Research: Macintosh as a "Brand Community"

Discussion in 'Community Discussion' started by ggilor1, Nov 1, 2009.

  1. ggilor1 macrumors newbie

    Joined:
    Nov 1, 2009
    #1
    Hello all,

    I am a Sociology student at Concordia University in Montreal and I am currently doing a research project on Macintosh computers.

    My project focuses on brand communities created around Apple and its Macintosh Computers. I am interested in researching why individuals relate so greatly to this particular brand and to other “cult” brands (i.e. Coca-Cola, Harley-Davidson...), and how these individuals manage to create a sense of communal bonding around a commodified entity.
    Furthermore, I am also interested in drawing parallels on how brand-identification often reminds us of a cult-like phenomenon and/or an implicit religion.

    As I am collecting data for a university project, I will need formal consent by members of this group to confirm that my presence here is okay. If there are any objections, please inform me.

    As part of my project, I will be engaging in and also observing discussions within the macrumors.com message boards. Names will be kept confidential and only comments will be analyzed.

    I am looking forward to your participation and interesting replies. Do not hesitate to contact me with questions, comments or suggestions.
     
  2. IntheNet macrumors regular

    IntheNet

    Joined:
    Oct 6, 2009
    #2
    The Cult of Mac is good resource here, particularly back web articles. Additionally, As The Apple Turns should be helpful.

    ggilor1: Strongly recommend you obtain a book entitled "The Macintosh Way," (1990) ISBN 0-06-097338-2, by Guy Kawasaki. Kawasaki was one of the Apple employees originally responsible for marketing the Macintosh in 1984 - a Mac Evangelist - and it will help your project.

    Montreal is a beautiful city, particularly old part of city along St. Lawrence, as is McGill University. Not so familiar with Concordia U or Loyola campus on west end. Nonetheless, enjoyed the city...
     
  3. ggilor1 thread starter macrumors newbie

    Joined:
    Nov 1, 2009
    #3
    IntheNet,

    Thank you very much for the suggestions. I was not familiar with these websites.

    Macrumors.com was suggested to me by a member of a Facebook group called "Apple Students".

    As for Concordia U, it is located in the downtown area. McGill and Concordia are the only two English-speaking universities in Montreal. The Loyola Campus of Concordia is located in a neighbourhood called N.D.G. (Notre-Dame-de-Grace); as opposed to the Sir. George Williams Campus, it is not located downtown.
     
  4. ggilor1 thread starter macrumors newbie

    Joined:
    Nov 1, 2009

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