Mass media

Hironori Matsumoto
Professor Louis A. Lucca
HUC 120
31 October
Steve jobs Rock on Roller CEO

Mass media has been around more than a century. Through its history, there were many great tools that informed us messages such as books, newspapers. radio, and TV. The newest son of mass media was born and named the internet around 1970’s and it has been fast food chain of information. Mass media plays an important role. It donates us significant issues or current events. Mass media is true definition of communication and it connects people and I don’t think there is a better person than Steve Jobs in channel of mass media currently. Steve Job is CEO of Apple Inc and He was also a precious CEO of Pixar Animation Studios. Every time, we see him, we wonder what he is going to give us next something new and exciting. I know there a lot of people hate his guts and ego, but he is one of the most influential people in the world and a punk rock CEO.
As we know, the internet is the fastest and most useful media. You can research anything you like. It also allows us to communicate around the world, and I believe that Steve Jobs made it possible by creating affordable personal computer for us. It began with Steve Job’s garage like rock on roll band’s jamming. Jobs and The Woz jammed the computer.
Before Mackintosh was born to the world, Steve job was born to Jandali and Joanne Carole February 24, 1955 in San Francisco. Later on, he was adapted by Paul and Clara Jobs. Biological parents did not like the fact that Both of Jobs did not graduate from college. They almost reconsidered another academic family, but Both of Jobs insisted to have him and promised that they would encourage Steve to go to college. They got a son of a revolution.
Steve Jobs attended Homestead High School in Cupertino, California, and he also went to after-school lectures at Hewlett-Packard Company in Palo Alto, California. With his passion and devotion he was hired there as a summer employee and met Steve Wozniak was co-founder of Apple Inc who was one of the most important partners of his life.
As his parents promised after graduated from high school, He enrolled Reed College Portland, Oregon, but he only took one semester and dropped out because he was not fully motivated in schooling and he did not feel like wasting his parents’ money which was not a lot. However, Instead of taking classes in order to graduate, he took calligraphy which later on inspired him to have the Mac with beautiful multiple typeface and spaced fronts.
In 1974, Steve Jobs finally returned to California and worked as a technician at Atari. He then saved enough money to go to India for his spiritual adventure with a friend from Reed College. During his spiritual trip, he experienced with LSD which he recalled one of the most impotent experiences he has ever done. Then, he shaved his hair and became Buddhist.
After his trip, he got back to his previous job at Atari again. His task was to create circuit board for video game. Atari offered 100 dollar per chip and with help from Wozniak he made 50 of them. The funny thing was he told Wozniak to share equally and he earned five thousand dollars, but he lied Wozniak that they both got $ 700 and gave him only $ 350.
At the same time, Steve jobs were also fascinated with marketing poetical of a computer. He and Wozniak gathered money from selling their belongings and formed their first own company called Apple computer Inc from Jobs’s garage. He thought the computers back then were way bigger and they were too expensive for people to afford. His idea of making smaller and more affordable computer from his garage provided us the true personal computer and eventually made them multiple garage millionaires.
Their jamming eventually met right sound. They introduced Apple I July 1976 which cost 666 dollars. Apple I was hand-made and they made 200 of them. They could not sell all of them, but it was good beginning and led to the next song called home computer. Apple II was the first successful home computer. Apple II succeeded in academic field. Other personal computers were expensive and School in America could not afford to have computers, but Apple II changed schooling. At the time, Steve Wozniak unfortunately left Apple.
Like a flower withered, Apple Inc was not a dry tree; it sometime failed just like everybody and every company. The Apple Lisa projects started earlier 1980’s. Unlike Apple’s policy, it was a way expensive and slow. Apple Lisa was one of the products become garbage.
Steve Jobs should’ve been CEO at the time, but he was young and inexperienced, so Steve jobs invited John Scullery in 1983. John Scullery was previous CEO of Pepsi-Cola and Jobs and Scullery together were known as dynamic duo. When Steve Jobs offered John Scullery a position of CEO, he asked him” Do you want to sell sugar water for the rest of your life or, do you want to come with me and change the world?”. John Scullery was great CEO at Pepsi and he was good at marketing and advertising. While he was at Pepsi he hired Michael Jackson for commercial and he also did unique work called “Pepsi challenge”. Steve Jobs inflamed the fire of curiosity of powerful CEO of Pepsi which was not a great idea because he would get fired later. Macintosh came with a memorable advertisement in 1984. That commercial was created by Steve Hayden. Macintosh featured one button mouse and graphic user interface. Apple Inc met the first maximum success. Macintosh was also used in many schools. Macintosh was the revolution of personal computer. It was a team work, but Steve Jobs led all.
Even, Steve Jobs got fired from his own company; he still contributed to provide affordable computers and give us an opportune to use internet. He grew the mass media. He could’ve retired with all money he had at the time, but getting fired did not stop Steve Jobs desire.
His charisma and energy have brought us many revolutionary products that easy to use and easy to love. Steve jobs are known as a control freak or an anxious CEO. He sometimes humiliates his employees or rival companies. He often pushes employees and he does not accept excuse or no. That’s why Apple‘s products are amazing and reliable that a lot of people in the world are satisfied with. First time, I got my I pod, I hardly read the manual and I could not find any problem using it. I had to admit that my previous Mp3 player was not as simple as I pod. Another example is my grandfather’s love for Mac. My grandfather had a difficulty using Windows obviously. He read the manual from the first page to the end of it for many times, but it seemed that explanatory pamphlet was second language to him. He almost always needed to be assisted from me or my younger brother. To release himself from dilemma, he sold his laptop. He almost gave up his adventure of computer. Then, the miracle came to him on Christmas day. It was not Santa Cross that encouraged him to go back to his joinery. It was another computer with touch of motto of easy to use, called Mac book. Of cause, he was skeptical at first. He did not even want to have it as a gift, but once he started using, it became addictive to him. After then, he hardly asked us to help him. He finally met the last son of the media was the internet. He was happy with his Mac book and he also wished that grandmother was as easy as Mac book to him. I tunes is the digital door for everybody to enter music world. Steve jobs himself loves music. When he introduced Macintosh, he started with quote from poem of Bob Dylan. He knows no matter what generations, people can connect with music and poem strongly. He personally participated making I tunes software. Originally, there were free music downloading soft wares before I tunes, and it was a good idea to divert music through the internet, but those were illegal. To make it good business legally and more importantly not to make big record labels upset, he introduced us I tunes software. It revolutionized music industry and a way that people listen to music. You can easily find people with I pod while you are taking subway or walking on the street. My previous roommate did not appreciate music and rarely listened to music until he used I tunes. The reason why he rarely listened to music was he did not know any good music and he was lazy to go to music stores to find good music for him from tons of CDs. His laziness disappeared and regain curiosity for music with I tunes. Use of ease encouraged him to listen to music and he could find music anytime he liked. He finally started enjoying his music life. Now, he carries his I pod anywhere he goes. I tunes gave a great opportune for him to open his mind and ears. Although, Steve jobs has bad temper and yell at his employees, he has introduced us great products and changed people’s lives. Steve Jobs was hard and loud to his employees to give us ease.

