Abstract

CORREA, María Eugenia  and  ROMANI, Matías J.. El lujo tecnológico. Distinción y esnobismo en un contexto de prohibición: el consumo de Apple en Argentina (2015-2018). Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2020, n.88, pp.176-188. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi88.3806.

The present work intends to discuss the scope of the category of “distinction” and its problematic application to the world of digital technology. For this, it takes as a universe of analysis the Apple consumers in Argentina during the last three years (2015-2018), in order to understand the impact that imposed a restricted circulation of certain goods on the corporate values that characterize the brand. The hypothesis that is tried to demonstrate is that as of the 2010 -when the policies in the matter of importation of technological goods hardened- that the Apple’s consumer experience began to be perceived like a strategy of distinction among the Argentine consumers.

Keywords : Distinction; Tecnological devices; Consumer experiences; Material culture; New luxury; Social status; Snobbery..

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