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Z514: Social Aspects of Information Technology
Week 9
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Sender-Message-Channel-Receiver (SMCR) model Lievrouw, L. A. (2009). New media, mediation, and communication study. Information, Communication & Society, 12(3),
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Two-step flow People’s decision making process during a Presidential campaign Found far more influence on personal contacts than newspapers or radio Opinion leaders will distribute the content as well as their interpretations Stage 2 Stage 1 Opinion leaders pay attention to the mass media
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Uses and gratifications theory Media users have a free will to decide how they use the media and how the media influence them Media users as rational decision-makers
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Diffusion of innovations theory “communication and adoption of new practices and ideas through social systems” (pp ) Pro-innovation bias
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
The mutual-shaping perspective (STS) Society and technology are co-determining and articulated in the interactions between people’s practices and the material infrastructure Computer-mediated communication Social presence Media richness theory Media equation
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Cultural transmission theory New media can transmit social norms, perceptions, and behaviors (e.g., gender, power structures, and class, and identity) Re-emphasizing that ‘“mediation” is something the media do’ (p. 313)
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Connected presence “always-on” technologies connect people via mobile phones, , SMS, and chat > The Cell Refuseniks (c.f., beatniks) Digital-cocoon
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New Media, Mediation, and Communication Study (Lievrouw, 2009)
Domestication theory How new technologies are being shaped and integrated into everyday lives – across boundary between the private and public spheres media systems = “commodities in themselves, and their content promotes and reinforces consumption”
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