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Comm 303 slideshow


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Comm 303 slideshow

  1. 1. What will the communicationtechnology landscape look like in 2021A.D.?Esmeralda InfanteComm 303 Final ProjectBill Brantley
  2. 2. Communication“Communication works for those who work atit.” –John Powell“To effectively communicate, we must realizethat we are all different in the way we perceivethe world and use this understanding as a guideto our communication with others.”-AnthonyRobbins
  3. 3. Communication in the futureCommunication has come a long way since thebeginning of time. The first use ofcommunication technology dates way back tothe 16th century when the Phoenicians firstdeveloped the alphabet. Since thencommunication technology has grown andevolved and has lead us to amazing discoveries.The future seems that everything will be viaonline. The internet is the future.
  4. 4. Communication in the futureSince it seems the internet is the future, in 2021 internet will be a wholedifferent experience.• There will be more privacy, and many more social media networks such as Facebook.• Make video phone calls from your television. Sure ,there are cellphones and laptops but having the luxury of making a video call from your television set would be something entertaining and innovative.• Increase of sales of E readers such as the Kindle, and tablets. Laptop sales are slowly declining. More people are buying tablets which make it easier for them to carry and travel with.
  5. 5. Facebook One of the most used forms of communication technology used today would have to be social media networks such as Facebook. This type of communication I could see being around for the years to come. Its easy and fun to use. There was a similar network which was Myspace, but it got complicated and there was too many features, but Facebook is user friendly. This type of technology is our future, it is what people will use. Its online and it’s a great tool to keep in touch with friends and network with people. It is known as the most rapidly successful company in human history, with almost a billion users and bringing in more than 2 billion dollars. It is the first internet company that offered privacy control which makes it so popular (
  6. 6. The Umbrella Perspective The umbrella perspective is such a great example to use for social media network such as Facebook. The umbrella perspective is made up of five factors: • Social system • Organizational infrastructure • Hardware • Software • Individual user Facebook has all these five factors. The social system would be al the social aspects such as economic, and all the media systems involved. The organizational infrastructure would be the people behind the scenes such as the creators of Facebook, and people who distribute it. The hardware would be the communication technology itself. The software would be the messages and the content delivered via Facebook. The individual users would be us. The ones who make Facebook what it is: a social media network.
  7. 7. Rogers Diffusion of InnovationsDiffusion of an innovation occurs through a five–step process. This process isa type of decision-making. It occurs through a series of communicationchannels over a period of time among the members of a similar socialsystem .Rogers categorizes the five stages (steps) as:awareness, interest, evaluation, trial, and adoption. An individual mightreject an innovation at any time during or after the adoption process. In latereditions of the Diffusion of Innovations Rogers changes the terminology ofthe five stages to: knowledge, persuasion, decision, implementation, andconfirmation. However the descriptions of the categories have remainedsimilar throughout the editions (
  8. 8. In this stage the individual is first exposed to an innovation but lacks information about the innovation.Knowledge During this stage of the process the individual has not been inspired to find more information about the innovation. In this stage the individual is interested in thePersuasion innovation and actively seeks information/detail about the innovation. In this stage the individual takes the concept of the change and weighs the advantages/disadvantages of using the innovation and decides whether to adopt orDecision reject the innovation. Due to the individualistic nature of this stage Rogers notes that it is the most difficult stage to acquire empirical evidence. In this stage the individual employs the innovation to a varying degree depending on the situation. During thisImplementation stage the individual determines the usefulness of the innovation and may search for further information about it. Although the name of this stage may be misleading, in this stage the individual finalizes his/her decision toConfirmation continue using the innovation and may use the innovation to its fullest potential.
