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Information Overload. Information Overload. Toffler – Future Shock (1970) http://www.amazon.com/Future-Shock-Alvin-Toffler/dp/0553277375/ref=sr_1_1?ie=UTF8&qid=1334638473&sr=8-1 Daniel Bell – Information Overload Causes Anxiety Has Gotten Worse With the Rise of the Internet. Why a Problem.

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Information overload1
Information Overload

  • Toffler – Future Shock (1970)

    • http://www.amazon.com/Future-Shock-Alvin-Toffler/dp/0553277375/ref=sr_1_1?ie=UTF8&qid=1334638473&sr=8-1

  • Daniel Bell – Information Overload Causes Anxiety

  • Has Gotten Worse With the Rise of the Internet


Why a problem
Why a Problem

  • Important Information – things that affect you, what you need to be a good citizen, missed opportunities

  • Finding What Interests You

  • Avoiding the Offensive

  • Fragmentation of Common Cultural Experience


Sources of the overload
Sources of the Overload

  • Media

  • Internet

  • Mail

  • Cell Phone

  • Friends – now also in social networking mode


Active seeking strategies
Active Seeking Strategies

  • Information Sources

    • Opinion Leaders

    • News

      • Focus more on what is interesting than what is important

    • Other Media and Internet – consumersreports.com, Google it, Wikipedia

  • Services that suggest General Interest –

    • bookmarking sites

      • http://digg.com/

  • Services that suggest things related to your interests

    • Stumbleupon.com, Facebook ads

  • RSS feeds

    • Can add to your yahoo or hotmail or msn page

  • Mashups using RSS feeds

    • Pipes.yahoo.com


Strategies targeting you
Strategies Targeting You

  • Search engine searches that return results based on your past link clicks

  • Ads that target you based on your profile info


Knowledge gap
Knowledge Gap

  • Tichenor, Olien and Donahue –

    • Attempts to raise knowledge concerning something in the public often widen the gap between those who have knowledge and those who have little

    • In particular, those with higher socio-economic status are likely to have more knowledge and to benefit more from attempts to diffuse additional knowledge


How do people respond
How Do People Respond

  • Selective Processes Model

    • Selective Exposure

    • Selective Attention

    • Selective Perception

    • Selective Reception


Agenda setting theory
Agenda Setting Theory

  • Maxwell McCombs

    • Media set the public agenda by the amount of emphasis in placement and space that they give to issues

    • People vary in need for orientation

      • High need for orientation people (interest in voting and needing more info to make decisions) turn to media for help in making decisions


Shepard and kay on the perpetuation of ignorance
Shepard and KayOn the Perpetuation of Ignorance

  • ignorance about an issue > dependence > government trust > avoidance of information about that issue


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