Blog #5: Lupton

Lupton describes various types of relationships we have with our computers. One such relationship is “The humanized computer” in which we give our computers very human-like characteristics. An example of this is the advertisement for the Apple iMac G4 a few years ago. Here is the url for the video since I don't see an option to embed it here http://www.youtube.com/watch?v=sYutehhGknI. In the commercial, Apple points out that their computer not only has more physical ability than the others as far as positioning goes, but they also give us the impression that it has personality. They want it to look fun and friendly, almost to the point where they want it to be our “friend”. This also reminds me of the first week or so of class when we listened to the different voice options for Snow Leopard. We talked about how it seems that some people (most likely lonely people) want to connect with their computer on a deeper level; they want it to be a companion. Lupton recognizes this saying, “Just as humans fear alienation and loneliness, so too do their PCs” (427). While I am not necessarily a Mac fan, I have to admit they have done a superb job over the years of marketing their products as having more flare and personality than others in the industry. We still see this today with the Mac vs. PC ads where the PC is represented by a very bland, chubby, middle aged man, while the Mac is represented by a young, energetic guy. While not everyone necessarily wants an exuberant computing experience, Apple is definitely catering to those who value the liveliness of their products.

I think the most significant thing I have learned so far this year is how different ways of presenting information can make us feel differently about that information. Burbules tropes are what come to mind here. I hadn’t really thought of things like this before, but now I find myself more aware of not just the content of what I’m reading, but of what the author was trying to sway me to believe. I have started noticing when and what they reference and link in with their work and realize that everybody has an agenda. Nobody is just giving you pure information these days; they all want something out of it. Really, this is a large part of what the DTC major is about, learning to subconsciously persuade people. Being aware of this not only makes us smarter consumers, but also better at using these techniques ourselves.

Bell, David, Barbara Kennedy, and Deborah Lupton. The Cybercultures Reader. 2nd. New York, NY: Routledge, 2007. 422-32. Print.

Snyder, Ilana. "Page to Screen." Routledge, n.d. Web. 21 Sep 2010. http://www.paulmuhlhauser.org/475/Readings/Burbules.pdf