a) With Windows Vista replacing XP and Office 2007 replacing Office 2003, (and so on), what is ‘upgrade culture’ all about? Is some new media change just consumerism thought up by big business?
Although it's apparent in many places, I think a particularly good example of 'upgrade culture' can be seen by looking at the Apple iPod. It's easy to lose count of all the new 'generations' of the iPod, what new features each has, and just how different (or not) they are from the previous. How many of us have bought a new iPod (or phone, or CD player, or computer) when our new one is still working perfectly? Apple rely on advestising and that people always want something bigger (or should that be smaller?!) and better than before.
It could be argued that these constant releases are in the interest of the consumer, ensuring that they have the best technology available. However, i think it seems more likely not. There is a business term (which I can't quite remember...) that accounts for this-suggesting that companies don't neccesarily release their best product, but hold this back and release models between, ensuring people are always buying and upgrading. I upgraded to windows Vista to find that a lot of my 'old' software isn't compatible with it and now i'll have to upgrade this, too. Coinsidence?!
From reading: Lister, M et al (2003) NEW MEDIA: A CRITICAL INTRODUCTION, London: Routledge.
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I totally agree, as mentioned in my post on the topic. Although, I hadnt even thought about the compatabilty. I believe we are forced to "upgrade" everything, even if its not different. I have an iPod Nano, it holds about 250 songs and is plain black...for no reason, I feel the NEED to get a new one. When really, I like the black, and I can never imagine needing more than 250 songs at one time....I guess its just all part of this culture, and the need to better ourselves, by "bettering" our products.
ReplyDeleteThis is something Apple are particularly good at, they have a VERY strong brand and market themselves very sneakily to create a NEED for the product, as mentioned above, when often the old product fulfils the individuals needs well enough.
ReplyDeleteI think they're also tapping into the "I must have the item with the most memory and is the smallest and does the most things" culture which seems to be very popular at the moment to generate themselves a large amount of profit.
I remember learning about a term called a "love mark" by the advertising company Saatchi and Saatchi. According to the web-site, "Take a brand away and people will find a replacement. Take a Lovemark away and people will protest its absence. Lovemarks are a relationship, not a mere transaction." And I think Apple definately have this and use it to their advantage!
It's funny that we all know we don't need a new one, and we all know another new one will come out tomorrow or next week, but we still end up buying them! Advertising is pretty closely linked, I suppose.
ReplyDeleteNice thread,
ReplyDeleteI have an mp3 player that cost £10, is the size of a small matchbox and holds a couple of hundred songs (no DRM) on SD cards which you can swap. But I have white earbud headphones. Does anyone else we know play these games?
How uncool is it to have good kit that isn't 'the kit'? (no -I really need to know ;-) )
Yet again, thisall relates nicely to Comms & Persuasion doesn't it?