Proposing uses: Advertising of mobile telephony operators as an aspect of the technology appropriation process

Abstract

The analysis of the appropriation of technologies involves considering several facets or moments of a complex process. This article, derived from a broader research, focuses on the analysis of the advertising strategies of major mobile telephone operators in Argentina, since appropriation is understood as a process in which there are certain learnings by users and it is assumed that media texts converge in them, although not in an exclusive way. In order to carry out this investigation, a corpus of television spots was established for the main mobile telephony operators in Argentina, in the period 1989-2015. Sample was made up of a total of 258 pieces that were subjected to an analysis of thematic content. The analysis was carried out using a matrix delimited from theoretical criteria. In the present work are exposed the results of the analysis of the variables related to the type of use and its purpose. From the perspective that sustains this work, the analysis of the imaginaries put into circulation by the advertising is a useful way to better understand, and to dimension more accurately, the process of appropriation of this technology.