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Com303 presentation
 The past ten years have produced a
  great amount of innovations and more
  are to come.
 In 2021, people can look forward to:
 A more personal internet
 Integrated social media experiences
 The uprising of tablets and E-readers
 Traditional media united with new media
 Globally, internet at a higher speed
  and quality
•   Tailored responses generated from past
    and personally set preferences.
•   Instead of multiple searches, you might
    type a complex sentence or two in your
    Web 3.0 browser.
•   The Web 3.0 browser will:
•   analyze your response
•   search the Internet for all possible
    answers
•   then organize the results for you
   No single technology can be understood
    without understanding the competing
    and complimentary technologies and
    the larger social environment within
    which these technologies exist.
 Enabling – creates the ability to make the
  application of communication technology
  possible
 Limiting - places parameters an application
 Motivating – reasons and incentives for
  adopting
 Inhibiting - discouragements for adopting an
  application
   Hardware - the communication technology
    itself
   Software - the messages/content of the
    communication technology
   Organizational Infrastructure - those
    involved in the production/distribution
   Social System - the political, economic and
    media systems environment
   Individual Users - actual and potential
   All five of these levels must be examined to
    understand a communication technology
http://zekefloyd.wordpress.com/2011/06/05


o Using the Umbrella Perspective and with WEB 3.0 in mind,
  this is a humorous example of the possible distance that
  the iPhone has and will advance to with its extensive
  amount of possibilities with mobile applications.
 Diffusion is the process by which an
  innovation is communicated through
  certain channels over time among the
  members of a social system.
 Since decisions are not authoritative or
  collective, each member of the social
  system faces his or her own innovation-
  decision that follows a 5-step process.
   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
http://www.fidis.net/resources/deliverables/hightechid/int-d32000/doc/13/
   From the 5 stages graphic, it is apparent that
    as long as the public has the knowledge about
    social media, it is going to be a consistent
    theme in 2021’s technology landscape.
   People will be able to find and interact on
    social media on literally ever device including
    but not limited to:
   Tablets
   E-readers
   Laptops
   Notebooks
   Desktops
   Mobile phones
   Televisions
 The relative speed with which members
  of a social system adopt an innovation.
 Rates are determined by what adopter
  group an individual is categorized in.




                        http://osrin.net/page/2/
   Innovators – venturesome, educated, multiple info
    sources, high social and financial status
    Early adopters – social leaders, popular, educated
    Early majority – deliberate, many informal social
    contacts
    Late majority – skeptical, traditional, lower socio-
    economic status
    Laggards – neighbors and friends are main info
    sources, fear of debt, lowest social and financial
    status
   In 2012, it is likely that there will be a lower
    percentage of laggards, due to the global
    persistence of the new media as well as the lower
    prices on media viewing devices, such as cell
    phones, laptops, and tablets.
 Value and utility of a good or service
  increases as user amount increases
 The increase of adopters and quickness
  to reach critical mass can be faster with
  interactive media
 The rate at which previous users
  discontinue their use can also be faster
http://www.digitaltrends.com/gadgets
   More widely used due to the Critical Mass
    Theory.
   User friendly to the older generation who is
    less tech savvy, resulting in a greater
    following.
   More cost and space efficient than books
    and scholarly textbooks
   Utilized and integrated into early education
    learning programs
   Eco-friendly
   As a result, there will be fewer physical
    bookstores
   Humanistic approach to media use
   Not merely one way that the populace uses media
   As many reasons for using the media, as there are
    media users
   Media consumers can choose the amount of
    influence media has on them
   Users choose media alternatives merely as a means
    to and end
   Media can have an unconscious influence over our
    lives and how we view the world
   In 2021, this theory will still be true. Consumers will
    always be able to have a choice of how much
    media and interactive/social media they participate
    in. Even with regional and global advances of
    technology and integration of new and old media,
    each individual will still have the right to decide
    weather they wish to participate with modern
    innovations or not.
   Conceptual Model
It is all about relationships
   Complex system; the following all have
    dependency relationships with one another:
 The media
 Individuals
 Their interpersonal environment
 The social environment
 Inspired by the media system dependency
  theory, the relationship between traditional
  and new media will only become stronger
  by 2021.
 Radio, newspaper, and magazines will all
  be accessible at rapid speeds through any
  device that gets on the internet.
 For example: It will be totally ordinary to be
  able to listen to the radio, Facebook chat,
  and scroll through the latest edition of
  Golfing Times Magazine on his or her 70 inch
  wall mounted flat screen 3D T.V.
 The spending of money on advertising
  related to the overall domestic product
 The only ways for any particular traditional
  type of media – be it television, radio, or the
  Internet – to increase its revenue base are
  to capture revenue from another type of
  media or to capture a proportional share of
  an expanding economy.
 This principle also explains why traditional
  and new media unite so often, it generates
  a more lucrative advertising relationship
  across all lines of media.
   1. Trial-and-error experience is a hands-on exploration
   2. Perception of the object is a firsthand chance to
    look, admire, but don't touch
   3. Observation of another's response to the object
   4. Modeling is watching someone and acting in the
    manner you just watched
   5. Exhortation is urging someone to do something
   6. Instruction about the object is a verbal description
   This theory is an example of why social media has
    such a big influence today and will continue to be
    around in 2021. Social media is dependent on user
    participation. Steps one through six of this theory
    show evidence of how some viewers begin their
    journey with social networking. By 2021, more people
    will have gone through steps one through six and
    accepted social media into their everyday activities.
    Shift from mass markets to narrow
      interests




