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01Consuming Media 10/4/07 11:17 am Page 203

respectively, homologously corresponding with the basic features of their cultures.
12. This is confirmed by the daily use and average time spent on different media in the Swedish popu-
lation, according to Nordicom-Sveriges mediebarometer 2004 (2005); see Chapter 2, note 14 above.
13. Wittgenstein (1953/2001: 27).
14. Many definitions of collecting and collections have been proposed in the theorizing about
collecting, though most of them seem problematic and rarely stand up under scrutiny. One of the
most elaborate definitions has been proposed by Belk (1995: 67), who states that ‘collecting is the
process of actively, selectively and passionately acquiring and possessing things removed from ordi-
nary use and perceived as part of a set of non-identical objects or experiences’. This definition seems
to work for most collecting practices, but not for all, since, for example, most record or book collec-
tors do not remove their collectibles from ‘ordinary use’.
15. Benjamin (1982/1999: 205).
16. Stewart (1993).
17. Stewart (1993: 135).
18. Stewart (1993: 151).
19. Asplund (1989).
20. Benjamin (1931/1999: 68).
21. Asplund (1989: 95ff).
22. Bourdieu (1980/1990: 133f and 1993: 39f)
23. Benjamin (1982/1999: 205)
24. Benjamin (1982/1999: 207)
25. http://www.bigwig.net/myrecords/ 2001-09-25.
26. Benjamin (1982/1999: 211).
27. See for example Belk (1995: 65ff).
CHAPTER 6 HARDWARE MACHINES

1. In a different sense, a model of a ‘two-step flow of communication’ and influence was developed
for opinion campaigns by Katz and Lazarsfeld (1955). Their idea was that opinion campaigns had
effects in two steps, first by influencing opinion leaders who were active media users and who then
in turn talked to larger groups of people and spread that influence.
2. When consumption is economically productive, i.e. used for producing new commodities, the
differences between the two parts of double media may appear as differences between fixed and
mobile capital, which in industrial production is the economic aspect of machines and tools versus
raw materials, reflected in routines for depreciation etc. But if the embodiments of media texts are
called software, they may in some instances be actually very ‘hard’ and durable – even more so than
many machines – so that the analogies between material, functional and economic forms do not
really fit.
3. McLuhan (1964/1987), Sloterdijk (1981), Virilio (1990/2000 and 1995), Haraway (1991),
Landow (1992), Turkle (1995/1996) and Hayles (1999 and 2002).
4. Media effects on time and space are discussed by McLuhan (1964/1987), Meyrowitz (1985),
Harvey (1990), Giddens (1990) and Thompson (1995).
5. Expert originated in the mid 1950s, when some Swedish photo shops started a joint lab venture,
Linkopia. In 1962, a number of radio and TV dealers started a parallel venture called Samex, which

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