Technology, Society and Communication Theory Writing for Electronic Delivery Abilene Christian University Writing for Electronic Delivery Abilene Christian University

How does technology impact our lives and society?

Technology’s downside  Technology obsoletes old industries and companies  Technology and automation take away jobs  Technology reduces face-to-face contact and is too impersonal  Technology degrades the moral fiber  Technology makes war more horrible  Technology obsoletes old industries and companies  Technology and automation take away jobs  Technology reduces face-to-face contact and is too impersonal  Technology degrades the moral fiber  Technology makes war more horrible

Technology’s benefits  Technology creates new jobs and new industries  Technology improves healthcare  Technology makes life more convenient and improves standards of living  Technology gives people the information they need to be informed citizens  Technology is moral-neutral  Technology creates new jobs and new industries  Technology improves healthcare  Technology makes life more convenient and improves standards of living  Technology gives people the information they need to be informed citizens  Technology is moral-neutral

Video

How “new media” is different

One-to-many v. many-to- many  Traditional media = one-to-many  New media (computer-mediated communication)= many-to-many  Decentralization of information  Examples?  Traditional media = one-to-many  New media (computer-mediated communication)= many-to-many  Decentralization of information  Examples?

Some theories that relate to CMC

Uses and Gratifications theory  Uses and Gratifications theory -- People use the media to satisfy a need

Technology Expectancy Image Gap theory  Because of discussion of advancing technologies, both in media reports and advertising, people expect more of a company or technology than it is capable of delivering.

Medium is the Message  Marshall McLuhan’s take on Technological Determinism Marshall McLuhan’s  Reductionist doctrine that says technology (particularly mass media) determines changes in cultural values, individuals, social interactions and institutions  Technology is the primary force for social change and the foundation for how society is structured  “Invention is the mother of necessities.”  Marshall McLuhan’s take on Technological Determinism Marshall McLuhan’s  Reductionist doctrine that says technology (particularly mass media) determines changes in cultural values, individuals, social interactions and institutions  Technology is the primary force for social change and the foundation for how society is structured  “Invention is the mother of necessities.”

The technological imperative  Actually first posited by critics of technological advancement, the technological imperative has no obvious theorist nor any defining statement.  At the same time, it has been supported in research.  Basic tenet: When technology is introduced to a culture it will (or should) continue to be developed for use in that society. *****  Actually first posited by critics of technological advancement, the technological imperative has no obvious theorist nor any defining statement.  At the same time, it has been supported in research.  Basic tenet: When technology is introduced to a culture it will (or should) continue to be developed for use in that society. *****

A matter of time  Synchronous v. Asynchronous

Communication types  Interpersonal v. Hyperpersonal* v. Mass Communication * Online interaction is quickly more intimate than f2f, because humans exaggerate the limited social cues they get.  Interpersonal v. Hyperpersonal* v. Mass Communication * Online interaction is quickly more intimate than f2f, because humans exaggerate the limited social cues they get.

Is CMC different from traditional media delivery? Yes and No.

Electronic v. Traditional Delivery  Online content developers are writing for an audience.  The baseline skills are the same -- the method of delivery differs.  Knowing the purpose of the communication is the first step.  Knowing your audience is the second.  Online content developers are writing for an audience.  The baseline skills are the same -- the method of delivery differs.  Knowing the purpose of the communication is the first step.  Knowing your audience is the second.

Is CMC more like print or verbal communication?

Camp One: Written Metaphor “…Although electronic writing requires that authors learn new technologies, incorporate new interactive techniques, and gain expertise in design-related issues of presentation, the conventions and traditions of print are still the touchstone.” “The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002: “…Although electronic writing requires that authors learn new technologies, incorporate new interactive techniques, and gain expertise in design-related issues of presentation, the conventions and traditions of print are still the touchstone.” “The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002:

Camp Two: Oral Metaphor “Perhaps scholars should base their views of electronic writing on an oral metaphor because the computer is an interpersonal medium. , mailing lists, discussion groups, and chat rooms use text, but they model themselves on conversation.” “The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002: “Perhaps scholars should base their views of electronic writing on an oral metaphor because the computer is an interpersonal medium. , mailing lists, discussion groups, and chat rooms use text, but they model themselves on conversation.” “The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002:

Oral communication characteristics  Immediacy  To convey emotion, rather than just information  Extra-textual content  Development of community  Non-linear  Abbreviations, incorrect grammar, shortened/fragmented sentences  Immediacy  To convey emotion, rather than just information  Extra-textual content  Development of community  Non-linear  Abbreviations, incorrect grammar, shortened/fragmented sentences