The future through a corporate looking glass


[video link]

I read sci-fi with the understanding that it’s really about how present contradictions will play out down the line. This is unlike how technology companies visualize the future. They tend to ignore current contradictions by exacerbating everything that is wrong about the present. Here Corning dips its toe into the future stream by promoting what glass technology may look like in daily life. What I find amazing about this video is how it unselfconsciously promotes the integration of consumerism and marketing into everyday life as if it should be totally normal and desirable. Aside from representing an idealized bourgeois family that has somehow survived the current financial and ecological crisis, they seem to enjoy the absolute mediation of their lives without realizing that it is undermining the very future they desire.

Remember, friends, if we don’t envision a future, someone else will do it for us. I’d prefer if it weren’t Corning.