Internet of things and techno-utopian imagery: The semiological analysis of advertisements on the internet of things field

This dissertation addresses the construction and implications of the Internet of Things (IoT) ecosystem, a broad and complex network reshaping itself through the claim of ubiquitous smart technologies in every aspect of daily life, from a communication studies perspective. The study examines the utopian imaginaries associated with IoT technologies and how technological advances can play a role in reorganizing social life through advertising. In this context, the work aims to reveal how the dominant ideology and industry frame technological developments and what promises they hold for the restructuring of social life. The central question of the research is "Whose utopia?" in relation to the new ways of life depicted in IoT technology advertisements. At the heart of the study is a semiotic analysis of IoT advertisements and an assessment of whether these analyses can be interpreted as narratives of techno-utopian futures. These advertisements address topics such as smart cities, smart homes, wearable technologies, virtual assistants, and working in the metaverse, exploring how the IoT ecosystem is integrated into our lives, how it is expected to be integrated, and what the social, cultural, political, and ethical implications of this integration might be. Another important contribution of the study is the observation that the processes of communication and meaning-making no longer occur solely between people or through mass media tools. Within the IoT ecosystem, meanings are also produced by networked sensors, databases, and algorithms, raising questions about how and for whom these meanings are constructed. Understanding the dynamics of representation and power is crucial in this context. These findings not only facilitate an understanding of the social, cultural, and ethical implications of IoT technologies but also lay the groundwork for an in-depth analysis of how these technologies are represented by different actors.