The Cultural Commodity



Since the iPhone is an all in one device, it’s how we make phone calls, text each other, surf the net, use social networks, take photos, listen to music and play games, just to name a few. It is the ultimate device of convergence. This being said it has become more than a piece of technology; it has become part of who we are, a cultural commodity (Jiang 2011). We saw the invention of the app, which have seen over 14 billion app downloads from the app store opening in 2008 (Kim 2011).  Depending on your device, whether android or Iphone, you are put into a community. Have you noticed a person sitting alone at a restaurant? Or a peak hour train ride? You’ll find that the majority of these people will be using their iPhone or smartphone devices.

The audience or user has formed a bond with this technology which has altered our lifestyles. This technology has branched away from monologic media and become extremely dialogic based, that is interaction and communication focused (Moore 2014).  We share our thoughts on social media, our ideas through texts and our emotions through photos.

With this device comes great responsibility, sorry for the cliché, but it’s true,  we have much more power than ever, our voice can be heard from social networks from seconds, incorrect text messages can be sent at any time, no longer as much gatekeepers blocking us of our opinions (Moore 2014). Just from the palm of our hand we are truly globalised and that we can tweet or watch a video anywhere we may be is incredible. The iPhone is a cultural aesthetic of our generation.


Kim, R 2011, The iPhone Effect: How Apple’s phone changed everything,, viewed 2 April 2014,

Jiang, H 2011, Young People’s Adoption and Consumption of a Cultural Commodity – iPhone, MEDIA@LSE Electronic MSc Dissertation Series, Media@LSE  London School of Economics and Political Science, London, England

Moore, C 2014, ‘Audiences: Power, access and participation’, Lecture slides, BCM112, University of Wollongong, viewed 3 April 2014

Alamy 2013, Image of iphone used above, The Telegraph, viewed 3 April 2014,

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