Youtube
<ul><li>Technology mediates boundaries between public and private sphere </li></ul><ul><ul><li>TV brought distant events i...
<ul><li>Technology drives human development </li></ul><ul><li>Reliance upon technology </li></ul><ul><li>Technology as rev...
<ul><li>Technology has become a ‘powerful material and symbolic force’ (Mackay, 1997: 263)  </li></ul>
<ul><li>Technology assumed to have a  determining affect  on society (see McLuhan, ‘the medium is the message/mass age). <...
<ul><li>‘ My fear is that these technologies are infantilising the brain into the state of small children who are attracte...
<ul><li>‘ The effects of a technology … are not determined by its production, its physical form or its capability.  Rather...
% of people in daily activity Average mins per person per day
<ul><li>‘ the most single influential theory of the relationship between technology and society’  </li></ul><ul><ul><li>S ...
<ul><li>Technologies become enshrined in cultural associations </li></ul><ul><ul><li>Video games and gender? </li></ul></ul>
<ul><li>Technologies become enshrined in cultural associations </li></ul><ul><ul><li>Computing and social status? </li></u...
<ul><li>Technologies become enshrined in cultural associations </li></ul><ul><ul><li>Technology as democratising? </li></u...
Empirical studies needed <ul><li>See this week’s case studies folder on SunSpace </li></ul><ul><li>Computing (Lally) </li>...
<ul><li>The PR campaign for launch evoked the hype (technological determinism?) </li></ul><ul><li>Success of the technolog...
Short-term market growth <ul><li>Source:  Foresman, 2009, asrstechnica </li></ul>
Short-term market growth <ul><li>Source:  Foresman, 2009, asrstechnica </li></ul>
<ul><li>Grant and Tybout (2008) suggest pre-release hype makes people much more careful about what they buy </li></ul><ul>...
<ul><li>Shirky (2008)  </li></ul><ul><li>social media technology rewriting ‘top down’ models of communication </li></ul>
Facebook vs HSBC
<ul><li>The technology of social media was used to leverage collective power against HSBC </li></ul><ul><li>Facebook/techn...
<ul><li>Charles Arthur, 2008, ‘Why Apple's secretive approach is so effective’,  The Guardian ,  http://www.guardian.co.uk...
<ul><li>Putting product before people is a mistake </li></ul><ul><li>Technology thought of as a ‘magic bullet’ </li></ul>
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Mac201 Tech Lect 2009 10 Sem1

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Session looked at the ways in which technology is talked about - how do audiences use tech, or make sense of it?

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Mac201 Tech Lect 2009 10 Sem1

