Mind & Matter: the Discursive Construction of the iPhone in Apple's Advertising
Why this work is in the frame
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
Bibliographic record
Abstract
The widespread adoption of smartphone technology in the contemporary United States requires critical reflection on its role within society. This thesis compares the way Apple's television advertising discourse, from 2007 to 2011, frames the iPhone to consumers with the way Apple's iAd promotional material frames the iPhone to advertisers, and considers what the disparity between these two frameworks says about the still-evolving role of smartphone technology in society. It argues that the disparity between these two frameworks is indicative of a fundamental tension within smartphone technology. This tension is reflected in Apple's ability to discursively construct the iPhone as a tool of user empowerment, while at the same time discursively constructing the iPhone as a sophisticated market research and advertising platform. This study shows that user agency is complicated by the iPhone's technical design which produces information about the user in an effort to modify their behavior for commercial purposes.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.001 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.000 | 0.001 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it