71 consumo enacultura,foipossível identificardiferençasesemelhanças,emcada tecnologias deinformaçãoe comunicação (NTICs)eseusdesdobramentosno socioeconômicos distintos. Apartir do enquadramento teórico sobreasnovas das à adoção dastecnologias móveis de informação e comunicação em contextos e SãoPaulo, asmaiorescidadesdosdoispaíses,paraavaliar práticasrelaciona- telefonia celularemAngolaenoBrasil.Entrevistamosconsumidores deLuanda Resumo Abstract Silvio Koiti Sato angolanos ebrasileiros. entre consumidores: umaanálisecomparativa Telefonia móvel eseussignificadosparaos Brazilians. a comparative analysis between Angolansand Mobile phonesandwhatthey meantoconsumers: 1 Keywords: Cellphone;Mobility;Consumption;Angola;Brazil technologies. cell phones,anddevelopingspecificconsumptionritualsinrelationtomobile ities in each country regarding the benefits, risks, and conflicts associated with in consumptionandculture,itwas possibletoidentifydifferencesandsimilar- Information and CommunicationTechnologies (NICTs)anditsdevelopments ferent socioeconomiccontexts.BasedonthetheoreticalframeworkofNew to theadoptionofmobileinformationandcommunicationtechnologies indif- and SãoPaulo, thelargestcitiesintwocountriestoevaluate practicesrelated weresurveyedinLuanda of mobiletelephonyinAngolaandBrazil.Consumers E-mail: [email protected]

Fundação ArmandoÁlvaresPenteado –FAAP, SãoPaulo, SP, Brazil. Este artigo desenvolve uma reflexão comparativa sobre o consumo de This articleprovidesacomparativereflectionabouttheconsumption 1 comun. mídiaconsumo,sãopaulo,comun. v. 12, 35,p. n. 71-89, set./dez. 2015 Doi 10.18568/1983-7070.123571-88

ARTIGO mobile phones and what they mean to consumers they mean and what phones mobile , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, país, no que se refere aos benefícios, riscos e conflitos associados ao celular e o ao celular e e conflitos associados aos benefícios, riscos se refere país, no que tecnologias as com relação na específicos consumo de rituais de desenvolvimento móveis Angola; Brasil Consumo; celular; Mobilidade; Telefonia Palavras-chave: 72

ARTIGO and future expectations regardingand futureexpectations theconsumptionofthistechnology. consumer rituals(PEREZ; TRINDADE,2014;MCCRACKEN,2003) the cellphone,current impactonsociability, identifyingspecific poral dimension (past,presentandfuture), tive ofmobiletelephonyconsumption. memories oftheinterviewees, the opinions andfeelingsofusers, issue. ent points ofview, into considerationtheabilityofintervieweestobring forwarddiffer- The selectionoftheintervieweeswasdoneoutconvenience andtook of age) and adults (26-50 years of age), students and active professionals. (1st semesterof2014), lephony inthecities ofLuanda(2ndsemester2013)andSãoPaulo regarding their consumptionpracticesinvolvingmobilephones. specifically highlights thereportsofAngolanandBrazilianconsumers which evolvedwiththeexperiencesofusersandsociety. and their appropriation byconsumersandbrandsinadialogical process the evolutionofsignificance associated withmobiletechnologies ical ties:Angola,BrazilandPortugal. the adoptionofmobiletechnologies, by choosingthreecountriesthatrepresentdistinctive differentin stages in technology and innovation. significances, sharedandcontinuouslybrands andconsumersestablish transformed tive oftheadvertisingproductionsystemandconsumption, April 2015. conjunction withthePPGCOMofECA-USPandwascompletedin This article was developed from the doctoral research conducted in Introduction The informationcollectedintheinterviewswasarranged inatem- We conductedin-depthinterviewswith18consumersofmobilete- For thisarticle,weselectedpartofaresearchthatwasconductedand Using theinterviews,wecoulddoanin-depthinvestigation into comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 In it,westudied thecellphoneindustryfromperspec- in afastdynamic and characteristicofindustriesbased providing the thedesiredamplitudetounderstand divided equally amongyoungpeople(18-25years which providedanevolutionaryperspec- We adopted a comparative perspective from thedescriptionsofroutinesand but whichsharecommonhistor- The objective was to understand The objectivewastounderstand from the first contact with from thefirstcontact silvio koitisato 73 where

