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“What I hear is up to me.” Bose markets environmental control as a desirable quality. The company has always valued sound quality and isolation headphones for airplane and noisy environments. With their release of in-ear noise cancellation, the company targets any outside noise, at any point during one’s day, as a problem. This new ideal of selective hearing is even portrayed in the advertisement during ordering coffee, suggesting that it is not just background noise but also social interaction that should be properly “filtered” in one’s life.

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