School

1. Communication
Technology
Landscape in 2027
A.D.
Trae McFarland, Dakota Fleck,
Brittney Steverson, Vanessa Baisas

2. Main Question?
What will the world of technology look like in 2027 A.D.?
Using the following theories we will give an explanation and reasons as to why certain
communication technologies will be widespread in the upcoming years!

3. Theory #1
Uses and Gratification

4. Uses and Gratification
It is no surprise that technology is
continuously growing everyday. By the
time 2027 rolls around, research will most
definitely be easier for the world. For an
example, it would be easier to find different
cures for different diseases because of the
innovative technology used.
Furthermore, technology is on the way to so many new and exciting things. We
are surprised with how far it has already come, sometimes we don’t realize how
far it is really going.

5. Uses and Gratification
This theory will definitely change the way
we research but, it will also make the
connection stronger between technology
and humans. This connection is what we
crave when using technology. The more
we see the more we want! As you can see
to the left, the main uses for media is all for
communication with each other as well as
with technology. We then see changes in
productivity, capability and interpersonal
communications.

6. Uses and Gratification
This theory is helping us understand why and how people seek out media in order
to satisfy their needs. What does media do that another human can’t do? One
obvious answer is that they don’t talk back! But, this goes a lot more
in depth than you may think. Using technology
is a great form of communication but, also a
destructive one. When online, you can look up
anything that agrees with your own opinions
and thoughts. It doesn’t sound that bad, but it
can lead to much worse ideas and thoughts
about yourself and others. Always reiterating
what you think and your personal opinions, can
lead you to believe what everyone else does is
wrong.

7. Uses and Gratification
In 2027 A.D. I believe that uses and gratification
will be more prevalent than it has ever been. The
idea that you can get the same satisfaction from
technology as you could with human interaction is
a scary thought. Like the picture on the left.
Robots are up and coming closer than we think.
Will it be possible to have a robot that gives us
everything we want or need? Will robots be taking
over our jobs and financial stability? All of these
are relevant questions when it comes to the
future!

8. Theory #2
Rogers Diffusion of
Innovation

9. Rogers Diffusion of Innovation Theory
Background:
Diffusion of Innovations is the process of how
a population adopts a new innovation, such as
a product, behavior, or an idea, it explains the
process of how an innovation spreads through
a society. Rogers theory presents that there
are four main elements that influence the
spread of a new idea: the actual innovation ,
communication outlets, time, and a social
system.

10. Rogers Diffusion of Innovation Theory
There are a series of influencers that make up the S curve.
Innovators
Early Adopters
Early Majority
Late Majority
Laggards

11. Rogers Diffusion of Innovation Theory
Present:
The Diffusion of Innovation Theory is still present in today’s society. The
influencers still maintain the same roll as well. The Early adopters are technology
guru’s, the people who are out with the old and in with new technology the minute
that it hits the shelves. The rest of the S curve is self explanatory. If the early
adopters like an idea or product and accept it, it is more likely to get pushed along
the curve. The real challenge is getting an idea pushed over the tip of the S curve.
If it makes it over that hump it is more likely to be successful along the rest of the
influencers.

12. Rogers Diffusion of Innovation Theory
2027 A.D.
Technology is only going to continue to advance, we are already well ahead of our
times in many aspects of technology. Society is always looking for the next best
thing. The influence of the early adopters is rubbing off more on the the rest of the
population and innovations are going out of style more quickly. In 2027 A.D. the
turn over for innovations will be much quicker and the laggards especially will
become more updated and accepting with the innovative technology.

13. Theory #3
Moore’s Innovation
Adoption Rate

14. Moore’s Innovation Adoption Rate
Background:
Moore’s Innovation Adoption Rate is the sequence in which the public accepts and
demonstrates technological advances in the world. There are 5 different
categories that break down this theory:
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Each category is self explanatory. They are in order from people who are into the
latest trends, and setting those trends, all the way down to the more traditional
group including the people who like to stay in their comfort zone as far as the
world of technology goes. But the most important idea from Moore is “Crossing the
Chasm”.

15. Moore’s Con’t.
Early Adopters:
In the category, people are chomping at the bit to see what is
coming out next. They are willing to work through the kinks and glitches that come with
adopting to a new product. They are looking to be opinion leaders for the rest of the
technological world.
Early Majority:
In this category, people are interested in the new technology but for other reasons such
as improvement, productivity and evolution. They are still willing to enter into the new
world of technology but, they wait for others to test the waters. They do not want to test
the bugs and glitches. They want the finished product.
Early Adopters - Early Majority
“THE CHASM”

16. Moore’s Con’t.
“The chasm model represents a pattern in market development that is based on the tendency of pragmatic people to
adopt new technology when they see other people like them doing the same. The tendency is very deep-rooted and
persistent. As a result, marketers can predict its appearance and build strategies to cope with it, and it is the purpose
of this book to help in that process” -Geoffrey Moore on his book ‘Crossing the Chasm’
The quote above is a perfect explanation of why the idea of the chasm has climbed the ladder of importance in today’s world:
the market! When making decisions about what products to make, how to make them and where they will be sold, markets
are basing their decisions off of the Innovators and Early Adopters on the left side of the chasm. Marketers find it harder to
penetrate this side of the chasm. Innovators and Early Adopters are high tech and expect to have products that fit their level
of need. They are willing to take the necessary risks in order to get what they want. Ever bought the newest version of a
phone without knowing anyone who had it or anything about it? You may be a right sider!
CHASM
On the latter side of the chasm, are the Early Majority, Late Majority and the Laggards. The jump from the left to the right
side, is not a simple task. Most products must be changed to accommodate a whole different customer. The right side of
the chasm is looking for convenience and reliability instead of ‘what’s new’. The rules change dramatically when crossing
the chasm. On the right side, it is all about references. When a customer hears a friend or family member recommended a
product, that it when they are most likely to buy it. The right side of the chasm is notorious for the online reviews. Ever
read the reviews on a product BEFORE you bought it? You may be a right sider!

