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Gender and Mobiles
March 25, 2008, 8:09 pm
Filed under: 2008

samsung.pngFeminizing the Mobile: Gender Scripting of Mobiles in North America, in Continuum: Journal of Media & Cultural Studies Vol. 21, Issue 2 (2007), Mobile Phone Cultures, edited by Gerard Goggin.This paper discusses the gendering of the design and marketing of mobile phones, using the concept of the gender script (Rommes, 2002; van Oost, 2003. It first provides a brief overview of recent international scholarship exploring gendered uses and development of mobiles. The next section explicates the gender script and examines some print ads for mobile phones appearing in North American women’s and teen magazines. How can we go beyond gender scripts that essentialize women and their uses of mobiles? The paper concludes with reflections towards this end.

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