Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Institute for Comparative Media and Communication Studies
Austrian Academy of Sciences | University of Klagenfurt
(New) Au...
Nächste SlideShare
Wird geladen in …5
×

Transforming Role of the Smartphone in Everyday Shopping Contexts

493 Aufrufe

Veröffentlicht am

Paper presented at the CECC International Conference on (New) Audience Practices, Catholic University Portugal, April 3-4, 2014, Lisbon, Portugal.

Veröffentlicht in: Mobil
  • Loggen Sie sich ein, um Kommentare anzuzeigen.

  • Gehören Sie zu den Ersten, denen das gefällt!

Transforming Role of the Smartphone in Everyday Shopping Contexts

  1. 1. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Mobile Media Practices: The Transforming Role of the Smartphone in Everyday Shopping Contexts Katja Kaufmann, MA Austrian Academy of the Sciences, Vienna Prof. Dr. Carsten Winter Hanover University of Music, Drama and Media
  2. 2. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 A Changing Everyday Life • Relationship of users and media technology has fundamentally changed in recent years (Campbell & Ling, 2009) • Use of media has changed from reception to co-creation (Campbell & Ling, 2009; Green & Jenkins, 2011) and mass self- communication (Castells, 2009) • Smartphones have become taken for granted (Ling, 2012) • Mobile connectivity changes everyday life practices (Goggin, 2011; Moores, 2012)
  3. 3. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Mobile Shopping Study How do people use their smartphones in everyday shopping contexts? How do they experience mobile shopping? Jason Howie / flickr.com
  4. 4. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Study Design • Qualitative one-to-one interviews • 8 smartphone power users, who use the device in shopping contexts • Period of time: 10 July - 01 August 2012 • Interview length: 67 minutes • Qualitative content analysis
  5. 5. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Mobile Shopping Practices Enquiry Buying CommemorationFeedback Sometimes I just send a photo and ask: What do you want me to buy – the product on the right or the one on the left? (Male, 22 years) In foreign cities, it‘s very helpful to have a look at my smartphone: Where is a good restaurant? Where is the next cash point? (Female, 29 years) In the evening, I use to shop with my smartphone as a sideline while lying on my bed watching TV. (Female, 19 years) I write it on the smartphone‘s shopping list, because I will have it with me for sure. A sheet of paper is always gone when I need it. (Male, 33 years)
  6. 6. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 New Dynamics in Shopping Contexts Smartphones… … give immediate access to feedback by friends, customer reviews and market knowledge  Users make purchase decisions faster, more efficiently, more independently … allow permanent comparability and checkability  Increasing transparency and shifting balances of power, especially in brick-and-mortar stores … allow anywhere anytime access to shopping contexts  Users elude traditional points of contact like the sales room with its restrictions and rules Mr.TinDC / flickr.com
  7. 7. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Audience Research Under Mobile Conditions • Mobile devices as intimate, personalized enablers of media practices Growing need to understand what happens between the user and his/her mobile device Researching practices is key to understanding media use today (Couldry, 2011)
  8. 8. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Mobile Media at the Pope Election: 2005 vs. 2013
  9. 9. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Mobile Audience Practices: Example Enquiry Buying CommemorationFeedback This concert was so cool, I HAVE to share the video with my friends at once! Let‘s see: Have any of my friends ckecked-in as well at this concert? The concert was a fantastic experience. Wait, I‘ll show you some pics on my phone. Wow, the frontman‘s shoes are perfect for me: Where can I buy them?
  10. 10. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Audience Research Under Mobile Conditions • How is “audience” to be conceptualized today if each user can also be a sender and an audience member to each other? • What is the role of personal mobile media in constituting audiences? • To what extent are mobile media to be understood as part of “the audience”? • What theories, tools and methods do we need to research audiences under these convergent, complex, and contradictory new media conditions?
  11. 11. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 Contact Katja Kaufmann, MA Institute for Comparative Media and Communication Studies Austrian Academy of Sciences and Alpen-Adria-University of Klagenfurt Postgasse 7/4/1 1010 Vienna, Austria Katja.Kaufmann@oeaw.ac.at www.oeaw.ac.at/cmc Prof. Dr. Carsten Winter Department of Journalism and Communication Research Hanover University of Music, Drama and Media Expo Plaza 12 30539 Hanover, Germany Carsten.Winter@ijk.hmtm-hannover.de www.ijk.hmt-hannover.de
  12. 12. Institute for Comparative Media and Communication Studies Austrian Academy of Sciences | University of Klagenfurt (New) Audience Practices Lisbon, 3-4 April 2014 References Campbell, S. W. & Ling, R. (2009). Effecs of Mobile Communication. In: J. Bryant & Mary Beth Oliver (eds.). Media Effects. Advances in Theory and Research (3rd ed.), 592-606. New York, NY: Routledge. Castells, M. (2009). Communication Power. Oxford: University Press. Couldry, N. (2004). Theorising Media As Practice. Social Semiotics, 14(2), 115-132. Couldry, N. (2011). The Necessary Future of the Audience… and How to Research It. In V. Nightingale (ed.). The Handbook of Media Audiences, 213-229. Oxford: Blackwell Publishing. Goggin, G. (2011). Going Mobile. In V. Nightingale (ed.). The Handbook of Media Audiences, 128-146. Oxford: Blackwell Publishing. Green, J. & Jenkinks, H. (2011). Spreadable Media. How Audiences Create Value and Meaning in a Networked Economy. In V. Nightingale (ed.). The Handbook of Media Audiences, 107-127. Oxford: Blackwell Publishing. Ling, R. (2012). Taken for Grantedness. The Embedding of Mobile Communication Into Society. Cambridge, MA: MIT Press. Moores, S. (2012). Media, Place & Mobility. New York, NY: Palgrave Macmillan.

×