‘Playful Identities’ research blog

Yesterday I visited Roxy Mas in the Cideng neighborhood just west of central Jakarta. According to most people Roxy Mas and neigboring Roxy Square is the main handphone center in Jakarta. The building itself does not look very ’prestigious’ or gengsi I am already adopting local terminology here ;).
Roxy Mas has 5 stories. The upper one is mostly a food court. Downstairs there are also some other businesses (clothing, books). The rest is almost completely filled with handphone shops of the following kinds (roughly in descending order of presence):

- Shops selling handphones, both new or bekas (second).
- Shops specialized in selling SIM cards of various telcom operators, both GSM and CDMA (and nomor cantik (beautiful numbers), which are more expensive) as well as pulsa (credit).
- Shops selling all kinds of accessoires (colored casings, phone holders, danglers).
- Repair shops (also doing other services like unlocking, etc.).
- Official (repair) centres of the major brands (Nokia, Sony Ericsson, Samsung, Motorola).
- Content providers: mainly ringtones. These are basically booths with a computer inside and a guy or girl next to it. He has a mp3 catalogue. For 5000 RP (€ 0,40) per song, he/she will transfer an mp3 of choice to your phone via a data cable, via memory reader, or if even that doesn’t work via bluetooth.

Most of the workers in Roxy Mas are young: between 16 - 25. Some shop owners are older. The majority is female. Also quite a lot of shop owners from Chinese descent. Visitors - overwhelmingly young too - were mostly wandering around together with a friend. It wasn’t particularly busy, maybe I have to get back on a weekend day when most people are free and go shopping for fun. One of the shops I visited looked just like a supermarket.

(via SmartMobs)

Former Nigerian minister of finance Ngozi Okonjo-Iweala promotes investing in Africa. On of the interesting examples she gives is the privatization and rapid growth of the telecom market in Nigeria, from 4300 landlines to over 32 million mobile phone subscriptions. Although she doesn’t mention the name, there is clearly a sense of “Glo with Pride” in her talk. Glo is a domestic mobile phone enterprise coming up second to South-African MTN and growing. Their slogan is appealing to Nigerian pride: “we can do it ourselves”.

(click to enlarge)

Skip to the section starting at 8:00 where she talks about the telecom and mobile phone market in Nigeria:

Another outdoors advertisement, shot already a few months ago in Amsterdam. The ad says “Who do I want to be today?”. Options are: kroegtijger (don’t know how to translate this, binge drinker or bar fly is a bit too negative), fashionista, paparazza, night butterfly, supermodel. All very much consumer identities. All identities that are mediatized. All ‘global’ identities, that is, recognizable in many different cultural contexts. And all identities in which the mobile phone can be an aid in the pretense to be one of these, to play a role, as if… The ad plays upon the idea of wearable identities: identity as a jacket that you put on or off.

(click to enlarge)

Also, Nokia can be added to the long list of corporations who think we should “be yourself, and do it in style”. The imperative to be yourself paradoxically is a pressure nowadays from which there is no escape…

Source - via Textually.org.

A study by Nielsen Media Research suggests that the type of phone you wear says something about your personality:

What your mobile phone says about you:

Nokia

• Family-minded
• Middle aged managers
• Balance seekers
• Health conscious

Motorola

• Fashion conscious
• Under 24
• Fun seekers
• Individualistic

Sony Ericsson

• Ambitious young men
• Professionals
• Success driven
• Individualistic

LG

• Favourite of mums
• Stay-at-home parents
• Success driven
• Harmony seekers

Samsung

• Young women
• Career focused
• Success driven
• Fun seekers

Whatever your opinion about such research (what do you mean LG is both for “stay at home parents” and “success driven”?), most telling are the comments by readers. The majority of commenters think it is utter crap to see a communications device as part of your identity. They think it is rather sad to judge someone based on what he uses for calling.

They seem to miss the point of the article, however, that your mobile says something about you, even if you do not choose them consciously. These kinds of articles do raise the interesting view that even though we all despise being easily identifiable by the brands we use, we nevertheless are continuously making choices (yes, also subliminally) and rationalize them as ‘functional’ (like the guy who says he always buys Nokia so that he doesn’t have to relearn navigation from scratch). The interplay of brands and identities, of marketing/production and consumption, is far too complicated to just push research like this aside as nonsense…

kablog-j2me 2.0.8 for Nokia6233