Branding identity with Apple`s iPod : constructing meaning and identity in a consumption culture by using technological equipment

Abstract

SYNOPSIS

This thesis shows how Apple’s mp3 player iPod can serve as an example for how people construct meaning and identity through the use of particular objects while living and participating in a consumption culture. The empirical examples are derived from complex and contextual analysis of iPod; I have performed and analysed four qualitative interviews, various Internet pages, and advertisements for the gadget. In addition, I have in general been observant on how this phenomenon has been visisble in urban life, and will give examples of these findings. It will be shown how technology and music are the two given aspects concerning the use of iPod, while the social and societal aspect become a consequence. The innumerable existing websites concerning this gadget, where people can discuss various aspects of the use of iPod, shows that people have a need to share their interest with others. I have seen and explained this as an example of how people living in a modern culture recognized by consumption have a need to share values and experinces to feel integrated in a social setting. This is shown in particular through the use and possession of the brand iPod. The thesis is written within the academic fields STS (Science and Technology Studies) and Cultural Studies.