scrypt
Head-Fi's Sybil
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- Jan 22, 2002
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In Minima Moralia, German philosopher Theodor Adorno predicted that a time would come when no one rebelled against the dehumanizing nature of consumer-based society. The reason: Because the idea of rebellion would be built into the society itself. Rebellion would simply become another flavor, another category, with which the consumer could grow preoccupied.
That time has arrived and the iPod is a fascinating example of Adorno's prediction.
Some people buy iPods to enhance the experience of mass-marketed pseudo-individuality. Apple's ad campaigns speak to precisely this audience. Others avoid the iPod because they react negatively to overt manipulation but then succumb to the next layer of manipulation: They come to believe that other less conspicuous companies are the truer rebels. Such people cite the extra features and less stylized design of their players as evidence they are not "sheep," even as they brandish their credit cards to purchase another flavor of target-marketed miniaturized jeweled gewgaw. Later, they'll spend hours studying their gewgaw collection with affection, lust and awe -- the collector's equivalent of Narcissus' gazing into the mirror.
I've always found it amusing that the fans of other devices by other companies disparage iPod users as suggestible. If you own a portable player and call Apple users "sheep," then you'd better include yourself in that category. If you upgrade your player regularly, then by your own description, you might actually be even more of a "sheep" than certain veteran iPod users. A person who buys an early 15 GB iPod for $169 and avoids upgrading because sound quality minutiae fail to justify the expense is not being a lemming. S/he's being practical. On the other hand, a person who upgrades simply because too many others are buying iPods is exhibiting classic consumer lemming behavior: S/he's more interested in reacting to fashion trends than listening to music.
The problem is similar to that of owning a pair of ER-6i: Some people wince at them because they're white and can be mistaken for Apple earbuds. Yet ER-6i are extremely useful because they fit certain listeners' criteria: they're inexpensive, detailed and appropriate for the purposes of mobile listening.
To put it in second person: If it really matters to you that the unobservant might think your specialized high-quality earphones are Apple earbuds, then perhaps you shouldn't be calling anyone else a fashion lemming.
When bashing Apple users, people often leave out the factor of real-world cost. The only reason I own two iPods is because the iHP120 was nearly twice as expensive as each of my "refreshed" 3Gs; at the time, I couldn't justify purchasing a $370 device. Since my ultimate consideration was cost, does my owing two iPods make me a person who is too influenced by trends? Only if iHP120 users are trend-victims as well.
Recently (according to a friend), iRiver announced they were going to compete with Apple by adding more features, since they can't compete with price. If that's true, and if the optical IO returns, then I'll have a professional reason for upgrading my iPods. If not, and I refrain from buying, I'll still be one of Adorno's conditioned consumers. But whatever I do, I'll be less prone to certain levels of manipulation than "sheep" who call iPod users "sheep." Whether buying from Apple or iRiver, I'll always be aware that to buy such a thing is to fall into some niche of consumer manipulation. That will be equally true when I buy audiophile gear -- or anything else we love to discuss on these "sheep"-driven boards.
That time has arrived and the iPod is a fascinating example of Adorno's prediction.
Some people buy iPods to enhance the experience of mass-marketed pseudo-individuality. Apple's ad campaigns speak to precisely this audience. Others avoid the iPod because they react negatively to overt manipulation but then succumb to the next layer of manipulation: They come to believe that other less conspicuous companies are the truer rebels. Such people cite the extra features and less stylized design of their players as evidence they are not "sheep," even as they brandish their credit cards to purchase another flavor of target-marketed miniaturized jeweled gewgaw. Later, they'll spend hours studying their gewgaw collection with affection, lust and awe -- the collector's equivalent of Narcissus' gazing into the mirror.
I've always found it amusing that the fans of other devices by other companies disparage iPod users as suggestible. If you own a portable player and call Apple users "sheep," then you'd better include yourself in that category. If you upgrade your player regularly, then by your own description, you might actually be even more of a "sheep" than certain veteran iPod users. A person who buys an early 15 GB iPod for $169 and avoids upgrading because sound quality minutiae fail to justify the expense is not being a lemming. S/he's being practical. On the other hand, a person who upgrades simply because too many others are buying iPods is exhibiting classic consumer lemming behavior: S/he's more interested in reacting to fashion trends than listening to music.
The problem is similar to that of owning a pair of ER-6i: Some people wince at them because they're white and can be mistaken for Apple earbuds. Yet ER-6i are extremely useful because they fit certain listeners' criteria: they're inexpensive, detailed and appropriate for the purposes of mobile listening.
To put it in second person: If it really matters to you that the unobservant might think your specialized high-quality earphones are Apple earbuds, then perhaps you shouldn't be calling anyone else a fashion lemming.
When bashing Apple users, people often leave out the factor of real-world cost. The only reason I own two iPods is because the iHP120 was nearly twice as expensive as each of my "refreshed" 3Gs; at the time, I couldn't justify purchasing a $370 device. Since my ultimate consideration was cost, does my owing two iPods make me a person who is too influenced by trends? Only if iHP120 users are trend-victims as well.
Recently (according to a friend), iRiver announced they were going to compete with Apple by adding more features, since they can't compete with price. If that's true, and if the optical IO returns, then I'll have a professional reason for upgrading my iPods. If not, and I refrain from buying, I'll still be one of Adorno's conditioned consumers. But whatever I do, I'll be less prone to certain levels of manipulation than "sheep" who call iPod users "sheep." Whether buying from Apple or iRiver, I'll always be aware that to buy such a thing is to fall into some niche of consumer manipulation. That will be equally true when I buy audiophile gear -- or anything else we love to discuss on these "sheep"-driven boards.