2. Welcome to 2021
• Welcome to the year 2021. We have yet to
invent the flying car or a hovercraft, but as we
expected technology has become an ever
more important factor in daily lives. With all
the changes I feel it is best to talk about the
main three that are seen everyday by every
person in the world, or at least those who are
able to afford it.
3. Internet
• The internet is now something that is more factual then
informational. Well this all depends on which internet you
are using. WWW is not the only way to find information,
you now type FIT(facts inputted technology) in front of your
website and it takes you to a place where it is easy to
research projects. The internet in the past was had flaws
because anyone can put information up on it without it
having to be factual on FIT internet all information must be
factual and in order for information to be checked by a
number of scholars on this subject. WWW is still up and
running and is exactly as before but is not used as much by
students. The umbrella, Rogers and Moore theories are
why this is possible.
4. The Umbrella Perspective
• The use of an “umbrella” to illustrate these
five factors is the results of the manner in
which they were drawn on a chalkboard
during lecture in 1988. The arrangement of
the five attributes resembled an umbrella and
the name stuck” (Grant &Meadows)
• The main focus is to describe the adaption of
new technologies into society.
5. Rogers diffusion of Innovation
• The theory describes diffusion as the process
by which an innovation is communicated
through certain channels over time among the
members of a social systems
6. Moore’s Innovation Adoption Rates
• The rate of adoption is defined as the relative
speed with which members of a social system
adopt an innovation. The rates are
determined by an individual’s adopter
category .
7. Moore cont.
• Innovators • 1st to adopt innovation, willing
to take risks, youngest in age ,
• Early Adopters have great financial lucidity
• 2nd fastedt to adopt, high
degressof opinion leadership,
high social status, advance
education
• Early majority • Adopt after varying degree of
time
• Late Majority • Adopt after Avgerage member
of society, below average
social status
• Last ato adopt. No opinion
• Laggards leadership
8. Social Networking
•
Professors have noticed the time that students spend on the social
networking cites. One professor actually lead a new wave of
classrooms on students favorite cites. He started by updating his
tweets on twitter with the homework assignments for the day or
for that week. Students who check their twitters very often found
this to be easier to know what they had to do, but this was just the
beginning. Professors soon unloaded lectures on their status and
then study guides and now there are apps on the social network to
do your exams. So, now instead of hearing if you spent as much
time on face book as you do your homework, parents do not have
to worry about if their children are knowing what their work is that
is needed to be done. Critical Mass Theory, Uses and Gratifications
Theory, Media System Dependency Theory.
9. Critical Mass Theory
• Is the stage of diffusion process that an
interactive medium has to reach in order for
the adoption to take off. This is no longer a
very time costing process.
10. Uses and Gratifications Theory
• This theory focus on what user want out of
their technology. States what will seek
technologies that satisfy their needs. This
theory with why people choose certain media
tech over others. Can also compare different
media technology based on why people use
them.
11. Media System Dependency Theory
• Tries to explain the role of media in our
society. When it comes to social networking
this shows how much people use these sites
to work, Because professor now post
information on these sites it shows how much
people depend on the sites.
12. The Telephone
• No longer are their house phones, but almost everyone
has a cell phone. Cell phones do the same as any smart
phone did in the past, text, email, internet, etc. The
thing that is different is that all phones are now smart
phone. There is not one company that cells a phone
that does not have the latest technology on it. Some of
the more higher tech phones come with projectors,
clearer cameras, and the ipod 12 has a screen that will
not brake no matter how many times you drop it.
Social Learning Theory/Social Cognitive Theory, The
Theory of the Long Tail, The Principle of Relative
Constancy.
13. Social Learning Theory/Social
Cognitive Theory
• People learn by watching others and they
imitated behavior. They reinforcement and
punishment plays roles.
14. The Theory of the Long Tail
• Explains how our culture and culture shifts
from mass markets to narrow interests.
15. The Principle of Relative Constancy
• Explains what happens to technology as
newer ones become available.
16. Reference
• Green, R. (2011). Sage journalonline. Retrieved
from
http://crx.sagepub.com/content/23/5/612.abstra
ct
• Honors: communication capstone. (2001).
Retrieved from
http://www.uky.edu/~drlane/capstone/mass/use
s.htm
• (n.d.). Retrieved from
http://people.bethel.edu/~socsco/ComTech/Com
TechTheory.html
