Sony Walkman vs iPhoto

I have an old Sony Walkman NWZ-E series. Although not supported on the Mac, it works basically like any other MSC player. But, when I connect it, iPhoto automatically launches. Now, this is not a phone and it has no camera, it's just a dumb MP3 player, yet something in the system thinks it's a camera. This could be connected to another peculiarity, ie, that as soon as I eject it in Finder, it is immediately re-mounted, so I have to unmount it in Terminal.

Does anyone have a suggestion as to how to persuade Mac OS X that this device is not a camera? (I know I can stop iPhoto from launching automatically when a camera is attached, but that's not what I want.)

TIA