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Unformatted text preview: David Markowitz Comm. 320- Professor Gillespie Paper #2 4/12/08 “Digital media technologies tend to individualize us, to make us feel more separate; digital culture (i.e. the kinds of content those technologies give us access to and the cultural meaning that content regularly offers) tend to connect us, to make us feel more a part of something.” New digital media technologies stimulate the growth and expansion of various markets in which they reside. The iPod, with its launch on October 23, 2001, has created a culture dominated by portable media players- allowing individuals to separate themselves from other consumers by personalizing and customization options. Further, Internet activities such as blogging, have allowed for individuals to express themselves to the world and have their voice heard in open forums. The quote found above, broken into two parts, holds true to proponents of the new media environment. I agree that digital media technologies such as the iPod, blogging, online journalism, and Internet spaces (such as Facebook and Myspace) individualize people- distinguishing and separating them from others who may have such technologies themselves. Yet, along with this, digital media technologies create a culture that is inclusive; those containing such technologies become a part of a greater entity where language, actions, and conventions are shared. A case study of the iPod helps to rationalize why digital media technologies individualizes members of the new media environment. In his 2006 article titled The Perfect Thing , Steven Levy proposes that, “the iPod goes beyond mere listening. It’s almost a relationship. So maybe it’s understandable that people often cement the relationship by personalizing the iPod itself.” This quotation defends my point stating that customizing an iPod for one’s own personal preference, allows for a universal technology, to be made for a specified user. Such ways include iPod skins, ownership tags engraved onto the back of the device, and color schemes for the unit. Websites are dedicated towards making the iPod a person experience for the consumer on an appearance level. Apple has designed software to individualize one’s for the consumer on an appearance level....
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- Fall '08
- ITunes, Portable media player, digital media technologies