COM546 : Frameworks and Theories: Thinking About The Internet Kathy E. Gill 20 January 2009

Technology, Simply Put Knowledge used to solve problems and extend human potential. Technology is about enabling change and amplifying its direction .

Knowledge used to solve problems and extend human potential.

Technology is about enabling change and amplifying its direction .

So, what is new?

Theory (ugh!) “ The fundamental goal of mediated communication theories has been to explain the relationship between the affordances (Gibson, 1979; Norman, 1988) of different mediated technologies and the communication that results from using those technologies.” ( Whittaker , nd)

“ The fundamental goal of mediated communication theories has been to explain the relationship between the affordances (Gibson, 1979; Norman, 1988) of different mediated technologies and the communication that results from using those technologies.” ( Whittaker , nd)

Theories (1/2) Scientific Humanistic Why: Discover the “truth” Create meaning Values: Objectivity “ Emancipation” Purpose: Determine universal laws Provide rules for interpretation

Theories (2/2) Scientific Humanistic Research Methods: Quantitative: experiment, survey Qualitative: ethnography, textual analysis Judged by: Explains data Predicts future Testable hypothesis Practicality Explains human behavior Clarifies values Consensus Ability to reform society

Explains data

Predicts future

Testable hypothesis

Practicality

Explains human behavior

Clarifies values

Consensus

Ability to reform society

Shannon-Weaver (1/3) Theory of signal transmission “Transmission model of communication” Focus on communication technology Information theory is “exceedingly general in scope, fundamental in the problems it treats, and of classic simplicity and power in the results it reaches” (Shannon & Weaver, 1949)

Theory of signal transmission

“Transmission model of communication”

Focus on communication technology

Information theory is “exceedingly general in scope, fundamental in the problems it treats, and of classic simplicity and power in the results it reaches” (Shannon & Weaver, 1949)

Shannon-Weaver (2/3)

Shannon-Weaver (3/3) Redundancy is used to offset noise in a channel Noise increases uncertainty What is noise in today’s digital media?

Redundancy is used to offset noise in a channel

Noise increases uncertainty

What is noise in today’s digital media?

Osgood and Schramm (1/2) Importance of “meaning” One person can be sender and receiver (feedback) Stresses social nature of communication

Importance of “meaning”

One person can be sender and receiver (feedback)

Stresses social nature of communication

Osgood and Schramm (2/2)

Course Feedback On 3x5 card (anonymous unless you want feedback from me) Feedback on the readings this week One thing you learned tonight One thing you would change Any concerns you have about the quarter

On 3x5 card (anonymous unless you want feedback from me)

Feedback on the readings this week

One thing you learned tonight

One thing you would change

Any concerns you have about the quarter

Thinking About Winston, Christensen … A Few Quotes

Quotable 1 “ This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” -- Western Union internal memo, 1876

“ This 'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.” -- Western Union internal memo, 1876

Quotable 2 “ Who the hell wants to hear actors talk?” -- H.M. Warner, Warner Brothers, 1927

“ Who the hell wants to hear actors talk?” -- H.M. Warner, Warner Brothers, 1927

Quotable 3 “ I think there is a world market for maybe five computers.” -- Thomas Watson, chairman of IBM, 1943

“ I think there is a world market for maybe five computers.” -- Thomas Watson, chairman of IBM, 1943

Quotable 4 “ Computers in the future may weigh no more than 1.5 tons.” -- Popular Mechanics, 1949

“ Computers in the future may weigh no more than 1.5 tons.” -- Popular Mechanics, 1949

Why use a technology? (1/2) Cognitive Needs – Desire (demand) for information, knowledge, understanding Affective Needs – Aesthetic, pleasurable, and emotional experiences Personal Integrative Needs – Inner-directed, deal with credibility, confidence, stability, and status Social Integrative Needs – Outer-directed, strengthening relationships with family, friends, the world Escapist Needs – Desire for tension release or diversion - Katz, Gurevitch, and Haas

Cognitive Needs – Desire (demand) for information, knowledge, understanding

Affective Needs – Aesthetic, pleasurable, and emotional experiences

Personal Integrative Needs – Inner-directed, deal with credibility, confidence, stability, and status

Social Integrative Needs – Outer-directed, strengthening relationships with family, friends, the world

Escapist Needs – Desire for tension release or diversion

- Katz, Gurevitch, and Haas

Why use a technology? (2/2) Availability Cost Network effects Buzz/coolness factor Makes something easier to do ??

Availability

Cost

Network effects

Buzz/coolness factor

Makes something easier to do

??

What Leads To Adoption? Supervening Social Necessity More than “build a better mousetrap” “ Overshot”/ “Undershot” customers fit here Advertising One goal is to build a“need” (FUD)

Supervening Social Necessity

More than “build a better mousetrap”

“ Overshot”/ “Undershot” customers fit here

Advertising

One goal is to build a“need” (FUD)

Thinking About Winston and Christensen … we’ll talk about mobile phone evolution

Feedback On 3x5 card (anonymous unless you want feedback from me) How will you apply what you have learned tonight? Feedback on the readings this week One thing you would change about this week (readings, class session) Any concerns you have about the quarter

On 3x5 card (anonymous unless you want feedback from me)

How will you apply what you have learned tonight?

Feedback on the readings this week

One thing you would change about this week (readings, class session)

Any concerns you have about the quarter

Credits Presentation by Kathy E. Gill, [email_address] , @kegill CC share-and-share alike, non-commercial use Images “ Three” : http://www.irasperipheralvisions.com/images/number-3.jpg

Presentation by Kathy E. Gill, [email_address] , @kegill CC share-and-share alike, non-commercial use

Images

“ Three” : http://www.irasperipheralvisions.com/images/number-3.jpg