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Faculty Scholarship

Title

The 'Get a Mac' campaign is a television advertising campaign created for Apple Inc. (Apple Computer, Inc. At the start of the campaign) by TBWAMedia Arts Lab, the company's advertising agency, that ran from 2006 to 2009.The advertisements were shown in the United States, Canada, Australia, New Zealand, the United Kingdom, Japan and Germany. Apr 03, 2013 A year ago today, Apple released a software update to halt the spread of the Flashback worm, a malware strain that infected more than 650,000 Mac OS X systems using a vulnerability in Apple's. The theme of this essay is that blacks and whites reacted differently to the O.J. Criminal verdicts because they watched two different dramas unfold over the course of the trial. Many whites saw O.J. As the archetype of Otello, the heroic Moor who came to live within the midst of Europeans and married the lovely Desdemona, only to kill her in a jealous rage after she befriended another man.

Authors

Document Type

Article

Publication Date

1-1-2000

Abstract

The theme of this essay is that blacks and whites reacted differently to the O.J. criminal verdicts because they watched two different dramas unfold over the course of the trial. Many whites saw O.J. as the archetype of Otello, the heroic Moor who came to live within the midst of Europeans and married the lovely Desdemona, only to kill her in a jealous rage after she befriended another man. Many blacks perceived O.J.'s trial as a modernized Porgy and Bess, which features white police officers abusing power when they jail an innocent person because they are too lazy to search for the true killer. Perhaps the most important question is: will the day come when whites and blacks watch an event and see the same opera unfold?

Publication Title

UMKC Law Review

Volume

68

Issue

4

First Page

705

Last Page

710

Recommended Citation

Sherri L. Burr, O.J. as a Tale of 2 Operas (Essays on the Trials of the Century), 68 UMKC Law Review 705 (2000).
Available at: https://digitalrepository.unm.edu/law_facultyscholarship/638

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Miscellaneous Ramblings

Charles Moore - 2008.06.30 -Tip Jar

I had to smile reading the New York Times' Maureen Dowd'scolumn on Sunday. I hasten to clarify that I don't read Dowd because Iagree with her politics - I'm in general diametrically opposed to herviews - but she's a skillful, entertaining wordsmith, and it's always agood idea to keep tabs on what the opposition is saying.

Anyway, this particular piece was about (surprise!) Barack Obama, aprofile of whom Ms. Dowd characterized as 'sitting in a cafe, hunchedover the New York Times, an Atlantic magazine, hisMacBook, and someorganic fruit-flavored tea, listening to Bob Dylan's Blood on theTracks on his iPod.'

What caused me to chuckle was the fact that aside from the NewYork Times, which I peruse only sporadically and selectively, thatprofile could pretty much be describing me. I've subscribed to TheAtlantic Monthly since forever, and it's my favorite magazine; Iuse a PowerBook (several), and my next computer will more than likelybe a MacBook. I'm a fancier of organic tea, and two of my favoriteblends are Fujian White with raspberry and Bergamot (a variety ofcitrus) - flavored Earl Grey Green; Blood on the Tracks is myall-time favorite Dylan album and one of my favorite music albums ever,and I do have an iPod.

The thing is, my politics are somewhat to the right of Attila the Hun's, andI probably disagree with Mr. Obama as much or even more than I do withMs. Dowd on most matters of any controversy or consequence.

Questionable Association

So what does this all prove? Probably not much, other than thequestionable nature of associating people's taste in reading material,music, beverages, and computers with their political inclinations.

Well, maybe the reading material angle has some basis. TheAtlantic does try to be evenhanded and has recently includedsuch estimable and erudite right-wing intellectuals as P.J. O'Rourkeand Mark Steyn on its staff. Now Harpers . . . well,let's just say I find it difficult to get through an issue of thatwithout muttering maledictions and throwing the rag across the room.There are limits to my forbearance...

However I've never been able to accept that there's any inevitabledeterminism with respect to a preference for Mac computers and apredilection for left/liberal political persuasion, even though thetypecasting has become something of a cultural cliché.

It's long been boilerplate conventional wisdom that the Mac is 'theliberal's computer'. Steve Jobs is a self-described liberal Democrat,Al Gore sits on Apple's board of directors, and there's no denying thatthe Mac is extremely popular among demographic types generally assumedto lean toward the liberal end of the political spectrum.

Conservative Mac Lovers

On the other hand, quintessential conservative talk radio icon RushLimbaugh has long made no secret of his partiality for the Macintosh,and it's now been revealed that another prominent conservative is aconsummate Mac fan.

In an interview with NewsBusters' Matthew Sheffield, Karl Rove,considered the architect and mastermind behind George W. Bush's (whohas also been reported to be a PowerBook and iPod user) electionvictories in 2000 and 2004, has revealed that he is a big fan of theiPhone and MacBookAir.

On the iPhone, Rove commented:

'I love it. My life has changed. I have a shred ofcoolness. I've got my 3,500 people in my addressbook on the phone, Ican sync my calendar. I keep track of my modest little stockinvestments. I can check the weather of my house in Washington, myhouse in Florida, my boy at school, my hunt-lease in south Texas. I cansurf the Web, I'm just - I get part of my email there....'

