The Virgin Mary with a mobile phone: Ideologies of mothering and technology consumption in Philippine television Advertisements

• Main Authors: Soriano, Cheryll Ruth R., Lim, Sun Sun, Sanchez, Milagros Rivera
• Format: text
• Published: Animo Repository 2015
• Subjects: Cell phones; Advertising—Telecommunication; Housewives as consumers; Women consumers; Mothers; Communication
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/1433; https://animorepository.dlsu.edu.ph/context/faculty_research/article/2432/type/native/viewcontent
• Institution: De La Salle University

In the Philippines, mobile phones are actively used across the population, including the large numbers of Filipino citizens working abroad, a majority of them women. This article investigates how television advertising of mobile phones engages culturally relevant roles of mothers to attract women as...