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Title: Understanding technology through a sociology of branding: The case of the digital camera
Author: Smith, Steve
Awarding Body: University of Surrey
Current Institution: University of Surrey
Date of Award: 2005
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In an age in which everything from technologies to whole countries seems to be branded, brands and branding have received relatively little attention in sociology.The aim of this thesis is to develop a sociological understanding of brands through an investigation of digital cameras. I take a constructivist approach which understands that what a technology is, what it will do, and what its effects are, are the consequences of specific interpretations of that technology. This thesis contributes to the literature on branding and consumer practices by undertaking three types of research. The first investigation is of advertising. The second investigation consists of a qualitative study of eleven Sony Centres conducted over a twelve month period. The third investigation consists of a thirteen month ethnography of an online community whose members own a range of digital cameras belonging to the 'DigiCam' brand (a pseudonym).
Supervisor: Not available Sponsor: Not available
Qualification Name: Not available Qualification Level: Doctoral
EThOS ID:  DOI: Not available