Introduction to the Second Edition
Introduction to the First Edition
1. MAKING SENSE OF THE WALKMAN
Back to the Future: Materiality and Culture
Meaning by Association: Semantic Networks
Back to the Future: Meanings and Associations
Back to the Future: Produsage: The Changing Relationship Between Production and Consumption?
Culture in the Age of Electronic Reproduction
Back to the Future - Benjamin v/2.0
Back to the future: Mobile Privatization?
Walk-men and Walk-women: Subjects and Identities
Back to the Future: Advertizing and Branding
2. THE PRODUCTION OF THE SONY WALKMAN
Introduction: The Many Origins of an Idea
Cultures of Production, Contexts of Innovation
Back to the Future: Technological Innovation, Heroic Individuals and Distributed Agency
Sony, Japan and the United States
Sony: Signifying 'Japan'?
Happy Accidents at Work: Enter the Walkman
Making the Walkman to Sell: Connecting Production and Consumption
Assembling for the Young Consumer: The Mothers of the Invention
Naming the Machine: Sony Grammar
Marketing and Public Relations
Back to the Future: Promotional Culture
Monitoring Consumption and Market Research
Back to the Future: Produsage Revisited
3. DESIGNING THE WALKMAN: ARTICULATING PRODUCTION AND CONSUMPTION
Designers as Cultural Intermediaries
The Organization of Design at Sony
Back to the Future: The Power of Software: Culture Made Malleable?
The Walkman: How 'Japanese' Is It?
4. SONY AS A GLOBAL FIRM
Following the Walkman: Competition and Financial Crisis
Sony Goes Global and Local
Back to the Future: The Global-Local Nexus
Combining Hardware and Software: The Culture Industry
Back to the Future: Synergies and Cultural Industries
5. CONSUMING THE WALKMAN
Perspectives on Consumption
Back to the Future: Perspectives on Consumption
Back to the Future: Authenticity
The Production of Consumption
The Walkman and the Production of Consumption Critique
Back to the Future: "Revolutionary" Technologies?
Back to the Future: Optimism and Pessimism in Relation to Web 2.0
Back to the Future: No sense of Place?
Consumption as Socio-cultural Differentiation
Walkman Consumption and Social Differentiation
Consumption as Appropriation and Resistance
6. REGULATING THE WALKMAN
The Walkman and Questions of Cultural Regulation
The Walkman: The Public and the Private
Walkman Use and the Blurring of Boundaries
Back to the Future: Cultural Regulation of Modern Technologies
Summary of Chapters 5 and 6
Reading A: Bruno Latour: 'Technology is society made durable'
Reading B: Axel Bruns: 'Produsage: Towards a Broader Framework for User-Led Content Creation'
Reading C: Walter Benjamin: 'The work of art in the age of mechanical reproduction'
Reading D: Raymond Williams: 'Mobile privatization'
Reading E: Ana Andjelic: 'Time to rewrite the brand playbook for the digital'
Reading F: Nick Lyons: 'Scratching a global dream'
Reading G: Shu Ueyama: 'The selling of the "Walkman"'
Reading H: Thomas A. Harvey: 'How Sony Corporation became first with kids'
Reading I: Lev Manovich: 'There is Only software'
Reading J: Jonathan Zittrain: 'The Personal Computer Is Dead'
Reading K: Rey Chow: 'Listening otherwise, music miniaturized: a different type of question about revolution'
Reading L: Lev Grossman: 'Iran´s protests: Twitter, the Medium of the Movement'
Reading M: Tim O´Reilly: 'What Is Web 2.0'
Reading N: Mirko Tobias Schäfer: 'Bastard Culture! How User Participation Transforms Cultural Production'
Reading O: Lain Chambers: 'A miniature history of the Walkman'
Reading P: Vincent Jackson: 'Menace II society'