http://www.core77.com/blog/business/thorough_research_puts_long_tail_theory_into_question_11673.asp
-Niches are pieces of mass media
   -Consumers are able to find niche products
   -Merchants are selling a large number of unique items with
   relatively small quantities sold of each
   -Resulting in selling fewer popular items in large quantities.
   -The internet is a great example of using the Long Tail theory.
   -In addition to the merchant/consumer relationship, the
   internet can be a tool for niche journalism and niche news,
   this will also be incorporated in 2021 internet use.




http://thefuturebuzz.com/2009/02/11/6-buzzworthy-internet-laws/
 Due to the high demand and social
  pressures for productivity and high speed
  internet, it will be common place all over
  the world.
 Each theory, in some way, described the
  need for efficiency.
 Internet will be all around less expensive
 More widely accessible to the have-nots in
  society, i.e. in 2021 absolutely everyone will
  have the opportunity to use a faster, more
  reliable internet, in some form.
 The future is bright!
 Today, we have a lot of theories that help
  us to know what to expect in the
  technology of 2021.
 There will be fewer paper books due to the
  high use of E-readers.
 Globally, a low financial status will not
  hinder one’s ability to have the internet,
  WEB 3.0, and participate in all of the
  integrated aspects of the internet such as
  social, traditional, and new media.
   http://people.bethel.edu/~socsco/ComTech/ComT
    echTheory.html
   http://zekefloyd.wordpress.com/2011/06/05/
   http://www.stanford.edu/class/symbsys205/Diffusion
    %20of%20Innovations.htm
   http://www.fidis.net/resources/deliverables/hightech
    id/int-d32000/doc/13/
   http://osrin.net/page/2/
   http://www.uky.edu/~drlane/capstone/mass/uses.ht
    m
   http://thefuturebuzz.com/2009/02/11/6-buzzworthy-
    internet-laws/
   http://www.core77.com/blog/business/thorough_res
    earch_puts_long_tail_theory_into_question_11673.as
    p
   http://economicsofadvertising.com/

