The 'Glocalization' of Mobile Telephony in West and Central Africa: Consumer Appropriation and Corporate Acculturation: A Case Study in Cameroon and Guinea-Conakry by Max A. SmithThe 'Glocalization' of Mobile Telephony in West and Central Africa: Consumer Appropriation and Corporate Acculturation: A Case Study in Cameroon and Guinea-Conakry by Max A. Smith

The 'Glocalization' of Mobile Telephony in West and Central Africa: Consumer Appropriation and…

byMax A. Smith

Paperback | September 14, 2018

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This book examines the ‘glocalization’ – the adaptation of a global telecommunication technology to local particularities – in West and Central Africa. Through case studies in Cameroon and Guinea, the research presented evinces how local agency leads to the appropriation of mobile telephony, and the extent to which telecommunication companies acculturate their marketing strategies to consumer preferences and local realities. The book interrogates the presumptive neutrality of technology and presents evidence of agency superseding supposedly fixed limitations of use for mobile phones. In opposition to the notion of an Africa ‘lagging’ behind, the book also nuances the development discourse so often associated with the ‘leapfrog’ and spread of mobile telephony south of the Sahara. Overall, this study highlights ways in which agency leads to modernity being refracted locally in West and Central Africa and reflects on the tension at play between ‘globalizers’ and ‘globalized’.

Max A. Smith was born in Paris, France, in 1996. He moved to the United States in 2007. After a study abroad semester in Cameroon and field research in Guinea, he obtained a BA from Kenyon College in 2018, double majoring in International Studies and French Area Studies with a concentration on sub-Saharan Africa. The same year he was g...
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Title:The 'Glocalization' of Mobile Telephony in West and Central Africa: Consumer Appropriation and…Format:PaperbackProduct dimensions:164 pages, 8.5 × 5.5 × 0.35 inShipping dimensions:8.5 × 5.5 × 0.35 inPublished:September 14, 2018Publisher:African Books CollectiveLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:9956550396

ISBN - 13:9789956550395

Reviews

Table of Contents

Chapter 1: Terminology and Literature Review

Chapter 2: Case Study of Consumer Appropriation in Cameroon

Chapter 3. Corporate Acculturation: Case Study of MTN-Guinea

Chapter 4: ICT4D and Ungrounded Optimism

Conclusion

Editorial Reviews

“Max Smith’s study is a timely and accessible examination of how both producers and consumers of mobile phones in West Africa are trying to maximize their usefulness. His research is sound, his analysis well-substantiated by evidence that he gathered in Cameroon and Guinea, and his writing clear and concise.” - Stephen Volz, Associate Professor of African History at Kenyon College, Ohio, U.S.A“This is an outstanding comparative study of the social appropriation of mobile phones in Cameroon and Guinea, substantiated through an ethnography of the everyday creativity in communicative practices of ordinary users in both countries.” - Francis B. Nyamnjoh, Professor of Social Anthropology, University of Cape Town, South Africa