This is the fourth post in a four part series.  Start at the beginning with: Whimsical Branding Obscures Apple’s Troubled Supply Chain.

Despite the recent scandals regarding Apple’s business practices, it has succeeded at cultivating a brand to which we feel positive emotional attachment. In three previous posts, I showed that the company accomplishes this with commercials that associate its products with playfulness, sentimentality, and cool youthfulness.  The most prominent theme, however, and I suspect the most powerful aspect of the company’s emotional branding strategy, is the hope it cultivates in each of us of who we could be by virtue of using the company’s products.

Taken together, the whole of Apple’s advertising campaigns suggest that, if we use their products, we will be our hippest, coolest, most creative, intelligent, adventurous, socially engaged, and admired selves. The idea of Apple users as standouts from the masses was introduced in the company’s first commercial that aired only once, during the 1984 Super Bowl broadcast:

In this commercial Apple attacks the “boring” IBM and its “mindless” users controlled by a televised ruler in an Orwellian dystopia.  It also suggests that there is something special about the company and its products that will allow it, with the help of its customers, to change the course of history. A commodification of the counter-cultural ethos of the 1960s and ‘70s, this theme was prominent in the first few years of the company’s advertising, but went dormant during Steve Jobs’ 12-year hiatus. It was resurrected in 1997 when Jobs returned to the helm of the company. The now iconic and much revered commercial titled “The Crazy Ones” launched the company’s slogan “Think Different” into our vocabulary, and helped reposition the company, then floundering, onto its path to meteoric financial growth:

With ads like these, Apple doesn’t suggest that one will become Mahatma Ghandi, Amelia Earhart, or Pablo Picasso per se, but that daring to be different (by purchasing an Apple product) opens up the possibility for one to do great things.

This trend continues today in commercials that appeal to our desire to be valued and admired as artistically creative, culturally relevant, and intellectually engaging. Apple’s commercial for the iPhone 4S and Siri, titled “Rock God”, aired in 2012 and exemplifies this trend.

Others, like the “iPad is Amazing” commercial that introduced the device in 2010, speak to how iPad users will be intellectually, culturally, and professionally engaged and valuable people for using the device:

Commercials like these emphasize that Apple products are tools for self-development. By providing the opportunity to learn, create, and share, Apple products facilitate the expression of one’s unique, individual, and socially valued identity. In today’s digitally mediated world where social networking is the norm, the promise of such narcissistic pursuits and outcomes is a key part of Apple’s brand strategy. “Be your best 21st century you!”, recent ads seem to shout.

In this sense, Apple products offer consumers the opportunity to increase their cultural capital. Social theorist Pierre Bourdieu defined cultural capital broadly as one’s accumulated knowledge and skills. Commercials like those above for the iPhone and iPad suggest that Apple helps its customers bolster their cultural capital and raise their social standing. In a time when we are all tasked with marketing and selling ourselves to make it in the world, commercials like these amount to a message about personal and financial success. This is a powerfully seductive promise.

Is it any wonder that news of worker abuse, poisoning, and workplace suicide fails to compromise the company’s financial standing? In fact, in the immediate aftermath of negative reports about its Chinese supply chain in early 2012, Apple went on to post record sales of iPhones and iPads. Most recently, a report by China Labor Watch that documents unlawful, unsafe, and abusive work conditions at Pegatron facilities throughout China has been popularly interpreted by the tech community and mainstream journalists as exciting news that a “cheap iPhone” is on its way. As I pointed out in my first post  in this series, Apple’s ability to obscure with its brand promise the environmental degredation and human rights abuses within its supply chain is commodity fetishism at both its best and its worst. Behind that beautiful fetish of aluminum and glass lies the reality of globalization.

Nicki Lisa Cole, Ph.D. is a lecturer in sociology at Pomona College. She studies the connections between consumer culture, labor, and environmental issues in global supply chains. You can follwer her at 21 Century Nomad, visit her website, and learn more about her research into Apple here.