ARTIGO In these, there formed as well by wireless It is estimated that there will connected through large digital such as sending and receiving in- and receiving such as sending The , with the use of mobile and The mobile phone, when merging physical and virtual spaces. A symbol of the connection with mobility, the cell phone is A symbol of the connection with mobility, mobile phones and what they mean to consumers they mean and what phones mobile Mobile devices integrate the most visible aspect of the current com- Mobile devices integrate the most , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, munication environment, ubiquitous and fast, environment, ubiquitous munication be seven billion mobile lines in use on the planet by the end of 2015 be seven billion mobile lines in use and this rat- Union) (Source: ITU – International life and in the contemporary daily in one’s ubiquity ifies the phone’s landscape. of view: from a functional point an object that has also evolved quickly and multifunctional calls, it has become only for voice used initially has gathered countless possibilities, stant Internet, as messages, access to information and content on the this All content. multimedia of publishing and editing recording, as well conversations and sharing at anytime and from anywhere, generating with acquaintances or anonymously, that are available on all smartphones – an appropriate networks social purpose it is to provide more in- and alluring name for a device which list of functions. telligence from a growing networks that enable the formation of new hybrid information and 2003, 2004, 2010; LEMOS, territories (SANTAELLA, communication 2007, 2009), are business transactions, exchanging large volumes of data and ser- for example, with connected sensors vices based on locative media, Mobility culture and a society in the mobile network and a society in the mobile Mobility culture a the- of mobile technology from we contextualize the subject Firstly, starting the subject from the authors articulating of view, oretical point - – with the practices of communica in its developments – especially tion and consumption. spread the fast- is the form of technology that has wireless networks, 2007). est worldwide (CASTELLS et al., The analysis and interpretationThe analysis be- perspective propose a comparative and the similarities out countries, pointing reports of the two tween the theoretical lessons to the the referential and articulating differences, presented. framework 74

ARTIGO a wirelessnetworkedsociety, nected, globalanddigitalenvironment,increasinglypresentsitselfas 2014) its anddiscussion indifferent social practices.(LEVY, 1999;LEMOS, and setsupacyberculture, a collaborative intelligence process that develops in virtual communities based onthepossibilityofinteraction,freeexpressionandcooperation, mon causes and interests, developing communication flow practices different geographic places can come together around similarities, com- connection tocommunication betweenpeople. However, we want to highlight herein the impacts of this worldwide and machinesthatformwhatisbeing calledtheInternetsideofthings. being independently safe, simultaneously individual andmassified(CASTELLSetal.,2007). increasingly shared and divided in the connected network, individualized andprivatemanner. tializing informationaltravel throughspaceandtime,inanincreasingly phone isaddedto,and,inaway, mergeswithphysicalmobility, pological questions. –, opposed tostatic by thestimulationmotionthatisever accelerating–as ofconstant 2007). in thestudyofsocial sciences, withthe“paradigm ofmobility.” (URRY, mobility asacentralconceptinthecontemporary environment, also velopment ofindividuals andsociety. 2009), digital inclusion,literacyandaccesstomobiletechnologies(LEMOS, 2010, 2013). mobile networks, studied invariousaspects, when andiftheywant. associated withsafety ofbeing abletoconnecttheir reference groups The “NetworkedSociety” (CASTELLS,1999) For of manyauthors,themobile phonereinforces theimportance a visionthatreinforces theessentialityoftechnologyforde- We liveina“mobilityculture”(LEMOS,2009),characterized comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 Additionally, wehavediscussions aboutinequalities in in mobilizationsarrangedworldwide(CASTELLS, The informational-virtualmobilityofferedbyacell that intertwinestechnological,social andanthro- The effectsofthispermanentconnectionare in otherwords, as inthepoliticalpracticeswithuseof in whichtheindividual hasthefeeling of formed byexchangesofknowledge, hab- Paradoxically, theexperiencesare a freedomtocomeandgo Individuals frommany described asacon- silvio koitisato 75 in a process poten-

ARTIGO in This The penetration rate The consumption of mobile te- The consumption In other words, the cell phone came to In developed and emerging countries, mo- In developed and emerging countries, with the understanding that the contempo - understanding that with the in a transfer process accomplished by using sys- using by accomplished process transfer a in mobile connectivity integrates the identity processes the identity integrates mobile connectivity mobile phones and what they mean to consumers they mean and what phones mobile In the case of Angola, the cell phone industry was establishedIn the case of Angola, the cell phone in 2001. In this regard, process, play a central role in the identity Consumption practices , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, meet a pent-up demand that could not be satisfied by wired services in meet a pent-up demand that could not be satisfied by wired services in general, not only telephony but also fixed Internet. With a population of 24.3 million inhabitantsWith a population of 24.3 million (Source: National Insti- Statisticsof tute having and Angola), of Government – 2014 Census – surpassed that of fixed that quickly lines, a number more than 14 million which relies only on 281,000 lines because of the difficulties telephony, of physical cabling in the cities. pattern is confirmed when we analyze the telephony markets in Angola pattern is confirmed when we analyze and Brazil. The context of in Angola and Brazil in Angola of mobile telephony The context stages the to re- of technology adoption in countries tend Generally, economic and social of indicators in occur that inequalities the peat development in the world. 1990s, whereas in the less developed bile technology was adopted in the later, startingcountries the process occurred a decade 2000s. in the 76 rary individual is now facing a more streamlined and fast paced existence and fast a more streamlined facing is now rary individual identity boundaries concerning and blurry 1992),with mixed (Harvey, 2000). that previously seemed safer (HALL, and cultural patterns dynamic, of consumption as a symbolic with the understanding problems that currently occur as an active and constant as an active that currently occur problems construction 1991, 2002), (GIDDENS, related to themselves with meanings appropriate which individuals brands, and products active participation and that also counts on the tems such as advertising, 2003). of consumers (MCCRACKEN, by the process of signification, lephony appears exemplary to illustrate an as it treating By massified. and intense personal, something being it si- we can associate to information and communication, asset related and sociability. individuality multaneously with issues related to

