ABSTRACT
In recent years, mobile phones have become increasingly popular amongst college students in China. Based on a series of interviews with college students in Beijing, this chapter examines the way in which college students position themselves through their consumption of mobile phones; we refer to this as ‘self-positioning’. Self-positioning involves an understanding of the self (or selfidentification) on one hand, and the evaluation of the socio-ecological context on the other. Based on this analysis we gain an understanding of the consumption patterns of these college students.
