1. Just some home appliance?

The assurance of long-term permanence in a mass market is the creation of a product's user culture. This assures the formation of a consumer base and simultaneously generates use representations of the product. Products that estabilish new paradigms in market need to have its "how to use" and "what to do with it" explained to the consumer, and the target market has to be told there's something new to be bought.

In its 45-year history in Brazil, television transformed itself from a superfluous fetish to a necessity in every home. Its use became simpler. Anyone has an idea of how to turn on a tv set and select the channel, no matter what industry made the set or what model it is. This simplicity forced the consumer electronic industries to "complicate" its tv sets in order to satisfy the vanities of the higher income markets. But do not be confused: either on a B&W set or in a home theater, the eight o' clock soap opera is still the same.

Computers today are all around us. And are yet far from saying "goodbye" from the fetish of "electronic brain" to the eyes of the mass market. The user culture of the computers is still restricted to those who use it professionally. To the common public more often than not the use representations of personal computers are influenced by fear and ignorance