Presenting the networked home: a content analysis of promotion material of Ambient Intelligence applications

Ambient Intelligence (AmI) for the home uses information and communication technologies to make users’ everyday life more comfortable. AmI is still in its developmental phase and is headed towards the first stages of diffusion. Characteristics of AmI design can be observed, among others, in the promotion material of initial producers. A literature study revealed that AmI originally envisioned a central role for the user, convenience that AmI offers them and that attention should be paid to critical policy issues such as privacy and a potential loss of freedom. A content analysis of current promotion material of several high-tech companies revealed that these original ideas are not all reflected in the material. Attributes which were used most in the promotion material were ‘connectedness’, ‘control’, ‘easiness’ and ‘personalization’. An analysis of the pictures in the promotion material showed that almost half of the pictures contained no humans but appliances. These results only partly correspond to the original vision on AmI, since the emphasis is now on technology. The results represent a serious problem, since both users, as well as critical policy issues are underexposed in the current promotion material.