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Augmented reality, where digital objects are overlaid and combined with theordinary visual surface, is a technology under rapid development, which haslong been a part of visions of the digital future. In this article, I examinehow gaze and power are coded into three pop-cultural visions of augmentedreality. By analyzing representations of augmented reality in science fictionthrough the lens of feminist theory on performativity and intelligibility,visibility and race, gendered gaze, and algorithmic normativity, this paperprovides a critical understanding of augmented reality as a visual technology,and how it might change or reinforce possible norms and power relations. Inthese futures where the screen no longer has any boundaries, both cooperativeand reluctant bodies are inscribed with gendered and racialized digitalmarkers. Reading visions of augmented reality through feminist theory, I arguethat augmented reality technologies enter into assemblages of people,discourses, and technologies, where none of the actors necessarily has anoverview. In these assemblages, augmented reality takes on a performative andnorm-bearing role, by forming a grid of intelligibility that codifiesidentities, structures hierarchical relationships, and scripts socialinteractions.

Visions of augmented reality in popular culture: Power and (un)readable identities when the world becomes a screen