The cultural relevance of the Bic Maxi lighter :: Culture Cultural Lighters Essays

The cultural relevance of the Bic Maxi lighterAccording to William J. Thomson, the natives of Easter Islands method of obtaining re requires considerable preparation of material and patience on the part of the operator. A pointed stick of hard wood is rubbed against a piece of dry paper-mulberry until a groove, is formed, which nally becomes hot from the friction and ignites the lint or ber thrown up at the end of the groove. This is blown into a ame, and dried grass added to it until the re is sufciently established.1 Society is still dependent on re today. If not for bare survival, re is used for some simple enjoyments of life candle lights, barbecues, replaces, etc. But contemporary methods of obtaining re often simply require a ick of the thumb. The portable spendable cigarette lighter is a very ubiquitous tool used by many of us who require a ame once in a while. This paper impart discuss the Bic Maxi lighter (g. 1 soon) and its relationship with some of western cultures conte mporary issues, mainly branding, individual responsibility, the mainstream and ecology. It will illustrate the Maxis cultural relevance by presenting the implications of its belonging to the Bic brand, some background issues related to the Child-Guard mechanism, its popularity and omnipresence, and its impact on the environment. Will follow a discussion of the eminent disappearance of the Maxi as a product dependent on a socially deviant behavior. It is brandedAlthough they are regarded by many as threatening to our health, destructive to our environment and corrupting our children, brands are an important part of the postindustrial commercial life.2 Many recent books have been modulation an anti-brand rhyme Eric Schlossers Fast Food Nation (2001), Franois Dufour and Jos Bovs The World is Not for Sale (2001), and most importantly, Naomi Kleins No Logo Taking get under ones skin at the Brand Bullies (2000). But still, brands are everywhere products, people, countries and companies are all racing to turn themselves into brands to make their image more likeable sic and understandable.3 Madonna, Canada, Starbucks, Martha Stewart, The European Union, Microsoft are all selling the greatness of being alive, surrounded by their music, culture, coffee, craft, money, software, etc. Historically, brands were a form not of exploitation, but of consumer protection. In pre-industrial days, people knew barely what went into their meat pies and which butchers were trustworthy once they moved to cities, they no longer did.