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Dive into the research topics where Juan Miguel Aguado is active.

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Featured researches published by Juan Miguel Aguado.


Continuum: Journal of Media & Cultural Studies | 2007

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

Juan Miguel Aguado; Inmaculada José Martínez Martínez

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


Feminist Media Studies | 2012

Managing The Unbalanced

Inmaculada José Martínez Martínez; Juan Miguel Aguado; Iolanda Tortajada

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.


International Journal of Internet Marketing and Advertising | 2008

Conceptual and operative aspects of e-merchandising

Inmaculada José Martínez Martínez; Juan Miguel Aguado

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).


Kybernetes | 2006

The vicarious self: Media and individual experience in the context of societal complexity reduction

Juan Miguel Aguado

Purpose – To provide a theoretical context for the application of F. Geyers work on alienation in highly complex societal environments to the study of the social and cultural impact of the mass media and cultural industries.Design/methodology/approach – A macro‐sociological approach provides the ground for the insertion of Geyers concepts of alienation and vicarious experience into Luhmanns theory of the mass media. The second‐order cybernetics conception of endogenous information is here taken as a systemic insight to the idea of experience in cultural studies and social psychology.Findings – Provides a theoretical basis for the use of experience as an observational concept in the study of the social and cultural impact of media dynamics, posing interesting links with relevant current research issues in mass media, such as globalization and uncertainty management.Research limitations/implications – This is a theoretical work that demands future applications and research field in order to test coherenc...


ZER: Revista de Estudios de Comunicación = Komunikazio Ikasketen Aldizkaria | 2011

El proceso de mediatización de la telefonía móvil: de la interacción al consumo cultural

Juan Miguel Aguado; Inmaculada José Martínez Martínez


Tripodos | 2008

La comunicación móvil en el ecosistema informativo: de las alertas SMS al Mobile 2.0

Juan Miguel Aguado; Inmaculada José Martínez Martínez


Observatorio (OBS*) | 2009

Mobile Media Implicit Cultures: Towards a Characterization of Mobile Entertainment and Advertising in Digital Convergence Landscape

Juan Miguel Aguado; Inmaculada José Martínez Martínez


Archive | 2016

Driving Media Transformations: Mobile Content and Personal Information

Juan Miguel Aguado; Inmaculada José Martínez Martínez


Archive | 2016

Emerging Perspectives on the Mobile Content Evolution

Juan Miguel Aguado; Claudio Feijóo; Inmaculada José Martínez Martínez


Derecho a comunicar | 2011

Contenidos digitales y comunicación móvil: hacia la transformación de Internet

Juan Miguel Aguado; Claudio Feijóo; Inmaculada José Martínez Martínez

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Claudio Feijóo

Technical University of Madrid

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Iolanda Tortajada

Rovira i Virgili University

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