Green Magic: On Technologies of Enchantment at Apple's Corporate Headquarters

IF 1.1 2区社会学 Q2 ANTHROPOLOGY

Public Culture Pub Date : 2022-04-06 DOI:10.1215/08992363-9584778

Christo Sims

引用次数: 0

Abstract

Apple's corporate headquarters in Silicon Valley has become an object of public fascination for its technical marvels and green magnificence. However, architectural critics and urbanists have widely critiqued the campus for being socially retrograde and ecologically injurious. This essay queries this divergence in public responses to Apple's headquarters by examining how the campus has been designed to counter a growing disenchantment with neoliberalism, its technologies, and its environmental defilements. In doing so, the essay argues for the analytical potential of adapting anthropological theories of enchantment and magic to the study of contemporary uses of the built environment for branding and public relations purposes.

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绿色魔法：苹果公司总部的魔法技术

苹果位于硅谷的公司总部因其技术奇迹和绿色辉煌而成为公众着迷的对象。然而，建筑评论家和城市主义者广泛批评校园在社会上倒退和生态上有害。这篇文章通过研究校园是如何设计的来对抗人们对新自由主义、技术和环境污染日益觉醒的，来质疑公众对苹果总部反应的这种分歧。在这样做的过程中，本文论证了将人类学的魅力和魔法理论应用于研究当代建筑环境用于品牌和公共关系目的的分析潜力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Culture Multiple-

CiteScore

2.10

自引率

6.70%

发文量

期刊介绍： Public Culture is a peer-reviewed interdisciplinary journal of cultural studies, published three times a year—in January, May, and September. It is sponsored by the Department of Media, Culture, and Communication, NYU. A four-time CELJ award winner, Public Culture has been publishing field-defining ethnographies and analyses of the cultural politics of globalization for over thirty years. The journal provides a forum for the discussion of the places and occasions where cultural, social, and political differences emerge as public phenomena, manifested in everything from highly particular and localized events in popular or folk culture to global advertising, consumption, and information networks. Artists, activists, and scholars, both well-established and younger, from across the humanities and social sciences and around the world, present some of their most innovative and exciting work in the pages of Public Culture.