“…Rather than discussing race, researchers are more likely to focus on how cellphone users distinguish themselves as "tribes" who favour, for example, text messaging over talking (see Cooper, 2002;Reid & Reid, 2005;Rheingold, 2003;Taylor & Vincent, 2005;Townsend, 2000) or on cellphone use in a particular national or cultural context (see Harper, Brown, & Green, 2002;Horst & Miller, 2006;Katz, 2008;Katz & Aakhus, 2002), especially Japan (see Ito, Okabe, & Matsuda, 2005;Gye, 2007;Hjorth, 2007;Rivière, 2005). An aura of "techno-orientalism," (Ito, Okabe, & Matsuda, 2005, p. 2) that is, a fear of and fascination with Japanese electronics and management, wafts through some studies by non-Japanese researchers that examine cross-cultural differences between Japanese users and European or North American users.…”