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Technology Timelines.,29307,1636836,00.html. Diffusion Theories. Rogers – Communication Perspective

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technology timelines
Technology Timelines
diffusion theories
Diffusion Theories
  • Rogers – Communication Perspective
  • Brown – Market and Infrastructure Perspective
  • Brown – Economic History Perspective
communication perspective
Communication Perspective
  • Everett Rogers – Diffusion of Innovations
  • S Curve
  • Adopter Categories
  • Perceived Attributes of an Innovation
  • Stage Model – Innovation Decision Model
  • Role of Mass Communication vs. Interpersonal Communication
perceived attributes of an innovation
Perceived Attributesof an Innovation
  • Relative Advantage
  • Observability
  • Trialability
  • Compatibility
  • Complexity
innovation decision model
Innovation Decision Model
  • 1)Knowledge – person becomes aware of an innovation and has some idea of how it functions,
  • 2)Persuasion – person forms a favorable or unfavorable attitude toward the innovation,
  • 3)Decision – person engages in activities that lead to a choice to adopt or reject the innovation,
  • 4)Implementation – person puts an innovation into use,
  • 5)Confirmation – person evaluates the results of an innovation- decision already made.
role of mass media vs interpersonal communication
Role of Mass Mediavs. Interpersonal Communication
  • Mass Media – Awareness and Knowledge
  • Interpersonal Communication – Persuasion and Decision
market and infrastructure model
Market and Infrastructure Model
  • Lawrence Brown, Innovation Diffusion: A New Perspective
  • Adoption is limited by marketing and available infrastructure
economic history perspective
Economic History Perspective
  • Lawrence Brown, Innovation Diffusion: A New Perspective
  • Consumers are rationale and wait to adopt when they can afford the innovation and when the innovation has dropped in price and is perfected
  • Google Wave
  • Google Lively
  • Apple TV
  • HD Radio
  • Laser Disks
time budgets
Time Budgets
  • Assumes the day can be plotted in terms of which communication technology you are using at a particular time of day
media replacement
Media Replacement
  • Wilbur Schramm
  • Functional Similarity – new media replace in terms of time spent in use media that fulfill the same function
  • Proximal Similarity - new media replace in terms of time spent in use media that are consumed in the same space
multi tasking
  • Performing multiple tasks at once
  • Using multiple comm technologies at the same time
  • Is this an effective skill?
  • Does it destroy our ability to focus on one thing?
  • What are the costs of multi-tasking?
  • ssrn-id1147689.pdf
information age
Information Age
  • The Information Age, also commonly known as the Computer Age or Digital Age, is an idea that the current age is defined by the ability of individuals to transfer information freely, and to have instant access to information that would have been difficult or impossible to find previously. This idea develops from the concept of a digital age or digital revolution, and carries the ramifications of a shift from traditional industry that the industrial industrial revolution brought through industrialization, to an economy based on the manipulation of information, i.e., an information society.
information society
Information Society
  • Daniel Bell – The Coming of Post-Industrial Society (1973)
  • By an information society, Bell that we have changed from a producer of goods (manufacturing) to a service economy and that theoretical knowledge, technology, and information become the major mode of commodity. More valued than physical laborers are information, and those who know how to create, assemble, and disperse. Information is normally costly to produce, but cheap to reproduce. Thus, the cost of producing the first copy of an information good (such as writing a book or recording a CD) is normally quite costly, but reproducing these items is often negligible.

Brazil (1985) Terry Gilliam

  • A satirical vision of an information society gone bad