This document summarizes two chapters from a book about homological critiques. The first part analyzes the iPod nano, arguing that its packaging and social uses parallel the function of a secret. It discusses how the nano allowed sharing music and fostered social bonds. The second part discusses the GEICO cavemen ads, noting their use of stereotypes about cavemen's intelligence. It explains how the cavemen TV show was cancelled for focusing on racial and sexual stereotypes that offended viewers.

1. Chapter 10
Two Homological Critiques:
iPods and Cavemen
By: Christie Omodeo

2. Part One: iPod
A homological study of media and discourse

3. • Homology is a formal parallel across different objects, actions,
modes of experience, and so forth. Characteristics of discourse itself
create a form that generates similarity across the variable content
of different experiences and texts.
• Many technologies such as the iPod and other portable media
players have a media logic that is formally parallel to a linguistic
function: the secret. A secret is not found in nature. It is instead a
dramatistic/narrative device.
• A secret is dense, condensed, concentrated with power. There is
more meaning and impact stuffed into the words of a secret than
into many other sentences.

4. iPad Nano
 The iPod nano is
packaged like a secret
and it continues to be
intimate and personal
after it is opened and
used. The text argues
that the packaging
reinforces how we use
technology, which I
haven’t thought about
before. I tend to rip
open the box and either
store it and forget about
it or throw it out.

5. • A technology is never composed of merely the electronic or
mechanical but is also made up of the social uses of the
electronic or mechanical. In terms of the nano, you can
download and listen to music that you like on the device,
but socially you can share your ear buds with someone so
they can listen to the song as well, or bond over the fact
that you both have a nano.
• I remember when nanos came out they were a big deal,
but I didn’t have one. I remembered wanting one because
my friends had one. I liked music just as much as them, but
my parents couldn’t afford to get me one. I felt like I was
missing out on an experience, missing out on something my
friends had.

6. There are unlabeled tricks to get to the item more easily, like with CD
cases I learned to pop the case open by the spine instead of trying to
get the tape off at the opening initially, then it is easier to bend it and
remove the tape, instead of struggling to pick it off at the opening.

8. Apple packaging is always sleek white, with the logo on it, a silver
apple. I have several apple products, and the packaging is different
sizes depending on the item, but the same general packaging. I can
see how that is seen as discrete and keeping the contents a secret.

12. Part Two: Queering the Gecko
RACE, SEXUAL ORIENTATION, AND MARGINALITY IN
GEICO’S CAVEMEN

14. Queer Theory
 Queer theory is useful for understanding
ways in which texts disturb widespread,
established categories. Queerness is not
only about sexual orientation. Queerness
is about queer categories, and how
struggles over categories of any sort
manage social and political power.
Queer theory developed as a way to
question hegemony, to disturb categories
that prop up power.

15. So easy a caveman can do it
Geico created a caveman campaign for their company. The slogan was, “So easy a
caveman can do it,” which uses a stereotype that cavemen aren’t very intelligent. The
commercial uses that, and shows cavemen taking offence. The campaign was a success
and a television show was made because of how popular the commercials were, but the
television show was a flop and got cancelled. It was poorly written and not funny as well as
putting focus on racial and sexual stereotypes, which people took offence from.

17. Works Cited
• Brummett, B. S. (2015). Rhetoric in Popular
Culture. SAGE Publications, Inc.
• Images- https://www.google.com/imghp?gws_rd=ssl