Week 2 Topic 1 QA

Windsows vista appears to be the new upgrade from windows XP. However these upgrades often seem to do more harm than good, with systems unable to cope with the technology. Windows need to keep their market going and so by appearing to offer something new, the upgrade to windows Vista does just this. Corporations such as windows represent their technology as “new” (Lister,2003: 9) and in doing so gives the impression that the technology is necessary. Thus as Lister suggests through the idea of “new”, consumers are given a false sense that the product is “cutting edge.” Instead corporations such as Windows simply create the ideology consumer’s need the update when this isn’t always the case. In big businesses the ideology of the new is a strategy used by these companies to keep their market flourishing. At the same time the idea of the “New” is to ensure that consumers continually buy into their products. As a result companies such as Window’s make a lot of money, “software applications make millions” (Manovich, 2002, 14). Suggesting the concept of the new is one that is ideologically driven in order to keep capitalist society in growth.