Beyond the domestication of nature? Restructuring the relationship between nature and technology in car commercials

Stef Aupers*, Dick Houtman, Peter Achterberg, Willem de Koster, Peter Mascini, Jeroen van der Waal, Johan Roeland

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)


It is often assessed that the construction of nature, technology and the relation between both is in the midst of a restructuring without specifying exactly what different articulations can be distinguished and how they differ from the modern notion of nature being separated from and domesticated by technology. Through an analysis of car commercials, this study develops a typology of constellations of nature and technology. Besides the well-known modern dichotomy of nature versus technology, with the latter being superior to the former, three types of articulations were found: technology as a flexible and superior technological mimicry of nature; technological mastery as harmful to nature; and nature and technology as two holistically connected realms. Implications for theories about the changing nature of nature and the restructuring of the relationship between nature and technology are discussed.

Original languageEnglish
Pages (from-to)3-18
Number of pages16
JournalEuropean Journal of Cultural Studies
Issue number1
Publication statusPublished - Feb 2012
Externally publishedYes


  • advertising
  • car commercials
  • cultural conflict
  • modern reflexivity
  • nature
  • posthumanism
  • risk society
  • social construction
  • re-enchantment technology

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