Digicel! Topap long ples ia! An international telecommunications company making itself at home in the urban landscapes of Vanuatu, Samoa and Tonga

Abstract

Mobile phone usage has increased at an unprecedented rate across the Pacific over the past 10–15 years, radically transforming the way communication takes place. The catalyst for this transformation is generally attributed to the breakdown of monopolies previously held by national telecom corporations over their own domestic markets, and the entrance of one particular new provider, Digicel. This paper examines the strategies through which Digicel has managed to insert itself into the visual landscape of the urban spaces of Vanuatu, Samoa and Tonga. Through multimodal analysis of digital photographs from the landscapes of these countries' capital cities, the paper shows how the global company makes use of a range of techniques to establish its own place and identity as a local network. These techniques include the demonstration of largesse and dominance over competitors, slogans that stake a claim to belonging, and the use of local language terms and images that juxtapose the local with the global. Through these techniques, Digicel manages to position itself simultaneously as the provider both of fast and reliable global communication technologies and of a truly local, national service, while also radically transforming the physical spaces of our cities as it has made itself at home here.