Mobile phones and media use in Madang Province of Papua New Guinea

A mobile phone service was not available to the majority of the population in Papua New Guinea (PNG) until mid-2007. Since that time, commercial competition has been introduced into the mobile telecommunication sector and coverage has spread across many parts of the country. While the focus of this article is on mobile phones, the research has also explored media access and media usage more generally. Analysis in this article adopts the ‘circuit of culture’ model developed by du Gay et al. (1997). The article is based on data from a survey conducted in 2009 in eight rural villages in Madang Province. The research occurred during the primary stages of mobile phone adoption in these places, providing a rare opportunity to gauge early adoption behaviour and attitudes.