ARTIGO process. opposition operator(Movicel). the countries,whichhaveclearmarketleaderpositions() andthe pacts onthephysicaldisplacement within cities andtootherprovinces. numerous additional difficulties relatedtopublicinfrastructure,thatim- whichhasmorethaneight millioncapital, inhabitants. concentration ofpopulationinafewcities; inthecaseofLuanda, potential forgrowth (Source:Teleco –2014). – is still low and represents great – 70 cell phones per 100 inhabitants attracting new customers, encouraging experimentation byoffering attracting newcustomers, encouragingexperimentation electricity supply.country andtheunstable ture, suchasthedeficit ofnetworkcoveragein the ruralareaswithin mobile Internetaccess. more intense use of cell phones among the population, especially for both companies. in Africa. transmission,especially apioneerin the4Gnetworks inrelationtodata customers. main characteristic an aggressive commercial campaign to attract new (Source: Teleco –2014). ing 20%remainwiththestate. soldtoaconsortiumofvariousprivatecompanies. capital subsidiary Angola Telecom ofstate-owned andin2010had80%ofits share (Source:Teleco –2014). p.186). those inneighboring countries, suchasSouthAfrica(HODGES,2002, chargingmuchThe operatorstarted higheroperatingfeespercallthan oil company Sonangol,Vidatel, Portugalthe state Telecom and Gini. Unitel wasthefirstoperator formedfromtheindustryprivatization Cell phoneservicesareonlyofferedbytwooperatorsoperatingin duetothelarge Mobile telephonyinAngolahasgainedimportance The marketingcommunication of theAngolanbrandsfocuseson When analyzingthemarket,therearestillmanyunmet needsby Movicel emergedascompetitorin2003.Itwasinitially createdasa Currently, thecompanyismarket leader with78%market The companyemergedin2001fromtheunion offourothers: Additionally, itcameupwith anewinnovativetechnology, comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 The price of handsets and tariffs impedetheaccessor The priceofhandsetsandtariffs There are also limitations related to infrastruc- There arealsolimitations As itisthechallengingcompany, ithas asits The companyholdsa22%marketshare. silvio koitisato 77 The remain- There are

ARTIGO The current fo- Regarding the ex- Regarding - a predomi There is Currently, the country Currently, The key challenge is to is challenge key The mobile phones and what they mean to consumers they mean and what phones mobile We can say that the country is in a growth stage, is in a growth that the country can say still great as there is We 1990, still un- the cell phone had appeared in In Brazil, although Four major operators (Claro, Oi, Vivo and TIM) dominate the major operators (Claro, Oi, Vivo and TIM) dominate Four that is in the mature stageBrazil can be classified as a country in , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, After interviewing the Angolan and Brazilian consumers, we realized After interviewing the Angolan and Brazilian consumers, we realized - that the subject of cell phones mobilizes and generates interest, and ev in relation eryone seems to have a lot of stories, memories and opinions Angolan and Brazilian consumers promotions on tariffspromotions price of handsets. and on the 78 cus- add new to the opportunity and users, new to incorporate potential still very expensive mobile Internet market, which is tomers to access the in the country. popularization its real development and Telebrás, der the public system startedindustry. in 1997 with privatization of the nance of visual elements in the communication of the operators, using of the operators, the communication visual elements in nance of images. text and a lot of very little layouts and narratives, didactic behind China, mobile phone market in the world, has the fifth largest 2014). – Teleco (Source: Indonesia USA and India, to high usage and consumption, restrained due to stimulate continue due to the territorial dimension. tariffs or network coverage difficulties of more sophisticated handsets, Another challenge is the high price from the services that need which distances a portion of the population data traffic at high speed. participation. market in which they have a balanced technologies. mobile of adoption to the regard tension of its territory, the country has shortcomings in the spreading the spreading in the country has shortcomings tension of its territory, have in turn been supplied by of fixed telephony and Internet, which mobile technologies. new converged telecommunication cus of the brands is to incorporate fixed and mobile broad- telephony, service packages (fixed and mobile long distance) in order to expand its band Internet, cable television and operations.

