Exploring Ways to Communicate New Technology Concepts: A Comparison of Short Audiovisual Content on Drones and Flying Cars

Throughout the development of human science and technology, entirely new technologies have been consistently introduced. The utilization of these new technologies in real-world society requires not only increased technical feasibility by experts but also discussions among diverse stakeholders and valuable feedback from potential users. However, communicating the concept of new technologies can be challenging, leading to disjointed discussions and misguided feedback. This study focuses on the role of visual works, particularly short audiovisual content, as a means to visualize and present new technology concepts. It aims to explore the relationship between conveying innovative new technology concepts and the impressions they leave on recipients. Beginning with a review of previous research in science communication and marketing related to product concepts, the study then quantitatively measures differences in impressions for three audiovisual pieces on drones and flying cars, each produced as part of public projects in Japan. By clarifying the relationship between conveying new technology concepts and recipient impressions, the study seeks to offer insights into effective methods for visualizing and communicating new technology concepts.