1. Future Technologies:Future Technologies:
20232023
By: Sean Payne

2. Media Systems Dependency TheoryMedia Systems Dependency Theory
Developed by Sandra Ball-Rokeach and
Melvin DeFleur in 1976.
States that the more a person depends on
media to meet needs, the more important
media will be in a person's life, and
therefore the more effects media will have
on a person.
Each individual is unique in what media is
important to them

3. Media Systems DependencyMedia Systems Dependency
Theory (Cont.)Theory (Cont.)
How important is media to an individual?
◦ According to Ball-Rokeach and DeFleur,three media needs
determine how important media is to a person at any given
moment:
 1) The need to understand one's social world (surveillance)
 2) The need to act meaningfully and effectively in that world (social utility)
 3) The need to escape from the real world when tensions are high (fantasy-
escape)

4. Media Systems DependencyMedia Systems Dependency
Theory (Cont.)Theory (Cont.)
 Today’s young adults have more dependency than those that are my age and older.
I believe this is because cell phones were at the beginning of becoming “common”
when I was in high school and such. Now days, everyone has cell phones and they
“cant live without it”. The days of elementary school kids getting phones are upon
us! I actually miss the days of not needing my phone… Much more PEACEFUL!
 My family jokes about my brother (only 5 years younger) always being on his
phone. This proves how narrow the gap is between how rapidly these things
progress and develop dependency amongst others.

5. Diffusion of InnovationsDiffusion of Innovations

6. Diffusion of Innovations (Cont)Diffusion of Innovations (Cont)
Knowledge – Person knows of innovation, but
lacks interest in said innovation.
Persuasion – Person is now interested in
innovation and seeks more information.
Decision – Weighs advantages/disadvantages.
Accept/Reject idea?
Implementation – Person determines usefulness.
Confirmation – Person finalizes decision to
continue use of innovation.

7. "Innovation distinguishes"Innovation distinguishes
between a leader and a follower."between a leader and a follower."
("The Innovation Secrets of Steve("The Innovation Secrets of Steve
Jobs," 2001)Jobs," 2001)

8. I personally love the preceding quote from
the late Steve Jobs. To me, he words it
perfectly. For something great and
innovative to happen, you have to have
someone leading (generating an idea).
Then you have to have someone saying,
“Yeah, that’s a great idea… I’ll jump on
that bandwagon.” That’s when you have
great things being created.

9. Uses & Gratifications TheoryUses & Gratifications Theory
Blumler and Katz’s uses and gratification
theory suggests that media users play an
active role in choosing and using the media.
Users take an active part in the
communication process and are goal oriented
in their media use. The theorist say that a
media user seeks out a media source that
best fulfills the needs of the user. Uses and
gratifications assume that the user has
alternate choices to satisfy their need.

10. Another Steve Jobs quote…Another Steve Jobs quote…
"I end up not buying a lot of things,
because I find them ridiculous." (The
Independent, 2005)
◦ To me, this sums up the Uses & Gratifications theory. There
are some amazing products out there, but there are also some
ridiculous ones as well. You have to have a product that people
“cant live without” in order for it to be a success. It has to be
something that people will get use out of the product, thus
choosing it over another.

11. What does the future hold??What does the future hold??

12. Cell PhonesCell Phones
Aside from continuing the faster speeds, I
feel that the future of cellular devices will
be more improvements on the touch
screen abilities.
More gaming abilities will also become the
norm. Apple has brought phones to a
great place with the apps… I feel its only
at the beginning!

13. TelevisionsTelevisions
I really like the path that TVs are going
with the recent developments of 3D. I
think with the rapid improvements of this,
we will eventually get it built into the
screens so people don’t need to have the
awkward glasses to enjoy this feature.
Internet capabilities will continue to
develop via the TV as well.

14. Gaming ConsolesGaming Consoles
I am a gamer, and I love my consoles.
But I have a feeling that eventually
consoles my become extinct with the
consoles actually being built into the
television devices being ran through live-
stream and the internet.

15. ReferencesReferences
 Theories of communication. (Lesson 38). Retrieved from
http://www.zeepedia.com/read.php?
media_system_dependency_theory_media_system_dependency_theory_theories_of
_communication&b=81&c=38
 Blumler J.G. & Katz, E. (1974). The uses of mass communications: Current
perspectives on gratifications research. Beverly Hills, CA: Sage.
 Brandon, G. (n.d.). Retrieved from
http://www.cnn.com/2012/10/04/tech/innovation/steve-jobs-quotes
 Grant, A. E., & Meadows, J. H. (2012). Communication technology update and
fundamentals (13th ed.). Oxford: Focal.