The “Consumption Junction” of ICT in Emerging Markets: An Ethnography of Middlemen

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ELISA OREGLIA and KATHI KITNER

In rural China and India, a fragmented commercial distribution system and the lack of online shopping can significantly limit the range of consumer choice. In this paper, we look at the role that mobile phone shopkeepers—the middlemen—play in influencing what users can and will buy, but also in training them in using and understanding technology.

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