Selling Women on PDAs from “Simply Palm” to “Audrey”: How Moore's Law Met Parkinson's Law in the Kitchen.
The discourse that promoted personal digital assistants (PDAs) to women between 1999 and 2001 is a key site for studying the evolution of computer marketing strategies and the construction of ideology about women's place in the gendered division of labor. The marketing goals and cultural environmen...
| Publicado en: | Critical Studies in Media Communication Vol. 23; no. 5; pp. 375 - 391 |
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| Formato: | Artículo |
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Taylor & Francis Ltd
December 2006
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=509795102&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 509795102 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 15295036 97H jtl: Critical Studies in Media Communication issn: 15295036 maglogo: N pubinfo: dt: December 2006 vid: 23 iid: 5 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 509795102 10.1080/07393180601046139 ppf: 375 ppct: 16 formats: tig: atl: Selling Women on PDAs from “Simply Palm” to “Audrey”: How Moore's Law Met Parkinson's Law in the Kitchen. aug: au: Rodino-Colocino, Michelle su: Advertising & women Computer industry advertising Computers & women Pocket computers Marketing Advertising United States sug: subj: United States Advertising & women Computer industry advertising Computers & women Pocket computers Marketing Advertising keyword: Personal digital assistants -- Marketing ab: The discourse that promoted personal digital assistants (PDAs) to women between 1999 and 2001 is a key site for studying the evolution of computer marketing strategies and the construction of ideology about women's place in the gendered division of labor. The marketing goals and cultural environment surrounding PDAs targeted at women helps reinforce Moore's law that requires new markets for more powerful, smaller, microchipped technologies. Advertising campaigns for PDAs that featured women as consumers recycle the general architecture of the gendered division of labor. The “Simply Palm,” “Schiffer Palm,” and “Audrey” PDA ad campaigns imagine women as adornments and assistants to men in the workforce and as primary (often sole) familial workers in the domestic sphere. Drawing on such promotional texts as news articles, press releases, promotional Web sites, and advertisements appearing in newspapers and magazines, the writer considers how the computer industry sought to sell smaller, faster computing devices to women while promising to mediate and thus reproduce women's overwork as paid and familial laborers. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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