Affective Politics and Technology Buy-in: A Framework of Social, Political and Fantasmatic Logics

Abstract

We propose a socially-informed explanation of technology framing, by examining technology ‘buy-in’: actors’ relative susceptibility to such framing. We draw on the field of critical social theory to introduce the 'Logics', a new framework to the IS discipline, that reveals a performative relationship between collective framing, power, and affect. The Logics enable us to study buy-in, by revealing the differing degrees of affective self-identification that underpin and colour social practices, showing their inherently political nature. We exemplify the affective, as well as social, politics of buy-in with an account of Unity 3D, a marketleading game engine which underwent a major repositioning from ‘fringe’ to ‘mainstream’ markets. We discuss four poles of affective positioning with which to conceptualize technology buy-in. We conclude by highlighting the consequent need for greater political and ethical awareness about the framing of IS, proposing a framework for conceptualizing actors’ orientations towards, and thus possible buy-in, or resistance, to technology framing.