  The Australian government, to remind job seekers of appointments with
employment services providers in order to cut costs and free up human
resources, is using technologies such as Short Messaging Services (SMS).
However, the technologies in-use are but one side of this equation the
specifics of how these technologies are used is the other side, and these
specifics are highly under-theorized, particularly in regard to the views of
the people to which these technologies are directed. The purpose of this paper
is to provide a theoretical framing for this phenomenon as well as to introduce
an emerging methodological direction that may allow for a better understanding
of demographic-specific values and thereby better valence framing. The paper
also theorizes reactions to information that could be applicable elsewhere, not
just in e-government or with SMS, thereby contributing to discussions
surrounding the Big Data debate.
