final project comm 303 l. bingham
DESCRIPTION
Lindsey Bingham Spring 2013 Final Project Comm 303 Dr. BrantleyTRANSCRIPT
L. Bingham
Comm 303
Final Project
Spring 2013
WHAT WILL THE
COMMUNICATION
TECHNOLOGY
LANDSCAPE LOOK LIKE
IN 2023 AD?
From flip phones to razrs to iPhones- the process of everyone slowly adapting to the new technology is called the Diffusion Theory…
Roger’s Diffusion of Innovation (aka Diffusion Theory) states that “an innovation is communicated over time through different channels to members of a social system”.
Several characteristics of the Diffusion Theory:
A. relative advantage
B. compatibility
C. complexity
D. trialability
E. observability
This whole sl ide was taken from our text: Grant & Meadows, 2012.
ROGER’S DIFFUSION OF INNOVATION
InnovatorsEarly
Adopters
Early Majority
Late Majority
Late Adopters
Slow
pokes
(“Rogers’ Diffusion of”)
Knowledge
Persuasion
Decision
Implementation
Confirmation
Person becomes
aware of the new
innovation
Person develops his/her
opinion on the new
innovation
Person decides to accept or reject the innovation
and begins to make actions
towards accepting or rejecting the innovation
Person takes the actions
from the previous step and starts to
integrate them even
more
Person confirms or
denies his/her
previous decision to
accept/reject this
innovation.
(Orr, 2008)
CRITICAL MASS THEORY
Our text explains to us that the Critical Mass Theory is the group of people who are
willing to be the first to try new innovations. These users contribute to “collective
action”, which is the whole taking the risk part. They take the risk, to further help
initiation of “universal access”. Universal access is the ultimate goal, when can
ultimately make technology the MOST useful by allowing everyone to use it. When
the innovation takes off, the peak it has to reach is known as the “critical
mass”, according to our text (Grant & Meadows, 2012).
The website “Save Pune, Act Now” gives a great explanation of Critical Mass Theory.
It uses monkeys as an example. Stating that monkeys on one island started a
certain behavior, they stayed on that island; however, miraculously, the monkeys on
another island across the ocean started doing the exact same behavior. The author
of “Save Pune, Act Now” states: “When a limited number of people know
something in a new way, it remains the conscious property of only those
people. However, there is a point at which if only one more person tunes in to a new
awareness, that new awareness is picked up by everyone.”
(The Critical Mass Theory)
T h is p i c t u r e
se r ves a s a g o o d
exa m p les o f t h e
C r i t i c a l M a ss
T h eo r y. T h e id ea
b eh in d t h e t h eo r y
i s t h a t i t s t a r t s
w i t h o n e g ro u p
( r ep r esen ted by
t h e s in g le , b ig g e r
“ U” o n t h e f a r
l e f t ) . T h en , t h e
p ro d u c t a t h a n d
ex p a n d s t h ro u g h
t h e
wo r ld , even t u a l l y
r ea c h in g ju s t
a b o u t eve r yo n e .
( E ve r yo n e b e in g
r ep r esen ted by
t h e t in ie r b a l l s o f
e lem en t s to t h e
r i g h t o f t h e m a in
“ U” )
CRITICAL
MASS
THEORY….
AGAIN.
SOCIAL INFORMATION
PROCESSING THEORY
THROUGH
DISTANCE
LANGUAGE
BARRIERS
AND EVEN
CULTURAL
DIFFERENCES
Be i t
d is tance, cu l tural
d i f ferences, techn
ology, etc . These
th ings make i t
d i f f icult for us .
According to
w isegeek .com, we
are born wi th a
des i re to
communicate , and
wi l l do so no
matter the
d i f f iculty.
THE SOCIAL
INFORMATION
PROCESSING THEORY
EXPLAINS HOW IT IS
PLAUSIBLE FOR PEOPLE
TO INTERACT WITH EACH
OTHER THROUGH THINGS
THAT SHOULD MAKE IT
DIFFICULT FOR US TO
COMMUNICATE.
We, as media
users, choose our
own mix of media
that fit our personal
tastes.
