My final project I wanted to mix a bunch of our current technologies into a new way using the theories we have discussed during the semester. I didn’t want to make the new technologies too high tech, because we need to think 10 years isn’t that long. How far have we come in 10 years? So I stuck to technologies that we have today, but added realistic traits to each. After I created these new technologies I added the theories in and how they relate to each advancement.

1. By: Jamie Tardiff
COMM 303: INTRO TO COMM
TECH

2. Theories used in presentation
 Social Learning Theory
 Social Cognitive Theory
 Uses of Gratification Theory
 Roger’s Diffusion of Innovations

3. Social Learning Theory
When identifying Social Learning Theory Albert
Bandura proposed four conditions:
• Attention
• Retention
• Motivation
• Motor Reproduction

4. Social Learning Theory
Continued
 We learn by others around us. “Social learning Theory believes development and expansion occurs through a
process called experiential learning (Cherry).” Which can be identified though the four main points.
 In the next slide I will discuss cell phone technologies of the future. These advances can be seen to have derived
from this theory. People, business’, and companies all learn from others based on these theories.
 Attention: we pay close attention when Imitating our superiors when new technology develops it is costly
and is seen to be superior. There is always someone who is more superior than you, when it comes to
phones you have to top the person below you.
 Motivation: We are motivated through our Role Models Behavior so when we see our role models with
lavished items we are motivated to purchase beyond our means.
 Retention: the observer must be able to retain and understand the concepts surrounding the social
idea, and what is in it for them. In regards to phones; they must be able to retain the information about the
product and how it works.
 Motor Reproduction: is to replicate a design just demonstrated, so you need to keep Close Contact to
your observer and what is being created. Competitors use motor reproduction when imitating products
seen superior than theirs.
All these theories are applied in the next slide in that companies are motivated to pay attention and retain
details to replicate set designs (phones). They compete to create the most profitable design ,and they do
this by using the Social Learning Theory. This theory helps the producer compare, and overshadow
others designs.

5. Social Cognitive Theory
 “This theory focus’ on the individual's knowledge related to
observing others within the context of social
interactions, experiences, and outside media influences”
(Bandura 23).
 Relating this method to advances in communication is
obvious. Everyone learns by observing and doing. With this
theory designers create their technology based on the
competitors around them.
 They observe their rivals new invention through the
media, social interactions, and online databases and base
their new technologies off challengers.
 When Apple invented the “smartphone” all competitors
stepped up and came up with similar, but different designs.

6. Communication Technology (cell phones)
In regards to Social Learning Theory we learn
by following. It is an ongoing process to
compete for the best technology. The phones
of the future are seen as extremely light weight, and
versatile.
You will be able to access information on both sides
(front and back), or on the same side. Phones will be
able to morph into different shapes and will be
flexible. And can be seen as “James Bond” detective
gear as pens, and watches. These watches give you
free hands, and to talk touch your index finger to your
ear or talk out loud.
Cameras are seen in much higher resolutions, and
endless design options to add to your image.
3-D effects will also be in play with this new
technology. When you’re locating your destination on
Google Maps the target practically pops out at you.

7. The Uses and Gratification Theory
 The uses and gratifications theory follows a
basic form. It focus’ on the audience’s
reaction to specific gratifications when they
are actively searched out in the media
(Rossi).
◦ Usually
entertainment, merchandise, socializing, b
usiness or factual information.
 We see these uses everyday while were are
tagging ourselves in Facebook
pictures, finding our favorite show that we
DVR’d, and realizing Macy’s is having a shoe
sale when you went to find a coupon online.

8. Everyone in the world seeks out that
instant gratification with whatever they
are doing. “Facebook,” “Twitter,”
“Pinterest,” games, shopping, etc…
With “facebook” we want to be tagged in a
nice picture; the more we have the better
we look. The same with friends on
“facebook” and “twitter” you get that
instant gratification when you have a new
follower request.
And “Pinterest” you are always looking for
that gratification of finding that perfect
pin for your page.

