This thesis builds upon ethnography of Apple Watch user experience and explores its connections with Apple's different branding strategies such as official website advertisements for Apple Watch Series 4, Supplier Responsibility Progress Report (2019) and Today at Apple sessions held in Apple Stores. I draw on sociomaterial approaches with special emphasis on John Law's (2004) method-assemblage and the feminist critique of ANT managerial vision that allow me to conceptualize corporate practices as means of enacting singular and coherent commercial out-thereness and absences. The goal of this thesis is to explore possible connections between the user's experience and the corporate branding strategies which craft a series of commercial realities in order to translate the needs of other actants and enroll them in its corporate network. This paper also argues that ambivalence is central to this process as corporate branding is being constantly reshaped and reconfigured by both the branding strategy itself and the actants involved. Chapter I provides a semiotic analysis of advertisements inspired by Woolgar's (1990) concept of moral universe. The second chapter follows with examining the Progress Report which provides information on the production processes that are completely absent in exclusively...

No description available.

The ownership and demand for fitness trackers, smartwatches, and wrist-worn deviceshave been increasing globally. These devices offer various features such as measuringphysical activity, sleep monitoring, and health-related measurements like heart rate andheart rate variability using PhotoPlethysmoGraphy (PPG). However, research indicatesthat PPG measurements are less accurate on darker skin compared to lighter skin due to thehigher presence of melanin, a light-absorbing substance in dark skin.This thesis addresses the impact of melanin on the accuracy of heart rate measurements ondifferent skin colors using four commercial smartwatches, Apple Watch Series 5, FitbitCharge 2, Xiaomi Miband 3, and Sony mSafety. The study involves analyzing the accuracyof these smartwatches on individuals with varying skin colors while controlling forexternal factors. The collected data from the smartwatches are compared to a referencesensor that uses electrocardiography (ECG) measurements with electrodes placed aroundthe chest. Three different tests are conducted wearing the devices, with no movement,while walking, and with circular hand motions.The tests were conducted on twelve participants representing the 6 different skin typescategorized using the Fitzpatrick scale. With the presented results in this thesis, it wasconcluded that the 4 smartwatches' measurement accuracy does not seem to be dependenton specific skin types. Ranked in terms of Mean Absolute Error (MAE), the Apple Watchshowed the lowest value, followed by Xiaomi, Fitbit and the mSafety and that the accuracydid not depend on skin color. / Ägandet och efterfrågan av smartklockor har ökat globalt. Dessa enheter erbjuder olikafunktioner som mäter fysisk aktivitet, övervakning av sömn och hälsorelaterade mätningarsom puls och hjärtfrekvensvariabilitet med hjälp av PhotoPlethysmoGraphy (PPG).Forskning har dock visat att PPG-mätningar är mindre noggranna på mörkare hud jämförtmed ljusare hud på grund av den högre närvaron av substansen melanin, ettljusabsorberande ämne.Syftet med detta arbete är att undersöka påverkan av melanin på noggrannheten i pulsmätningar på olika hudfärger med hjälp av fyra kommersiella smartklockor: Apple WatchSeries 5, Fitbit Charge 2, Xiaomi Miband 3 och mSafety av Sony. Arbetet inkluderar enanalys av dessa smartklockors noggrannhet på personer med de olika hudfärger samtidigtsom externa faktorer som kan påverka noggrannheten kontrolleras. De insamlade data frånsmartklockorna jämförs med en referenssensor, Polar band, som använderelektrokardiografimätningar (ECG) med elektroder. Tre olika tester utförs med enheterna,utan rörelse, medan man går och med cirkulära handrörelser.Testerna utfördes på tolv deltagare som representerar olika hudtyper kategoriserade enligtFitzpatrick-skalan. Utifrån de presenterade resultaten i denna avhandling drogs slutsatsenatt de fyra smartklockornas mätnoggrannhet inte verkar vara beroende av specifikahudtyper. Rankade i termer av Mean Absolute Error (MAE) visade Apple Watch det lägstavärdet, följt av Xiaomi, Fitbit och mSafety.