BKCLTMAC.RVW   20041203

"The Cult of Mac", Leander Kahney, 2004, 1-886411-83-2,
U$39.95/C$55.95
%A   Leander Kahney
%C   555 De Haro Street, Suite 250, San Francisco, CA   94107
%D   2004
%G   1-886411-83-2
%I   No Starch Press
%O   U$39.95/C$55.95 415-863-9900 fax 415-863-9950 info@nostarch.com
%O  http://www.amazon.com/exec/obidos/ASIN/1886411832/robsladesinterne
  http://www.amazon.co.uk/exec/obidos/ASIN/1886411832/robsladesinte-21
%O   http://www.amazon.ca/exec/obidos/ASIN/1886411832/robsladesin03-20
%O   tl i rl 3 tc 1 ta 2 tv 2 wq 2
%P   268 p.
%T   "The Cult of Mac"

Part one outlines Macintosh Madness.  In chapter one, "Techno
Fetishism," Kahney starts to try to explain the allure of the Mac
(with a signal lack of success), but then wisely moves on to detail
some of the oddities of Mac-fanaticism: hogging cheap stickers, vanity
plates for cars, attending store openings, and considering the Mac to
be an object of desire.  The interrelationship of the Mac and the
counterculture is explored in chapter two.  The perception of "The Two
Steves" is examined in chapter three: as usual, Jobs gets most of the
attention.  Chapter four shows a number of Mac tattoos.  Macspotting,
the practice of looking out for celebrities who use Macs and TV shows
that feature them, is briefly described in chapter five, but most of
the material deals with Apple's efforts at product placement.  It's
widely understood that pretty much any Mac user is supposed to be a
missionary (for the product), but chapter six concentrates on the
specific Apple marketing tool known as the EvangeList.  Mac sites on
the Web are listed in chapter seven.

Part two reviews Apple assemblies and gatherings.  Chapter eight
describes the Macworld conferences and events.  The special class of
Mac fanaticism found in Japan is covered in chapter nine.

Part three looks into tinkering.  "Macquariums" get a few pages in
chapter ten.  Chapter eleven showcases a number of people who mock up
designs for Mac cases, while twelve notes some who go further and
actually build new cases in which to put Mac internal hardware. 
Chapter thirteen presents some designs for making paper cutouts of Mac
computers, and then goes on to detail items that people have made with
the empty cardboard shipping boxes.

Part four examines people who keep or maintain old Macs.  Chapter
fourteen looks at collectors and collectable memorabilia.  Antique
Macs, and even cardboard pieces, are described in chapter fifteen.

Part five is the obligatory miscellany.  Chapter sixteen outlines
activities surrounding the iPod.  In chapter seventeen Kahney has
another go at explaining why Mac fans are so loyal, but, despite lots
of interesting speculation, doesn't come up with a convincing answer.

However, along the way there is lots of interesting trivia, and
pictures of really cool techie stuff.

copyright Robert M. Slade, 2004   BKCLTMAC.RVW   20041203