ARTIGO ing foranitem,either before,duringorafterthe purchase.We dealwith scribed below. of theintervieweesaccording tothesefouritems,whichwillbe de- purchasing, possession,useanddisposal. consumers. the movement of significance of goods through the creation of rituals by by Trinidad &Perez (2014),fromMcCracken(2003), sumption ritualsinmobiletelephony. ual andcollectivelevel. more balancedandappropriatewaytousethetechnology attheindivid- moment seemstobeoneofreflection,debateandattemptsfinda excessive andinappropriateusedependency. hand recognized, and perceived as risks by consumers, associated with acterized bybenefitsexploited byindustrybrandsthatareontheone words, therelationshipwithcellphoneisnotlaidback,butchar- family relationships (between parentsandchildren)today. collective areasandespecially cellulareffectsontheinterpersonaland impacts onsociality, withdiscussions onproperetiquette inpublicand currently thedesktopcomputer. placed other communication devices such as the pager, landline and and heavy. introduction suchasthedesignofdevices,whichatfirstwerelarge to beslower andcalmer. in rememberingatimebeforethecellphone,wheneverythingseemed and belonging. ment andthecellphoneemergesasasymboloffreedom,individuality those who bought their device, there is a predominant senseofachieve- who received their firstcellphoneasa gift fromtheir family. pleasantandemotionalmemoriesarise,especially forthose inevitably to their cellphone. The purchaseritualconsists ofstepsinvolvingtheprocesssearch- In thisarticle,wewilldelveintoaspecific aspect:thestoryofcon- Another common aspect of the two countries are the references to Those interviewedrecognize changesinmobiletechnologysinceits Consumers alsorememberthatthecellphonehasnow re- comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 The authors understand thattherearefourtypesofrituals: The authorsunderstand On theotherhand,amongelderly, there isnostalgia Remembering their first contact withtechnology,Remembering their firstcontact We usetheclassificationproposed We organized thestatements In general,thepresent silvio koitisato which defends In other Among 79

ARTIGO In the utilitarian Considering that this is an Considering that (L.M., 35, female, Angolan, female, 35, (L.M., The interviewees verbalized The Angolan interviewees highlight The Angolan interviewees highlight “In Angola we follow new trends a lot, “In Angola we follow mobile phones and what they mean to consumers they mean and what phones mobile However, the buying process also has emotional aspects, such as the However, In both countries, the purchase and repurchase of devices is under- of devices is and repurchase the purchase In both countries, constantthe to opposition their emphasized interviewees Some re- is complemented, consumption This critical view of the hedonistic , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, logic of fashion as an incentive for the renewal of devices, pointed out the renewal of devices, pointed logic of fashion as an incentive for by interviewees in both countries: innovation, obsolescence is high. industry based on is advocated because the usage the renewal of devices of view, point that one owns. dependent on the device possibilities are increasingly of frequency the increase may device type Smartphone a of Possession because the cell phone I Internet much not use the use, “Before I did to buy a good I have decided very good [...]. Now had before was not (K.E, 33, female, Brazilian, for the Internet.” phone for this purpose, project coordinator). [...] There are people who have two fashion, the word fashion sells a lot male, Ango- (A.G., 29, or three phones because they are fashionable.” coordinator). lan, merchandising and be- sophisticated devices as a symbol of distinction of the display inequality: with great social in a country class, higher social longing to a as flamboyant, it is a characteristic, you may not “Angolans are known on the the best phone when you’re have the best steak, but will have it.” have you that show to want you street, stood as something necessary and common. stood as something “My relationship is very pragmatic, newal of devices, at least rationally: appeal to mobile phone brands [cell phone], I can I do not have much It has nothing to do with fash- keep it for ten years, as long as it works. (A.M., 45, female, Angolan, marketing executive). ion.” for the purchase by another practical reason in the Angolan testimonies, or repurchase: robberies and assaults. prior research and factors that influence the process of buying an item. an buying of process the influence that factors and research prior that (or repurchase), related to the exchange to this item add rituals We items. of old is, the replacement employee). administrative 80

