Fear. Life insurance agents cater to a fear of death and loss while science fiction writers and filmmakers tap into a fear of technology. In his book, The Power of Now, Eckhart Tolle posits that “fear is divorced from any concrete and true immediate danger.” (pg 43) Fear is the result of an ego that is “very vulnerable and insecure, and it sees itself as constantly under threat.” (pg 44)
When the Raytheon company introduced the microwave oven to the marketplace in the 1950s, they were met with skepticism and fear. The short film linked below, “Preparation of Foods: Stone Age to Space Age” captures attempts made to secure public trust and safe use of this product in domestic settings. This marketing effort romanticizes the microwave by highlighting its use by NASA, elevating its status with the advent of the space age. The film then contrasts these "superior" North American food preparation practices with less advanced countries such as New Guinea. The convenience and safety claims of cooking lobster tails or cupcakes within minutes surely cannot be ignored, particularly when hedged up against preparing food in an open pit.
The 1984 film, The Terminator, succeeded not only because of the star power of Arnold Schwarzenegger at the time, but because of how it tapped into the collective technophobia that had been accumulating since the Cold War. Asimov’s I, Robot and Arthur C. Clark’s 2001: A Space Odyssey had previously explored themes of robots running amok. Norman references Asimov’s Four Laws of Robotics that are “intended to reassure humanity that robots will not be a threat and will, moreover, always be subservient to humans.” (pg 196) Just as microwave manufacturers had to alleviate fears in the 1950s, so will robotics manufacturers have to address fears of non-compliance.
Norman further complicates matters by stating a common belief that “robots will take over many routine jobs by people, therefore leading to great unemployment and turmoil.” (pg 207) He questions whether film actors will “be replaced by computer-generated characters. (pg 207) The 2001 film, Final Fantasy: The Spirits Within, is an example of such a film, casting the likes of James Woods, Alec Baldwin, and Donald Sutherland in the roles of these characters.
The future of robotics will depend largely on the balance of our collective emotional responses to these advancements. If we feel threatened by the potential for job loss or human safety, progress will surely be affected. Norman says,“ this is how it is with all technology: it is a two-edged sword always combining potential benefits with potential deficits.” (pg 211)
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