• Present – Where technology is
currently at in 2013
• Future- Where technology
will be at in 2023
• Past- Where Technology
Rogers explains how an innovation is
communicated over time through different
channels to members of a social system
Individuals will find out about
new mobile phone and learn
about new features.
Individuals will form a positive
attitude about innovation
○ Accept or reject the innovation
Individuals will decide if they
want to get the new phone
You get the get the innovation
and begin to use it.
The phone is what you thought
it would be and your decision is
(Grant, pg. 26)
“As consumers, we like the idea of something that
makes our lives easier, and new ideas for
efficiency or curious entertainment are embraced
with open arms (Austin,2012)”.
In 10 years will you accept or reject the change of
cell phones, houses and cars?
House 2023 Car 2023
The principle of
suggest “that people
spend a constant
fraction of their
disposable income on
mass media over
however, alter their
spending on mass
Mass Media 1948
Mass Media 2013
Mass Media 2023
McCombs & Nolan, 1992.
It Will Be Different
Media has evolved rapidly in the last few decades due to the Internet. This
evolution will only continue.
All Devices Will Interact.
Are these products appealing enough to give up your current mass media?
Current Mass Media Products
The internet at the No longer need cable
tip of your fingers Stream TV in an
instant on your PC
2023 Mass Media Products
Internet on a Wearable TV Device
Critical mass theory are early adopters who are willing to take risk to
try new interactive technology.
Any social process involving actions by individuals that benefit other is
known as “collective Action”.
Technology becomes more useful if everyone in the system is using
You can reach anyone through some communication technology.
Critical mass is an important aspect to consider for the adoption of any
Grant, Pg. 29
Social Media 2002
Friendster was adopted by 3 million users in three months.
Social Media 2003
MySpace 57 million users
Social Media 2004-2012
Facebook started with college students and than was adopted
by 1 billion users in 2012.
Social Media 2023
What will be the new “BIG” thing in 2023?
“Social media refers to the means of interactions among people
in which they create, share, and exchange information and ideas
in virtual communities and networks”(Wikipedia).
“Media system dependency theory is an
ecological theory that attempts to explore
and explain the role of media in society by
examining dependency relations within and
across levels of analysis.”
There are six dimensions:
○ Social understanding
○ Action orientation
○ Interaction orientation
○ Solitary play
○ Social Play
Learning about the world around you
Learning about yourself
Learning about specific behaviors
Learning about specific behaviors involving other people
Entertaining yourself alone
Using media as a focus for social interaction
○ What Social Play are you dependent upon?
Social Media (Facebook, twitter, LinkedIn)
The media system that I’m dependent upon is the internet. Without the internet I would feel lost.
Even thought the World Wide Web wasn’t created until 1993. I can’t go a day without getting online.
I look back and can’t even imagine life without the world wide web.
Grant, Pg. 31
Cell phones will continue to be around in 2023. Cell phones will just evolve as time goes on and
individuals will accept the new innovation. These days people cannot go without being
connected. In 2023 they just will have different futures and advanced technology than the present
Mass Media- Cable
Cable is going to be a thing of the past in the near future. We already can stream television.
Sooner rather than later cable is going to be something of the past. Currently we can watch T.V.
on our computers and tablets in any place at anytime as long as we have WIFI. WIFI computers
and tablets are going to be a thing of the past as well. In the future we will be able to wear
glasses and other wearable devices and be able to watch television and connect to the internet
at anytime and anywhere we go. Television is moving forward at a rapid pace. Once a new
product or service comes out we will drop that technology and move on to the next.
Critical Mass- Social Media
Social Media will continue to be around in the future. It may not be Facebook, Twitter, or even
LinkedIn. Other concepts and ideas similar to what we have now will be around in the future.
Social Media will be just more advanced, have different technologies and apps to connect to the
Grant, August E. and Jennifer H. Meadows, eds.2012. Communication Technology Update and
Fundamentals, Thirteenth Edition. New York: Focal Press
McCombs, M. & Nolan, J. (1992, Summer). The relative constancy approach to consumer
spending for media. Journal of media Economics, 43-52.
Austin, K. (2012, June 18). What does the future hold for IPhone? Mobile spy. Retrieved from
Kanalley, C. (2011, December 5). 10 predictions for the future of media. The Huffington Post.
Retrieved From http://www.huffingtonpost.com/2011/10/05/predictions-future-of-