2. What The World will Look like In
Communication Technology
In 2022
3. Overview
• Roger’s Diffusion of Innovations
• Moore’s Innovation Adoption Rate
• Critical Mass Theory
• Social Information Processing
• 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
• The Umbrella Perspective on Communication Technology
4. Roger’s Diffusion of Innovations
• Knowledge-In this stage the individual is first exposed to an innovation but lacks
information about the innovation. During this stage of the process the individual
has not been inspired to find more information about the innovation.
• Persuasion-In this stage the individual is interested in the innovation and actively
seeks information/detail about the innovation.
• Decision- In this stage the individual takes the concept of the change and weighs
the advantages/disadvantages of using the innovation and decides whether to
adopt or reject the innovation. Due to the individualistic nature of this stage
Rogers notes that it is the most difficult stage to acquire empirical evidence
• Implementation-In this stage the individual employs the innovation to a varying
degree depending on the situation. During this stage the individual determines the
usefulness of the innovation and may search for further information about it.
• Confirmation-In this stage the individual finalises his/her decision to continue
using the innovation. This stage is both intrapersonal and interpersonal,
confirmation the group has made the right decision.
5. Moore’s Innovation Adoption Rate
• Suggest that the marketer should focuses on
group of customers at a time. Most of these
technologies may start off in businesses. When
thinking about our technologies we focuses on
the business professionals first. The technologies
will not be cheap though mainly for the rich and
wealthy.
• Also talk about how things will only get adopted
if there is a major new benefit that comes with it.
6. Critical Mass Theory
• The Critical Mass Theory explains the use of
communication technologies being use
worldwide. We have the power to make these
technologies better and better. Instead of use
waiting for things to happen we can make it
happen faster.
7. Social Learning Theory/Social
Cognitive Theory
• Social learning theory and Social Cognitive
Theory both influence learning, socialization,
and experience. They also relate to observing
others within the context of social
interactions, experiences, and outside media
influences.
• So In 2022, the technology that we invent will
be toward our social benefit.
8. Uses and Gratifications Theory
• Gratification Theory is the pleasurable
emotional reaction of happiness in response
to a fulfillment of a goal.
• I-phone could be a perfect example because
apple was happy that they made I-phones and
they achieved their popularity goal because
everyone is buying I-phones.
9. Media System Dependency Theory
• Media System Dependency Theory talks about
our relationship between the media and our
society. The media plays a major role in our
society.
10. The Theory of the Long Tail
• The theory of the Long Tail is that our culture and
economy is increasingly shifting away from a
focus on a relatively small number of "hits"
(mainstream products and markets) at the head
of the demand curve and toward a huge number
of niches in the tail.
• For example, apple is going to be selling I-phones
forever because people love the phone and they
keep make better versions of the I-phone to keep
the demand high.
11. The Principle of Relative Constancy
• The Principle of Relative Constancy is a model
for analyzing how much money is spent on
media by both consumers and advertisers.
• For example, Michael Jordan pays to advertise
on the same channel consumers pays to
watch.
12. The Umbrella Perspective on
Communication Technology
• The Umbrella Perspective is broken down into
5 parts: The Social System, The Organizational
Infrastructure, Hardware, Software and the
User.
• These 5 parts helps us understand
communication technology.
