Publication Details

Kariippanon, K. A. (2016). Cultural Relativism, Emergent Technology and Aboriginal Health discourse. AASM 2016 International Social Marketing Conference (pp. 162-165). Australia: School of Management, Operations, and Marketing Faculty of Business University of Wollongong.


The incorporation of mobile phones and social media by Indigenous youth (Senior and Chenhall, 2016; Carlson, Farelli, Frazer & Brothwick, 2015; Kral, 2014) has prompted a migration of online engagement and social marketing interventions in health promotion programs according to Brusse, Gardner, MacAulley & Dowden (2014). According to Kral (2014 p. 4) “the rapid development of new information and communication technologies, an increase in affordable, small mobile technologies” including research by Taylor (2012) on the increase in Telstra’s Internet enabled ‘Next G’ connections over the vast remote regions in the Northern Territory of Australia, has created “an explosion of new modes of channels for communication and multimedia production” in remote Aboriginal communities (Kral 2014). The accessibility of the Internet in the Northern Territory remote regions (Taylor, 2012) has made Aboriginal people “avid social media users” where their use of the Internet includes a range of activities associated with mental health and wellbeing (Carlson et al. 2015) including the use of Internet banking (Taylor, 2012) and establishing and maintaining social relationships (Kral, 2010; Taylor, 2012; Senior and Chenhall, 2016). The high penetration of the mobile phones and access to social media has surpassed adolescent use of TV and video games “spawning a mobile phone culture in some remote areas” where media material such as pictures and video clips flow freely within a community and between communities” (Brusse et al. 2014).