Toward a Sociology of Public Demonstrations

Abstract

This paper develops a social-theoretical approach to public demonstrations (e.g., software demos, the performances of “market pitchers,” even street protests). Public demonstrations are often viewed as proofs, persuasion tools, and theatrical performances. I argue that they play a larger set of roles in social life. Depending the spaces of their enactment, they may serve as transactional and coordination devices, cognitive and relational tools, mobilization and competition apparatuses, observatories for demonstrators, and resources for project design, management, and assessment. They constitute an important form of interaction and help to structure social relationships. My argument is based on investigations into the uses of public demonstrations by the European Commission and U.S. scientists and engineers. These studies illustrate how “demo-cracies”—regimes that use public demonstrations for the management of public affairs—have developed in industrial and postindustrial societies.