1. New Technologies and Society: An Overview
Bcst 470

2. Why New Tech? The Practical Side
Competition-
New technologies are creating competition for existing media
Need to know how competition will impact both existing and developing media
Convergence-
New techs affect how content is delivered
Electronic delivery systems converging
Role of multipurposing content, media
11/13/2018
Bcst 470

3. Why does technology matter?
Increasingly rapid changes in technology
Technology drives convergence
Convergence drives competition
Competition drives media behavior
Technology also directly changing media operations, by impacting costs
The media business is being transformed and media impacts on society
The Vision Thing- “Information Society”
11/13/2018
Bcst 470

4. Information Society?
There’ve been numerous visions of a future, shaped by the development of a world-wide information/computer/telecommunications network, and an increased emphasis on the role and value of information and communication
Some are utopian - an Information Society of freedom and prosperity
Some are dystopian - a dismal world of authoritarian control and repression
11/13/2018
Bcst 470

5. The Net and Visions of the Future
Most visions share the idea of a global computer/telecommunications network, even concur on its basic structure
Visions differ in impact of that net, in how they see the Net being used
The emerging Net is potential, shaped by technological, economic, & political forces
11/13/2018
Bcst 470

6. Why does Comm matter? Theoretical Perspectives
Social sciences say that communication is what makes us human, what makes society possible.
Structural functionalism suggests that the form and structure of communication media shape use, impact of media (socialization)
Marxist/criticalists argue media central to maintaining power/control in society
Social psychologists argue behavior based on messages received, (directly and through media)
11/13/2018
Bcst 470

7. From Socio-Cultural Theories
The social impact of communication & communication (information) systems shaped by:
Technology/ Physical Infrastructure
Organizational / Social Structure
How it is used
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8. “The medium is the message.” -Marshall McLuhan
11/13/2018
Bcst 470

9. Theoretical Perspectives
Several approaches to how to look at media and society, or technology and society
11/13/2018
Bcst 470

10. Conceptual Road Map for Technology & Impact (Pavlik)
Map by primary technical function
production
distribution
display
storage
Map by consequences of technologies
on how professionals work
on nature of content
on structure of industries
on nature of audiences and impact on society
11/13/2018
Bcst 470

11. Theoretical Perspectives- Innis
The technology of medium have biases, which influence how it is used for comm.
Each society evolves a central comm. system/media, and patterns of use
Patterns of use impact on type of society
New technologies, with new biases, lead to new media, and with adoption/use, new types of society
11/13/2018
Bcst 470

12. Theoretical Perspectives- Bates
Media and societies integrally linked, influence each other
Media impact through how they are used, use shaped by technology and society
Framework for looking at influence-
Access
Bias
Control
11/13/2018
Bcst 470

13. Theoretical Perspectives- Grant
Factors:
Social System
Organizational Infrastructure
Hardware/Software
Individual User
Each of which may be enabling, limiting, motivating, and/or inhibiting
11/13/2018
Bcst 470

14. Theoretical Perspectives- Dependency Theory (Ball-Rokeach & DeFleur)
Media system (number and centrality of information functions varies)
Social System (degree of stability varies)
Audiences (degree of dependency on media information varies)
Effects- Cognitive, Affective, Behavioral
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Bcst 470

15. Theoretical Perspectives - Other views
Structural Functionalism
Technological Determinism
Cultural / Technological Imperialism
Technology shaped by culture
Marxist/criticalist - mechanisms for control
11/13/2018
Bcst 470

16. In conclusion . . .
There is a complex, dynamic interrelationship between society, media, and audiences.
While technology may bias, impacts governed more by the actual patterns of use that evolve
Policy can shape that evolution
11/13/2018
Bcst 470

18. Communication Models Information Theory (Shannon)
Receiver Message*
Sender Message
Encoder
Channel
Decoder
Noise
11/13/2018
Bcst 470

19. Communication Models Diffusion Theory (Rogers)
Individual Characteristics
Knowledge
Social Characteristics
Persuasion
Comm/Media
Perceived Characteristics
Decision
Adoption/Rejection
Confirmation
11/13/2018
Bcst 470

20. Communication Models Diffusion of Innovations
11/13/2018
Bcst 470