ARTIGO provides thelowest rateaccording totheoperator usedbythedestination ownership ofmorethanoneline(chip),soyoucanchoose thechipthat the operators. as many interviewees from both countries have experience with all of relationship,andlittleloyalty,There isamorerationalanddetached phone serviceprovidedbytheoperators,reaction isverydifferent. 50, male,Brazil,driver). doesn’t wanttohaveaninferiorone,wantsthe latest.” (A.J.M., Now shewantsthenewone,becauseashasaniPhonenow, she working,sheputdown adeposit. sired [daughter]andwhenshestarted and stimulating consumption: especially renewal thelatestversions, associated withalogicofconstant belonging. and modelsofdevicesthatcanbeusedforboasting,differentiate and male, Brazilian,sociologist). resources. Theyusethemmuch moreintensely thanIdo.” (M.D.T., 47, usually more expensive than mine, because they have more technology people withthecellphone:“Thephonesmychildrenhaveare ferences inthetwocountries,reflectingcloserelationshipofyoung ness, forfashion!”(J.F., 27,female,Brazilian,secretary). for their color,I’vehad fourpinkcellphones...Soitwasbycolor,pretti- sumers: handset purchasingovertime,morefrequently amongBraziliancon- Angolan, administrative employee). hide thehandset,agoodcellphonedraws attention.” (C.F., 35,female, one ofthestrategiesused: on thestreets,hiding themainhandsetforuseonlyinsaferplacesis areas of the city.certain concerns abouttheuseanddisplay ofsophisticatedmobilephonesin On theotherhand,whendiscussing partofthecell theintangible In bothlocations,weidentifiedahierarchyofvaluebetweenbrands The handsetacquisition processalsoappears tohavegenerationaldif- It isalsointerestingtonoteanevolutioninthedecision processof “Today, Ichooseforfunctionality, model...butpreviouslyitwas The AppleiPhoneiscited repeatedlyasanobjectofdesire, comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 Migration betweencompanies iscommonand alsothe Buying another handset, a lot simpler,to use “And therearethieves,weaware ofit,let’s “[The iPhone]wassomethingshede- silvio koitisato 81

ARTIGO an exam- Unitel, which Unitel, For all the operators For to be without a connection, even In addition, the relationships with the In addition, In a certain expectations way, are not Some have the feeling that they are all Some have the feeling that they are Besides this, before you leave home, it is necessary to The interviewees verbalize the desire for a third operator, third a for desire the verbalize interviewees The In general, there are concerns about the prices (plans, tariffs about the prices there are concerns In general, mobile phones and what they mean to consumers they mean and what phones mobile Among Angolan consumers, in relation to brand positioning, it is it is brand positioning, in relation to consumers, Among Angolan between operators is per- In the Brazilian case, the differentiation include practices that insert each In relation to the use rituals, which there is the determination initially, In the case of mobile telephony, , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, clear that there are differences between the two operators. differences clear that there are as almost nonexistent. ceived sphere of the consumer – be it one of the goods into each particular routines in or professional – there are programmed family individual, connection with the goods. the off turn or on turn to need you which in situations and times of among the interviewees; handset, which generates reflection number. and speed). signal quality service (coverage, and the and promotions) is kept under constant cost-benefit ratio Thus the review. connection quality a better having as is mentioned brand, the leading is on handsets. higher prices and fewer promotions and coverage, with as an inferior the competitor (Movicel) is regarded On the other hand, aggressive and accessible, with brand, but more commercially quality to more associated and more attractive plans, and it is deals on handsets Internet. the better deals. competitiveness and thereby bring which could increase and are of an unsatisfactory level of quality. similar even among loyal users, with reports of there are unfavorable points, in time, particularly in regards to cov- bad experiences at some point and speed. erage, signal quality completely met and users are critical: seems unacceptable. if only briefly, customer and billing concerning problems by frayed are operators the service. ple of this is the use of mobile phones as an alarm clock in the morning, which is frequent. 82 check if the handset is with the user, a ritual mentioned on a recurring basis.

ARTIGO accompany peopleintheir physicaldisplacements, butalsotoreplace substitute forphysicalmobility. ofmobiletelephonyinindividualthe importance life. the chaotictraffic. and from theprecariousnessofpaving,lackpublic transportation for bringingsolutionsthatmitigate everydaylocalproblems,arising means ofcommunication athand. tohavea school, forexample)arethemainreasonitissoimportant related todailyphysicalmobility(journeysbetween home,workand consequent oftimesforconnectionanddisconnection. establishment ing thewholetime. professional, as if the person was work- possibility of use – the utilitarian, ration ofmeanings. two handsets(apersonalandanotherprofessional),withaphysicalsepa- association betweenthe cellphoneandwork. home Icharge.” (M.R.O.S.,34,female,Brazilian,civil servant). of battery. Ichargeatnight, whenIgettoworkchargeagain,come too, because as I am using WhatsApp, on the Internet, I consume alot the car,asrecalledbyoneofinterviewees:“Ialwaysbringacharger addition, onemustextrabatteriesand chargersinyourbagand take afullbatteryorhaveaccessoriesavailableforchargingit.In maintain the phone is always ready and available for use. You have to recharge it, it clearly...” (C.N.,24,female,Angolan,university student). I usethealarmtowakeup. phone, itisalwayson,Ican’tbewithoutit.gotosleep,turned psychologicalsecurity: sight toprovidecertain Several intervieweescommentedthatthehandsetmust alwaysbein

