COMMUNICATION TECHNOLOGY 2022

Communication Ahead

“It’s not faith in technology. It’s faith in people.” –Steve Jobs—

-This is an exceptionally true statement. There can be new technologies thrown around but the real test is whether or not people choose to adapt to them.

-We can only make an attempt to predict the future of technology, it is merely uncontrollable.

Theories that influence Technology

The Umbrella perspective Roger’s Diffusion of Innovations Moore’s Innovation Adoption Theory Critical Mass Theory Uses and Gratifications Theory Media System Dependency Theory Social Learning Theory/ Social Cognitive

Theory The theory of the Long Tail The Principle of Relative Constancy

Umbrella Perspective

New technologies usually spring from developments in hardware.

Umbrella Breakdown Handle> Individual Users Bottom level> Hardware

and software Next level> Organizational

infrastructure; group of organizations involved in production and distribution of technology.

Top level> System level; Political, economic & media systems + other organizations serving function in society.

All five sections of the umbrella are important in understanding theory.*In identifying each level of the umbrella one must evaluate in terms of enabling, limiting, motivating & inhibiting factors.- If an application provides a new

way to access something desirable, limits accessible users, motivates one to use the devise and most of all a competitive and new innovation.

- It is important to understand that when analyzing the success of a technology political and economical factors should be the first examined.

Rogers diffusion of InnovationsOutline of the process that a person undergoes during the decision making stages.1.) Knowledge- Learn the information.2.) Persuasion- Create a positive opinion.3.) Decision- I will or will not purchase this.4.) Implementation- Using the device.5.) Confirmation- did I make a good decision?

An attempt to explain how an innovation is communicated over time through different channels to members of a social system.

Moore’s Innovation Adaption Rate

Further explored diffusion of innovations & high-tech marketing in crossing the chasm. Gaps between innovators

& early adopters & so on.. Who are you??1.Innovators- take risk2.Early Adaptors- must see new benefit before adopting3.Early majority- largest gap through chasm. Want to see improvement through productivity & numbers.

Critical Mass Theory

“Critical Mass” Innovators & early adaptors who are willing to take the risk to try new interactive technology

“Collective action” Actions by individuals that benefit others

-Technologies become more useful if everyone in the system is using the technology- goal is universal access.

Uses & Gratifications

This approach views users as actively seeking to use different media to fulfill different needs. A type of research that adds a descriptive approach that gives insight into what people do with technology.

Focus: 1. Social & psychological origins 2. needs, which generate 3. Expectations 4. mass media or other sources, leads to 5. Different patterns of media exposure for engagement

in other activities, result in 6. needs gratifications & 7. other consequences perhaps unintended ones

Media System Dependency Theory

An ecological theory that attempts to explain & explore the role of the media in society by examining dependency relations with and across levels of analysis. -In order to fully understand a medium one must analyze relationship at different levels as well as individual level (Media level & society in general).

Six Dimensions1. Self-understanding

2. Action oriented3. Interaction orientation

4.Solitary play5. Social play

6. Social understanding

RESEARCH ON INDIVIDUAL MEDIA SYSTEM DEPENDENCY RELATIONSHIPS HAS DEMONSTRATED THAT PEOPLE HAVE DIFFERENT DEPENDENCY RELATIONSHIPS WITH DIFFERENT MEDIA.

Social Learning Theory

Focus of how people learn by modeling others

- Symbolic modeling = watch TV or computer & learn Reinforce &

Punishment Theory -Watching & learing WII bowling with friends

The Theory of the Long Tail

There are no more “Hit” movies, television shows & albums like there once was because now the mass media doesn’t control everything its all distributed.• “Our culture & economy is increasongly

shifting away from a focus on a relatively small number of “hits” at the head end of the demand curve & toward a huge number of niches in the tail.

• *In order for niche companies to make money they must lower their prices, help people find it & make it all available.

The Principle of Relative Constancy

People spend a constant fraction of their disposable income on mass media over time.

When new innovations are introduced people rearrange their spending money.

e.i. Satellite radio users are more likely to spend less on iTunes.

Phones

BACK IN THE DAY COMING UP AHEAD

Phones through time

Through the years the telephone has adapted to our needs. First it was the home phone. Then cell phones were invented and people became reachable throughout their day. Now there is video chat where people can see each other and communicate. In 2022 everyone will have hologram phones. People will virtually be able to chat like real life without being in the same room.

Early adaptors will jump right on this idea. It is a new concept that brings conversation to real life.

Other reasons people will join the band wagan - professors can teach many

more students at once Professionals can leave the

country and still attend meetings

Long distance relationships can hold strong

* This new technology will be universally accessible & the last of the early majority will be joining in on this device.

Computers

BACK IN THE DAY COMING UP AHEAD

COMPUTERSComputers have adapted from big blocks which only held the

information that we imputed to light weight notebooks that connect to others in the world around us. Our society has become increasingly

more dependent on computers over the last decade. In 2022 everyone will have a notebook at hand. Through this device people are able to carry all of their important information and can connect

with others. Everyone will need a notebook in order to stay up to date and successful in the world.

Books

BACK IN THE DAY COMING UP AHEAD

Where is my book?

News papers, magazines & books will be a phase of the past. The future will not bring these items along. In the world of 2022 people will need these things ready at their finger tips. Through the use of an e-reader this will be possible. With everyone going green, the tree lovers will be happy with this change. The e-reader is light weight and wont break your back. It is easy to carry around and much more compact. It’s more convenient so why wouldn’t a person want one? It will be easier to find your book through a digital library then a library we use now.

WiFiInternet has come a long way over the years. People are becoming increasingly more dependent on the internet. In 2022 wifi will be available for use everywhere, not just café’s and libraries. With the convenience on wifi people can connect with others, do work and find information at the convenience of their finger tips.