Experiences of Apple’s symbolic foundations

Type :

Term papers

Pages :

9 pages

Format :

.doc

Published date :

03/05/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction.
Methods.
Theoretical framework.
History.
Apple's symbolic foundations: Counter culture.
1. Evolution of logos.
2. Apple as democratic.
3. Apple as individualistic.
4. Apple as stylistic.
5. Apple as status symbols.
How do people experience Apple technologies.
Analysis.
Conclusions.
Works cited.

Abstract

Sparked by a phenomenon that I call "I-culture"; this research attempts, at first, to delineate the contours of the technological culture that apple attempts to construct through various symbolic approaches. It then explores how people receive these symbolic messages. Finally, in light of three technological theories, it attempts to unearth whether people shape the meanings of apple products or whether the products shape people's lives. The paper is divided into the following sections: methods, theoretical framework, apple's history, apple's counter cultural messages (symbolisms of democracy, individuality, style, and status), how people experience apple technologies, analysis, and conclusions.

In terms of methodology, I first set out to delineate the contours of the technological culture that apple attempts to construct. This was done through analyzing symbolic meanings present in their website apple.com and through analyzing symbolic meaning present in their advertisements and commercials, and through the evolution of their logos. Next, I used many different texts in order to construct a theoretical framework for my research.