Essay on Cybernetic Commodification

Published: 2021/11/09
Number of words: 1644

In a world that is becoming more and more automated, through technological advancements, almost every service sector is likely to be affected. However, this doesn’t mean that everything replaceable has to be replaced. In essence, some of the business tasks just like information have to be automated. Through the advancement in the automotive industry, computer applications have improved the business where data entry is now automated. These manufacturers around the globe have realized that the commoditization of cars will bring a huge impact and adoption of different lifestyles. Deductively, this means that there will be a huge difference in design and more importantly efficiency.

Some of the recent trends are responsible for this. To begin with the need to move around daily. This has been attributed to other factors among which the rural-urban migration. This has been characterized by higher demand more so in the mechanization of the agricultural and processing industry (Kawatra, 2019). That is the increase in employment opportunities from the rural regions to the urban. As a result, this occasion has led to an increased population in the urban regions. This has consequently led to the increase of vehicles in these urban regions. On the contrary, this has led to bad experiences for city drivers. To be precise, roads are filled with accidents and slow-moving traffic. Further to this, the possession of a car does not necessarily mean that one would be more efficient in such cases. Despite owning a fast car, one is as slow as the movement of traffic. Technological advancements have led to improved carpooling services (Kawatra, 2019). Development of applications has led to the emergence of these applications which are handy for automotive driven by urban traffic challenges. However, the sustainability of these mobile applications is to be established. More so since they are relatively cheaper than owning and maintaining a motor vehicle in urban centers.

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The issue of commoditization of automobiles is presented as a concept that requires thorough research. Most people think that due to the variability in transport fees, and the long hours spent in traffic, it has subsequently become relatively expensive. As a result, this idea has not been fully understood by a vast majority. In essence, these are the myth associated with progress. According to Curtin (2015), price surges are evident in the application are intended to gouge the riders. This myth does not make sense since there is the use of an algorithm that takes into effect. This is most prevalent during high traffic hours. Interestingly, this might have been initiated by the increased demand for transport services. Upon scrutiny, the absence of the surge would impact the level of supply. For instance, given the high frequency of traffic, both the rider and driver are likely to spend most of their time on the road. To compensate the rider, the application has to surge the prices for the service provided. Nevertheless, the system is designed to offer services to those who will utilize them. Furthermore, it is important to note that these drivers are independent parties hence they can log in and out if need be. Therefore, Uber has to create means to incentivize them.

Another myth concerning the application posits that it will scale smoothly globally. Just like other businesses, public relations are essential in the success of the business. In this case, reviews on the application are more likely to encourage or discourage its use (Curtin, 2015). Interestingly, this negative review does not affect uber in any way. This is because as more people opt out of the service, others newly register. Therefore, this becomes an avenue to promote the existence of the service. Despite its success in penetrating different markets, the negative press seems not to be as significant as in other sectors of the economy. In this case, in essence, this myth is at work since any press is good press, whether positive or negative.

Everything in the application starts with the interface. From inception, the business image is inculcated in the interface of the application. For a business to thrive, the interface has to depict a business kind of environment. In this case, Uber has a push button to get a ride. This provides the much-needed convenience in getting the service. Moreover, as they added more services, the application was designed to include simplicity at the touch of a button. During the start, it was more important to get a ride. In essence, the application asks “where to”. More so this marks the beginning of the interface elements. Therefore, everything starts and ends at this point. As a result of this philosophical approach, each action-initiated transit to the next action. In the end, the client is to offer feedback as to the services received.

Uber as a two-sided market place seeks to acquire and retain both the drivers and riders. It is an application that connects buyers and sellers technologically (Hillhost, 2016). It consequently obtains a fee from each transaction provided. According to Taylor (1910), “It was about making people and their work faster” (n.d). In essence, it becomes much easier to connect these buyers and sellers of services. It uses the value to create value. In this case, value is in terms of transport and the link between the buyer and seller. Different myths on the concept may function to discourage the use of the applications. Among such is that proficiency in technology would be essential in using the application.

The application is innovative ride-sharing. It has recently created a lot of regulations that take into account the features of an exchange (Hilhost, 2016). It consequently created a mixed reaction from the taxi industry since it facilitated the market entry for many drivers. “Quantity begins to become as important as quality” (Ritzer, n.d). This in turn increased more competition in the market. Furthermore, traditional taxi services are on the verge of being faced out. Unlike the traditional companies, Uber does not operate its motor vehicles. It, therefore, signs up drivers to paying clients and hence functioning as a matching platform.

Cybernetic relationships with uber occur in terms of, owning a car. As a user one does not need to own a car to acquire the services of uber. Relatively, the user does not need to possess skills such as driving to enjoy such services. In light of this, through automation, everyone is absorbed into the system. More so, data regarding the customer. This includes their identity, location, and travel destination. In this case, the customer has the option of storing his physical and work address. As for the driver, information about vehicle registration number, type, and model is essential. Moreover, the driver’s details and image are the basic information input required. As a result, it qualifies for a cybernetic relationship.

Unintended consequences in the application occur in terms of the rise of economic, ethical, and political climates. Given the carpooling scenario, the firm has facilitated a wide sharing by establishing a baseline for trust despite the notion not to ride in a stranger’s car. In this case, the company assures its users of safety a notion enhanced through trust (Hilhorst, 2016). Secondly, national governments have licensed taxi operators for decades (Hilhorst, 2016). However, with this form of unregulated competition, these taxis have restively increased the fare. As a result, this forces the riders to pay higher service fees. Thirdly, due to the number of cabs available, the charges in fare tend to be a bit higher. The excess amount goes to whoever owns the medallion. These medallions can be bought or sold. This means that the obtainer would keep this extra income. On the contrary, these taxi regulations represent improper use of regulatory power. It cannot protect its consumers from criminals in the industry. The provisions provided by the state are not aimed to enrich these sellers at the expense of the other parties.

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Its relation to commerce occurs in terms of venture into the cargo industry. This was done through the launch of a shopping application. As posited by Al & Turing, “computers can simulate anything” (n.d). This started as a venture where these drivers could make extra cash from the delivery services. With the launch of cargo application different firms such as Amazon. Products are shipped from the warehouse to the client. This provides a convenient service where the deliverer gets compensated for the service rendered. According to Hansel, the customer gets a ten percent discount for using Uber rides. This strategy has increased the number of sales by the firm. It has consequently led to increased awareness that the service exists. In general, this has increased the level of profitability in the firm.

The myth in e-commerce depicts that despite the increased number of sales, the firm does not necessarily have a smooth transition globally. This is so because recently there has been an emergence of other delivery companies whose competition has reduced the level of profitability. In light of this, drivers have been left with minimal chances to make a living from the application. Therefore, the aspect of transformation can be first seen through a transition from a taxi-operated venture to an application that brings together parties to a business relationship.


Al & Turing. (N.d). Artificial intelligence.

Curtin, Melanie. (2015). 5 myths about Uber. Linkedin. Retrieved from

Hensel, Anna. (2019). Uber ramps up E-commerce efforts with launch of shopping app. Modern Retail. Retrieved from

Hillhorst, Didier. (2016). Designing the new Uber app. UberDesign. Retrieved from

Kawatra, Akshit. (2019). Where and why auto manufacturers are pivoting due to commoditization of cars. Medium. Retrieved from

Ritzer, George. (N.d). McDonaldization: The Basic Principles

Taylor, Frederick. (1910). Scientific Management.

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