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    'Waiting for the kiss of life': Mobile media and advertising

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    20
    Author
    Wilken, R; Sinclair, J
    Date
    2009-11-01
    Source Title
    Convergence: international journal of adult education
    Publisher
    SAGE Publications
    University of Melbourne Author/s
    Sinclair, John; WILKEN, ROWAN
    Affiliation
    Historical and Philosophical Studies
    Metadata
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    Document Type
    Journal Article
    Citations
    Wilken, R. & Sinclair, J. (2009). 'Waiting for the kiss of life': Mobile media and advertising. Convergence, 15 (4), pp.427-445. https://doi.org/10.1177/1354856509342343.
    Access Status
    This item is currently not available from this repository
    URI
    http://hdl.handle.net/11343/31136
    DOI
    10.1177/1354856509342343
    Abstract
    <jats:p> Mobile media, especially cellphones, are now seen and heard everywhere, forming an intrinsic part of the daily lives and habits of billions of people worldwide. Curiously, despite this wide diffusion and remarkable rate of adoption, as an advertising platform the cellphone is, in the words of one commentator, still very much ‘a mass medium waiting for the kiss of life’. This article examines why this is the case, by exploring the ‘complex mobile phone ecosystem’ and the factors that contribute to the rather hesitant adoption of mobile advertising, with particular attention to the inherent conflicts amongst the interested parties in the system. It does this through a meta-analysis of themes and issues evinced in mainstream media and the advertising trade press. Study of this data is supplemented by drawing on a number of critical studies within the available research literature on the subject. </jats:p>
    Keywords
    Communication and Media Studies

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