Hyperloop, a markets’ mythology

This paper studies how a market is being structured around Hyperloop, the hyper-speed train proposed in 2013 by Elon Musk. The researchers show that Hyperloop carries the mythology, in the Barthian sense, of the possibility for humans to master time and space. They link semiology and materiality and show that meaning is constructed through texts and narrative. Their specificity can influence the structure of markets and what circulates in them. They develop the concept of ambiguous materiality: a dichotomy between the materiality of a technological object and its markets, enabled by the mythological nature of the object.

Authors: Berlinski,E., Copenhagen Business School; Marianne Strauch, Toulouse Business School, and Plantec. Q., Toulouse School of Management

This paper is published in  Revue Française de Gestion.

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