9.  With the world needing that instant gratification with everything that
they do; why not making it virtual. That way you can see that
persons reaction first hand.
 By 2021 we will be able to experience our entertainment right in
front of us.
 Video games, telephone calls, purchases, and business interviews
with just a few gadgets.
 Everyone loves that feeling of pleasure when they make a
successful purchase, or dominating a level on a video game, or
talking to a loved one so far away. Well with virtual reality this
gratification will be taken to a new level.
 You no longer have to deal with traffic getting to the mall, or
airports, and it will be fantastic graphics when your in the video
game.
 And this changes the world of social networking completely. You
just need to have the permission of each individual, and you can
have a one on one conversation right in front of your eyes.

10. Roger’s Diffusion of Innovations
• Rogers' model studies diffusion from a change
communication framework to examine the
effects involved in the communication process
on the rate of adoption.
• The how, what, and at what rate new
innovations will be spread through our culture.
• “Using the stages:
knowledge, persuasion, decision, implementatio
n, ad confirmation can decided when the
innovation was accepted (Rogers).”

11. Roger’s Diffusion
Innovations
(Cars)
 Every car will be a hybrid.
 Accidents and fatalities will be Their won’t be flying cars in 20
decreased due to heat sensors; years, but their will be major
which will stop the car or veer improvements.
the vehicle away from
pedestrians, animals, and other
vehicles.
 Also sensors that will alert when
your about to back into an object;
trees, parked cars, etc…
 Mood enhancers will be
programmed into your seat
which will determine which music
your in the mood for.
 Along with mood enhancers their
will be climate controls which will

12. ROGER’S DIFFUSION OF INNOVATIONS
 Using this theory to the previous slide it is easy to distinguish
how our culture will react to these cars.
 Knowledge: This is where the individual is first exposed to the innovation, but lacks information
about it. Whenever a new product is released there is little information about it out, the
individual will have to wait.
 Persuasion: In this stage the individual is interested in the innovation and actively seeks
information/detail about the innovation. Our culture will see this product come out and start
searching for more information regarding this new technology.
 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. Our society is based on people searching for the new, and people stuck in their ways.
The same will be with the smart cars. Individuals will want to commit to this new
technology, while others will reject it based on the information given, and its performance.
 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. This is the stage where individuals
will have purchased the product, or have been with someone who has and wants to see more
details surrounding the concept.
 Confirmation: This stage the individual finalizes his/her decision to continue using the innovation
and may use the innovation to its fullest potential. The individual purchases the product, and
uses the information researched to utilize all its devices.

13.  “Diffusion is a process when an innovation is
communicated through certain channels over
time among members of the social system
(Rogers).”
◦ With that being said in regards to cars; people always
hear the information of every new technology.
Individuals learn of the new technology through other
individuals and the media (advertisements).
◦ However; everyone just can’t go out and purchase this
new technology. There is a social system by which
technology will be channeled.
◦ With this theory the technology will soon be
channeled, and in progress.

14.  When examining the theories stated
throughout this project one can
determine the individuals reaction
to certain technologies.
 How they will apply these theories
to improve future technologies.
 And what will the future results
look like, act like, and perform like.

15. Bandura, A. (1989). Social cognitive theory. In R. Vasta
(Ed.), Annals of child development. Vol.6. Six theories of
child development (pp. 1-60). Greenwich, CT: JAI Press.
Retrieved December 3, 2011.
Cherry, Kendra. (2011) Social Learning Theory.
About.com. Retrieved December 3, 2011.
http://psychology.about.com/od/developmentalpsychol
ogy/a/sociallearning .htm.
Rogers, Everett. (1995). Diffusion of Innovations.
http://www.stanford.edu/class/symbsys205/Diffusion%
20of%20Innovatio ns.htm. Retrieved December 5, 2011.
Rossi, E. (2002, Spring). Uses of Gratifications/Dependency
Theory.
http://zimmer.csufresno.edu/~johnca/spch100/7-4-
uses.htm. Retrieved December 5, 2011.