With Windows Vista replacing XP and Office 2007 replacing Office 2003, (and so on), what is ‘upgrade culture’ all about? Is some new media change just consumerism thought up by big business?
Lister et al: page 180
Lister et al defines upgrade culture as the concern that your technological facilities are never the most up-to-date or latest available; there is always something better or improved than what you have. Windows Vista replacing XP etc is a good example of this as when purchasing the latest operating system, many people are doing so in order to possess the newest technology available, when in reality the improvements are not amazing enough to warrant spending money each time a new operating system is offered.
When people purchase the latest technology, whether it is a computer, mobile phone, internet provider, television service or similar the creators are working on upgrading the current model. Soon enough an even newer, better version will be available and people will then want the latest one.
I think that some new media change is just consumerism thought up by big businesses as they know people want the upgraded product and in turn this makes the businesses a huge profit.
However, in other ways new media change is not just about consumerism, everybody knows that technology will advance soon enough and new products will replace ones that people own now. I think it is the speed at which new products and services are available is how big businesses take advantage of ‘upgrade culture’. The difference between, say Office 2003 and Windows Vista, is big and the improvements are clear. However, compare this to the difference between XP and Vista and the changes are much less noticeable, in this case I believe that the company making money is their highest priority.
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I like your point about the speed at which things are upgraded and i completely agree. However, i do believe that many people want the latest operating system, despite being minimal noticable differences. It's the need to have the best.
ReplyDeleteI like the definition between larger upgrade gaps and smaller ones. Reflecting on what Emma wrote, I believe people buy upgraded technology for many reasons. For instance, in this economy people are having to be more careful with their money, so they aren't going to buy the new phone/game/computer they want quite as quickly. Alot of upgrade culture is aimed at the people who have to have everything and have the money to do it. I Think that's why the smaller upgrades still make money. They're targetted at the people with less money or consumerist habits.
ReplyDeleteAlso, I've noticed in a few case friends of mine have chosen not to get the new 'XXX' because they know they'll be a second addition or upgrade a few months later. I think in regards to this, companies stagger their consumerists by slightly altering the content to appeal for each wave of buyers.