This seminar focuses on digital voice-assistants like Amazon Alexa or Apple Siri. It asks the question how private users of these new digital voice systems interact with them and whether they have ever encountered "moments of truth" with this new breed of technology. The concept of "moment of truth" has been conceptualized by the philosopher Alain Badiou. It relates to suprising events, which dramatically alter people's perspective on life, on relationships or on products, technology and brands. 

Students will learn about

• digital voice assistents, their technological set-up, architecture and technical eco-system
• the philosophical framing of 'moments of truth' as outlined by Alain Badiou
• the framing of 'moments of truth' in management theory and brand building
• how to conduct semi-structured interviews
• how to translate qualitative research findings into a creative academic format

full attendence is mandatory

A mixture of student and tutor led methods will be employed. The course will entail a combination of independent research, class discussions and presentations.

Students will have one research project that is related to the indicative topic. This research project will be assessed via a final work (the format of which will be agreed on with the supervisor) and which accounts for 80% of the grade. 20% is awarded for presence and in-class participation.

mis-sek@wu.ac.at; Tel: +43 1 31336 5460