Open access
THE SANCTITY CONSUMED. THE MEDIA APOTHEOSIS OF STEVE JOBS AND THE TRANSFORMATIONS OF CATEGORY OF "THE SACRED" IN MODERN CULTURE
Barbara ORZEŁ1
Cultural and Literary Transformations
Publication language: Polish
Journal article
Transformations No. 1-2 (84-85) 2015, Publication date: 5 May 2015
Keywords: sanctity, information culture, pop culture, icon, ritualization
Abstract How did Steve Jobs become a saint? In this article I compare the classical meaning of "the sacred" with the images produced within popculture. There is no doubt, that a deeply ingrained cultural scheme can be a great (and very "safe") foundation for further ideas. In the connection with that way of thinking I consider the ambivalence of an icon and other pseudo-religious creations. I also analize the different aspects of ritualization around the Apple Brand, eg. buying an Apple product or celebrating an unpacking ritual.
Instytut Nauk o Kulturze i Studiów Interdyscyplinarnych Uniwersytetu Śląskiego w Katowicach
E-mail: barbara.orzel@wp.pl