Design researchers in Stanford, in Virginia Tech, at Nissan, in Ford, and beyond have been exploring how new car technology will change how people and cars will communicate. They have people in car-seat costumes to make it seem that a car is self-driving. Then they experiment with putting the (not truly) Self-driving car onto the roads, and seeing how people interact with it. In the process, they are trying to craft new rituals that will make this communication more seamless and satisfying.
The San Francisco Chronicle has a lengthy feature article on work in Silicon Valley to take an anthropology approach to car-human interactions.