Abstract Purpose/Aim: My study aims to analyse, using Pierre Bourdieu´s theory, whether the social background plays a significant part in the attitudes and use of Apples mp3-player iPod. The study also aims to determine whether it is possible to group the focus groups used in my study and iPod into Bourdieu´s model. Material/Method: The reference material used in this paper is mainly gathered from books concerning Pierre Bourdieu´s theories. I have also had four focus groups of two different characters, to study their attitudes towards Apples mp3-player iPod. I have then applied the results of the focus groups to Bourdieu´s theories and models concerning habitus, social fields, capital and lifestyles, and studied whether there are any divergences in attitudes between the groups. Main results: My findings are that the focus groups as well as iPod can be put into Bourdieu´s model. According to the responses from the people in the focus groups, the attitude and usage of iPod do not mirror people’s social class or background, which goes against Bourdieu´s’ theory. Instead, the taste and attitude towards iPod seem to be based on people’s individual choices, which better ties in with Anthony Gidden’s reasoning. Thus, it seems that Apple have managed to develop a product that attracts people of different social class and background. Key words: iPod, habitus, social fields, capital, lifestyles, social background, focus group, status 1
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-6782 |
| Date | January 2006 |
| Creators | von Schantz, Louise |
| Publisher | Uppsala universitet, Institutionen för informationsvetenskap, Uppsala : Institutionen för informationsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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