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This thesis sets out to investigate the representation of smartphones by one of the biggest English daily newspapers of the world – the New York Times – and further sheds light on the potential influence the newspaper has on the norms of smartphone behavior. The research is conducted in two parts. For the first research question through a quantitative and the second research question a qualitative content analysis of New York Times articles about smartphones from the years 2007 and 2016. For the content analysis as well as the analysis of the results three different theoretical frameworks are applied: Stuart Hall’s (1997b) representation theory, McGuire’s (2001) media effect factors and social norms theory, mainly according to Cristina Bicchieri (2017). Since assumptions on the outcome of research question one exist on the grounds of previous research conducted in the field, two hypotheses were formed:H1 – In 2007 the coverage of smartphones will be mainly positive and focus on technological aspects.H2 – In 2016 the coverage will be more critical about the consequences of the pervasion and influence of the smartphone in society.The main findings of the thesis are, for research question one, a validation of the hypotheses through the quantitative content analysis and application of the representation theory through which a distinction in the representation of the smartphones denotation and connotation could be made. And for research question two, that the strongest potential of influence on norms of smartphone behavior lies in conveying and updating and thus sometimes changing of empirical and normative expectations together with further intertwined factors.