  9. 9. Going through the process…Customers will go through this five steps when deciding to purchase a tabletor a an E reader. They need to make sure if they are available to them and ifthey will be able to enjoy and use all its features. Since in the year 2021, Ereaders will be widely available and will replace a laptop , they will be in allretail stores and for a reasonable price. The next step would be thepersuasion. Since the E reader is widely used, persuading people to buy onewould be a piece of cake. The decision comes next, this is whether peoplewill choose whether or not they truly need one. The implementation is next,and this would be the E reader and tablet. The last step would be theconfirmation, these is where the customer decided whether or not theymade the right choice of purchasing the E reader or tablet. According to eMarketer, in 2009, 1.9 percent of adults, 4.4 million Americans over the age of 18, owned an eReader. By the end of this year they estimate that the number of Americans with an eReader will jump up to 20.6 million Americans, or 8.7 percent(
  10. 10. Critical Mass TheoryAccording to the textbook Communication Technology Update andFundamentals critical mass theory is best described as a small segment ofthe population that chooses to make big contributions to the public good.The technologies become more useful if everyone on the system is using thetechnology, a goal known as universal access.Facebook has definitely reached its critical mass theory. This social networksite has reached millions of users all across the country and it keeps gainingmore popularity. In the 2021 Facebook will be immense along with othersocial network sites.
  11. 11. Uses and Gratifications TheoryUses and gratifications research is a descriptive approach that gives insightinto what people do with technology. This approach sees the users asactively seeking to use different media to fulfill different needs.When an audience actively seeks out media they are seeking out a specificneed, whether entertainment, merchandise, socializing, business or factualinformation. The theory can be seen within all aspects of media.
  12. 12. Media System Dependency TheoryAn ecological theory that attempts to explore and explain the role of mediain society by examining dependency relations within and across levels ofanalysis.The key of this theory is the focus it provides on the dependencyrelationships that result from the interplay between resources and goals.
  13. 13. Social Learning TheorySocial Learning theory focuses on how people learn by modeling others. Thisobservational learning occurs when watching another person model thebehavior. It also happens with symbolic modeling, modeling that happens bywatching the behavior modeled in a television or computer screen.This seems to happen with all forms of communication. For example onFacebook, there might be people that have no idea what it is, but bywatching others log and post ,they too learn.For the year 2021 when you can video call from your television, this will begreatly used. There will be videos on how to video call for those who need alittle help getting started.The same thing goes for the tablets and the E readers. The more people seeothers do and use, they go right on ahead and follow.
  14. 14. Social Cognitive TheoryA useful framework for examining not only the effects of communicationmedia, but also the adoption of communication technologies.Social Cognitive Theory (SCT) describes learning in terms of theinterrelationship between behavior, environmental factors, and personalfactors. It also provides the theoretical framework for interactive learningused to develop both Constructivism and Cooperative Learning (IDEA)With the 2021 communication technologies that I mentioned users mightsee others using them, and think about the consequences they mightencounter if using the products/communication technologies.
  15. 15. The theory of the long tail The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there isnow less need to lump products and consumers into one-size-fits-all containers.In an era without the constraints of physical shelf space and other bottlenecksof distribution, narrowly-targeted goods and services can be as economicallyattractive as mainstream fare (
  16. 16. The Principle of Relative ConstancyPeople spend a constant fraction of their disposable income on mass mediaover time. People do how ever alter their spending on mass mediacategories when new services/products are introduced ( communicationtechnology update and fundamentals).When it comes to the 2021 communication technologies the principle ofrelative constancy relates to all of them. People want to be up to date intheir technology, so they will spend the money to do so. Society wants tohave the new products, and they are willing to shell out the cash if they feelthey need the product.
  17. 17. THE FUTURE The world of communication seems to always be changing. There are always new products on the market, that work or not. The year of 2021 seems to be like a great year for communication technology. There will be more social networks, television that you can video call a loved one with, and laptops will cease to exist. Everything will be done with either a tablet or an e reader. The future looks bright and full of promises, communication at its best!
  18. 18. Works CitedBurke, Adrienne. "Facebook Insiders Ponder Its Future - Forbes." Informationfor the Worlds Business Leaders - 16 Oct. 2011. Web. 11 Dec.2011. <>.Grant, August E., and Jennifer Harman. Meadows. "UnderstandingCommunication Technologies." Communication Technology Update andFundamentals. 12th ed. Amsterdam: Focal/Elsevier, 2010. Print.Rubenstein, Chanah. "EReader Growth among Americans Surpasses PreviousExpectations." Digital Journal: A Global Digital Media Network. 26 May 2011.Web. 11 Dec. 2011. <>."Social Cognitive Theory." IDEA. 1 June 2006. Web.<>.
  19. 19. What will the communicationtechnology landscape look like in2021 A.D.? Esmeralda Infante Comm 303 Final Project Bill Brantley