He was not only a charismatic CEO, but He was also good at sniffing remarkable ideas. After he got fired from his own company with some money in his pockets, he smelled instinctively potential of Pixar. When he found out that George Lucas wanted to sell one of the graphic group from Lucasfims, he purchased with it 10 millions immediately. He was sure about CG animation would change entire history of animation. In the beginning, the company did not work as smoothly as he hoped. At the same time he also had a company called the NeXT Computer which was not also beneficial. He spent a lot of money for polishing stones to somehow become diamonds. Luckily, one of them slowly but surely became a diamond. Pixar as a diamond got a partnership with platinum ring which was Disney. Pixar and Disney together came up with the first film. It was sensational and memorable for everybody in first time to experience CG animation called “Toy Story” in 1995. It was a huge success and made fortune to both companies. Personally, I went to see the movies several times and I could enjoy every minute of the film. It was differentiated from any other animation and it was very creative with such a good story. I could hardly find people around me who hated or disliked the film. After release of the film, they have produced many good films and most of them have been hits. They showed new possibility of film. Pixar won the Oscar for three times and tied with jack Nicholson. Another thing, he realized was Smartphone. According to his presentation, He found Smartphone was way difficult to use with lots of buttons, so he gave a direction to Apple engineers to make a phone with a touchscreen. After introduction of I phone, lots of people went to buy it. I phone was the first phone with multiple touches. It changed the history of phone and I phone became the one of the most popular smartphones. When Steve jobs smelled something good; he was the fastest dog to make a move and feed us endless needs and make our wallet on diet.

All products from Apple Inc are elegant and simple, but without Steve Jobs’ words, the products will be spoiled and they will die like fishes out of water. I don’t think people can deny how good Steve job presents us. When He introduces something, he doesn’t use high level vocabulary or show images with lots of tiny details. I believe when people really know what they are doing, they can simplify their explanation as well as Steve Jobs. He always inspires his audience with his key words with passion such as cool, incredible, and extraordinary awhile most business people use their own words and try to complicate instead. Steve jobs’ words are the key recipe to make even products have richer taste.


As you could see, he has been around for a long time with lots of stuff. He influences many generations globally. Lots of CEO usually eat fabulous food and get fat with expensive suits while Steve Jobs wear his signature jeans and black turtle neck on the stage. I assure that he will always influence and introduce us something. Something that change the way we live, so what if he got an attitude. We still wait for him to rock our world.






Work Cited;
(1) Youtube Steve Jobs’ 2005 Stanford Commencement Address
Youtube broadcast yourself 31 Oct 2010
http://www.youtube.com/watch?v=Hd_ptbiPoXM&feature=channel
(2) Wilcox, Joe. "i Tunes: 5 billion served." eWeek 25.20 (2008): 7. Academic Search Complete. EBSCO. Web. 30 Oct. 2010.
(3) Jeffry S , Young iCon Steve Jobs; The Greatest Second Act in the History of Business
(4) Andy Herzfeld May 1985 The end of an era
http://www.folklore.org/StoryView.py?project=Macintosh&story=The_End_Of_An_Era.