Week 4: Leslie Do

Leslie Do
ASA 189F, Dr. Valverde
Week 4, Blog 3 
25th January 2016

2016 and Beyond: Robotized Utilitarianism and Android Furniture

In order for nation-states to successfully sell products that reflect their national image in new, international markets, the products must have iconic narratives and memorable symbolic meanings. For instance, during the 1930s to 1970s, Denmark sold and marketed its national image of "mid-century modernity and utilitarianism" through the internationalization and narrative of its modern furniture (Hedeman & Nissen, 15 -- 16, 2013; Harsen, 473 -- 474, 2006). Danish modern furniture's inviting warmth and "liberal, progressive, and experimental temperament" enticed the patronage of international (especially American) consumers, because Danish modern's narratives (such as its perceived characteristics and symbolic meanings) provided a refreshing contrast and alternative to "American preoccupation with efficiency and consumerism" for consumers (Harsen, 473 -- 474, 2006). Additionally, partnerships between furniture architects and cabinetmakers were instrumental for associating Danish modern with "modern democratic simplicity" and "natural and healthy development" in the 1950s; therefore, since both ideas were a part of Denmark's national aesthetic, the global consumption trends of Danish furniture also projected and reinforced the branding of Denmark's national image in the international system (Harsen, 463, 2006). However, narratives alone are insufficient for achieving international recognition of Danish modern. According to Hedeman and Nissen (2013,) Denmark had to "increase the involvement of firm in the individual foreign country via sales" and "successfully establish operations in new countries" in order to internationally project its national aesthetic (Hedeman & Nissen, 17, 2013.)

Therefore, in reference to Japan's emerging national image of transhumanist robotics, what utilitarian narratives and humanistic associations of Japan's androids will entice and compel international consumers to advocate for robotized landscapes in their nation-state and to demand for supplies of robots in the workforce? What steps of internationalization (such as the creation of robotic firms in many foreign countries and the establishment of operations that produce robots in new countries) and new business strategies will lead to the successful, global consumption and takeover of Japanese androids in international markets? For instance, two years ago, the Japanese company UniCare created a humanoid, robotic chair that alleviates the loneliness of Japan's growing elderly population by conversing with its users, playing music from the consumers' youth, and giving hugs (Daily News, 2014). Consequently, "unlimited, 'safe' emotional nourishment and social attachment without the painful possibility of estrangement, rejection, and abandonment" could be the potential narrative of Japan's caretaker androids and relational robots. Nevertheless, the humanistic, utilitarian narratives of Japan's robots could distract the masses from investigating the relationship between the Defense Advanced Research Project Agency's ongoing imperialist agendas in the Middle East and the weaponization of Japan's robotic super-soldiers (Jacobsen, 2015). All in all, with DARPA as the metaphorical scientist in re-configuring our current, collective understanding of warfare, Japan could be a social laboratory for creating robotic super-soldiers, and Iraq could be the testing grounds for rectifying robotized warfare (Jacobsen, 2015.) 

UniCare's robotic caretaker in the form of a chair 

Bibliography 

"Japanese Company Unveils 'anti-loneliness' Hugging Chair." NY Daily News. N.p., 2 Oct. 2014. Web. 25 Jan. 2016.

Jacobsen, Annie. "Engineering Humans for War." The Atlantic. Atlantic Media Company, 23 Sept. 2015. Web. 25 Jan. 2016.

Hansen, Per H. "Networks, narratives, and new markets: The rise and decline of Danish modern furniture design, 1930–1970." Business History Review 80.03 (2006): 463-474.
Hedemann, Lars, and Mogens Rostgaard Nissen. "The internationalization of Danish furniture. A value chain perspective." Erhvervshistorisk Årbog 62.2 (2013): 15-17.