How do ICTs fit into physical space?

Few people adorn their cell phones: In big Chinese cities, most people place their cell phones in protective cases. These are often intended to express the individual's personality through bright colours, famous (often fake) brand symbols and popular characters; some custom print personal photos on their cases and small plastic or plush toys that hang off the cell phone and its case are also popular. These practices are, however, very rare in this small town, even among those, like the lady pictured here, who have otherwise fashionable bags, shoes, clothing and hair accessories.

Very few cell phones in the town are kept in cases at all and those that are are kept in plain, understated, single-color cases. When asked about this, one of the few people in the town who uses a case (on his new iPhone) noted that his case was understated and that it meant that those who saw it did not instantly know what brand of phone he had.

This finding may simply have to do with the time that it takes for popular fashion trends to work their way from big cities to rural towns, as well as the lack of availability of the cheap, mass produced items that are found on so many street corners in large Chinese cities. However, this practice may also have to do with the way that cell phones are used to indicate social status in the town. Those with expensive phones want to show them off (and those with cheap phones do not care enough to protect them). It is notable that the individual who said that his case prevented people from identifying the brand of his new iPhone is already a well-respected businessman in the town who carries two phones with him at all times and has little need to signal his status to others.