The reality of technological worldviews: Time and space frames of reference in the world of self-driving cars

There appears to be a silent shift in technological discourse, from adapting technology to people's needs to adapting people's needs to new technologies. This shift in 'direction-of-fit' is effected by spatio-temporal text-world builders. The analysis of a technological article on self-driving cars serves as an example of a discourse-space approach to identifying the fundamental coordinates of worldview construction, involving Space, Time and Attitude. Results allow a critical evaluation of a one-directional heuristic that suggests user benefits. However, the frame-of-reference and point-of-view mask the socio-political consequences of introducing self-driving cars. The analysis reveals the subjective ground of the argument and challenges a self-assertive, dehumanised positivist attitude to technological innovation. It is argued that the spatial nature of worldview construction directs towards desires and intentions for action.