An empirical study of the recreational-expressive and referential roles of the cell phone among young students and their potential applications to advertising

  1. Mª Luisa García Guardia 1
  2. Carmen Llorente Barroso 2
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Universidad CEU San Pablo
    info

    Universidad CEU San Pablo

    Madrid, España

    ROR https://ror.org/00tvate34

Revista:
Prisma Social: revista de investigación social

ISSN: 1989-3469

Ano de publicación: 2016

Título do exemplar: Teens and Ads

Número: 1

Páxinas: 261-278

Tipo: Artigo

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Outras publicacións en: Prisma Social: revista de investigación social

Resumo

The cell phone has become a means of finding persuasive content, making friends and accessing information. For this reason it is of great interest in analyzing is use by young people during their formative years. Regarding this point, the objectives of the research are: to obtain percentage data on the distraction call phones cause among students; to define their habits re fun activities and their study responsibility in their personal and academic lives; and to identify leisure-expressive and referential trends. It was decided to analyze the Spanish discourse found on Twitter. To do so, a quantitative and qualitative methodology was used, with a linguistic pattern extraction tool which allows us to obtain categories of meaning. The sample was 10,000 tweets in Spanish, with key words such as “cell” and “study” and all possible derivatives. The data were gathered between 30 May and the 6 June 2014, which coincides with the start of the exam period in Spain. Finally, the potential applications of the research to the specific field of publicity and advertising is discussed as a possible solution to the current needs of the brands, which have to find participative formats taking into account the students’ leisure trends.

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Fonte de datos: Dialnet