Last week sociologist Philip Cohen, who blogs at Family Inequality, attended the 50th anniversary of the March on Washington.  He noted that the crowd was primarily Black; you can see participants in his photoset here.  Are White people unenthusiastic about Civil Rights?  Perhaps.  There is evidence, in any case, that they are less likely than Black Americans to think that ongoing activism is necessary.  Cohen offers the results of a series of polls.

Pew Research Data published in the Los Angeles Times reveals that Black people are less likely than White people to think we’ve made  a lot of progress in the last 50 years.  They are also substantially more likely to believe that Blacks are treated less fairly than Whites in a wide range of circumstances:

A Gallup poll confirms that Black Americans are less likely than Whites to feel that race-related rights are “greatly improved.”  It also reveals that they are more than twice as likely to endorse new civil rights laws and government intervention to assure non-discrimination.

Finally, the General Social Survey asks whether the fact that Blacks are worse off than Whites is due to mainly to discrimination or because of some other cause.  More than half of Blacks and a third of Whites say “yes, it’s discrimination.”

These data reveal that plenty of White Americans are concerned with racial equality, believe we have a long way to go, and support working to improve the treatment of Black Americans. There are also plenty of Black Americans that think things aren’t so bad. Nonetheless, there is a significant and persistent racial gap between the two groups.

Cross-posted at Pacific Standard.

Happy end of August!

SocImages News:

I had the opportunity to publish essays in Politico and Salon this month.  The first was a response to an accusation that progressives refuse to talk about race, genetics, and intelligence, so I did in “Yes, Let’s Talk about Race and IQ.”

The second sounds like it belongs better in Cosmopolitan, but I promise there’s good sociology in there: “5 Reasons Your ‘Sexual Peak’ Might be Fake.”

Backstage at SocImages, we put together a new Pinterest board aimed at collecting examples of women being presented as catty and jealous of one another (e.g., “Don’t hate me because I’m beautiful”).  We call it the Mean Girls Meme.  We’re excited to add additional examples!

Finally, Gwen and I offered some advice to new college students.

Top Posts:

• 2,800 likes/tweets: “Men Need Clothes; Women Need to Look Sexy.”
• 2,000 likes/tweets: “Double Standards & the VMA Awards: What about Robin Thicke?“
• 1,500 likes/tweets: “Power, Mickey Mouse, and the Infantilization of Women.”

Elsewhere on the Net:

This month SocImages or its authors were quoted in articles at:

• Wired, “Google Glass Reborn as Something You’d Actually Want to Wear.”
• The Verge, “How Feminism and Commercialism Combined to Make ‘Camp Gyno’ a Viral Hit.”
• Los Angeles Times, “Study Dispels Notions of ‘No-Holds Barred’ Sex on Campus.”
• Jezebel, “Great News for Ladies Who Like Sexing: ‘Sexual Peaks’ are Nonsense.”
• Terceiro Tempo, “Mudanças Para as Mulheres das Lutas” [Changes in the World of Fighting Women].
• Minding the Campus, Reforming Our Universities, “Hookup Culture – Great Publicity, but Not That Popular.”

Cross-Post Highlights…

• Jezebel, “Behind the Imperative that Women Be Sexy and Cute.”
• Pacific Standard, “Why Don’t We Tip Flight Attendants?“
• Global Policy TV, “The Role of Employer Selection in Gendered Job Segregation.”

Upcoming Lectures and Appearances:

My fall schedule is falling into place.  If any readers are in the Twin Cities or Salt Lake City, I’d love to schedule a meet up!

• Citrus College (Sept. 10, 2013): “A Feminist Defense of Friendship”
• Carleton College (Sept. 30, 2013): TBD
• Macalester College (Oct. 2-3, 2013): TBD
• Westminster College (Mar.  11, 2014): “‘The Night Overall Wasn’t Bad’: What College Students Really Think About Hooking Up”

Social Media ‘n’ Stuff:

Finally, this is your monthly reminder that SocImages is on Twitter, Facebook, Google+, and Pinterest.  Lisa is on Facebook and most of the team is on Twitter: @lisawade, @gwensharpnv, @familyunequal, @carolineheldman, and @jaylivingston.

