Critical Reflection #3

Du Gay et al., (1997) discuss how culture has gained increasing centrality in modern society, politically, socially, economically and academically. In particular, two reasons for this cultural explosion are identified: substantial, societies increasing concern with materialistic objects and epistemological, which is concerned with matters of knowledge. Previously, culture has taken on an inferior role in the social sciences as cultural knowledge deals with the intangible. This is no longer the case. The circuit of culture consists of five major cultural processes: representation, identity, production, consumption and regulation, which overlap and intertwine in complex ways and by which cultural artefacts can be analyzed and studied. Du Gay et al., (1997) introduces the Sony Walkman as a medium of modern culture and examines it using the circuit of culture to demonstrate the role of culture in modern society. Similarly, I will introduce the iPod as a cultural artefact of today’s society and explore its social influence using the elements of the circuit of culture.

The iPod has become one of the most iconic social media devices of our generation. It has replaced the Walkman and taken it to another level as a digital multi-media player. The iPod goes beyond playing music; it allows individuals to make personal files portable increasing the convenience of business, personal entertainment and much more. Researchers have suggested that the iPod has a unique culture of its own which represents a mobile lifestyle and social expression (Bull, 2007). I will begin the cultural study of the iPod by examining its representation. The iPod being a relatively expensive media device has separated it other mp3 players and audio devices. The iPod itself has enhanced Apple’s status from an underdog to a competitive rival. The vast attention surrounding the iPod allowed Apple an elite status and allowed this company to produce further products that would inevitably receive attention. Apple and its products began to be seen as representation of social status following the production of the iPod. The iPod's sleek scroll pad has become an iconic design and subject to imitation by other companies. The iPod is recognizable by society, without even knowing the brand name, one can identify that another is listening to an iPod as opposed to another mp3 just by glimpsing at the device.

Another element worth discussing which is closely intertwined with representation is the personal identity that the iPod allows one to construct. The ability to acquire music spanning many different genres and time periods has allowed individuals to take personal music preference to a whole new level. Also the capacity to construct multiple music playlists according to mood or daily activities has enhanced the ability for individuals to create personal identity through their iPod. iPod accessories have allowed for further individuality, making each iPod a unique representation of one’s identity.

Apple has succeeded in producing iPods which offer consumers the complete cultural package. Apple has produced different types of iPods to meet the personal needs of different people. The iPod shuffle, with its sleek design is customized to those who use their iPod to listen to music while working out. Whereas, the iPod touch is better suited for those who use their iPod for games or to download Apps because of the built in Wi-Fi network. Apple has tailored an iPod for every lifestyle. The production of a complete cultural package has enhanced what the iPod represents and the individuality associated with it.

Another element worth discussing is the meaning that the iPod brings to its consumers and its consumption. The iPod allows one to walk out of the house and plug into a semi-private world of their own while being in public. The iPod creates a bubble, constructed through the playlists of hand selected songs and music genres, which the consumer uses as an escape without fully removing themselves from the outside world. iPod advertisements demonstrate this ability to escape from the outside world as they show people dancing, completely toned out from what is going on around them and completely toned into their music. The iPod represents a culture of individual space in which consumers have complete control over that space for they have created it. The iPod almost represents security, a comfort zone for the consumer, which would not be possible without the device (Bull, 2007). Consumers become reliant on the iPod and without it the morning commute for example would not be as comfortable.

Regulation is the final element of the circuit of culture that should be discussed with regards to the iPod. Before the launch of iTunes, the iPod was frowned upon by the music community since it supported the use of pirated music. With the increasing popularity of the iPod, Apple realized they would need to create a way for music downloading to be done legally. Apple introduced iTunes which would allow iPod users to buy music. With this breakthrough, the popularity of the iPod increased and Apple went from a counter culture to a large corporation.

Personally, I use my iPod on a daily basis. I own the iPod shuffle, as I primarily use my iPod at the gym. I have constructed many different playlists on my iPod ranging from music that I listen to when I am relaxing or studying, to my "grunt work" playlist that I listen to at the gym. I also have many different music genres on my iPod and I am able to create my own personalized music list by excluding singles that I did not like very much by my favourite artists. My iPod is red, one of my favourite colours. I would consider my iPod my own personalized device which is unique to my taste in music. If my iPod is not charged, I will sometimes bring my girlfriend's iPod to the gym. This is when I most notice how personalized my iPod really is to me and how personalized her iPod is to her. Her iPod is an iPod touch, which is less ideal than my shuffle for working out. Even her workout playlist does a very poor job at getting me motivated at the gym, due to different music taste between her and I.

I use my iPod as an escape when I walk to school. I tune in and I enter my own bubble where I have created an individual space. My walk seems shorter and I have a different perspective on the world which is a reflection of the music that I am listening to. My iPod creates a culture of its own.

References

Bull, M. (2007). Sound Moves; iPod Culture and Urban Experience, London, New York: Routledge

du Gay, P., Hall, S., Janes, L., Mackay, H. and Negus, K. (1997). Doing Cultural Studies: The Story of the Sony Walkman (pp.1-40).