Communication andTechnology in the Future2021 A.D. By: Melissa Herberger
The Umbrella Perspective of Communication The Umbrella Perspective requires you to investigate each area of a technology to fullyunderstand that technology. It breaks technology down into parts of an umbrella to explain it.• The bottom of the umbrella consists of the hardware and software of the technology.• The middle section of the umbrella is the organizational infrastructure: the group of organizations involved in the production and distribution of the technology.• The top of the umbrella is the system level, including the political, economic, and media systems, as well as other groups of individuals or organizations serving a common set of functions in society.• The handle of the umbrella is the individual user. This represents the relationship between the user and the technology. The relationship must be evaluated for the user to get a handle on the technology. Communication Technology Update by August E. Grant and Jennifer H. Meadows
The Umbrella Perspective One of the most important relationships in communication technology is the relationship between the technology hardware and the physical equipment related to the technology. New technology develops out of advancements in hardware.Communication Technology Update by August E. Grant and Jennifer H. Meadows
Electronic Textbooks There is already evidence that textbooks will be replaced with electronic textbooks. Eastern High School in Louisville, Kentucky recently received a grant to purchase the Kindle for their students. After a trial run with a few students this year, the project will be school wide for thenext school year. Next year each of their 2200students will receive the Kindle Ereader, in place of their textbooks. It is an easy assumption that within ten years, students will no longer carry a heavy back pack loaded down with hard back books, they will only carry the Kindle. Gregory Herberger, Eastern High School Assistant Principal
Roger’s Diffusion of Innovations Roger’s Diffusion of Innovations explains how, why, and at what rate new technology ideasspread throughout cultures and societies.
Roger’s Diffusion of Innovations TheoryWith successive groups of consumers adopting the new technology (shown in blue),its market share (yellow) will eventually reach the saturation level. In mathematics theS curve is known as the logistic function.
Moore’s Innovation Adoption Rate The rate of adoption is explained as the amount of time it takes for a culture of society to adopt a new technology “Geoffrey Moore (Crossing the Chasm, 1991) proposed a variation on Rogers’ model. He suggested that for discontinuous or disruptive innovations, there is a gap or chasm to cross between the first two adopter groups (innovators + early adopters) and the early majority.” Vincos Blog
“When a limited number ofpeople know something in anew way, it remainsthe conscious property ofonly those people.However, there is a point atwhich if only one moreperson tunes in to a newawareness, that newawareness is picked up byeveryone.”(savepune.tripod.com/id7.html, 2011)
Computers in CarsPerez Hilton posted this on his website on January24, 2011.“A new European technology has been developed that will actually allow you toeat, read, and SLEEP while driving.Yes, you read that right.SARTRE, or Safe Road Trains for the Environment, is a new program that haspartnered with Volvo that will install an advanced steering and sensorytechnology inside of cars to create a way to let cars drive themselves.The "road train" will be a line of cars that communicates with a leader car via Wi-Fi that will allow drivers in the other cars to spend little time paying attention tothe road.Um, terrifying!!!Sources say that this technology will be fully developed by 2021 and will increasefuel efficiency by as much as 20%.”
Uses and Gratifications Theory An approach to fully understand how mass media and mass communication relate to one another is the Uses and Gratifications Theory. The theory looks at how users search for media that will not only meet their needs, but also increase their knowledge, social interactions and diversion. It assumes that audience members are active in incorporating media into their lives. The Uses and Gratification Theory suggests that people are responsible for which media outlet fulfills their needs and wants. Media outlets must then compete to gain the attention of consumers.
The Media System Dependency Theory explains howdifferent people are affected by the various mediaoutlets. There are so many different media outletsavailable. The theory goes into detail about howinfluential media is on people.
Cell phones in the FutureNot only will cell phones eventuallyreplace land lines all together, accordingto Will Luton of Mobile Pie, they will alsoreplace game consoles by the year 2021.Advancements in cell phones haseliminated the need to carry a planner ora photo album. Even though the cellphone is becoming lighter in weight andsmaller in size, the capabilities aregrowing.Ten years ago, almost everyone had aland line and fewer people had cellphones. Now that trend has changed.Few people have retained their landlines, instead opting for their cell phoneto take over as their only phone. Andalmost everyone, from kids tograndparents, have cell phones. http://www.develop-online.net/blog/225/Mobilising-Console
The Social Cognitive Theory pertains to health technologies communication. Technological advancements in health care have enabled patients to receive better care faster and in almost any location. Doctors can share information and healthcare plans with doctors in other countries. The advancements in prosthetics is especially prominent. Patients that receive prosthetics will eventually be able to incorporate their thoughts into how and when the prosthetics operate. “ In ten years, the prosthetics will reduce in size, function and in cost.” (Rebecca Ruiz, 2007)Social Learning Theory/Social Cognitive Theory
www.utwente.nl › Home › ... › Health Communication
The theory of the Long Tail isthat as our society andeconomy are shifting awayfrom a focus on fewer "hits"(mainstream products andmarkets) at the head of thedemand curve and moretoward more frequent nichesin the tail.As production costs godown, there is no longer a needby manufacturers to lumpconsumers together. We aremoving away from “one size Thelongtail.com by Chris Andersonfits all.”
The Principle of Relative Constancyanalyzes financial cost spent byadvertisers versus consumer spending.Is the amount of advertising bymanufacturers influencing how muchconsumers are spending on technologygadgets?Economicsofadvertising.com by AndrewGaerig
Sources• Communication Technology Update by August E. Grant and Jennifer H. Meadows• en.wikipedia.org/wiki/Diffusion_of_innovations• Vincos Blog• savepune.tripod.com/id7.html• en.wikipedia.org/wiki/Uses_and_gratifications_theory• www.scripps.ohiou.edu/wjmcr/vol11/• www.utwente.nl › Home › ... › Health Communication• Thelongtail.com by Chris Anderson• Economicsofadvertising.com by Andrew Gaerig• Perezhilton.com• Gregory Herberger, Eastern High School Assitant Prinicpal• Youtube Clip of Mike Rowe and 2012 Ford Escape• Rebecca Ruiz msnbc.com contributor updated 11/27/2007