View Full Version : How Apple stays Divine

07-24-2010, 11:20 PM
Interesting commentary about Apple from the Atlantic:


...There are scholars who study Apple's consumers as religious devotees. Consumer behavior specialists Russell Belk of York University and Gulnur Tumbat of San Francisco State, even put together a framework for assessing Apple's mystical mythology. The company was built on four key myths, they argued.

Here are the four narratives, as summarized by media csholar Texas A&M's Heidi Campbell, who distilled their work for her May paper "How the iPhone became divine":

a creation myth highlighting the counter-cultural origin and emergence of the Apple Mac as a transformative moment;
a hero myth presenting the Mac and its founder Jobs as saving its users from the corporate domination of the PC world;
a satanic myth that presents Bill Gates as the enemy of Mac loyalists;
and, finally, a resurrection myth of Jobs returning to save the failing company...

The video is funny, but with strong language (CAUTION) .....(and I wanted to try the new video link)...

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Oh well, that didn't work - here is the youtube link:


07-24-2010, 11:43 PM
There's a show on Hulu called Macheads. It's hilarious to watch

07-24-2010, 11:46 PM
That's really sad. Those 4 letter words really lose their impact when every other word is them.