An observation of the evolution of the marketing messages of Telecommunications Company Vodafone between 2007 and 2013 sheds light on the significant changes that occurred in the communications arena throughout this period. The shift is not a hypothetical one; it is real and reflected in the shifting usage profiles of millions of mobile users. Moreover the shift is not limited to the changes in the technology which enables mediated conversation. Reference is made to existing literature to define the activity under study, understand the historical context of conversation, both in the mobile and online space, measure the present shifts and explore how findings can contribute to a better understanding of the future. In the context of the existing body of work and the significant changes that occurred over the past years, the research aims to propose a new model of conversation in response to the chosen research question, which asks, “how is conversation evolving as a result of take up of new media in Malta?“ A two‐step approach is adopted. The first research stream makes use of a data set of usage logs of a sample of smartphone adopters on the Vodafone network. A comparison of the usage logs before and after adoption is used to shed light on the influence of the device on the users’ conversations. The analysis is supported with two secondary experiments, one relating to the usage of mobile Internet on specific days during the year and the other extending the experiment to everyday conversation on Facebook. The second research stream consists of a review of the new media landscape with a specific focus on key themes. The findings are used to corroborate a model of shifting conversation. The model proposes that conversation is captured in three dimensions - a shift from synchronous to asynchronous conversation, from private to public and from transient to persistent exchanges.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:659475 |
| Date | January 2013 |
| Creators | Galea, Karl |
| Publisher | University of Hull |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Source | http://hydra.hull.ac.uk/resources/hull:11272 |
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