17. Moore’s Con’t.
Moore’s (current) Innovation Adoption Rate:
Innovators 2.5%
Early Adopters 13.5%
Early Majority 34%
Late Majority 34%
Laggards 16%
Total 100%
These percentages represent the current distribution of
Moore’s Innovation Adoption Rates. As you can see, 84% of
us lie below the Chasm. This means we are comfortable in
the position we are in regarding technology. When something
new comes out, we are willing to try it, but only after is has
been tested on others. We are comfortable with what we
have used in the past. Some of us are not even willing to
travel outside the technology we are used to using.
This is what we have been used to studying over the years. I believe these numbers have
stayed consistent throughout the ever-changing technology and innovation we see on a daily
basis. While the technology world has so much to offer and ways to make life easier, we are
still set in out ways and unwilling to travel outside of the technology bubble we have built
around ourselves. However, I have a feeling that this way of thinking will not last for long.

18. Moore’s Con’t.
2027 A.D.
From what we know about Moore’s Innovation Adoption Rate, it is safe to say the
percentages that were just shown will be out of date by the time 2027 rolls around. So what
does this mean for us?
1. The categories, Innovators and Early Adopters will continuously grow throughout the
next 10 years, with the other categories decreasing.
2. With so many new technologies on the rise, the feeling of being comfortable with the
technology you have been using, will slowly fade.
3. The idea of crossing the chasm will become more and more popular as time goes on. It
will be the new trend.
4. The world of technology as we know now, will be a distant memory in the years to

19. Moore’s Con’t.
If you like it or not, times are changing. There is new technology in every aspect of
life. ATM’s, automobiles, televisions, EVERYTHING! Soon enough it will be
impossible to stay in that technology bubble we have built over the years. No
matter if you love that flip phone you’ve had for 11 years, it will soon become
nonexistent. If you’ve been a laggard your whole life, things are about to change
for you!
“Every once in awhile, a new technology,
an old problem, and a big idea turn into an
innovation.”
-Dean Kamen

20. Theory #4
Bandura’s Social Learning

21. Bandura’s Social Learning Theory reflects that individuals
absorb information from one another through
observation, imitation, and modeling. The theory has
normally been referred to as a bridge between
behaviorist and cognitive learning theories because
it contains attention, memory, and motivation.
"People not only gain understanding through
reflection, they evaluate and alter
their own thinking."
Bandura’s Social Learning Theory

22. Bandura’s Social Learning Theory
Bandura further speculated the importance of intrinsic
reinforcement, such as social media, that suggests influences
outside of the individual, notably environmental reinforcement,
significantly impacts behavior and learning. Intrinsic
reinforcement within the contextual framework of social
learning theory is a form of reward derived internally such as
feeling a sense of satisfaction, pride and accomplishment.
People feel a sense of pride and satisfaction when they
receive likes, comments and retweets on social media posts.

23. Bandura’s Social Learning Theory
Social Media continues to be one of the most effective ways people learn from
each other. People tend to share too much information on their pages. A
negative effect of social media and social networks is that they can lead to
addiction because spending countless hours on the social sites can divert the
focus and attention from a task at hand.
Social media lowers the motivational level of the people, especially the teenagers
and students. They mainly rely on technology and the internet instead of learning
the practical knowledge and expertise of the everyday life.
https://www.linkedin.com/pulse/positive-negative-effects-social-media-society-ali-kingston

24. There are numerous exciting improvements in communication technology and social media
has greatly expanded communication across cultures and positively brought attention to
events around the world. Social media has made such an impact on the world day that it
will only spread more in the world of 2027 A.D. These social networks have truly
revolutionized the way people communicate and socialize with people. They have been an
important role in many elections all over the world,
Bandura’s Social Learning Theory: 2027
A.D.
advertise products through businesses, reconnect with old
friends or make new ones, and gain knowledge about
cultures from different countries. Social websites serve a
great amount of uses and will only be able to serve more and
more with updates and demands from the users.

25. References
● Cook J. (n.d.). The 5 Stages of Technology Adoption. Retrieved August 01, 2017, from
https://ondigitalmarketing.com/learn/odm/foundations/5-customer-segments-technology-adoption/
● https://www.linkedin.com/pulse/positive-negative-effects-social-media-society-ali-kingston
● https://goetzman.co/blog/digital-influences-social-learning-theory/
● Schmidt, E., & Cohen, J. (2013). Den nya digitala tidsåldern. New York̈ : Alfred A. Knopf. doi:ISBN
978-0-307-95713-9
● Frank, M., Jadick, M., Minnick, C., & Williams, R. (n.d.). Diffusion of Innovation Theory. Retrieved
August 03, 2017, from http://www.ou.edu/deptcomm/dodjcc/groups/99A2/theories.htm