By Paul du Gay, Stuart Hall, Linda Janes, Hugh Mackay, Keith Negus
In recent times `culture' has turn into a valuable difficulty in quite a lot of fields and disciplines. This e-book introduces the most considerable 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 booklet exhibits how and why cultural practices and associations have come to play the sort of an important half in our lives, and introduces a number of the valuable rules, options and techniques of study excited by undertaking cultural experiences.
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Additional resources for Doing Cultural Studies: The Story of the Sony Walkman
As Stuart Hall has written, this is 'English as it has beerí invaded, and as it has hegemonized a variety of other languages withoutbeing able to exclude them from it. It speaks AngloJapanese, Anglo-French, Anglo-German... Itis anewform of international language'(1991, p. 28). Despite the development of such a language, Morita remembers that sénior Sony personnel in the United States and Britain had serious reservations about the ñame 'Walkman1 and felt that they wonld not be able to sell a product with such an 'ungrammatical' ñame, As a result of such judgements, again about an imaginary consumer, the same product was launched with a different ñame in the United States where it was called the 'Sonnd-Ab'out1.
And you can also read evidence of the company's cultural practice of drawing staff from different divisions and forming them into teams. But, according to Ueyama the ímpetus for'fhe company to come up with the Walkman was aroutíne organizational change that then led to arather happy accident. What did you think when you read the story? We were left with a nagging doubt that the 'accidental' story may be just as partía! as the idea of the Walkman coming from the minds of inspired individuáis. What we have here is yet another representatíon of the Walkman story based on luck and accidents.
Two Sony products in particular were precursors to the Walkman. For some time, Sony hadbeen selling a professional tape-recorder called the Tressman'. When the company had initially been developing a prototype of the Walkman, an early versión had been produced by stripping the recording circuit and speaker out of the Pressman and replacing it with a stereo amplifier. In additionthe phrase Valkie-talMe' was the ñame in conrmon usage for theradio-telephones frequently used by the pólice and medical services.