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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/155117
- 'Waiting for the kiss of life': mobile media and advertising
- Wilken, Rowan; Sinclair, John
- 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 metaanalysis 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.
- Publication type
- Journal article
- Convergence, Vol. 15, no. 4 (Nov 2009), pp. 427-445
- Publication year
- FOR Code(s)
- 2001 Communication and Media Studies
- Advertising; Cellphones; Mobile media; Mobile phones
- Sage Publications
- Publisher URL
- Copyright © The Author(s) 2009.
- Peer reviewed