  1. 1.
  2. 2. Youtube
  3. 3. <ul><li>Technology mediates boundaries between public and private sphere </li></ul><ul><ul><li>TV brought distant events into the home </li></ul></ul><ul><ul><li>Social media changed how we communicate? </li></ul></ul>
  4. 4. <ul><li>Technology drives human development </li></ul><ul><li>Reliance upon technology </li></ul><ul><li>Technology as revolutionary </li></ul>
  5. 5.
  6. 6.
  7. 7. <ul><li>Technology has become a ‘powerful material and symbolic force’ (Mackay, 1997: 263) </li></ul>
  8. 8. <ul><li>Technology assumed to have a determining affect on society (see McLuhan, ‘the medium is the message/mass age). </li></ul>
  9. 9.
  10. 10. <ul><li>‘ My fear is that these technologies are infantilising the brain into the state of small children who are attracted by buzzing noises and bright lights, who have a small attention span and who live for the moment’ </li></ul><ul><ul><li>Neuroscientist Professor Susan Greenfield talking about social media </li></ul></ul><ul><ul><li>2009 http://www.dailymail.co.uk/ </li></ul></ul><ul><ul><li>Listen to her: Guardian Tech Weekly </li></ul></ul>
  11. 11. <ul><li>‘ The effects of a technology … are not determined by its production, its physical form or its capability. Rather than being built into the technology, these depend on how they are consumed, and this consumption takes place in context ’ </li></ul><ul><ul><li>Mackay, 1997: 263 </li></ul></ul>
  12. 12. % of people in daily activity Average mins per person per day
  13. 13. <ul><li>‘ the most single influential theory of the relationship between technology and society’ </li></ul><ul><ul><li>S tone age </li></ul></ul><ul><ul><li>Iron age </li></ul></ul><ul><ul><li>Steam age </li></ul></ul><ul><ul><li>Information age </li></ul></ul><ul><li>Mackenzie & Wajcman, 1985/1999: 4 </li></ul>
  14. 14.
  15. 15.
  16. 16.
  17. 17. <ul><li>Technologies become enshrined in cultural associations </li></ul><ul><ul><li>Video games and gender? </li></ul></ul>
  18. 18. <ul><li>Technologies become enshrined in cultural associations </li></ul><ul><ul><li>Computing and social status? </li></ul></ul>
  19. 19. <ul><li>Technologies become enshrined in cultural associations </li></ul><ul><ul><li>Technology as democratising? </li></ul></ul>
  20. 20. Empirical studies needed <ul><li>See this week’s case studies folder on SunSpace </li></ul><ul><li>Computing (Lally) </li></ul><ul><li>Social networking (boyd, Livingstone) </li></ul><ul><li>Video games (Ashton, Thornham, Royse et al) </li></ul><ul><li>Television (Evans) </li></ul><ul><li>iPod (Bull) </li></ul><ul><li>http:// www.participations.org </li></ul>
  21. 21.
  22. 22. <ul><li>The PR campaign for launch evoked the hype (technological determinism?) </li></ul><ul><li>Success of the technology can be measured by sales? </li></ul><ul><li>Does each sale equate a satisfied customer? </li></ul>
  23. 23. Short-term market growth <ul><li>Source: Foresman, 2009, asrstechnica </li></ul>
  24. 24. Short-term market growth <ul><li>Source: Foresman, 2009, asrstechnica </li></ul>
  25. 25. <ul><li>Grant and Tybout (2008) suggest pre-release hype makes people much more careful about what they buy </li></ul><ul><li>The element of surprise spurs impulse consumption </li></ul>
  26. 26.
  27. 27. <ul><li>Shirky (2008) </li></ul><ul><li>social media technology rewriting ‘top down’ models of communication </li></ul>
  28. 28. Facebook vs HSBC
  29. 29.
  30. 30. <ul><li>The technology of social media was used to leverage collective power against HSBC </li></ul><ul><li>Facebook/technology as a powerful material and symbolic force (Mackay, 1997), but still dependent on human agency . </li></ul><ul><li>Technology as democratising? </li></ul>
  31. 31.
  32. 32. <ul><li>Charles Arthur, 2008, ‘Why Apple's secretive approach is so effective’, The Guardian , http://www.guardian.co.uk/technology/2008/feb/21/apple.marketingandpr </li></ul><ul><li>George E. Belch and Michael A. Belch, 2001, Advertising and Promotion , McGraw-Hill/Irwin </li></ul><ul><li>Bill Gates, 1995, The Road Ahead , London: Viking </li></ul><ul><li>Susan Grant and Alice Tybout, 2008, ‘The Effect of Temporal Frame on Information Considered in New Product Evaluation: The Role of Uncertainty’, Journal Of Consumer Research </li></ul><ul><li>Nada Kakabadse, 2007, ‘The rise of technology addiction’, Click , BBC, http://news.bbc.co.uk/1/hi/programmes/click_online/6411495.stm </li></ul><ul><li>Philip Kitchen, 1997, Public Relations, Principles and Practice , International Thomson Business Press </li></ul><ul><li>Donald Mackenzie and Judy Wajcman (eds.), 1984/1999, The Social Shaping of Technology , Buckingham: Open University Press </li></ul><ul><li>Hugh Mackay (ed), 1997, Consumption and Everyday Life , Open University Press </li></ul><ul><li>Clay Shirky, 2008, Here Comes Everyone: The Power of Organizing without Organizations , Allen Lane </li></ul><ul><li>Frank Webster, 1996, ‘The Information Age: what’s the big idea’, Renewal , vol 4 no 1. </li></ul><ul><li>UK Statistics Authority, 2006, ‘Time use survey 2005’, http://www.statistics.gov.uk/articles/nojournal/time_use_2005.pdf </li></ul>
  33. 33. <ul><li>Putting product before people is a mistake </li></ul><ul><li>Technology thought of as a ‘magic bullet’ </li></ul>

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