In thiscase,thevirtual-informational mobilityworks,mainly, as a In thisregard,theAngolanintervieweesstronglyvalue thecellphone Regarding thereasonsforcellphoneuse,inbothcities, difficulties Another aspectmentionedbyintervieweesofbothlocationsisthe Another concernoftheintervieweesareritualstoensurethat companion throughouttheday.Thus, thecellbecomesaconstant comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 The difficulties inthecollectivespherecontributeto The professionalcellphoneseemstobringonlyone So thereissomerejectiontoitspossession,andthe At work,it’ssoIcansee alwaysonmytable, That is,thecellphonenot onlyservesto There arethosewhohave “I neverturnoffthe silvio koitisato 83

ARTIGO ac- “For me “For “For voice and voice “For This occurs not This occurs and are affected, in Verbalizations, in general, in Verbalizations, the mobile phone is seen as the mobile phone “The war is over, people are in the city, in the city, is over, people are “The war These practices seem inferior and less “noble” than the more These practices seem inferior and less Their importance in a Their fascination, can be large enough to cause mobile phones and what they mean to consumers they mean and what phones mobile Additionally, there are uses related to leisure and entertainment: and to leisure related uses are there Additionally, In a nutshell, the cell phone can have a fundamental the cell phone role in the In a nutshell, use appears to be justified by the In the Angolan case, a more rational , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, fetishism process associated with the goods: associated fetishism process “I live powers: which provides the user with special something magical, one the 14th floor, with no elevator, no I live on in a 16-story building, without contacting visit me will call ahead, otherwise to they have me, This here [cell phone] is magical.” they get there and I’m not there. executive). (A.M., 45, female, Angolan, marketing routine of users, to save time and reduce risks and physical wear and to save time and reduce risks and routine of users, tear. cellular networks: high mobile Internet access costs by this type of movement, restricted by the local context. by the local of movement, restricted this type also but physical displacements, unnecessary to avoid city, only in the to inland provinces: in access so they talk of the costs, get around because unable to on the mobile employee). (L.M., 33, female, Angolan, administrative phone...” and photos, for networks, post videos the digital social cess games, browse example. - related to lei because they are practical and rational functions. Perhaps of view, point the work from non-productive rest, moments of and sure consumption, entering into the logic of superfluous the production bias (BARBOSA, 2010) accompanying the by some way, consumption. at look critical and traditional and reject idleness: try to repeatedly enhance the usefulness This rela- with the family. the cell phone is for work, to communicate are not my objectives; it is more for the tionship thing and socialization male, Brazilian, driver). (A.J.M., 50, professional side really.” it is mostly used for [the cell phone]; there are very few is what SMS’s people who use data, that connected to information technology, people reasons professional for use it they expensive, still too is it. It with work - (J.E., 33, male, Angolan, admin too expensive.” because otherwise it’s istrative officer). 84

ARTIGO the case of networks totally based on photographs like Instagram, are basedonphotographs likeInstagram, the caseofnetworkstotally civil servant). comes back,Iwanttokeep them.” (M.R.O.S., 34,female,Brazilian, want toregisterthemoment.Everythinginlifeis moments, nothing phone, IpostsomeonFace [Facebook], it’s verypractical.[...]Ialways not beshared: their activitiesandsocial data, circles,proprietary whichmayor occurs internally, bygatheringinformationinthedevicememory, with a specific musical ringtoneforcalls. ble customization, usingasimpleoutercasing,pendantsorbychoosing possessionoftheirmeanings goods. whentaking rituals, involvingcasesinwhichconsumersinsertpersonalandunique I donotanswer.” (F.C., 35,female,Angolan,administrative employee). does notanswer,sometimesheisinameeting.Healsogetsangrywhen whenIcallmyhusbandandhe out mycellphone.[...]ButIgetirritated internal conflictsamong the interviewees: duringtheseintervals,whichcauses with peopletryingtomakecontact concentration anddedication. off. Theyarefamily situations, social orindividual momentsthatrequire turned realization thattherearetimeswhenthecellphoneshouldstay networks. networks of mobile operators or, preferably,sages, using the data Wi-Fi Messenger andWhatsAppmainly)withouttheuseofcallstextmes- is alsothementionofvariousformsdirect communication (Skype, video content,gamesandphotos,appsforvariouspurposes. Facebook downloading, andInstagram), uploading andstreaming of In thissense,themostcommonusesaretoaccesssocial networks(like zation ofmobileInternethasincreasedtheusageintensitydevice. to thedecreasingcostsofaccess.Thereisrecognition thatthepopulari-

