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Title:

The Aspirational PC: Home Computers and Indian Middle Class Domesticity

Author:

Rangaswamy, N.

Abstract:

The paper investigates patterns that emerge when India’s low to middle income homes use and adopt the PC into their lives. Our analysis explores the process of PC adoption framing the moment when the ownership of a personal computer is no longer aspirational but becomes actualized. Using qualitative ethnographic methods, we explore and foreground particular socio-cultural contexts and behavioral practices of Indian families shaping decision making to buy and use the PC in our sample of 40 families, of

Original publication:

Evers, V., Sturm, C., Rocha, M.A.M., Martinez, E.C. & T. Mandl. Designing for Global Markets 8, 65-78. 8th International Workshop on Internationalization of Products and Systems. Merida, Mexico. July 28-30, 2007.

Copyright:

© 2007 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-5-9

Availability:

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©2018 Product & System Internationalisation, Inc.