Mobile Advertising

For my latest entry, I decided to pull from a project I have been working on in my Cultural Studies class. This is an excerpt from a working paper that is set to examine perceptions of mobile advertising among American youth markets. I seem to be growing an affinity for non-traditional advertising media and mobiles are an outlet that really have received little attention in the U.S. The passage below reviews some of the cultural influences of mobile phones. And let's all be honest here...something you read will characterize you in some shape or fashion.

Describing the mobile phone as a social network takes a twofold approach.  The first, and most obvious approach is that mobile phones provide individuals with a constant connection to the outside world (de Souza e Silva, 2006; Green, 2002).  Because a mobile phone can easily fit into a purse or pocket, it is intrinsically understood that the possibility to call, text, or even email someone is within grasp.  Likewise, the possibility also exists that one can receive a call, text or email at any moment, essentially making every mobile phone carrier constantly “on call” (Green, 2002).  The second, and perhaps not so obvious, approach is that the mobile phone has become a cultural status symbol through both the style purchased and functions utilized (Grant & O’Donohoe, 2007; Kjeldgaard & Askegaard, 2006; Muk, 2007; Rolfe & Gilbert, 2006).  Whether business professionals or teenage kids, the type and functionality of the mobile phone appears to be reaching similar status to that of clothing and cars, ultimately serving as a visual cue of one’s cultural and technological prowess.  This is most notable due to the fact that people create and maintain close relationships with their mobile phone, as the way it is used and the selected style embody the owner and no one else (Vatanparast & Asil, 2007).  This helps to explain why mobile phones are rarely shared, as the personalizing nature of this tool transforms the mobile phone into a private accessory.

Understanding the cultural and status implications of the mobile phone can be best examined by reviewing how the youth market utilized this device in formulating their perceptions of acceptance and community.  Grant and O’Donohoe (2007) provide a fairly in-depth examination of the cultural impact of mobile technology among youth markets by identifying the five factors which influence mobile phone use by these audiences: convenient entertainment, social stimulation, experiential learning, escapism, and purchase information and advice.  Ultimately, Grant and O’Donohoe (2007) concluded that mobile audiences depend on these devices for social interaction and cultural acceptance.  One means of generating this acceptance is an individual’s technological aptitude.  Rolfe and Gilber (2006) discovered that ones technical knowledge was a strong indicator of their cultural standing among youth audiences.  In greater detail, those expressing little knowledge of communication technology were most likely of a lower class as opposed to the technologically adept individual, who class standing was found to be much higher.  This finding stemmed from the sentiments of technology expressed by both the individuals and their parents, who would often share similar attitudes.

In addition to representing ones technological prowess and possible cultural standing, mobile phones have also been used as a tool to promote ones popularity or group status.  Grant and O’Donohoe (2007) discuss this concept by alluding to the jubilation expressed by participants when receiving a call or text message.  According to their study, such an occurrence is highly influential within groups of friends as one’s involvement or social status within their group can be influenced by the number of calls and/or texts they receive.  These findings suggest that by virtue of having an audience hear a ring tone, which is an attention grabber within a public space, one’s status is raised among youth cultures. 

Also extending from this concept is that of the “mobile flasher” (Thorngren et al., 2004).  Though by no means an official term or title, the mobile flasher is described as the person who interacts with their mobile device in a public space as if they were in a private space.  This includes talking at a very high level, pacing around a room, and other occurrences that attempt to draw audience attention to the individual’s mobile conversation. According to Thorngren et al. (2004), these actions serve to augment an individual’s personal sense of popularity and/or importance by information the general public that they are engaged in a mobile activity.  While mobile flashers can exist in virtually any public space, within the youth consumer market the flasher may most likely operate in a realm occupied by fellow peers or acquaintances, such as a campus, bus stop, or even a cafeteria.

Citations for the included works are found below. Please let me know your thoughts on this topic.

de Souza e Silva, A. (2006). Interfaces of hybrid spaces. In A. Kavoori & N. Arceneaux (Ed.),The cell phone reader: Essays in social transformation (pp. 19-43). New York: Peter Lang.

Grant, I. & O’Donohoe, S. (2007). Why young consumers are not open to mobile marketing communication. International Journal of Advertising, 26(2), 223-246.

Green, N. (2002). On the move: Technology, mobility, and the mediation of social time and space. The Information Society, 18, 281-292.

Kjeldgaard, D. & Askegaard, S. (2006). The glocalization of youth culture: The global youth segment as structures of common difference. Journal of Consumer Research, 33, 231-247.

Muk, A. (2007). Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers. Journal of Targeting, Measurement and Analysis for Marketing,16(1), 39-47.

Rolfe, J. & Gilbert, M. (2006). Youth, new media, technology and communication. Young Consumers, 2, 15-21.

Thorngren, B., Andersson, P., Bohlin, E., & Boman, M. (2004). Seamless mobility: More than it seems. Info, 6(3), 169-171.

