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Constant Anticipation – Sebastian Pranz on autonomous driving
On 26 May 2026, another edition of Science Tuesday took place at the Dieburg Media Campus. This time, Prof. Dr Sebastian Pranz examined societal perceptions and visions of the future surrounding the mobility of tomorrow. In his project ‘Technological Expectations for the Near Future: What Drives the Dream of Autonomous Driving?’, he examines why vehicle-controlled transport has remained so appealing for decades and what hopes are linked to the automation of transport. Sebastian Pranz, Professor of Technology Development in the Department of Media, presented findings from his empirical research in the field of media studies.
Pranz began by tracing how narratives currently conveyed by the media – for example, those surrounding Tesla – are shaping the image of automated mobility. Drawing on Sheila Jasanoff’s theoretical concept of Sociotechnical Imaginaries (STI), he highlighted the interplay between technological and societal expectations. In this context, the autonomous vehicle is usually portrayed as a more efficient, error-free and reliable alternative to human driving. Building on this, three case studies formed the basis of the research project:
- reporting on historical autonomy tests such as Continental’s ‘ghost car’,
- discourse analyses within Tesla driver communities
- documentation of the practical trial of an autonomous bus fleet in Monheim am Rhein)
One finding was that the promises of seamless mobility often remain unfulfilled to this day. He also referred to the phenomenon of ‘technological near-term expectations’: a perception whereby the fundamental transformation of transport always seems within reach, yet is repeatedly postponed. With regard to the experience of automated transport, Pranz emphasised:
“The dream of autonomous driving is not merely about the desire for seamless mobility; it transforms the car into a reimagined space for experiences. (…) Expectations of imminence create a state of constant anticipation.”
Prof. Dr Sebastian Pranz has been teaching as Professor of Technology Development in Online Communication at the Faculty of Media at Darmstadt University of Applied Sciences since 2021. His research focuses on the intersections of Science & Technology Studies, platformisation and the societal imaginaries of autonomous driving.
Science Tuesday is a regular lecture series at the Dieburg Media Campus, organised by the Institute for Communication and Media (ikum) in cooperation with the Research Centre for Digital Communication and Media Innovation (fz dkmi). For many semesters now, this series has provided a platform for professors and researchers at h_da to present their research findings to students and academic colleagues. The series is explicitly aimed at anyone with an interest in the subject, both within and outside Darmstadt University of Applied Sciences.
Contact: Sybille Bertram, Head of ikum