Apple Wants “You” To Be Different…Just Like Everyone Else

Group 2: In Wook Park, Thalia Ortiz, and Juan Carlos Cruz

One media institution that has had a tremendous influence on the international media market as well as becoming a household name, is the American multinational corporation, Apple. The difference between Apple and other technology companies aren’t the products that they sell, but how they sell their products. This makes Apple a prime example of an established media institution that has major influence over the international media market. Apple’s key cornerstone is having a good marketing operation to make the public and the consumer believe in the product as well as the company, and that they aren’t trying to sell you materialistic things, but rather ideas and the idea of the community, which is something we need in order to progress to the future. The reason why Apple is so successful is because of the influence they have on the public, Apple is a trend setter that tells the social norm and what is deemed as acceptable. Now, this isn’t saying that everyone will fall behind Apple, but a large portion of America does. Apple’s main key focus isn’t selling a product, but rather an idea, that idea is that which we stay together, connected and progressive in a simpler and more effective way. Apple is socially accepted in the idea of “fitting in” and is presumed to be the future of technology, so if you aren’t an Apple user then you will fall behind. The way Apple markets their products is somewhat of a revolutionary idea, where the every day person should have this product. Examples include the Apple Silhouette commercials where the person that is depicted is unknown to the audience/viewer and appeals to the masses, making people feel like they could be that person in the commercial. It’s like the idea that we are capable of accomplishing anything with Apple.

Another example of this sort of “you are capable of being great” commercial is the 1984 Apple Macintosh ad in the Superbowl, where they took a scene from the book “1984” where Apple helps break the “mind control” of big brother. 

Finally, another approach that Apple sticks with, and this is probably one of the stronger ones, is the idea of being different, being an individual and doing great things. The commercial “think different” doesn’t really show any Apple products, but rather share an idea that Apple follows and that is the idea of being different, doing something outside the box and being unique and through this commercial, Apple isn’t trying to sell their product, but rather a belief of that they stand for.

Apple uses these medias, whether it’s television, Instagram, Tumblr, Facebook, and many many more to spread their idea of this self-achievement and how even “You” are capable of making a difference.

Another example of Apple’s strong influence is the fact that they aren’t just in the United States, but global and all over the world that include Europe, Asia, and of course America. As of last year, the company has over 416 stores worldwide. (Daily Mail)

Apple products are sold over seas and even made from overseas production facilities. Unfortunately, they have been accused on numerous occasions of having poor labor practices where their factory employees are often overworked and face health and safety issues.

“More than 90 percent of Apple’s products – including the iPhone, iPad and Mac computer — are assembled in China. Labor practices and working and living conditions at factory-owned dorms came under scrutiny after more than a dozen workers committed suicide starting in 2010. The New York Timeswrote an in-depth series about working conditions at Apple’s partner sites, and last year delivered a petition signed by hundreds of thousands of consumers asked Apple to take a more forceful stance with suppliers in China.” – Forbes


Hisotry of International Media & TODAY

Most often, media is defined as a way of communication or expressing thoughts and ideals. Over time, the media has impacted the world and history as we see it. History consisting of past events and human interactions is referred to on a daily basis for insight of the past and potential future. Without media we would be unable to refer to various aspects of our past. Media has taken a variety of forms; beginning at first through oral tradition and vocally media was spread through communication, overtime it developed into written word and eventually broadcast and the internet. With such large expansions of media, what holes in education and communication still exist?

3500 BCE

marked the first development of the alphabet with the Phoenicians. Around the same time, Egyptians developed the pictographic form of communication called hieroglyphics.

In 1775 BCE

the Greeks were the first to use an alphabet similar to modern day in that it was read from left to right and was also phonetic.


Archimedes. Greek physics, astronomy, mathematics.


Although forms of communication and media have existed since before 3500 BC, that does not mean that the world was able to communicate in the more fluid way that we do now. Because of these blockades of communication, early thought and teachings have been divided for many years. One aspect of culture that has been distinctly divided is the notion of science and its origin. David Pingree argues that as the Western world has developed technologically, it has neglected the education and advancements in communication and information brought to us by the Eastern world since the conception of media. He calls those who are unwilling to take these teachings into fair account “Hellenophiles,” or those who are obsessed with Greek and European sciences.”Hellenophile suffers from a form of madness that blinds him or her to historical truth and creates in the imagination the idea that one of several false propositions is true. The first of these is that the Greeks invented science; the second is that they discovered a way to truth, the scientific method, that we are now successfully following; the third is that the only real sciences are those that began in Greece; and the fourth (and last?) is that the true definition of science is adumbrated by the Greeks, but never fully understood or utilized by them.”  (Pingree 555)

Pingree’s argument relates to media in the sense that even today, juxtaposed with segregated regions of the past as a result of non-communication, the same trends of exclusivity and ignorance in a realm as important as science media is still prevalent.

