Standards and Their (Recurring) Stories: How Augmented Reality Markup Language Was Built on Stories of Past Standards

Abstract

This article focuses on the role of past standards stories and how they are deployed strategically in ways that shape the process of standards creation. It draws upon an ethnographic study over multiple years of standards meetings, discussions, and online activity. Building on existing work that examines how standards are shaped by stories, this study follows the development of Augmented Reality Markup Language and maps how the story of Hypertext Markup Language (HTML) became the key story that actors utilized and debated to push for participation, agreement, and material development of the standard. The authors present several different ways the recurring HTML story was effective at various points in the process as a diagnostic tool, promissory future, empirical evidence, and confidence building measure. Understanding these strategic deployments serves as an empirical example of how recurring stories of the past can shape standards development. These mappings illustrate how standards can be built on past standards sociologically as well as technologically and also broadens our theoretical tools for understanding the importance of stories in the sociology of standards.