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Magical and Revolutionary? Audience Sensemaking of Apple's Ipad

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Magical and Revolutionary? Audience Sensemaking of Apple's Ipad Magical and Revolutionary? Audience Sensemaking of Apple's iPad Author: Lee Watkiss Persistent link: http://hdl.handle.net/2345/bc-ir:107421 This work is posted on eScholarship@BC, Boston College University Libraries. Boston College Electronic Thesis or Dissertation, 2016 Copyright is held by the author, with all rights reserved, unless otherwise noted. MAGICAL AND REVOLUTIONARY? AUDIENCE SENSEMAKING OF APPLE’S IPAD Lee Watkiss Department of Management & Organization Carroll School of Management Boston College 140 Commonwealth Avenue Chestnut Hill, MA 02467 Email: [email protected] A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management. August 23, 2016 Dissertation Committee: Professor Mary Ann Glynn, Chair Professor Michel Anteby Professor Mary Tripsas Lee Watkiss © –––––––––––––––––––– 2016 All Rights Reserved ii I dedicate this dissertation to Christy, without whose support it would not have been possible. iii ACKNOWLEDGEMENTS Many people have helped me with this dissertation and it is much the stronger for their input. I am grateful to all my committee members for their guidance, insightful comments, and support along the way. The biggest thank you goes to my advisor and dissertation chair, Mary Ann Glynn, without whose patience and wisdom, this study would never have reached fruition. Her keen intellect and unrelenting dedication improved the study immeasurably. I cannot put into words how lucky I feel to have walked into her class at Emory in 2005. It was by far the most serendipitous event in my career. I will never be able to fully repay Mary Ann or express the gratitude I feel for all that she has done for me. Mary Tripsas and Michel Anteby repeatedly provided invaluable comments; and their enthusiasm and compassion provided much needed tonics that helped me feel better about my work and myself. I cannot thank them enough. The fabulous community of doctoral students and faculty at Boston College, past and present, made this long journey a much more positive and exhilarating experience. Special thanks go to Monica Worline and Dennis Matthies, without whom I may never have pursued a Ph.D. I am also grateful to Kara Marciscano for helping me with some rather tedious data collection. The final thank you goes to Christy. Without her, I would not have achieved this dream. Without her, the realization of this dream would mean much less. iv MAGICAL AND REVOLUTIONARY? AUDIENCE SENSEMAKING OF APPLE’S IPAD ABSTRACT My dissertation examines changes in audience sensemaking by the public and media about Apple’s novel product, iPad. My study begins on December 28, 2009, one-month before the introduction of the iPad by Apple and ends with the anniversary of its retail availability on April 2, 2011, shortly after the launch of the second-generation iPad. Using primarily qualitative methods, I analyze archival data including online forums and news articles to understand audience sensemaking as it unfolds. I investigate how sensemaking by the two audiences a) changes over time, b) changes with different types of material interaction with the product, c) incorporates the use of functional and symbolic frames in their public discourse about the iPad, and d) changes based on the public role of the audience. In doing so, I advance explanations as to how meanings about novel products stabilize. More broadly, I elaborate how nascent product categories can emerge by focusing on the cultural-cognitive processes that undergird product classification systems. As a result, I offer novel pathways for product category emergence. Keywords: Sensemaking, Novel products, Materiality, Product category emergence v TABLE OF CONTENTS ACKNOWLEDGEMENTS ........................................................................................................ iv ABSTRACT ................................................................................................................................... v TABLE OF CONTENTS ............................................................................................................ vi LIST OF FIGURES ................................................................................................................... viii LIST OF TABLES ....................................................................................................................... ix LIST OF APPENDICES .............................................................................................................. x Chapter I: Introduction ............................................................................................................. 1 Motivation and Research Questions ........................................................................................... 1 Approach ..................................................................................................................................... 4 Contributions .............................................................................................................................. 5 Organization of Dissertation ....................................................................................................... 6 Chapter II: Theoretical Grounding ......................................................................................... 7 Introduction ................................................................................................................................. 8 Sensemaking about Novel Products and Existing Product Categories ..................................... 12 Role of Time in Audience Sensemaking .................................................................................. 17 Role of Materiality in Audience Sensemaking ......................................................................... 20 Role of Culture in Audience Sensemaking ............................................................................... 23 Chapter Summary ..................................................................................................................... 27 Chapter III: Research Design ................................................................................................. 28 Data Sources ............................................................................................................................. 29 Analyses .................................................................................................................................... 39 Research Context ...................................................................................................................... 43 Chapter Summary ..................................................................................................................... 53 Chapter IV: Findings Forum Participants: Sense Made about iPad .................................. 55 Role of Time ............................................................................................................................. 55 Role of Materiality .................................................................................................................... 65 Chapter Summary ..................................................................................................................... 75 Chapter V: Findings Technology Journalists: Sense Made about iPad ............................. 78 Role of Time ............................................................................................................................. 78 Role of Materiality .................................................................................................................... 90 Chapter Summary ................................................................................................................... 103 Chapter VI: Discussion and Conclusion .............................................................................. 106 Summary of Findings .............................................................................................................. 106 Discussion ............................................................................................................................... 113 Contributions .......................................................................................................................... 120 Practical Implications ............................................................................................................. 126 Limitations and Future Research ............................................................................................ 128 vi Conclusion .............................................................................................................................. 131 References .................................................................................................................................. 132 Appendices ................................................................................................................................. 140 vii LIST OF FIGURES Figure 1: Forum Participants: Number of iPad Posts in Online Forums between December 28, 2009 and April, 2, 2011 .......................................................................... 34 Figure 2: Technology Journalists: Number of Paragraphs in iPad Articles between December 28, 2009 and April 2, 2011 ........................................................................... 38 viii LIST OF TABLES Table 1: Data Sources ..................................................................................................................
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