Embracing ambivalence in studying technology acceptance: A qualitative study on automated visual software for live music performance

Although the live music entertainment sector does not directly fuel the current debate on automation, it might harbor positions that resonate with it. In this paper we study a prototype software application helping DJs and VJs to accurately manage and even automate the synchronization of visuals with music during amateur or professional live performance. The goal of the study was to unravel VJs' and DJs' ambivalent positions about this software. We preliminarily investigated VJs' and DJs' perception of their sector of activity with seven face-to-face interviews and an online survey (N = 102); then, we asked DJs and VJs (N = 25) for their opinions about our prototype software application. Four core controversies were identified in their answers, along with a set of arguments mobilized to take side on them. The advantages of focusing on ambivalence and argumentation when studying users' response to new media are discussed.