Inmaculada José Martínez

The Construction of the Mobile Experience: the Role of Advertising Campaigns in the Appropriation of Mobile Phone Technologies

The current approach to the social uses of the mobile phone tends to emphasize their private nature, restricting the configuration of their shared image to those meanings performed in personal and group interaction rituals. The use of the idea of domestication is a good example of this prevalence given to the role of social private actors in the appropriation of the mobile phone. Domestication originally referred to the process of socio-cultural appropriation of technologies in the context of the family home (Silverstone et al., 1992; Silverstone, 1994; Silverstone & Haddon, 1996). In this paper we intend to revise the term for the field of mobile phone technology appropriation by focusing on the role that commercial discourses play in the construction of a coherent imaginary of these technologies. Two conceptual choices mark our critique of the current literature on domestication: the first is to open the appropriation process to other cultural spaces beyond the strict

Advertising Stereotypes and Gender Representation in Social Networking Sites

Este articulo presenta los resultados del analisis cuantitativo y cualitativo de las autopresentaciones que los y las adolescentes elaboran para Fotolog. Las imagenes que dichos adolescentes crean y comparten a traves de la red estan centradas en el si mismo, y el genero y la sexualidad constituyen el eje principal de la representacion. Los resultados obtenidos apuntan a que algunas de las categorias que establecio Goffman en su estudio sobre la hiperritualizacion de la feminidad en la publicidad estan presentes en las autopresentaciones analizadas. Ademas, aparecen otras expresiones de genero como la pose lesbica o la erotizacion de los cuerpos que ya han sido detectadas tambien en los analisis de la publicidad desarrollados por autoras como Gill. Si bien estas imagenes reproducen estereotipos de genero y patrones patriarcales, hay que destacar la presencia de un repertorio variado y algunas creaciones originales, resultado de la negociacion identitaria que, respecto al genero y a la sexualidad, tiene lugar en estos espacios y otras practicas mediaticas adolescentes. Para evitar una reproduccion irreflexiva de patrones de genero estereotipados y contribuir a una negociacion critica de estas representaciones seria importante que la educacion mediatica tuviera en cuenta la manera en que las practicas adolescentes en las redes sociales se estan nutriendo de otros consumos mediaticos y como esto afecta a lo que los y las adolescentes expresan en las redes.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.

Childhood and Violence in Advertising A Current Perspective

This article considers the subject of childhood and violence contained in the advertising format, focusing especially on television advertising. The article analyses the violent and aggressive content of audiovisual texts looking at childhood from a broader perspective than has been used in research to date, in order to show the wide spectrum of involvement of children in advertising material. This new focus implies looking at the subject of childhood and media violence in televised advertising taking into account the strategic communicative process, in which regard the figure of the child can be studied from three different yet complementary lines of analysis. The first evolves around the child as advertising target, according to the campaigns objective and the intention of the advertiser or issuer of the advertising message. The second line of analysis refers to the use of children as advertising resources, which can provoke effects at a cognitive, affective or even behavioural level. Third and finally, one can refer to children as receptors of advertising, an aspect associated with the behaviour and habits of television and advertising intake by these young viewers. The importance and current relevance of the subject are highlighted in the legislative interventions of national governments as well as transnational institutions (for example the EU) that are related to violence in advertising and childhood.

Estereotipos publicitarios y representaciones de género en las redes sociales

Este articulo presenta los resultados del analisis cuantitativo y cualitativo de las autopresentaciones que los y las adolescentes elaboran para Fotolog. Las imagenes que dichos adolescentes crean y comparten a traves de la red estan centradas en el si mismo, y el genero y la sexualidad constituyen el eje principal de la representacion. Los resultados obtenidos apuntan a que algunas de las categorias que establecio Goffman en su estudio sobre la hiperritualizacion de la feminidad en la publicidad estan presentes en las autopresentaciones analizadas. Ademas, aparecen otras expresiones de genero como la pose lesbica o la erotizacion de los cuerpos que ya han sido detectadas tambien en los analisis de la publicidad desarrollados por autoras como Gill. Si bien estas imagenes reproducen estereotipos de genero y patrones patriarcales, hay que destacar la presencia de un repertorio variado y algunas creaciones originales, resultado de la negociacion identitaria que, respecto al genero y a la sexualidad, tiene lugar en estos espacios y otras practicas mediaticas adolescentes. Para evitar una reproduccion irreflexiva de patrones de genero estereotipados y contribuir a una negociacion critica de estas representaciones seria importante que la educacion mediatica tuviera en cuenta la manera en que las practicas adolescentes en las redes sociales se estan nutriendo de otros consumos mediaticos y como esto afecta a lo que los y las adolescentes expresan en las redes.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.

