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Even a first, superficial interpretation makes it clear that Apple's "1984" commercial has an outspoken political character. In this article, Thomas Decreus uses the work of Gilles Deleuze and others to gain a more profound understanding of one of the most famous technology commercials that ever aired on television.

Freedom is slavery: Apple’s 1984 Ad Forty Years On

Article
Julian Hanna
24/01/2024
8 minutes to read

Imagine one of the most shareable clips you’ve ever seen … and now imagine seeing it only once. That's exactly what happened to many of the people who watched Apple's "1984" television commercial during the Super Bowl. In this article, Julian Hanna reflects on the event.

Behind the Curtain: “1984”’s Aesthetics of Immediacy

Article
Inge van de Ven
25/01/2024
12 minutes to read

The TV ad “1984” introducing Apple's Macintosh PC has many intertexts—from the aesthetics of fascism to Plato to The Truman Show. This article discusses the video’s ‘aesthetics of immediacy.’

apple 1984, ad, digital utopianism, hyper-opticon, panopticon

Apple’s 1984 ad: from digital utopianism to hyper-opticon

Article
Ico Maly
22/01/2024
20 minutes to read

Apple's 1984 ad promised digital liberation, but today's reality reveals pervasive surveillance and a techno-feudalism. The utopian dream has transformed into a dystopian era of mind control and exploitation by digital platforms.

Apple's surveillance system in contemporary society

Paper
Gergana Mihaylova
29/05/2023
12 minutes to read

This article discusses how Apple surveils its users and influences their behavior through their multiple devices, violates their privacy, and exploits their data.

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Privacy vs. Big Data: Who are we in the eyes of tech giants?

Article
Nataliia Vdovychenko
05/04/2021
20 minutes to read

Big Data is the new gold. However, what exactly do platforms know about us? This case study is going to explore transparency in data collection of Google and Apple to answer the question of who we are in the eyes of tech giants.