COMMUNICATION TECHNOLOGY 2021: THE NEXT LANDSCAPE
HAVE YOU EVER THOUGHT ABOUT WHAT TECHNOLOGIES WOULD EXIST IN THE FUTURE?When thinking about all the exciting innovations in our horizon I was able to decide on the three I felt would be the most widely accepted by society.
I WAS ABLE TO COME TO THESECONCLUSIONS BY USING THE FOLLOWINGTHEORIES: The Umbrella Perspective Roger’s Diffusion of Innovation Moore’s Innovation Adoption Rate Critical Mass Theory Uses and Gratifications Media System Dependency Theory Social Learning The Theory of the Long Tail
THE UMBRELLA PERSPECTIVEThe Umbrella Perspective is a way of translating themeaning behind how communication technologiescome to be, how they work, and how they make theirway into society. There are five segments, all of whichfit together to make an umbrella, that describes thisprocess. Those five segments are:HardwareSoftwareOrganizational InfrastructureSocial System:Individual Users
ROGER’S DIFFUSION OF INNOVATIONAccording to Grant (2004), “This theory tries toexplain how an innovation is communicated over timethrough different channels to members of a socialsystem”. When Grants speaks of the differentchannels, he is explaining how innovations like theiPhone or Kindle are presented to society throughdifferent forms of media, including, televisioncommercials, internet ads, product placement, etc. Inessence this theory explains how and why thisinnovation is or is not accepted within a given society.
MOORE’S INNOVATION ADOPTION RATEIn this theory we are taught about who are the first to adopt a newtechnology and the last. Along with that we also lean the rate atwhich different types of people adopt a new technology into theirworld and the greater society. Grant (2004) explains "the rate ofadoption generally follows an S-shaped “diffusion curve” wherethe X-axis is time and the Y-axis is percent of adopters”.
WIDESPREAD USE OF VIDEO MESSAGINGUsing the previous theories I was able to gain abetter perspective of how Video Messaging will makeit’s way into society as a widespread communicationtechnology by the year 2021.We are already on the way there with manyInnovators and Early Adopters using this technology.In addition to this, many media formats are alsopresenting this new technology in a positive andreinforcing light.
CRITICAL MASS THEORYThe Critical Mass Theory discusses the point at whicha society begins to assimilate an innovation intoeveryday life. An example of how the Critical MassTheory works would be when the iPods first cameout. At the beginning many people seemed hesitantto switch over to a new music medium, but once theylearned more about the technology and how it workedslowly people began to see the value in them. Nowyou can’t walk down the street without seeingsomeone using one.
USES AND GRATIFICATIONSThe Uses and Gratifications Theory is used todetermine just that “Uses and Gratifications”. Haveyou ever wondered what makes a product ortechnology so successful? Does the technologysatisfy some basic need? Is it used for relaxation orexcitement? Is it used by habit? The Uses andGratification Theory seeks to answer these questionsand more.
MEDIA SYSTEM DEPENDENCY THEORYAccording to Grant (1991), the Media SystemDependency Theory is “an ecological theory thatattempts to explore the role of media in societyby examining dependency relations within andacross levels of analysis” (p. 774). What thismeans is that this theory attempts to explain whypeople have dependencies on media. Thetheory explains that there three types of needsthat are beingmet, understanding, orientation, and play.
WISESPREAD USE OF TOUCH SCREEN COMPUTERSThe aforementioned theories were effective in helpingme determine whether the widespread use of TouchScreen Computers would be used in the future.Touch Screen Computers are the new wave ofcomputer technology that provides ease in collectingand transmitting data thus making communicationeasier than ever before.Furthermore, Touch Screen Computers are alreadybeing assimilated into our society through the use ofTouch Screen Phones.
SOCIAL LEARNING THEORYThe Social Learning Theory examines how peoplelearn through modeling. An example of this would besomeone seeing me using my Translation Device tospeak with someone from another country, whospeaks a different language. After seeing me do thatthey become aware of the product and may go pick itup for themselves.Either way they have been taught and modeled howto use this new technology.
THE THEORY OF LONG TAILThe Theory of the Long Tail explains how our societyis moving away from just providing consumers withthe most popular products, TV Shows, and Albumsand moving more in the direction of providing to nichemarkets. What Chris Anderson, creator of the Theorywas able to discover was that “taken one at atime, these niche markets may not generatesignificant revenue but when they areaggregated, these markets are significant”(Grant, 2004, p. 49)
UNIVERSAL TRANSLATION DEVICESUniversal Translation devices are the next wave ofcommunicating.As we as a society become more global, we also arefinding new ways to communicate like never before.This type of device is already being used but by 2021it will so widespread that anyone could travel toanother county and be able to speak with someonewith a different language then them without actuallylearning the language.This new innovation will open up worldwidecommunication like we have never seen before.
DISCOVERING A DIFFERENT TOMORROWThroughout the course of this semester I have been able to learn about technology and how it greatly affects our communication as a society.With the new innovations of the future I was able to see the possibility of future innovation. The truly excited to see what comes next.
REFERENCE. Grant, A.& Harman Meadows, J. (2001)Communication Technology Update andFundamentals. Burlingham, MA: Focal Press.