In Other News…

I enjoyed a drive to Key West thanks to my mom, Kay West.  It was pretty:

This is the third post in a four part series.  Start at the beginning with: Whimsical Branding Obscures Apple’s Troubled Supply Chain.

I cannot watch this 2003 Apple iPod commercial without shaking my hips, even in the midst of delivering a lecture or conference presentation. In fact, I struggle deeply to refrain from jumping around in an ecstatic dance of joy.

This commercial moves me. But, why? Yes, it has rocking music and popping colors. But, I suspect, more importantly, it has hip young things gyrating to the music, lost in the euphoria provided by an iPod and earbuds, with seemingly no cares in the world. For four years Apple aired a string of these, which became known as the “Silhouette” commercials, each featuring a different soundtrack and style of dance. In my previous posts, I’ve focused on two important elements of Apple’s brand promise: whimsicality and  sentimentality. In this post I spotlight another key finding from our research: the association of Apple products with coolness, hipness, youth, and a carefree attitude.

This trend was introduced into the brand by the iPod commercial above, and it continues to be an important part of Apple’s brand promise today. Similar qualities are present in this ad from early 2012, titled “Road Trip,” which showcases the utility of the voice-activated assistant, Siri, on the iPhone 4S:

And, early this summer, Apple released a commercial that emphasizes the musical enjoyment that an iPhone can provide. The ad, which seems a re-imagining of the “Silhouette” campaign, depicts these young, fit, and beautiful iPhone owners as indulgent in their passions, carefree, too cool to care about dancing in public, and thus hip, energetic, and fun to be around.

These ads and the many like them in Apple’s oeuvre suggest that the product makes users spontaneous, proud to embrace their unique individuality, and happy to “let their freak flag fly,” so to speak. In this case, the brand promises uninhibited enjoyment. With their bouncing, lithe bodies and shiny, happy faces, these Apple users are the epitome of cool in today’s American culture.

Like the promise of playfulness, and sentimental connection to others, this aspect of Apple’s brand promise acts as a powerful fetish, in the Marxist sense, that obscures the troubling labor conditions and environmental pollution in the company’s Chinese supply chain. Who has the presence of mind to think about global social, economic, and environmental problems when they are busy rocking out, road-tripping, and dancing in the shower?

Next: Apple’s Seductive Brand Promise of Cultural Capital & Social Mobility.

Nicki Lisa Cole, Ph.D. is a lecturer in sociology at Pomona College. She studies the connections between consumer culture, labor, and environmental issues in global supply chains. You can follwer her at 21 Century Nomad, visit her website, and learn more about her research into Apple here.

The Miley Cyrus performance at the VMAs has received quite the reaction.  She appears to have shocked celebs as well as the media, and has even been blasted by a group of angry parents. The Internet outrage over her performance has spawned multiple offshoots, including a backlash against people slut-shaming Miley, as well as criticisms about her appropriation and exploitation of black culture.

What has been largely been missing from the conversation (with a few notable exceptions) is the lack of outrage at the 36-year-old man who ground up on Miley’s 20-year-old ass while singing his summer megahit rape culture anthem.

Far fewer people are expressing concern about the catchy song in which a husband and father outlines with complete confidence his ability to infer when “good girls” “want it.”  The same guy who, when discussing the lyrics to his song, tells an interviewer:

Even very good girls have a little bad side. You just have to know how to pull it out of them.

The guy who boasts that he based his hit song on the time-honored masculine performance of hollering at bitches:

We started acting like we were two old men on a porch hollering at girls like, ‘Hey, where you going, girl? Come over here!’ That’s why, in the video, we’re doing all these old men dances. It was great.