This can come in the
form of:
Music
Books
Websites
TV shows
Etc.
USES AND GRATIFICATION THEORY
According to our text (Grant & Meadows, 2012):
7 isolated categories
Social and physiological origins
Needs
Expectations
Mass media or other sources
Differential patterns of media exposure
Needs gratifications
Other consequences
Criticisms of this theory:
Power of media is not taken into account
The theory focuses mainly on the people being affected
(Users and Gratifications Theory)
USES AND GRATIFICATION THEORY
Focuses on
how we
learn by
copying
others
( G r a n t &
M ea d ow s , 2 01 2)
.
SOCIAL LEARNING
THEORY
SOCIAL LEARNING THEORY
Hey! How
are you?Hey!
How are
you?
One person models
greeting people with
“Hey! How are you?”
Now everyone does it.
This is an example of
the Social Learning
Theory…
Hey!
How
are
you?
Hey!
How are
you?
Hey! How
are you?
Hey! How
are you?
Hey!
How are
you?
The five theories I have listed in this powerpoint: Roger’s Diffusion of
Innovation, Critical Mass Theory, Social Information Processing Theory, Uses and
Gratification Theory, and the Social Learning Theory, have all influenced me in some
way. The Diffusion Theory has influenced me obviously through the use of cellular
phones, computer/internet, radio, etc. Although most of these things I grew up
using, so I wasn’t part of the initial diffusion, but I still had to learn how to work
them, as well as, adapt to them- especially the ever changing internet (and cell
phones)! The Critical Mass Theory has made its way into my life through me being a
go-getter. I’m the risk taker who will try new technological advances! Social
Information Processing Theory has influenced me in many ways: I know several
thousands of people thanks to my motivation to meet new people, and also the
Internet helps me keep in touch with those who are many miles away. I read some
where where they criticized this theory for its depersonalization due to the internet;
however, if anything the internet has helped me stay in touch with those too far away
in other countries (granted, its hard to show emotion through the computer, but that
has nothing to do with the internet, and everything to do with the computer itself). The
Uses and Gratification Theory prove why I get a sense of happiness through using
technology. Technology makes my life so much easier (most of the time!). It has also
influenced my expectations of certain technological pieces. And lastly, the Social
Learning Theory, obviously, this theory has help mold me into a normal person! I don’t
sit around and write stories on walls, or walk on all fours anymore. I can communicate
effectively and I can also understand what someone is trying to communicate to me
as well, thanks to this theory.
Resources
Grant, A., & Meadows, J. (2012). Communication technology update and fundamentals.
(13th ed., pp. 26-31). Waltham, MA: Focal Press.
Rogers' diffusion of innovations. (n.d.). Retrieved from
http://www.personal.psu.edu/users/w/x/wxh139/Rogers.htm
Orr, G. (18, March 2003). Diffusion of innovations, by everett rogers (1995). Retrieved
from http://www.stanford.edu/class/symbsys205/Diffusion of Innovations.htm
The critical mass theory. (n.d.). Retrieved from http://savepune.tripod.com/id7.html
What is the social information processing theory?. (n.d.). Retrieved from
http://www.wisegeek.com/what-is-the-social-information-processing-theory.htm
Uses and gratification theory. (n.d.). Retrieved from:
http://communicationtheory.org/uses-and-gratification-theory/
Resources (Pictures)
Flip phone and Razr phone: www.lg.com
iPhone 5: www.att.com
Knowledge (slide 7): www.benniecarter.com
Persuasion (slide 7): www.communicationissuccess.blogspot.com
Decision (slide 7): www.rajivbajaj.net
Implementation (slide 7): www.ultraconsultants.com
Confirmation (slide 7): www.saintvdp.org
Computer on Social Processing Theory slide 11:
www.timpottersugarland.blogspot.com
World on Social Processing Theory slide 12: www.highlandmall.com
Note:
I use the Kindle verson (Ebook) of our text: Communication Technology Update and
Fundamentals, so the pages listed might differ from the actual pages in the
paperback form.
Also, all images referenced were searched on Google, not the actual website.
However, I cited the websites just to make sure there was no plagiarism.