PC, Mac y la vida sin clases sociales

La publicidad es siempre así. Crea un mundo donde el uso del producto simplificará y mejorará enormemente nuestras vidas, obviando por supuesto cualquier otro problema que pueda existir.

But obscured in the sterile-white world of “Get a Mac” are indeed messages of consumption and class, though ones artfully subjugated by a comparative advertising trope we have become used to in the U.S. Our society, historically prone to denying very real issues of social class that are perpetuated in the consumer culture, reads a text like this as an invitation to switch teams, to make life easier, to be a little bit cooler, to enter the “In” crowd. “Get a Mac” appeals to our youthful, globalized, and hybridized post-industrial selves who would prefer to think that conflicts around class, race, and gender were completely conquered in the 1960s and 70s. The myth employed in these ads tells us it is easy and straightforward to be this person—to become Mac; it’s a myth that supports the dominant “classless-society” thesis and hides the real societal hurdles that such a personal movement would have to navigate.

En The Myth of Classlessness in Apple’s “Get a Mac” Campaign Randall Livingstone / University of Oregon | Flow.

Pero me llama la atención que diga «and hides the real societal hurdles that such a personal movement would have to navigate». Asumo que no se refiere a cambiar de ordenador y empezar a usar un Mac (que es hoy un cambio bastante fácil), sino a intentar vivir en el mundo Mac de los anuncios.

(vía The Chutry Experiment)

Categoría: Silva

Pedro Jorge Romero

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