Abstract
This paper examines Apple’s Vision Pro promotional video through the lens of spatial theory to analyze how rhetoric shapes technological perception and spatial relations. Drawing on Henri Lefebvre’s conceptual triad of spatial production and Edward Soja’s third space epistemologies, the study employs a case study methodology to rhetorically analyze Apple’s introduction of “spatial computing.” The analysis reveals how Apple constructs persuasive spatial narratives that blur boundaries between physical and digital realms, work and leisure spaces, and private and public domains. Four key themes emerge: place and identity construction through exclusive environments; boundary transgression between material and virtual spaces; power and control dynamics masked by user agency rhetoric; and cultural production of space that reinforces neoliberal productivity culture. The findings demonstrate how Apple’s spatial rhetoric flattens complex spatial relations while privileging a digital elite, ultimately transforming personal environments into commodified territories.
Presenters
Brent LuciaAssociate Professor in-Residence, Business Communication, The Unversity of Connecticut, Connecticut, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
CONTROL, POWER, APPLE VISION PRO, SPACE
