WHAT WILL THE COMMUNICATION L. Bingham Comm 303 TECHNOLOGY Final Project Spring 2013LANDSCAPE LOOK LIKE IN 2023 AD?
ROGER’S DIFFUSION OF INNOVATION 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 slide was taken from our text: Grant & Meadows, 2012.
EarlyInnovators Adopters Early Late Majority Majority Late Adopters Slow pokes (“Rogers’ Diffusion of”)
Knowledge Persuasion Person Person Person Person takes Person becomes develops decides to the actions confirms or Decisionaware of the his/her accept or from the denies new opinion on the reject the previous step his/her innovation new innovation and starts to previous innovation and begins to integrate decision to make actions them even accept/reject towards more this accepting or innovation. Implementation rejecting the innovation Confirmation (Orr, 2008)
CRITICAL MASS THEORYOur text explains to us that the Critical Mass Theory is the group of people who arewilling to be the first to try new innovations. These users contribute to “collectiveaction”, which is the whole taking the risk part. They take the risk, to further helpinitiation of “universal access”. Universal access is the ultimate goal, when canultimately make technology the MOST useful by allowing everyone to use it. Whenthe innovation takes off, the peak it has to reach is known as the “criticalmass”, 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 acertain behavior, they stayed on that island; however, miraculously, the monkeys onanother island across the ocean started doing the exact same behavior. The authorof “Save Pune, Act Now” states: “When a limited number of people knowsomething in a new way, it remains the conscious property of only thosepeople. However, there is a point at which if only one more person tunes in to a newawareness, that new awareness is picked up by everyone.” (The Critical Mass Theory)
CRITICALMASSTHEORY….AGAIN.This pictureserves as a goodexamples of theCritical MassT h e o r y. T h e i d e abehind the theoryis that it startswith one group(represented bythe single, bigger“U” on the farleft). Then, theproduct at handexpands throughtheworld, eventuallyreaching justabout ever yone.(Ever yone beingrepresented bythe tinier balls ofelements to theright of the main“U”)
THE SOCIAL INFORMATION PROCESSING THEORY EXPLAINS HOW IT IS PLAUSIBLE FOR PEOPLETO INTERACT WITH EACH Be it d i s t a n c e , c u l t ur alOTHER THROUGH THINGS d i f fe r e n c e s , te c h n o l o g y, et c . T h e s e t h i n g s m a ke i t THAT SHOULD MAKE IT d i f fi c ult f o r u s . A c c o r d in g to w i s e g e e k .c o m , w e DIFFICULT FOR US TO are born with a d e s i r e to COMMUNICATE. c o m m uni c a te , a n d will do so no m a t te r t h e d i f fi c ult y.
USES AND GRATIFICATION THEORYWe, as media This can come in the users, choose our form of: own mix of media Music that fit our personal Books tastes. Websites TV shows Etc.
USES AND GRATIFICATION THEORY According to our text(Grant & Meadows, 2012): 7 isolated categories Criticisms of this Social and physiological theory: origins Power of media is not Needs taken into account Expectations The theory focuses mainly Mass media or other on the people being sources affected Differential patterns of media exposure Needs gratifications (Users and Gratifications Other consequences Theory)
Focuses on how we learn by copyingSOCIAL LEARNING others THEORY (Grant & Meadows, 2012) .
SOCIAL LEARNING THEORY One person models Hey! Howgreeting people with Hey! How are are you? “Hey! How are you?” you?Now everyone does it. Hey!This is an example of How are the Social Learning you? Theory… Hey! How are you? Hey! How Hey! How are are you? you? Hey! How are you?
The five theories I have listed in this powerpoint: Roger’s Diffusion ofInnovation, Critical Mass Theory, Social Information Processing Theory, Uses andGratification Theory, and the Social Learning Theory, have all influenced me in someway. The Diffusion Theory has influenced me obviously through the use of cellularphones, computer/internet, radio, etc. Although most of these things I grew upusing, so I wasn’t part of the initial diffusion, but I still had to learn how to workthem, as well as, adapt to them- especially the ever changing internet (and cellphones)! The Critical Mass Theory has made its way into my life through me being ago-getter. I’m the risk taker who will try new technological advances! SocialInformation Processing Theory has influenced me in many ways: I know severalthousands of people thanks to my motivation to meet new people, and also theInternet helps me keep in touch with those who are many miles away. I read somewhere 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 awayin other countries (granted, its hard to show emotion through the computer, but thathas nothing to do with the internet, and everything to do with the computer itself). TheUses and Gratification Theory prove why I get a sense of happiness through usingtechnology. Technology makes my life so much easier (most of the time!). It has alsoinfluenced my expectations of certain technological pieces. And lastly, the SocialLearning Theory, obviously, this theory has help mold me into a normal person! I don’tsit around and write stories on walls, or walk on all fours anymore. I can communicateeffectively and I can also understand what someone is trying to communicate to meas well, thanks to this theory.
ResourcesGrant, 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.htmOrr, 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.comWorld on Social Processing Theory slide 12: www.highlandmall.com
Note:I use the Kindle verson (Ebook) of our text: Communication Technology Update andFundamentals, so the pages listed might differ from the actual pages in thepaperback 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.