It's a game! Who is on the other side, a human or a machine? You don't know! All you know is the items you have been watching for a while and the possibility of buying them cheap or losing them to the others. In this paper, I explore the performativity of the texts and digital features of online shopping Web sites and the impact of the existence of the other tele-shoppers to motivate you to push on the “checkout” button and “place an order.” Now the main question becomes: Who is the real choreographer of the movements in this game?
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