And when Sheffield observed, 'Well it sounds like Steve Jobs shouldcall you up as a spokesman,' Rove replied, 'There we go, there we go.And not only that, I also have the MacBook Air which is really cool.Even my wife is jealous of my MacBook Air.

And perhaps Rove's and Limbaugh's Mac enthusiasm isn't as anomalousa phenomenon as some might imagine.

Jealous author mac os 11

Political Leanings of IT Workers

Last March, eWeek's Roy Mark reported that according to a survey by the ComputingTechnology Industry Association and Rasmussen Reports, 35% of ITworkers identify themselves as Republicans and just 26% call themselvesDemocrats, and while 40% affirm no party affiliation, an overwhelmingmajority - 75% - categorize themselves in the conservative-moderaterange of the political spectrum.

The CompTIA survey also found that IT workers are evenly splitbetween Barack Obama and John McCain as their choice for the nextpresident of the United States. However, one speed bump McCain might beencountering in bonding with computer people is that he doesn't useone, acknowledging that he's a computer illiterate who relies on hiswife, Cindy, for tech support. It can't be that he's technically inept.I mean, this guy flew fighter planes, and technically inept folks don'tget the opportunity to do that.

It reminds me a bit of a relative of mine who spent his entirecareer as a civil engineer but has never got into using computers. Hejust doesn't perceive any need to in his life. Another friend of mine,a retired senior bishop of the church I belong to and a veryintelligent individual, used to use a PC, grudgingly, in his office,but vowed when he retired three years ago that he would never get oneof his own, and so far he hasn't. However, it's not necessarily agenerational thing. Another retired priest friend of mine, achronological contemporary of John McCain, is an Internet maven whouses Google intensively.

The Mac User 'Mindset Profile'

On the other hand, also last winter, market research firm Mindset Media published a MindsetProfile of Mac users based on a study conducted using Nielsen's Onlinepanel of 7,500 survey respondents.

Mindset placed the typical Mac user in their 'Openness 5' category,defined as folks who

'tend to seek rich, varied and novel experiences. . . believe that imagination and intellectual curiosity areas important to life as more rational or pragmatic endeavors. . . are receptive to their own inner feelings and mayexperience life with more emotional intensity,'

Well, maybe so, but I know lots of conservatives who are also Macaficionados, and for that matter plenty of liberal lefties who useWindows. As one of the former cohort, I like to think that using a Macis simply a smarter choice than Windows, both because it is objectivelya superior tool for a whole raft of functional reasons, as well asbecause it's a quantifiably more pleasant and satisfying environment inwhich to spend one's time. I guess that's partly 'emotional', but Idon't think it has much to do with narcissistic posturing orone-upmanship.

I choose to use the Mac because 'it just works' is more than justad-copy sloganeering, not because it makes me feel personally'superior', or 'cooler than thou', or to make a cultural or politicalstatement, although I do contend that the Mac OS itself is demonstrablysuperior to Windows. The Mac is simply an excellent tool.

Mac Use and Red vs. Blue States

Well, okay, there's also Net Applications Democrats Vote for the Mac? measuring the usage share of allMacintosh operating systems in respective US states - the resultingbreakdown bearing a striking resemblance to the US 'red/blue' electionmap from 2004, with Mac usage in general being higher indemographically more liberal 'blue' states and the heaviest Macconcentrations being in the Pacific coast states (and Hawaii), NewYork, and New England, and the lowest in the southeastern, midwestern,and plains states, albeit with some 'red state' exceptions, notablyColorado and Alaska, which are among the top ten Mac-using states.


Macintosh market share by state (Nov. 2007, Net Applications).

The ten states with lowest concentrations of Mac-usage are in WestVirginia (3.47%), Mississippi ( 3.70%), Alabama (4.52%), South Carolina(4.61%), Arkansas (4.70%), Louisiana (4.85%), South Dakota (5.37%),North Dakota (5.38%), Kentucky (5.46%), and North Carolina (5.74%).

The ten states with the highest concentrations of Mac users areHawaii (15.89%), Vermont (15.14%), California (12.83%), Oregon (12.72%), New York (12.33 %), Alaska (11.87 %), Maine (11.19 %),Massachusetts (11.19 %), Washington (10.3 %), and Colorado (10.09%).

Of course, these phenomena may be attributable to something otherthan political leanings per se. Economics, education, and even thenumber of Apple Stores in a region could presumably play a role. Ingeneral, states with a lower concentration of Mac users also tend to beones with lower per capita incomes, and there's that famous Mac pricepremium. Education demographics and the number of colleges anduniversities located in a state look like other factors that mightimpact the findings besides political affiliation, although there is aconsiderable degree of crossover.

Oh well, enough of that. I think I'll kick back with a nice cup ofraspberry-flavored white tea, listen to some Dylan, and check out thelatest blogs on The Atlantic'swebsite on my Mac.

Jealous Author Mac Os 11

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Charles Moore has been a freelance journalist since 1987 and began writing for Mac websites in May 1998. His The RoadWarrior column was a regular feature on MacOpinion, he isnews editor at Applelinks.com and a columnist at MacPrices.net. If you find his articles helpful, please consider making a donation to his tip jar.

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