2. Why or how has the attitude of technophobia changed over the period of time in which the MacIntosh was introduced during the Superbowl?
I think that Stein wanted to research this essay to show her readers how the portrayal of products in ads are constructed in such a way that changes the human discourse. This in turn allows the consumers of these products to construct a self identity based on the ideology of what is illustrated as life-changing or revolutionary. As consumers of technology, we sometimes are subject to believe that every new form of technology being produced is essential to our well being. As time passes by, I see that technology is slowly becoming the new source to find answers to anything about the world. This is why I think that the introduction of the MacIntosh has been so revolutionary in the "freedoms" given by use of personal computing. As new technology is being produced and more commonly used, consumers and also people who may not even use technology are being controlled or and forced to adapt to the lifestyle of using technology. Stein's purpose is to show how advertising is always made in a way that pushes consumers into creating a self-identity through the ideological perspectives illustrated in advertisements.
I think that Stein would have hoped that here readers were able to see how companies construct their ads in this ideal way in order for the consumers to develop a want and or need for whatever is being advertised. This is especially true when it comes to technology such as personal computing in which Stein constructs her essay about. Almost everything that humans normally do and can do is slowly being replaced with the use of machines. As advertisements construct images that show what an ideal future can look like with the production of new technology brainwashes consumers into buying and always replacing old technology with new technology. Stein wants her readers to understand the fear of technology that consumers have as they are forced to adapt to the changing times and how it may affect the human perspective of society and how it is slowly becoming more mechanized.
I got this thought from various moments in the text where Stein provides many points and examples that shows how advertising during an essential time for the advertising market plays an essential role in persuading consumer discourse. "It turned the Super Bowl from a football game into advertising's Super Event of the year" (Stein 279). The fact that all of America got to see the McIntosh ad during the Super Bowl let alone the fact that it only aired one time says a lot. This gives the notion that it is especially important that in advertising through mass media, one does so during a time where many viewers can see it. The ad aired one time but the image of the Running Woman portrayed the idea that a revolution would occur with the introduction of Apple into the world of personal computing. We, as consumers, would soon come to realize that the freedom that Apple promises to bring and release us from the brainwashing of IBM. I really feel that as a consumer, we are easily persuaded through the ideals portrayed that we always need something. Consumers are then creating a self-identity where they have can do anything with just the click of a mouse. "If the computer is an invention and extension of the human mind, the bodiless head floating on the screen is a reenactment of the human body becoming obsolete" (Stein 292). I really feel that as consumers of technology, we are becoming objects subject to the brainwashing techniques of advertising, therefore being forced to adapt to the constantly changing times. I am scared for the future that if we continue on like this, the computer will be the new human race and there will be no need for humans to do anymore work.
Summary
In Stein's "1984" MacIntosh Ad, it is a pivotal time during the Super Bowl where many companies have the privilege to have their ads displayed to the public. This commercial which advertises the MacIntosh as the proposed ideal to a revolution within the world of computing in the home. The MacIntosh ad, which aired only one time, portrayed the image of a world filled with brainwashed people who became subject to the control of the popular computer manufacturer at the time IBM. Apple portrays the idea that we will one day be saved from IBM and regain our freedom but is true freedom expressed by being able to do what we want on the internet? In all actuality, our world is becoming more subject to requiring the internet in order to adapt to the development of new technology and therefore the fear of technology destroying our world arises. I feel that as new technology develops, we are becoming subjects of control as the need to adapt becomes more evident. I think that Stein wrote her essay in order to show how the MacIntosh ad was an instrument used to revolutionize the world of personal computing.I think that Stein wanted to research this essay to show her readers how the portrayal of products in ads are constructed in such a way that changes the human discourse. This in turn allows the consumers of these products to construct a self identity based on the ideology of what is illustrated as life-changing or revolutionary. As consumers of technology, we sometimes are subject to believe that every new form of technology being produced is essential to our well being. As time passes by, I see that technology is slowly becoming the new source to find answers to anything about the world. This is why I think that the introduction of the MacIntosh has been so revolutionary in the "freedoms" given by use of personal computing. As new technology is being produced and more commonly used, consumers and also people who may not even use technology are being controlled or and forced to adapt to the lifestyle of using technology. Stein's purpose is to show how advertising is always made in a way that pushes consumers into creating a self-identity through the ideological perspectives illustrated in advertisements.
I think that Stein would have hoped that here readers were able to see how companies construct their ads in this ideal way in order for the consumers to develop a want and or need for whatever is being advertised. This is especially true when it comes to technology such as personal computing in which Stein constructs her essay about. Almost everything that humans normally do and can do is slowly being replaced with the use of machines. As advertisements construct images that show what an ideal future can look like with the production of new technology brainwashes consumers into buying and always replacing old technology with new technology. Stein wants her readers to understand the fear of technology that consumers have as they are forced to adapt to the changing times and how it may affect the human perspective of society and how it is slowly becoming more mechanized.
I got this thought from various moments in the text where Stein provides many points and examples that shows how advertising during an essential time for the advertising market plays an essential role in persuading consumer discourse. "It turned the Super Bowl from a football game into advertising's Super Event of the year" (Stein 279). The fact that all of America got to see the McIntosh ad during the Super Bowl let alone the fact that it only aired one time says a lot. This gives the notion that it is especially important that in advertising through mass media, one does so during a time where many viewers can see it. The ad aired one time but the image of the Running Woman portrayed the idea that a revolution would occur with the introduction of Apple into the world of personal computing. We, as consumers, would soon come to realize that the freedom that Apple promises to bring and release us from the brainwashing of IBM. I really feel that as a consumer, we are easily persuaded through the ideals portrayed that we always need something. Consumers are then creating a self-identity where they have can do anything with just the click of a mouse. "If the computer is an invention and extension of the human mind, the bodiless head floating on the screen is a reenactment of the human body becoming obsolete" (Stein 292). I really feel that as consumers of technology, we are becoming objects subject to the brainwashing techniques of advertising, therefore being forced to adapt to the constantly changing times. I am scared for the future that if we continue on like this, the computer will be the new human race and there will be no need for humans to do anymore work.
I am impressed (like all semester!) with your thoroughness and thoughtfulness in this assignment. Because you're doing great thinking, I'd like to challenge you a bit: try to make your writing more alive with *you*. What I mean by that, is to put yourself in your writing more. Instead of talking about Stein's ideas, talk about what she did that made you realize those ideas. Do you agree or disagree with them? My challenge for you is to enter in a "conversation" with Stein. Don't just let her ideas talk--put yours in there too.
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