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Com303 presentation

  • 2.  The past ten years have produced a great amount of innovations and more are to come.  In 2021, people can look forward to:  A more personal internet  Integrated social media experiences  The uprising of tablets and E-readers  Traditional media united with new media  Globally, internet at a higher speed and quality
  • 3. Tailored responses generated from past and personally set preferences. • Instead of multiple searches, you might type a complex sentence or two in your Web 3.0 browser. • The Web 3.0 browser will: • analyze your response • search the Internet for all possible answers • then organize the results for you
  • 4. No single technology can be understood without understanding the competing and complimentary technologies and the larger social environment within which these technologies exist.
  • 5.  Enabling – creates the ability to make the application of communication technology possible  Limiting - places parameters an application  Motivating – reasons and incentives for adopting  Inhibiting - discouragements for adopting an application
  • 6. Hardware - the communication technology itself  Software - the messages/content of the communication technology  Organizational Infrastructure - those involved in the production/distribution  Social System - the political, economic and media systems environment  Individual Users - actual and potential  All five of these levels must be examined to understand a communication technology
  • 7. http://zekefloyd.wordpress.com/2011/06/05 o Using the Umbrella Perspective and with WEB 3.0 in mind, this is a humorous example of the possible distance that the iPhone has and will advance to with its extensive amount of possibilities with mobile applications.
  • 8.  Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.  Since decisions are not authoritative or collective, each member of the social system faces his or her own innovation- decision that follows a 5-step process.
  • 9. 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
  • 11. From the 5 stages graphic, it is apparent that as long as the public has the knowledge about social media, it is going to be a consistent theme in 2021’s technology landscape.  People will be able to find and interact on social media on literally ever device including but not limited to:  Tablets  E-readers  Laptops  Notebooks  Desktops  Mobile phones  Televisions
  • 12.  The relative speed with which members of a social system adopt an innovation.  Rates are determined by what adopter group an individual is categorized in. http://osrin.net/page/2/
  • 13. Innovators – venturesome, educated, multiple info sources, high social and financial status  Early adopters – social leaders, popular, educated  Early majority – deliberate, many informal social contacts  Late majority – skeptical, traditional, lower socio- economic status  Laggards – neighbors and friends are main info sources, fear of debt, lowest social and financial status  In 2012, it is likely that there will be a lower percentage of laggards, due to the global persistence of the new media as well as the lower prices on media viewing devices, such as cell phones, laptops, and tablets.
  • 14.  Value and utility of a good or service increases as user amount increases  The increase of adopters and quickness to reach critical mass can be faster with interactive media  The rate at which previous users discontinue their use can also be faster
  • 16. More widely used due to the Critical Mass Theory.  User friendly to the older generation who is less tech savvy, resulting in a greater following.  More cost and space efficient than books and scholarly textbooks  Utilized and integrated into early education learning programs  Eco-friendly  As a result, there will be fewer physical bookstores
  • 17. Humanistic approach to media use  Not merely one way that the populace uses media  As many reasons for using the media, as there are media users  Media consumers can choose the amount of influence media has on them  Users choose media alternatives merely as a means to and end  Media can have an unconscious influence over our lives and how we view the world  In 2021, this theory will still be true. Consumers will always be able to have a choice of how much media and interactive/social media they participate in. Even with regional and global advances of technology and integration of new and old media, each individual will still have the right to decide weather they wish to participate with modern innovations or not.
  • 18. Conceptual Model
  • 19. It is all about relationships  Complex system; the following all have dependency relationships with one another:  The media  Individuals  Their interpersonal environment  The social environment
  • 20.  Inspired by the media system dependency theory, the relationship between traditional and new media will only become stronger by 2021.  Radio, newspaper, and magazines will all be accessible at rapid speeds through any device that gets on the internet.  For example: It will be totally ordinary to be able to listen to the radio, Facebook chat, and scroll through the latest edition of Golfing Times Magazine on his or her 70 inch wall mounted flat screen 3D T.V.
  • 21.  The spending of money on advertising related to the overall domestic product  The only ways for any particular traditional type of media – be it television, radio, or the Internet – to increase its revenue base are to capture revenue from another type of media or to capture a proportional share of an expanding economy.  This principle also explains why traditional and new media unite so often, it generates a more lucrative advertising relationship across all lines of media.
  • 22. 1. Trial-and-error experience is a hands-on exploration  2. Perception of the object is a firsthand chance to look, admire, but don't touch  3. Observation of another's response to the object  4. Modeling is watching someone and acting in the manner you just watched  5. Exhortation is urging someone to do something  6. Instruction about the object is a verbal description  This theory is an example of why social media has such a big influence today and will continue to be around in 2021. Social media is dependent on user participation. Steps one through six of this theory show evidence of how some viewers begin their journey with social networking. By 2021, more people will have gone through steps one through six and accepted social media into their everyday activities.
  • 23. Shift from mass markets to narrow interests http://www.core77.com/blog/business/thorough_research_puts_long_tail_theory_into_question_11673.asp
  • 24. -Niches are pieces of mass media -Consumers are able to find niche products -Merchants are selling a large number of unique items with relatively small quantities sold of each -Resulting in selling fewer popular items in large quantities. -The internet is a great example of using the Long Tail theory. -In addition to the merchant/consumer relationship, the internet can be a tool for niche journalism and niche news, this will also be incorporated in 2021 internet use. http://thefuturebuzz.com/2009/02/11/6-buzzworthy-internet-laws/
  • 25.  Due to the high demand and social pressures for productivity and high speed internet, it will be common place all over the world.  Each theory, in some way, described the need for efficiency.  Internet will be all around less expensive  More widely accessible to the have-nots in society, i.e. in 2021 absolutely everyone will have the opportunity to use a faster, more reliable internet, in some form.
  • 26.  The future is bright!  Today, we have a lot of theories that help us to know what to expect in the technology of 2021.  There will be fewer paper books due to the high use of E-readers.  Globally, a low financial status will not hinder one’s ability to have the internet, WEB 3.0, and participate in all of the integrated aspects of the internet such as social, traditional, and new media.
  • 27. http://people.bethel.edu/~socsco/ComTech/ComT echTheory.html  http://zekefloyd.wordpress.com/2011/06/05/  http://www.stanford.edu/class/symbsys205/Diffusion %20of%20Innovations.htm  http://www.fidis.net/resources/deliverables/hightech id/int-d32000/doc/13/  http://osrin.net/page/2/  http://www.uky.edu/~drlane/capstone/mass/uses.ht m  http://thefuturebuzz.com/2009/02/11/6-buzzworthy- internet-laws/  http://www.core77.com/blog/business/thorough_res earch_puts_long_tail_theory_into_question_11673.as p  http://economicsofadvertising.com/