Vatanparast, R. & Asil, M. (2007). Factors affecting the use of mobile advertising. International Journal of Mobile Marketing, 2(2), 21-34.

Quick Update

So I don't have any insightful updates for this week, namely due to the fact that summer school is quickly coming to a close and I have two projects due in the next 8 days.

That said, I do have some good news I would like to share. As a result of my graphic work with the Kenneth Burke Conference, I have been hired as a freelancer for the Eastern Communication Association where I will be creating all of their promotional materials as well as the conference program for the centennial conference, to be held in Philadelphia in April 2009. 

This is a great honor for me and something I am really looking forward to. 

So until I have something meaningful to talk about, I hope this tidbit will hold you readers (if there are any...) over.

UPDATE: So I am essentially done with my summer school work and will hopefully be posting something new tomorrow. So for those few remaining readers...be patient.

The Role of Media

As I was sitting in my Cultural Studies class last week, my professor said something that really stuck with me. In the midst of a discussion regarding societal identity, we turned to the topic of mass media, which is generally the recipient of negative press as far cultural studies goes. Yet, in a truthful voice, he looked at the class and said 

"the media cannot be powerful and influential as well as reflect societal norms"

I guess this statement struck home within my mind due to all of the negative perceptions that surround my field of interest: advertising. It is constantly criticized for creating false wants and needs, forcing people to feel bad about themselves, and even promoting unhealthy or jaded values, yet through all of this, I ask you to imagine a world where advertising and mass media reflected societal norms. On top of not knowing what would constitute a societal norm (as it would be different to each individual person), there would be no possible way to embody or package such an idea into advertising or mass media. Perhaps we should look back to the Brady's for media that reflects societal norms, yet I'm sure you'd be hard pressed to find any family life that was quite like that. 

I'll admit, advertising and mass media do create various desires and problems among people, yet it is this influence that continues to positively redefine and influence the society we live in. Take mouthwash for example. If it were for media capitalists searching through a dental dictionary to find some sort of disease to fight with a new product, we could all be suffering from halitosis. Granted, halitosis was not a commonly known word at the time, but creating awareness for such a disease generated a new dental product line as well as resulted in better smelling breath worldwide. I'd count that as a win-win.

I guess the point of this post is to look at mass media and advertising through a positive lens. I know many of us would wish for it to display societal norms, especially in terms of body image, but it is up to each individual person to take the media for what it is, a powerfully influential force in our lives. Yes, I know it creates unwanted desires and causes distress in our lives, but it is up to each and everyone of us to decide how much this will influence our lives. What you see in media and advertising is not a forced sale against your will, it is a suggested way to improve your life.

Regardless of your opinion on this, we should realize that media is never going to go anywhere and thus, it is best to accept it for what it is. Of course, for all you naysayers out there, I have one question for you: look at where you are as you read this...what is around you...what you are wearing...do you look at each of these items as purchases as a results of mass media and advertising? Or do you feel that each has a proper role that has in some way made life easier or more enjoyable than if you didn't have them. 

On that note, I close with one word: iPod...

My request for help

So I hope to have more of an actual post perhaps sometime tomorrow, but in the meantime I was hoping that any readers may be able to help me with my current predicament. As some of you may know, I received a research grant about a month ago to work on a study that will review perceptions of trust on traditional and non-traditional advertising among Baby Boomers, Generation X'ers, and Generation Y'ers. Before I can really get this study going, I need to pretest to make sure that the non-traditional media that I select have some sort of correlation to the fictitious products I am creating. 

That said, I am asking readers to reply with their suggestings regarding where they would associate a non-traditional advertisement placement for a MP3 player as well as a Diet Pill. 

For those of you that do not know what non-traditional placements are, they are ads placed in locations other than Television, Radio, Newspapers, Magazines, and Billboards. 

To give you my initial suggestions, I was thinking of graffiti (in the guise of sidewalk chalk) for a MP3 player and a cardboard coffee cup holder for a diet pill (since both coffee and diet pills help "regulate" you...). 

But let me know your thoughts. These will help me create a list to use on my pre-testing group.

Proud to be an American

As July 4th rolls around, let us not forget the various instances that have made our country great. Am I referring to the Declaration of Independence, our freedoms and liberties, or our annexation of political persecution? Of course not. I am speaking of none other than the Nathan's Hot Dog Eating Contest. Before the fireworks start flying and the booze starts flowing, take a few minutes (or 12) to watch grown men and women gorge themselves in unidentifiable meat sitting in a processed flour bun.  In case you need a refresher about what happened last year...

Fortunately, these contestants usually stop eating about 2 days in advance so they are ready to go when the contest rolls around. That means that when you are enjoying your lunch tomorrow, Joey Chestnut and Kobayashi will both be eagerly awaiting their one day/year to shine.