The Formation of a global Apple Culture – A Case Study of the iPhone Culture in Taiwan

• Main Authors: Chih-Yung Hu, 胡志勇
• Other Authors: W.Emily Chou
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/32179144476801835096

碩士 === 銘傳大學 === 社會與安全管理學系國際事務與安全管理碩士班 === 102 === Since Apple launched iPhone in November 2007, iPhone has now become widely well know product. iPhone is not only just a type of cell phone, but also a wave of revolution in the field of mobile communications, all various of mobile phone manufacturers have to follow its development, and has brought a new direction for mobile communication technology. However, iPhone is not just a simple communications tool but also a fashion and personal style performances merchandise. its symbols and consumption has allow consumers to shape theirown images for personal symbol, and this such kind of performances has been deeply rooted in the lives of general population. However, smart phones are high-priced commodities; it’s supposed to belong refined culture, traditionally the refined culture shouldn’t be affected by producer or consumer, because refined culture should be minority and elite, no need to fit the mass culture style. But through the mass media we found out that iPhone is very popular in Taiwan cell phone market, and most of participants are not the same socioeconomic status. This study aims to the perspective of Sociology, through Bourdieu''s theory to examine how to break Apple iPhone consumers’ habitus, field and symbolic power, penetrated into all levels of society, and has become a mass culture and thus become a Way of life (Raymond Williams), deeply affected our lives. The results showed that iPhone has become a wave of popular culture, and this break Bourdieu’s consumer behavior culture theory, the product distribution in various status of society, and as Raymond Williams said it’s become a particular way of life.