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Jul 20, 2017 Article
Popularization through press advertisements: mobile telephony in Spain (1994–1999)

by Mireia Fernández-Ardèvol and Jordi Ferran Boleda

This paper explores the combined effects of everyday life technological devices and advertisements in constituting an efficient way to scientific popularization. We, therefore, analyze mobile telephony advertisements published in a high-circulation Spanish newspaper — La Vanguardia — between 1994 and 1999. We identify content that promoted knowledge about the devices, the service, or the uses of this groundbreaking technology. Advertisements also attach attributes to technology — modernity, freedom, or efficiency. We suggest that the analysis of advertisements that promote everyday life digital devices allows a better understanding of what (digital) technology means to publics.

Volume 16 • Issue 03 • 2017 • Special Issue: History of Science Communication, 2017