This exhibitionist sideofdigitalimageryandsocial networks,asin Overall, theownership oftheassetmayoccurbycreatingamorevisi- The thirdtypeofritualthatwehavedescribedarethepossession Finally, therearealsoritualsassociated withdisconnection, withthe In Brazil,thecellphoneisincreasinglyassociated totheInternet,due comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 “I take alot of picturesmyself.Ileavesomeonthe “I take But thedisconnection cancreatetension However, devicecustomization also “I’ve often wantedtobewith- silvio koitisato 85 There

ARTIGO Among the Among However, in both However, “It ends up staying This is primarily as a as primarily is This “I give [the used device] to someone, “I give [the used device] to someone, In this sense, we can better understand the relationship - pho “InstagramJust just pictures! totallyis it’s exhibitionist, mobile phones and what they mean to consumers they mean and what phones mobile We can say that during the initial introduction time, technology can say that during the initial We For the fourth type of ritual, disposal, we realize that it has great prom- we realize that it has great type of ritual, disposal, the fourth For The interviewees say that the old handsets are often passed on to The interviewees say that the old , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, Final considerations of mobile telephony in This article presents aspects of the consumption intertwined cultures, symbolized two countries, and although they share socioeconomic language, they experience different by the Portuguese stages mo- of adoption and development the in distinct also and contexts bile telephony. between the individual, society and technology, in which we identify a technology, and society between the individual, process, which models the use and trans- and evolving learning dynamic forms personal and collective meanings. and magical transformative tends to be seen as something unknown, inence in contemporary media, in processes such as recycling, reuse, in processes such as recycling, media, inence in contemporary or any procedure for disposal. packaging with refills often criticized for overexposure, but they seem to have a very strong have a very strong but they seem to for overexposure, often criticized appeal: not really my so on... It’s post selfies, and people use it to tos, many Brazilian, project (K.E., 33, female, sometimes I takething, but them...” coordinator). specific of don’t seem to have any knowledge locations, the interviewees or used batteries: systems for cell phones disposal way to take advantagemade previously and, investments of the financial the new purchase: justify in a way, will go to other people who need to it has been my children. And theirs officer). administrative Angolan, male, 33, (J.E., change.” of parents who buy new phones Brazilian interviewees, there are reports children and then begin to use the replaced handset them- for their phones this way. selves, reusing and renewing their 86 purchased. are phones new when members family with me, I do not know if there is any site [place] for this [disposal].” there is any site [place] for this [disposal].” if know with me, I do not employee). female, Angolan, administrative 35, (C.F.,

ARTIGO there isdailymaintenance, itiscontinuous andisrepeatedevery day. and exchangeofdevices or rechargingvaluesfortheoperators),but the mobiledevicemaybe sporadic orseasonal(suchasthepurchase his subjectivityincurrentorvirtualprocesses.These ritualsinvolving mational mobility, theindividual incorporates, transforms and expresses ease ofsocializing. of devices and the symbolic and emotional aspects, such as ostentation rational justificationfortheir useandconsumption,butalsorecognize their mobiledevices. viduality, resultinginextremelycloserelationshipsbetweenpeopleand mobile telephony, suchasautonomy, freedomandexpressionofindi- relationship ofindividuals withtechnology. which cansuppressorstimulate thefrequency ofuseandtransformthe ronment, suchasdistinctions inthecompetitive landscapeandpricing, and ordinary way. ciability formuch ofthepopulationthatusesaCellPhoneinanintense Internet accesshasexpandedthepossibilityofcommunication andso- cade, withtheinsertionofalessfavoredshareinconsumption. placeinthedomesticeconomic environmentoverthelastde- taken in thecountryhasdevelopedamidst theclimateofoptimism thathas meddling indailylife,astheBraziliancase. ciated withthedecline inprices,consumptiontendstobenaturalized, rest oftheworld. source ofprideandawaytoinsertbringthecountrycloser inclusion, asanindicator ofcitizenship andalandmarkdevelopment, a long period of civil war, the cell phone has positive meanings of digital initially adoptit. also beusedasasymbolofdistinctionforthosewho andhigherstatus in relationtothenewpossibilitieswhileusingit. Additionally, throughtheuse ofritualsconnectedtothevirtual-infor- On theotherhand,weidentifycommonsignificances relatedto There is,therefore,situationaldifferences, relatedtothemarketenvi- experienceandthepopularizationasso- Over time,withestablished comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 In Angola,inthecontextofsocial inequality andafter The intervieweesinitially presentfunctionaland The largemobilemarket Accordingly, itcan silvio koitisato 87 Mobile

