'Waiting for the kiss of life': Mobile media and advertising
Author
Wilken, R; Sinclair, JDate
2009-11-01Source Title
Convergence: international journal of adult educationPublisher
SAGE PublicationsAffiliation
Historical and Philosophical StudiesMetadata
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Journal ArticleCitations
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 repositoryAbstract
<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 StudiesExport Reference in RIS Format
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