Building Markets

Just revised and resubmitted a paper I wrote on Eclipse Aviation. Looks like one of their bigger customers, DayJet, has been profiled by the AP and picked up by the major news outlets.

It will be interesting to see how Eclipse Aviation's ethos appeals change as their industry matures. Eclipse started with the "closed world" Cold War appeals Paul Edwards outlines in The Closed World: Computers and the Politics of Discourse in Cold War America. They depicted Eclipse Aviation's engine as a type of magic icon that would save the company. When that failed, they switched their marketing ethos strategy to a more transparent "convergence of innovation" model, similar to what Carolyn Miller describes as a "Ciceronian ethos of sympathy" in her article“Expertise and Agency: Transformations of Ethos in Human-Computer Interaction.” Now that they have received certification, Eclipse Aviation has started to scale back the transparency and prepare for a more mature proprietary market to emerge.

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