Upgrade Me

In my life, I have owned two mobile phones, two mp3 players and two digital cameras. In each case, the second one was superior to the first, in terms of quality, functionality and applications. And of those six items, I have not brought myself any of them.

My case is probably a little unique- I’ve been lucky enough to have always received these items as a Christmas or birthday gift. I think this fact suggests that I have successfully avoided being a slave to ‘Upgrade Culture’. This is a concept I had never even thought to exist until it was introduced in lecture. Yet its premise is so simple, but has been blinded to me by the power of advertising. Already we’re up to the iPhone 4, even though the first one was only introduced less than four years ago. And what generation of iPod are we up to now?

I feel that males may be more preoccupied with the concept of upgrading than that of females, though I know plenty of females who are also interested in having the latest gadget. It probably also arises somewhat from the idea of ‘boys and their toys’ and woman being anathema to technology. For instance, the latest televisions are almost always targeted for the male spectator.

I think it would also be a fair to suggest that professionals come to mind when we think about those with the latest technologies. This may be because rofessionals may also require new technology within the workplace more than other professions. But it is also highly likely here that this would be due to the fact that newer technologies are generally, more expensive. Thus, the latest gadgets equates to more affluence. New technology also contributes to professionals looking the ‘the part’.

It is also important to emphasise that it is probably young professionals that buy into upgrade culture. This probably comes down to this group having more disposable income (without kids, mortgages ect), but also with the fact that youth are more open to new technology than older generations, having grown up with and being more comfortable with it. It’s probably a large part of the reason we see this group in commercials for mobiles and mp3 players.

Next to the iPod Touch, my Samsung mp3 player looks prehistoric. It doesn’t even have shuffle, so simply wanting to ‘upgrade’ to a better model is an important factor in purchasing new technology for many. I resist buying an iPod Touch, mainly due to economic reasons, but even if I this was not a deterrent, I probably wouldn’t buy one until my mp3 player died. So upgrade culture is affected by economics, gender, age and culture; but it’s also largely a personality factor. The documentary ‘Upgrade Me’ explains some of the psychological factors that motivate upgrading.

To an extent, I think we all succumb to this phenomenon in consumer society. It’s just that instead of new technology, I upgrade to a new pair of shoes.

Do you think that you succumb to upgrade culture?