Landscapes of Global Capital
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Time Bind Mom p.7


AT&T25-99
AT&T25-99
AT&T25-99

Mom and kids race out the door, leaving the babysitter watching cartoons on TV. Coded as humorous, this scene winks to those who rely on teens to babysit.

The music signifies a mood shift to going to the beach, having fun, and a mother who has emotionally reclaimed her family as they romp along the beach.

At the beach, the cell phone rings. Mom answers it, while her 4-year old screams out, "Hey, everybody, it's time for the meeting!"

In the reunification of self, family, and business, AT&T portrays its telecommunications technology as an instrument of liberation, literally an instrument that frees her up to be in one place (the beach with her laughing kids), while also inhabiting another space (the phone call/meeting with her client). The conflict between work and home/family obligations is all gone because as the AT&T Tagline states: "AT&T -- It's all within your reach."

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Robert Goldman, Stephen Papson, Noah Kersey