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dc.contributor.authorChiu, Imes
dc.date.accessioned2006-03-10T13:43:20Z
dc.date.available2006-03-10T13:43:20Z
dc.date.issued2006-03-10T13:43:20Z
dc.identifier.otherbibid: 6476086
dc.identifier.urihttps://hdl.handle.net/1813/2685
dc.description.abstractHow does a novel artifact become a mainstream device? Three case studies on the transition from muscle to motor power indicate that the transfer of practices from old to new technologies facilitates technological change and diffusion. Case One examines the horseless carriage industry in the United States during the first decade of the twentieth century. To understand manufacturers' efforts to generate consumer demand, this study reflects upon printed advertisements, manuals, and social commentaries prior to mass production of the automobile. Case Two examines motorization in a highly resistant environment--the post-WWI US Cavalry. Cavalry service and drill regulations manuals serve as the basis for understanding the centrality of the horse to the cavalry's fighting strategy and the cavalryman's identity as a combatant. The Cavalry Journal, an internal military publication, provides evidence of the role military horse culture played in impeding--and eventually facilitating--motorization. Mechanisms employed to maintain equine traditions gave birth to the jeep. The use of the jeep under battlefield conditions replicated cavalry style maneuvers and fighting principles. Similar to the cavalryman and his warhorse, the American GI and his jeep became inseparable. Case Three addresses the domestication of the jeep in the Philippines, where successful motorization was again attributable to horse culture. Photographs, paintings, and observations from travelers, including the Philippine Commission Report of 1900-1901, and contemporary accounts and reflections of local scholars supplemented with phone interviews conducted in the Ilocano and Tagalog (Filipino) dialects prove useful sources for understanding the influence of horse legacy on motorization. Results show that in each case the shift from muscle to motor power required a forced likeness between the motorcar and the horse. Automotive ubiquity did not occur simply because cars became much cleaner, more efficient, and more affordable than horses. In each case, the motorcar relied upon society's long-standing working relationship with the horse in order to be understood and accepted. When cars began to be perceived as functioning like horses, rapid diffusion ensued as socioeconomic and cultural practices built around the horse were transferred to the motorcar.en_US
dc.format.extent16494851 bytes
dc.format.mimetypeapplication/pdf
dc.language.isoen_US
dc.subjecthorseen_US
dc.subjectjeepen_US
dc.subjectcavalryen_US
dc.subjectjeepneyen_US
dc.subjectmotorcaren_US
dc.subjectautomobileen_US
dc.subjecthorseless carriageen_US
dc.subjectinnovationen_US
dc.subjecttechnological changeen_US
dc.subjecttechnological diffusionen_US
dc.subjectadvertisementen_US
dc.subjectmarketingen_US
dc.subjecttechnology transferen_US
dc.subjectmilitaryen_US
dc.subjectWorld War IIen_US
dc.subjectDavid Stirlingen_US
dc.subjectcalesaen_US
dc.subjectdevil wagonen_US
dc.subjectBantamen_US
dc.subjectmotorizationen_US
dc.subjectubiquitous technologyen_US
dc.subjectorganizational changeen_US
dc.titleWhen New Things Were Olden_US
dc.typedissertation or thesisen_US


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