By Paul du Gay, Stuart Hall, Linda Janes, Hugh Mackay, Keith Negus
Lately `culture' has turn into a vital main issue in quite a lot of fields and disciplines. This publication introduces the most noticeable and theoretical strands of this `turn to tradition' throughout the medium of a selected case examine: that of the Sony Walkman. utilizing the instance of the Walkman, the ebook exhibits how and why cultural practices and associations have come to play this kind of the most important half in our lives, and introduces a number of the primary principles, innovations and strategies of research serious about undertaking cultural experiences.
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Extra info for Doing Cultural Studies: The Story of the Sony Walkman
It is here where it becomes clear that the company did plan their promotíonal and marketing activities very carefully. Let us consider some of the specific techniques that were adopted, First, the company decidedthat one hundred sets of the new cassette-player should be made available to be distributed free of charge prior to the public launch. These were to be given to potentíally influential individuáis and considerable thought went into deciding who should receive them. Sets were given to the editors of various magazines, but the company decided to focus attention on musicians, perhaps aware of the significance of Ohga's previous responso to the inadequacies of the reel-to-reel tape-recorder.
2 The'classic1 Walkman II, the WM-2. 64 * D01NG CULTURAL STUD1ES: THE STORYOF THE SONY WALKMAN The design, which featurss switches located at the front of the machine rather than at the side, was developed by the Sony Design Centre as an entry for a commercial design competition. This model also had another original featuie: the tapehead was installed ontheback of the cassette housing cover. This mechanism, which assured that the tape made even contact with the head when insertad, achieved considerable space-savings over the conventional mechanism in the TPS-L2 which moved the head when the playback button was pushed down.
3 Thewalking 'Walkman' logo. SECTION2 THE PRODUCTION OF THE SONY WALKMAN *'S5 (Glucksmann, 1990, p. 4). Without the women assemblers in their rows in Japan, Malaysia and Taiwan, working away putting components together, the •Walkman would not have appeared and would not continué to be manufactured in such large numbers. 2 Naming the machine: Sony grammar Earlier we referred to how the comparxy ñame was ohosen to signify a particular identity. The ñame of the machine was also arrived at as the result of much thought.