Analysis
I viewed the Apple: New Beginnings commercial. This video is
articulating the opportunities for personal growth and community-building through
technological tools. Specifically, the reality being projected is that technology
usage can support and improve significant human connections regardless of
social settings, cultures and the level of skill with technology.
Audience
The intended audience are those that desire positive community
interactions. There are visual examples of how diverse needs like education,
health and safety and social interaction can be addressed using apps and tools.
The human connection is further reinforced through the stories of the end users,
not Apple employees.
Representation
The people are in their natural surroundings and using their
own words, so their satisfaction and excitement about technology appears
genuine. The diversity of tools and the age range of the users also reflect the
evolution of technology usage that one can experience. It was great to hear a
budding coder express how the barrier to learning to code is reduced through
group support and interaction.
Also, a domestic violence advocate, not a technologist,
articulates how technology saves lives. They see the value through the
participatory nature of the tools (Walker, Jameson, and Ryan, 2010, pg. 218). This
reinforces the scholarly observation that social networking and community
engagement through technology can reinforce important academic skills (Walker
et. al, pg. 216). These narratives soften the image of the Apple brand so that there
is less emphasis on the brand as a technology powerhouse.
Design
The human connection is important to project because there is
a fear that the next generations are becoming disconnected from real life due
to technology. The visuals of communities strengthening shows that anyone can
benefit from Apple’s strength as a technology innovator (Pettersson, 2009). Apple
is well known for their technological competencies, so it is not surprising
there is a diversity of usage. However, the storytellers represent different
ages, disciplines and this shows that Apple can facilitate meaningful social
change for a variety of needs.
Walker,
S., Jameson, J., & Ryan, M. (2010). Skills and strategies for e-learning in
participatory culture. Rethinking
Learning for a Digital Age: How Learners are Shaping
Their Own Experience.
Routledge: New York,
NY.
Pettersson, R.
(2009). Visual literacy and message design. Tech
Trends, Vol. 53(2), 38-40.
Hello, Cassandra. I believe you are spot on with the analysis for the Apple: New Beginnings commercial. The idea of personal growth through digital tools is becoming an unspoken rule in today’s society. I think you bring up an excellent point in that the video editor used a domestic violence advocate to represent the “bigger picture” meaning of using technology. The advocate gives credibility to the rescuing aspect of technology. I am not sure I followed your connection from this advocate to academic skills. I would see that the DV advocate demonstrated the social support benefits of using social networks as opposed to reinforcing academic skills.
ReplyDeleteMeanwhile, I do agree with your point in that the commercial is less about the brand than the importance of technology. Instead, the Apple brand could be seen as a way to take advantage of technology.
Thank you for sharing your perspective!