Technology for everyone. Representations of Technology in Popular Italian Scientific Magazines

Over the last few years, several popular techno-scientific magazines have been published which provide a number of visions with regards to technology. This paper aims to analyze the manner in which some of these popular Italian scientific magazines represent technology. The methodology utilized in this analysis is based on a frame analysis of a sampling of five Italian popular scientific magazines (Focus, Quark, T3, Jack, Explora), covering a period extending from July 2004 to January 2006. Results of this analysis show that two of the most frequent frames are the "vaporware" frame, relating to technologies not yet ready for the market, however presented as though they were, and the "relationships between technologies" frame, which emphasizes the relationship certain technologies have with other technologies. Technology is represented in negative as well as positive terms, often on the same topic and in the same magazine. This paper refers to this type of representation as "technological Orientalism," quoting Said, meaning that technology is always seen as something which can be both terrifying and dangerous as well as wondrous and fabulous.