Digital Culture Rituals

What is digital culture ritual?

I believe a digital culture ritual is the acceptance of a new technology entering the world. Whereby the ideas and and findings of a new technology are discussed, presented and promoted.

A great example of a digital culture ritual, is the mainstream Apple technology devices. Every year a new device is added to the Apple collection, but before it reaches the pockets of billions, a “ritual” is preformed. Take for example the late iPhone6 and the Apple Watch. These two devices had a launch event, led by talks of the Apple Team, celebrities and Steve Jobs himself. The talk is a presentation of the new and additional features of the device.  

What is unique about the Apple “rituals” is the way they present their products. It’s never a just a case where they say “this is the new technology, these are the features, enjoy” Apple tend to delve deeper and really explain how they’ve created their product and why, and how we as the buyers are taught how to use it, how we can relate it back to the fundamentals of our learning. In an example, I remember watching the launch of the iPhone and the big fuss was how to use the touch screen, so Apple demonstrated to their audience how to navigate around apps and features by explaining that motions we use are very relatable to our cognitive understanding of how we use things such as; reading a book – you turn pages, reading a book digitally – you swipe left or right.

Apple also like to make a point not just about their product but also the history of technology, and we have evolved from the first beginnings of the digital era. They often present this in a timeline.

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