Attracted to the Medium: An Analysis of Social Behaviors, Advertising, and Youth Culture in the Emerging Mobile Era

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This thesis is a reception study that examines potential reasons why the adolescent to college aged demographic of youth culture is embracing communicative and informational mobility. The project attests that the move to mobility is motivated by two major factors, the attraction of being an early adopter of technology and the way social behaviors are made attractive in mobile marketing. Chapter 1 explores the importance of these social behaviors, as they are very much intertwined and contribute to how youth acclimate into society. Chapter 2 demonstrates that creating social distinction and cultural capital is linked to being an early adopter ... continued below

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Battin, Justin M. August 2011.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 801 times . More information about this thesis can be viewed below.

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  • Battin, Justin M.

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Description

This thesis is a reception study that examines potential reasons why the adolescent to college aged demographic of youth culture is embracing communicative and informational mobility. The project attests that the move to mobility is motivated by two major factors, the attraction of being an early adopter of technology and the way social behaviors are made attractive in mobile marketing. Chapter 1 explores the importance of these social behaviors, as they are very much intertwined and contribute to how youth acclimate into society. Chapter 2 demonstrates that creating social distinction and cultural capital is linked to being an early adopter of technology. The remaining portion of the document examines recent mobile advertisements and why youth would be attracted to the aesthetic and thematic elements contained in the advertisements. Chapter 3 examines how Blackberry utilizes the behavior of creating and expressing identity in their advertisements. Chapter 4 focuses on how Apple has worked to create a community centered around their brand. Finally, Chapter 5 looks at how Google/Android has highlighted the acquisition, sharing, and utilization of content through the phenomenon of applications. With this project, I hope to illustrate the rationale why youth would be attracted to communicative and informational mobility.

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  • August 2011

Added to The UNT Digital Library

  • May 17, 2012, 9:47 p.m.

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  • June 26, 2012, 11:23 a.m.

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Battin, Justin M. Attracted to the Medium: An Analysis of Social Behaviors, Advertising, and Youth Culture in the Emerging Mobile Era, thesis, August 2011; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc84172/: accessed December 17, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .