The Construction of the Mobile Experience: the Role of Advertising Campaigns in the Appropriation of Mobile Phone Technologies

Abstract

The article discusses the role of advertising campaigns in the appropriation of mobile phone technologies. Advertising was considered as a prevalent institutional discourse in context of consumption practices. Advertising discourse transforms practices, objects and subjects into signs that are used as parts of a cultural conversation. The general outcomes of a research on the impact of advertising campaigns in the appropriation of mobile phone technologies are outlined. It was concluded that advertising discourses about mobile phones do not deal mainly with technologies, prices or services but with emotions, social situations of interaction and technology-related values.