Using technologies. The success of the Bitten Apple in Italy | Lai | Visual Ethnography
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Using technologies. The success of the Bitten Apple in Italy

Franco Lai

Abstract


Since the eighties of the last century onwards, introducing electronic technologies changed working conditions, study, and forms of communication and relationships. In this essay, I intend to talk about the success of Apple
products in Italy by referring to the social phenomena related to the use of technologies: their role in daily life, the reasons for a consumer model that has rewarded the intuitive, direct, and friendly approach to the devices.
The character of the design with refined shapes, colors, and materials played a powerful role in this model of consumption.

Keywords


Apple; technological innovation; ICT; consumption; social distinction

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References


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ISSN Print 2499-9288
ISSN Online 2281-1605
Publisher Altrimedia Edizioni
Patronage University of Basilicata, Italy
Web Leonardo Di Benedetto



Periodico registrato presso il Tribunale di Matera, numero di registrazione 2/2014