Information overload
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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 Overload

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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

  • 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

  • Media

  • Internet

  • Mail

  • Cell Phone

  • Friends – now also in social networking mode


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

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

  • Ads that target you based on your profile info


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

  • Selective Processes Model

    • Selective Exposure

    • Selective Attention

    • Selective Perception

    • Selective Reception


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 KayOn the Perpetuation of Ignorance

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


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