Rhetoric Society Quarterly Jun 2026

Hype Circulation: Shaping Public Engagement with Emerging Technologies Through Anticipatory Communities and Embodiment

Rich Shivener ; Jason Tham

Abstract

This article investigates how the public circulation of hype functions rhetorically in the context of emerging immersive technologies. Through an analysis of YouTube reviews of Apple’s Vision Pro headset, we examine how rhetorical strategies operate at the intersection of wearable and embodied technology discourse, affect theory, and public circulation. The analysis focuses on four dominant rhetorical strategies that function to intensify anticipation while simultaneously constraining critical evaluation: excitement, exploration, exemplification, and exaggeration. These findings are supplemented with extended-use experiences from multiple sources, illustrating the tension between anticipatory rhetoric and lived experience. By theorizing the embodied and affective dimensions of VR discourse, this article contributes to our understanding of how rhetorical practices in digital environments reshape critical evaluation about technologies.

Journal
Rhetoric Society Quarterly
Published
2026-06-23
DOI
10.1080/02773945.2026.2684344
CompPile
Open Access
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