“Western Hellenophiles are still living in the miasma that permeated Europe until the nineteenth century, before the discovery of Sanskrit and the cracking of cuneiform destroyed such ethnocentric rubbish; such persons has simply not been exposed to the knowledge they would need to arrive at a more balanced judgement.” (Pingree)

Pingree’s work, “Cultures of Ancient Science” reminds us that early communication varied between continents and regions such as India, China, Europe and Africa, just to name a few. Advancements were made in language, arts and sciences, with distinctly different modes of media communication. Ancient communication was limited in the sense that sharing techniques and trade were not as developed as today with the internet and print media. Pingree’s point begs the question, even with mass media and the boom of the internet, there is still a segregated framework in the way that education is communicated in the bubble of ethnocentrism.

Al-Khwarizmi (contributions to MATH, algebra, lattice multiplication method, contributions to astronomy based on methods from India.)
Muhammad Al-Khwarizmi

1270 BCE.
The first record of an encyclopedia was in Syria

From 500-170 BCE,

the Egyptians also developed Papyrus rolls, which were portable writing services made from dried reeds.

It was not until 105 CE

that China began to use paper and ink as we know it. The Chinese were also the first ones that invented the first wooden printing press in 305 CE.


was when newspapers began to show up in Europe. Five years later, Johann Von Gutenberg invented the printing press with a movable type.

In 1560,

the camera obscura was invented. It was a primitive type of image making as it was a simple pinhole camera.


was when Claude Chappe invented the long distance telegraph that could transmit written as well as image messages.

Samuel Morse invented the Morse code in 1835, completely changing the way messages were encoded.

The United States established the Pony Express in 1861 and it was the first type of postal service they had developed.

The last major means of communication before the radio was the telephone, patented by Alexander Graham Bell in 1876.

In the 20th century

a new aspect of technology and communication was developed, the radio and television. By 1933, two-thirds of American homes had at least one radio, twice as many as those with telephones. Today it is said about 96% of all households have at least one television set.

People used these television sets to not only entertain one another but also learn of the news and happenings around them.

Tim Berners-Lee, creator

The internet became an international phenomenon in 1988. It began to spread from the west to the east. Starting from the United States, to Europe, then Asia, Africa, and Latin America regions. In the 1990’s the internet picked up popularity and a division between countries that adopted internet, and those that did not existed. This became known as the digital divide. The use of internet had grown exponentially and then laws of governing the medium began. Social media became a subcategory of internet that has picked up popularity. A contemporary example of using social media to produce social change, is the uprising in the Middle Eastern regions. In this revolution, middle eastern rebels organized meetups and protests through Twitter and Facebook.


Technology Gone Global

Technology, such as Social Media, allows for messages to spread around the world much faster than ever before. Twitter is one of the many platforms utilized. It encourages people from around the world to come together. On Tuesday, January 28, 2014 Bell Canada started movement to raise money for mental illnesses. For texts, long distance phone calls, Tweets and Facebook shares, this phone company donated to mental health initiatives in Canada.

Screenshot952014-01-28-14-14-11 wp_ss_20140128_0006 wp_ss_20140129_0001

Through Twitter and Facebook, this movement reached and caught the attention of people worldwide, who jumped onto the movement and helped the company raise $5,472,585. Twitter shows people from South California, Belgium, Australia, Costa Rica and even Peru participating through #BellLetsTalk.


International Media

International Media is a study that explores global mass media on both institutional and individual levels.  An institutional level for example, is cable network CNN.  CNN is not only an American news station, but part of a global conglomerate, broadcasted throughout the globe and entrenched within cultures worldwide.


As far as individual levels, the recent drug confession of Toronto mayor Rob Ford made international headlines, including countries in the far east such as China.  Why does it matter to the Chinese audience what a mayor in Canada has done?


Another example of the flow of media on an individual level is the popularity and self made brand of the Kardashian family.  What is it about this family without any particular talent that has garnered so much international attention and a faithful following of admirers?


Technology enables the rapid spread of news across the world.  With international media we are able to analyze the multi-directional flow of information through different mediums and the way cross cultural information is able to impact and influence societies.



Collectives/Individuals Making Media

Group 8: Zach Halperin,Grace Hong, Luis Acosta

In today’s day and age, the opportunity for individuals and groups to post information instantaneously has become more prevalent.  With the ever growing popularity and access to social media and blogs, individuals can circulate their own information at a much higher rate. As a matter of fact, people are getting their information through social networks instead of traditional news sources such as newspapers and television. For example, breaking news is discovered by citizens through social media websites like Twitter and Facebook. These blogs and websites give people the opportunity to express their own opinions and views on certain events.  For example, users on Twitter are able to see an artist like Macklemore win a Grammy for Best Rap Album, and then critique the decision on social media based on their views. It is now a trend, especially among the younger generation (18-24) primarily use social networks as a source of news. For instance, during the Boston Bombings, 56% of adults ages 18-24 turned to social networks for Boston news (Pew Research Center 2013). Another example of how media circulates is the case of Sohaib Athar. He was a Pakistani man who was a first hand witness to the capture of Osama Bin Laden.  Athar was tweeting information about what was going on as the Navy SEALS were raiding Bin Laden’s home. During and after the operation, thousands and thousands of twitter users were following him, including big network news companies like NBC, FOX, CNN. From his small hutch in Pakistan, Athar was the main source of information for the millions viewing.

sohaib       Sohaib-Athar-tweet