Apple’s 1984 Commercial vs Kelly’s “New Socialism”
// Posted by Natalie on 01/31/2012 (4:23 PM)
After reading Kelly’s article last week I began thinking about how different political ideologies have been applied to the cybernetic movement in recent decades. I remembered a famous Apple commercial that was produced in 1984. The theme of the commercial was about “Big Brother’s” demise by the new Macintosh, ending with the phrase “you’ll see why 1984 won’t be like ‘1984‘”. In theory, Jobs and others at Apple were promoting the idea that a Macintosh will make you unique and different from others. 1984, the novel, has anti-communism themes throughout the story. Having the heroine in the commercial take down Big Brother promotes this anit-communism mindset in the commercial. This would have been relevant during the 80′s with the Cold War progressing with a remaining fear of the Soviets and communism amongst some Americans. Jobs promoted his new computer as device that would be liberating; something that would make you an individual and unique amongst the others in the general, homogenous public. This is still an element that they strive for in their campaigning; however, their ads do not have the political undertones that this one did. I was interested in the way that Jobs’ and Kelly’s opinions about computer and cybernetics varied overtime. In Kelly’s article he promotes the internet and computers, telling us that they will unite us and allow us to collaborate to create a new socialism. Two decades earlier Apple was promoting the same technology to make us more unique and individual -- separating us from the crowd. It is interesting to see how our views of computers, the internet and technology in general have evolved overtime. Now we are working for a balance, to remain unique but maintain a community online. Time will tell how we see ourselves in this cybernetic world in the future.
*I found this article to be informative if you want to know the history behind the famous Apple commercial.