Guardian

Issue date: 2/21/07 Section: Feature

When was the last time you saw someone just walking across campus, without an iPod or a cell phone? The deadly sin of envy can in many ways apply students' need to have the latest gadget.

Best Buy employee and junior computer science major Brandon Gump can attest to what could best be called "tech addiction."

"Any time there is a new game console people always wait outside stores in a line when people know a store is going to be getting any in," said Gump.

Reliance on gadgets such as iPods and TiVo have even changed the way companies advertise to college students, according to associate professor of marketing Dr. Charles Gulas.

"It's harder and harder to reach the college demographic because fewer people listen to the radio," said Gulas.

He also explained that fewer people are watching commercials because of gadgets like TiVo. Companies, including those marketing the same tech products causing the challenge, must find innovative ways to reach students.

"Companies try to create a buzz. They try to get their product in the hands of celebrities and trendsetters," added Gulas.

Senior history major Eric Adducchio feels it's the advertisers who cause tech addiction. "Of course students are tech addicted, but it's nothing new. If you watch or listen to any sort of media, we are pumped with advertisements compelling us to buy the newest, greatest, and hottest items on the market."

It's no surprise that people want these gadgets, since we are bombarded by clever marketing tricks compelling us to purchase every item imaginable. It's really quite sad, but unless people are willing to think for themselves it will never go away," said Adducchio.

Many students will freely admit they have a problem with tech addiction.

"I'm either on my computer talking on AIM with friends and listening to music or playing on the Internet. I check my e-mail like four times a day. I have to have my cell phone with me at all times - I feel weird without it," said junior psychology major Leah Paul.

"Everyone has their particular device they can't live without. Some people have Bluetooth headsets for their cell phones, for others they'd die if they didn't play XBox. For me personally, I
sleep with my iPod," said junior art major Josh Dean.
Other students represent the other end of the tech addiction spectrum.

"I've had the same cell phone for the last two and a half years, I still use a CD player for headphones when I want to listen to music, I have no iPods or MP3 players, and I don't play video games," said junior accountancy major Alana Albers.

Senior financial services major Kevin Kuehner feels the ubiquitous cell phone can be an annoyance.

"There is nothing more disrespectful than answering your cell phone during a conversation. The person that called during the conversation can be called back after the conversation is over," said Kuehner.

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