That does sound pretty great, Robin.

Overall, the 2013 VMA debacle provides a painfully accurate example of the sexual double standard we have for women and men.  A woman who performs sexuality (for whatever reason) is to be castigated, while a man who engages in the exact same performance (and who has unabashedly doubled down on his support for the rape myth that no means yes) hardly raises an eyebrow.

Brett Wheeler is a part-time psychology professor who is pursuing a PhD in positive psychology. His research interests include human sexuality, humor, and how these variables contribute to well-being.

August 29th is the anniversary of the day that Hurricane Katrina devastated the Gulf Coast and side-swiped New Orleans, breaching the levees.  These posts are from our archives:

Was Hurricane Katrina a “Natural” Disaster?

• Profits Over People: The Human Cause of the Katrina Disaster
• An Iconic Image of Government Failure: Empty, Flooded School Buses

Racism and Neglect

• Racial Violence in Algiers Point
• African-American Men and Fear of Violence in the Aftermath
• Hurricane Katrina and the Demographics of Death
• The Fate of Prisoners During Hurricane Katrina

Disaster and Discourse

• “Finders” vs “Looters” at the Associated Press
• Disaster Tourism (pictured)
• The Politics of Hurricane Humor

Devastation and Rebuilding

• Slow Recovery on the Gulf Coast (pre-oil spill)
• Population Recovery in New Orleans
• Rebuilding in the Lower 9th Ward

In graduate school at the University of Wisconsin-Madison, I proctored law school exams to earn extra money.  At the end of one exam, while I was collecting the final papers, I overheard two students discussing their answers on an essay question about sentencing.  One said to the other: “I gave the rich guy a lesser sentence because I figured, since he had such a cushy life, it would take less punishment to get through to him.”  There’s your next crop of lawyers, I thought, doling out the prison sentences to the poor and letting the rich off with a slap on the wrist.

Well, it turns out that there is a well-documented psychological phenomenon behind what I’d overheard.  Morten B. sent along an essay by Jason Silverstein in which he reviews the literature on the racial empathy gap.  All things being equal, if you show a person an imagine of a dark- and a light-skinned person being harmed, they will most likely react more strongly to the latter.  Studies have found evidence of this using both self-report and measures of brain activity.  Notably, both Black and White people  respond similarly.

Here are the results of six studies using self-report; in the first four, the relationship between race and how much pain subjects attributed to the target was statistically significant:

What’s going on?

Silverstein explains that this isn’t necessarily about racial animosity or even identification with one’s own group (remember that both Black and White people show this response). Instead, it appears to be related to the perception that Black people have already had to cope with a great deal of pain — from racism, poverty, poor health, etc — and, as a result, have a greater pain threshold.  In other words, they are less sensitive to pain because they’ve been hardened.

Efforts to parse out whether this effect is due to race specifically or perceptions of whether a person has lived a hard life suggest that it might be primarily the latter.  But, as Silverstein points out, we tend to homogenize the Black population and assume that all Black people face adversity.  So, whether the phenomenon is caused by race or status gets pretty muddy pretty fast.

In any case, this is perfectly in line with the soon-to-be-lawyer I overheard at Wisconsin.  He gave the “hardened criminal” a harsher sentence than the person convicted of a white-collar crime because he believed that a greater degree of suffering was required to make an impact.  That was just a hypothetical case, but Silverstein reviews research that shows that the racial empathy gap has real world consequences: undertreatment of pain (even in children) and, yes, harsher sentences for African Americans convicted of crimes.

Cross-posted at Racialicious and Pacific Standard.

Thanks to @colleeneliza for tweeting us this great example of the centering of masculinity as “normal” and the othering of women.  Notice that Home Depot is offering “Do-It-Yourself” workshops and special workshops for women and kids (screenshot taken 8/18/13):

This is just one more example of the way in which men are regarded as people and women as a special kind of person. Like kids, in this case, needing special treatment.  We’ve got lots of them.