Managing The Unbalanced

The role of mobile technologies in everyday identity management is highly gendered. Smartphones singularly merge identity-related practices and cultural consumption rituals, presenting an interesting arena for analysing the interactions between institutional and non-institutional discourses. Due to the hybrid nature of mobile technology, both gender and generational digital divides show distinct features in the process of domesticating mobile devices. On the basis of a series of focus groups and in-depth interviews compared to the discourse analysis of a sample of mobile-related TV ads, some relevant paradoxes emerge concerning the definition of intimacy, the balance between work and private life and intergenerational relations.

Conceptual and operative aspects of e-merchandising

In market globalisation, efficient customer management is a fundamental element to stay profitable. The quest for customer loyalty becomes a key factor especially in those e-business formats developed by retail SMEs. This papers contribution is to systematise the possibilities of obtaining loyalty in B2C e-commerce, posing the relevance of information management applications such as Customer Relationship Management (CRM) in the kind of communication strategies used in real and/or virtual points of purchase (merchandising and e-merchandising).

Estereotipos publicitarios y representaciones de género en las redes sociales = Advertising Stereotypes and Gender Representation in Social Networking Sites.

Este articulo presenta los resultados del analisis cuantitativo y cualitativo de las autopresentaciones que los y las adolescentes elaboran para Fotolog. Las imagenes que dichos adolescentes crean y comparten a traves de la red estan centradas en el si mismo, y el genero y la sexualidad constituyen el eje principal de la representacion. Los resultados obtenidos apuntan a que algunas de las categorias que establecio Goffman en su estudio sobre la hiperritualizacion de la feminidad en la publicidad estan presentes en las autopresentaciones analizadas. Ademas, aparecen otras expresiones de genero como la pose lesbica o la erotizacion de los cuerpos que ya han sido detectadas tambien en los analisis de la publicidad desarrollados por autoras como Gill. Si bien estas imagenes reproducen estereotipos de genero y patrones patriarcales, hay que destacar la presencia de un repertorio variado y algunas creaciones originales, resultado de la negociacion identitaria que, respecto al genero y a la sexualidad, tiene lugar en estos espacios y otras practicas mediaticas adolescentes. Para evitar una reproduccion irreflexiva de patrones de genero estereotipados y contribuir a una negociacion critica de estas representaciones seria importante que la educacion mediatica tuviera en cuenta la manera en que las practicas adolescentes en las redes sociales se estan nutriendo de otros consumos mediaticos y como esto afecta a lo que los y las adolescentes expresan en las redes.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.

Estereotipos publicitarios y representaciones de género en las redes sociales

Este articulo presenta los resultados del analisis cuantitativo y cualitativo de las autopresentaciones que los y las adolescentes elaboran para Fotolog. Las imagenes que dichos adolescentes crean y comparten a traves de la red estan centradas en el si mismo, y el genero y la sexualidad constituyen el eje principal de la representacion. Los resultados obtenidos apuntan a que algunas de las categorias que establecio Goffman en su estudio sobre la hiperritualizacion de la feminidad en la publicidad estan presentes en las autopresentaciones analizadas. Ademas, aparecen otras expresiones de genero como la pose lesbica o la erotizacion de los cuerpos que ya han sido detectadas tambien en los analisis de la publicidad desarrollados por autoras como Gill. Si bien estas imagenes reproducen estereotipos de genero y patrones patriarcales, hay que destacar la presencia de un repertorio variado y algunas creaciones originales, resultado de la negociacion identitaria que, respecto al genero y a la sexualidad, tiene lugar en estos espacios y otras practicas mediaticas adolescentes. Para evitar una reproduccion irreflexiva de patrones de genero estereotipados y contribuir a una negociacion critica de estas representaciones seria importante que la educacion mediatica tuviera en cuenta la manera en que las practicas adolescentes en las redes sociales se estan nutriendo de otros consumos mediaticos y como esto afecta a lo que los y las adolescentes expresan en las redes.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.This article presents the results of a quantitative and qualitative analysis of adolescent selfpresentations in Fotolog. The images which these adolescents create and share through the Net focus on the construction of the Self. Here gender and sexuality become the main structuring factors of representation. Results point to the fact adolescents selfpresentations mirror some of the categories defined by Goffman in his study of gender hyperritualization in advertising. Moreover, other gender expressions are found in the sample, such as the lesbian pose or the erotization of bodies which Gill also detects in advertising. Despite the fact that the images that adolescents upload in Social Networking Sites reproduce gender stereotypes and patriarchal patterns based in advertising, it must be said that they also elaborate a relatively varied repertoire of pictures and are able to conceive original creations. These creative selfrepresentations are the outcome of a process of negotiation of gender and sexual identity which occurs in these settings, as well as in other adolescent media practices. To avoid a thoughtless reproduction of gender stereotypes and contribute to a critical negotiation of these representations, media education is needed. This media education should take into account the way in which adolescent practices are shaped by other media consumption.