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The Ringtone DialecticEconomy and Cultural Form$
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Sumanth Gopinath

Print publication date: 2013

Print ISBN-13: 9780262019156

Published to MIT Press Scholarship Online: January 2014

DOI: 10.7551/mitpress/9780262019156.001.0001

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Personalization and Spectatorship: The Ringtone's Narrative Functions in Cinematic and Televisual Media

Personalization and Spectatorship: The Ringtone's Narrative Functions in Cinematic and Televisual Media

Chapter:
(p.205) 8 Personalization and Spectatorship: The Ringtone's Narrative Functions in Cinematic and Televisual Media
Source:
The Ringtone Dialectic
Author(s):

Sumanth Gopinath

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262019156.003.0008

This chapter charts a stream of televisual and cinematic mobile modernity, one that depends on the logics of personalization and actor-object identification. This chapter also examines the uses of ringtones in two television serials, and considers ringtones as sonic brands, with particular attention to the use of the iPhone “Marimba” ringtone in three productions. The chapter concludes with reflections on the use of ringtones and other mobile music in the films of Chinese director Jia Zhangke.

Keywords:   Jia Zhangke, iPhone, ringtone, television serials, sonic brands, personalization, actor-object, identification

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