Media representation of mobile technologies: a content analysis of television commercials
by Jia Lu; Boliang Li
International Journal of Mobile Communications (IJMC), Vol. 13, No. 3, 2015

Abstract: This study conducts a quantitative content analysis to examine how mobile technologies are represented in television commercials. The sample commercials were broadcasted in China between 2006 and 2009, including three basic types of mobile technologies - cars, computers, and mobile phones. The analysis of multiple co-presences indicates the practical function of mobile technologies in separating time and space. The analysis of mobility values illustrates symbolic values people attach to different mobile technologies. As a result, cars are found to enable the co-presence of place-sharing and be consumed with directional mobility values of the early modernity. In contrast, mobile phones are found to enable the co-presence of time-sharing and be consumed with non-directional mobility values of the late or post modernity. Computers are found to fall in between cars and mobile phones.

Online publication date: Wed, 01-Apr-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Mobile Communications (IJMC):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email