and social or economic class in which the consumers reside. According to Veblen’s theory, people consume conspicuously for two main reasons – the first one is to be recognized by their peers and the second one is to achieve a higher social status in society. Hype culture may also be related to conspicuous consumption, a concept proposed by Thorstein Veblen. Novelty is considered as a central characteristic in contemporary consumer culture, especially to the dynamics of fashion in modernity as suggested by Georg Simmel. Hype culture is synonym with the desire for the last novelty. ![]() Hype culture does not only affect the target of hype practices, which is the final consumer buying the product after release, it has consequences also in establishing how producers and the media behave when innovative products or services are concerned. Hype is a term broadly used in common practice to describe over-exaggeration, distortion and unnecessary amplification of information associated with innovation hype culture could then be translated in “culture of the exaggeration”. This phenomenon circulates around the concept of expectation, more precisely it is characterized by an attitude of excessive and positive expectations that consumers attach to products, services or technological advancements which have yet to be released. The term hype culture refers to a cultural trend within contemporary consumer culture, that corresponds to the constant search of the last "big thing". A group of people outside a clothing store.
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