Abstract
This essay is a response to the special issue on Digital Cinema. It is intended as a deconstructive contribution to the debates and argues that a reductive approach to the relationship between technology and culture leads to a skewed notion of how new technologies and the public interact. It suggests that a more sophisticated engagement with the academic discourse of Technology and Culture is called for in order to gain a fuller understanding of how technologies reach the state of mutual intelligibility necessary for successful innovation.
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