By Vivienne Schröder For my master Anthropology at the VU Amsterdam, I am doing three months of fieldwork in San Francisco, where I am researching Tech Startup Culture. Through observations, informal talks and interviews like this one, I try to discover the daily practices and motivations of the humans behind the startups. My focus is mostly on the work-private life situation and the entanglement between humans and their business.
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?By Jethro Alons An article in De Pers last week examined the success of Apple in the light of the impending introduction of the new iPad. In this article Apple was compared to a religion. Apparently, research showed that when people see the brand Apple the same areas in the brain become active as in people who are religious. Steve Jobs, the CEO of Apple, himself said that his products are a mix of art, science and religion.
Although my inner anthropologist is always excited at the prospects of a new form of religion, I have to say I was quite skeptical about this. Apple as religion? Really?
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