Anthropologist
'confirms' Apple is a Religion
by Theresa King
What is religion? When
individuals try to identify what forms a religion many reply with answers such
as – sacred texts, rituals, deities, belief system, symbols, hierarchy,
creation stories and so on.
This article by Osborne
reports on social/cultural anthropologist Kirsten Bell and her methodology of
arguing whether Apple has a ‘religion’ or ‘cult’ status. Dr. Kirsten Bell
argues that Mac fandom has some strikingly comparable attributes which we would
identify as being of a religion or cult status (Osbourne, 2012, n.p.). In particular,
Bell reports that after attending the iPad mini launch, ‘A stranger
observing…could probably be forgiven for thinking they had stumbled into a
religious revival meeting’ (Osbourne, 2012, n.p.). More notably, Bell comments on the
way in which Apple is ‘littered with sacred symbols’ in particular, the Apple
logo.
According to the method of
analysing principles of a ‘cult,’ in anthropological terms, three prime
characteristics may be identified. These include: ‘a charismatic leader who
increasingly becomes an object of worship as the general principles that may
have originally sustained the group lost their power’; ‘a process which may
include coercive persuasion or thought reform’; and lastly, ‘economic, sexual,
and other exploitation of group members by the leader and rulers’ (Osbourne,
2012, n.p.). In saying this, Bell uses these principles and applies them to the so
called ‘Apple launches’, to identify whether these can in fact be seen.
iPad Launch by Steve Jobs in 2010
Point 1: ‘A
charismatic leader who increasingly becomes an object of worship as the general
principles that may have originally sustained the group lost their power.’
As Osbourne (2012, n.p.) argues,
in religious organizations a leader is something of high importance which
delivers the message of their teachings and helps adherents understand. In
relation to Apple launches, Bell responds asserting that in key note speeches
at these launches, Apple executives ‘address the audience to reawaken and renew
their faith in the core message and tenets of the brand [or] religion’ (Osbourne, 2012, n.p.).
With reference to creation myths, Osbourne also indicates that some may view
Apple and Steve Jobs as the founding of this ‘religion’ (Osbourne, 2012, n.p.).
Point 2: ‘A
process which may include coercive persuasion or thought reform.’
As Bell notes, with regards
to witness of Apple, many scribes and tech journalist ‘testify to the wonders
they behold via live blog feeds’. The ‘Sacred ceremony,’ which in this
case is implied to be the Apple launches, is argued to help consumers become aware
of the products existence.
Point 3:
‘Economic, sexual, and other exploitation of group members by the leader and
rulers.’
In this case, Osbourne rules
out any sexual exploitation with the Apple atmosphere. However, with regards to
economics, Osbourne notices a similarity. As Osbourne (2012, n.p.) states,
‘Scientology lets you increase your ‘thetan’ level by contributions to the
organisation’. In saying this, she discusses how Apple products are a way in
which this company makes money from its consumers. However, Osbourne argues
Apple is a business, in which its prime aim is to make money. Bell notes, that although
the comparison of a technology firm to a religion is ‘superficial,’ as religion
and businesses have different purposes, Apple she argues forms a more connected
life for its consumers.
In essence, Osbourne states
‘Apple is not a religion,’ however, when looking at anthropologist principles,
as demonstrated by Bell, many characteristics become manifest.
References:
Jagadish Konduru Youtube
User. (2010, January 27). iPad Launch by Steve Jobs [Video file]. Retrieved
from http://www.youtube.com/watch?v=5F3EB5UT6KI
Osborne, C. (2012). Anthropologist 'confirms' Apple is a Religion. Retrieved from
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