ARTIGO Cascais: Prin- - inter da era na sociais Movimentos esperança. e indignação de Redes Therefore, their significances are quickly renewed, with renewed, quickly are significances Therefore, their mobile phones and what they mean to consumers they mean and what phones mobile We conclude that because it is an area of high technology and great because it is an area of high technology conclude that We , set./dez. 2015 71-89, set./dez. 12, n. 35, p. v. comun. mídia consumo, são paulo, cipia, 2002. cipia, UNION (ITU). Disponível em: TELECOMMUNICATION INTERNATIONAL Acesso em: 25 ago. 2015. http://www.itu.int/en/ITU-D/Statistics/Pages/default.aspx. References (INE). Disponível em: http:// ESTATÍSTICA ANGOLA. INSTITUTO NACIONAL DE 2014-info&generic-de- censo.ine.gov.ao/xportal/xmain?xpid=censo2014&xpgid=censo Acesso em: 25 ago. 2015. tail_qry=BOUI=8380919&actualmenu=8377507. Zahar, 2010. BARBOSA, L. Sociedade de consumo. 3. ed. Rio de Janeiro: 1999. e Terra, Paz CASTELLS, M. A Sociedade em Rede. São Paulo: A. Mobile Commu- J. L.; SEY, M.; QIU, CASTELLS, M.; FERNÁNDEZ-ARDÈVOL, 2007. nication and Society: a global perspective. Cambridge: MIT Press, Press, 2009. Oxford University Nova York: CASTELLS, M. Communication Power. M. CASTELLS, constant consumer assessments of benefits and risks, individual and col- constant and risks, individual consumer assessments of benefits and brought with every technological innovation. lective, associated Zahar, 2013. net. Rio de Janeiro: Unesp, 1991. da modernidade. São Paulo: GIDDENS, A. As consequências Zahar, 2002. GIDDENS, A. Modernidade e identidade. Rio de Janeiro: DP&A, 2000. . Rio de Janeiro: HALL, S. Identidade cultural na Pós-modernidade Loyola, 1992. D. Condição pós-moderna. 14. ed. São Paulo: HARVEY, Angola. Do Afro-Estalinismo ao CapitalismoHODGES, T. Selvagem. economic importance,economic is constant, evolution in mobile telephony with devices and possibilities in the form of networks, new technological applications. This is the case of cell phone routines such as using the device to wake as using the device routines such case of cell phone This is the rituals are These daily or to keep it charged. forget it at home, up, to not and daily as an organizer of the cell phone the essentiality in tune with its consump - aspects in rational and emotional unites that companion which makes one reflect attention, too much tion, sometimes requiring be the best may disconnection times when are that there realize and alternative. 88

ARTIGO URRY, J.Mobilities.Cambridge:Polity Press,2007. 157-170, 2014. a construçãodevínculosentremarcaseconsumidores. RevistaAlceu,v. 15,n.29,p. TRINDADE, E.;PEREZ,C.Osrituaisdeconsumocomodispositivos midiáticos para TELECO. Disponívelem:http://www.teleco.com.br. Acessoem:25ago.2015. Paulo: Paulus, 2004. SANTAELLA, L.Navegar. Operfilcognitivo nociberespaço doleitor imersivo. São Paulo: Paulus, 2003. SANTAELLA, L.Culturaseartesdopós-humano.Daculturadasmídias àcibercultura. ubiquidade. SãoPaulo: Paulus, 2010. SANTAELLA, L.Aecologiapluralistadacomunicação.Conectividade,mobilidade, bens edasatividadesdeconsumo.RioJaneiro: MauadX,2003. MCCRACKEN, G.Cultura&consumo:novasabordagensaocarátersimbólicodos comunicação: escolas,teoriaseautores.SãoPaulo: Contexto,2014. LEMOS, A.Tecnologia eCibercultura.In:CITELLI,A.etal.(Orgs.).Dicionáriode Porto Alegre,v. 1,n.40,p.28-35,2009. LEMOS, A.CulturadaMobilidade.RevistaFAMECOS. Mídia, culturaetecnologia. informacionais. MATRIZesv. 1,n.1,p.121-137,2007. LEMOS, A.Cidadeemobilidade:telefonescelulares,funçõespós-massivasterritórios Date of acceptance: 11/10/2015 Date ofacceptance: Date ofsubmission: 07/25/2015 comun. mídiaconsumo, sãopaulo, v. 12,n.35,p. 71-89 , set./dez. 2015 silvio koitisato São 89

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