As mulheres e os telemóveis: uma relação por explorar

The main objective of this paper is to analyse the cellphone uses and gratifications conditioned by gender. The paper is based on the main theoretical contributions made on this subject and it stands on a functional perspective and on McLuhan’s key concepts. Gender has been an underestimated variable by researchers and the industry on its product and services offer. Nevertheless, gender can help identify the future of this media. The paper also aims to make evident that women has been forgotten as communication targets and user of mobile communication, namely cellphones. It also aims at identifying the differences in appropriation between men and women.