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European Journal of Social Sciences Studies ISSN: 2501-8590 ISSN-L: 2501-8590 Available on-line at: www.oapub.org/soc Volume 2 │ Issue 8 │ 2017 doi: 10.5281/zenodo.999734 THE USE AND RELIANCE OF CELLULAR PHONES AS A PRIMARY COMMUNICATION DEVICE IN ZIMBABWE John Mpofui Senior Lecturer, Department of Journalism and Media Studies, Bulawayo Campus, Zimbabwe Open University, Zimbabwe Abstract Access to cellular phones as a primary communication device has wetted the appetite of most people both in the developed and developing countries like Zimbabwe. Statistics show that more individuals communicate with cellular phones than with any other device. Mobile is seen by many media analysts as its own medium with its own defining characteristics. The cellular phone has allowed not only talking, texting and blogging, but shopping, banking and reporting. Individuals are so dependent upon phones that the device has become critical in many aspects of everyday life. The mobile technology has empowered a global community of techno savvy consumers known as Generation C. Generation C is not defined by age or nationality, but by an insatiable appetite for all things digital. This discussion will present evidence of a global dependence on cellular phones, and what this means for educators, marketers, consumers and media practitioners. Keywords: cellular phones, generation c, digital communication, internet, texting 1. Introduction Cellular phones have touched so many lives in so many ways. The development and use of cellular phones has taken place in Zimbabwe at a time when the country is using multiple currencies and the access to cash is a challenge. The use of plastic money or making transacting money through the use of cellular phones has helped those clients that have cellular phones. The cellular phones are truly an effective communicative tool. If you did not have a cellular phone, there would be certain communication options that Copyright © The Author(s). All Rights Reserved. © 2015 – 2017 Open Access Publishing Group 144 John Mpofu THE USE AND RELIANCE OF CELLULAR PHONES AS A PRIMARY COMMUNICATION DEVICE IN ZIMBABWE would be unavailable. Cellular phones are the classic communications model, a medium in which the message from sender to receiver is digitally enhanced and altered on a constant basis. As the role of mobile devices clearly transcends the function of mere message distribution, cellular phones will be presented here as a critical part of the lives of millions with various applications. This discussion will attempt to demonstrate the true impact of cellular phones as a device, a communication medium, and as an agent of change in Zimbabwean society. For viewing / downloading the full article, please access the following link: https://oapub.org/soc/index.php/EJSSS/article/view/212 European Journal of Social Sciences Studies - Volume 2 │ Issue 8 │ 2017 145