This thesis describes a pilot study for a new cultural anthropology initiative at Team One, a US-based premium and luxury brand advertising agency. In this study, I explore the role and meaning of technology among a population of affluent individuals in Southern California through diaries and ethnographic interviews conducted in their homes. Using schema theory and design anthropology to inform my theoretical approach, I discuss socioeconomic and cultural factors that shape these participants' notions of affluence and influence their presentation of self through an examination of their technology and proudest possessions. I put forward a theory of conspicuous achievement as a way to describe how the affluent use technology to espouse a merit-based model of affluence. Through this model of affluence, participants strive to align themselves to the virtuous middle-class while ascribing moral value to their consumption practices. Lastly, I provide a typology of meaningful technology artifacts in the affluent home that describes the roles of their most used tech devices and how each type supports conspicuous achievement.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1062859 |
| Date | 12 1900 |
| Creators | Garcia, Steven R. |
| Contributors | Wasson, Christina, Squires, Susan, Sieck, Katherine |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vi, 110 pages, Text |
| Coverage | United States - California |
| Rights | Public, Garcia, Steven R., Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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