2. ―It’s not faith in technology. It’s faith in
people.‖ –Steve Jobs—
-This is an exceptionally true statement.
There can be new technologies thrown around
but the real test is whether or not people choose to
adapt to them.
-We can only make an attempt to predict the
future of technology, it is merely uncontrollable.
3. The Umbrella perspective
Roger’s Diffusion of Innovations
Moore’s Innovation Adoption Theory
Critical Mass Theory
Uses and Gratifications Theory
Media System Dependency Theory
Social Learning Theory/ Social Cognitive
Theory
The theory of the Long Tail
The Principle of Relative Constancy
4. New technologies usually All five sections of the umbrella are
spring from developments in important in understanding theory.
hardware. *In identifying each level of the
Umbrella Breakdown umbrella one must evaluate in terms
Handle> Individual Users of enabling, limiting, motivating &
Bottom level> Hardware and inhibiting factors.
software - If an application provides a new
Next level> Organizational way to access something
infrastructure; group of desirable, limits accessible users,
organizations involved in motivates one to use the devise
production and distribution of and most of all a competitive
technology. and new innovation.
Top level> System level; - It is important to understand
Political, economic & media that when analyzing the success
systems + other organizations of a technology political and
serving function in society. economical factors should be
the first examined.
5. Rogers
diffusion of
Innovations
Outline of the process that a person
undergoes during the decision
making stages.
1.) Knowledge- Learn the
information.
2.) Persuasion- Create a positive
opinion.
3.) Decision- I will or will not
purchase this.
4.) Implementation- Using the
device.
5.) Confirmation- did I make a
good decision?
An attempt to explain how an innovation is
communicated over time through different
channels to members of a social system.
6. Further explored diffusion
of innovations & high-tech
marketing in crossing the
chasm.
Gaps between innovators
& early adopters & so on..
Who are you??
1.Innovators- take risk
2.Early Adaptors- must see
new benefit before adopting
3.Early majority- largest gap
through chasm. Want to see
improvement through
productivity & numbers.
7. ―Critical Mass‖
Innovators & early
adaptors who are
willing to take the risk
to try new interactive
technology
―Collective action‖
Actions by individuals
that benefit others
-Technologies
become more useful if
everyone in the system is
using the technology- goal
is universal access.
8. This approach views users as actively seeking to
use different media to fulfill different needs. A
type of research that adds a descriptive approach
that gives insight into what people do with
technology.
Focus:
1. Social & psychological origins
2. needs, which generate
3. Expectations
4. mass media or other sources, leads to
5. Different patterns of media exposure for engagement in
other activities, result in
6. needs gratifications &
7. other consequences perhaps unintended ones
9. An ecological theory that attempts
to explain & explore the role of the
media in society by examining
dependency relations with and
across levels of analysis.
-In order to fully understand a
medium one must analyze
relationship at different levels as
well as individual level (Media
level & society in general).
Six Dimensions
1. Self-understanding
2. Action oriented
3. Interaction orientation
4.Solitary play
5. Social play RESEARCH ON INDIVIDUAL MEDIA
6. Social understanding SYSTEM DEPENDENCY RELATIONSHIPS
HAS DEMONSTRATED THAT PEOPLE
HAVE DIFFERENT DEPENDENCY
RELATIONSHIPS WITH DIFFERENT
MEDIA.
10. Focus of how people
learn by modeling
others
- Symbolic modeling =
watch TV or computer &
learn
Reinforce &
Punishment Theory
-Watching & learing
WII bowling with friends
11. There are no more ―Hit‖ movies, television shows &
albums like there once was because now the mass
media doesn’t control everything its all distributed.
• ―Our culture & economy is increasongly shifting
away from a focus on a relatively small number
of ―hits‖ at the head end of the demand curve &
toward a huge number of niches in the tail.
• *In order for niche companies to make money
they must lower their prices, help people find it &
make it all available.
12. The Principle of People spend a constant
Relative fraction of their disposable
Constancy income on mass media over
time.
When new innovations are
introduced people rearrange
their spending money.
e.i. Satellite radio users are
more likely to spend less on
iTunes.
14. Through the years the Early adaptors will jump
telephone has adapted to our right on this idea. It is a new
needs. First it was the home concept that brings
phone. Then cell phones conversation to real life.
were invented and people Other reasons people will
became reachable join the band wagan
throughout their day. Now - professors can teach many
there is video chat where more students at once
people can see each other
Professionals can leave the
and communicate. In 2022
everyone will have hologram country and still attend
meetings
phones. People will virtually
be able to chat like real life Long distance relationships
without being in the same can hold strong
room. * This new technology will be
universally accessible & the
last of the early majority will
be joining in on this device.
16. Computers have adapted from big blocks which only held the
information that we imputed to light weight notebooks that connect to
others in the world around us. Our society has become increasingly more
dependent on computers over the last decade. In 2022 everyone will
have a notebook at hand. Through this device people are able to carry all
of their important information and can connect with others. Everyone
will need a notebook in order to stay up to date and successful in the
world.
18. News papers, magazines & books will be a
phase of the past. The future will not bring these
items along. In the world of 2022 people will
need these things ready at their finger tips.
Through the use of an e-reader this will be
possible. With everyone going green, the tree
lovers will be happy with this change. The e-
reader is light weight and wont break your back.
It is easy to carry around and much more
compact. It’s more convenient so why wouldn’t
a person want one? It will be easier to find your
book through a digital library then a library we
use now.
19. Internet has come a
long way over the
years. People are
becoming increasingly
more dependent on
the internet. In 2022
wifi will be available
for use everywhere,
not just café’s and
libraries. With the
convenience on wifi
people can connect
with others, do work
and find information
at the convenience of
their finger tips.
