1. Communication Technology
What will the communication technology
landscape look like in 2021 A.D.?
Jenna Kelly

2. How we as a society currently
use technology……

3. Social Networking

4. The Umbrella Perspective on
Communication Technology
• Hardware - the • Social System - the
communication political, economic and
technology itself media systems
• Software - the environment etc.
messages/content of • Individual Users - actual
the communication and potential
technology
• Organizational
Infrastructure - those
involved in the
production/distribution

5. Using the Umbrella Perspective: Xbox
• Xbox Live • Social System-Xbox live is more
• Hardware-a gaming device that than a gaming system. Microsoft
allows you to play video games has integrated social media into
and chat online with opponents. their plan making it very easy to
• Software-With over 23 million update
members, Xbox Live is yourFacebookstatus, stream
unstoppable and provides videos, tweet, and connect face
entertainment to a large portion to face with friends and family via
of our population. Kinect.
• Organizational Infrastructure— • Users-Loyal gamers. Potential
Microsoft owns Xbox and they users would be celebrities
are far ahead of their endorsing the device via social
competitors, Sony and Nintendo media outlets. Example:
when it comes to production and LeBronJames playing Call of Duty
distribution of the product. on Youtube, Charlie Sheen
tweeting about the latest
Madden game.

6. Critical Mass Theory
• “Critical mass" is the Critical mass can be
small segment of a applied to many
societal system that different aspects of
does the work or sociodynamics. It
action required to becomes increasingly
achieve the common applicable to
good. innovations in
interactive media.

7. Using Critical Mass Theory: Pinterest
• “Our goal is to connect
everyone in the world
through the 'things' they
find interesting. We think
that a favorite book, toy, or
recipe can reveal a common
Pinterest is an innovative way to link between two people.
socially connect with a massive With millions of new pins
group of people and share added every week, Pinterest
common interests.
is connecting people all
over the world based on
shared tastes and interests.”

8. Roger’s Diffusion of Innovation
Knowledge – person
becomes aware of an
innovation and has some • Implementation – person
idea of how it functions. puts an innovation into
• Persuasion – person use.
forms a favorable or • Confirmation – person
unfavorable attitude evaluates the results of
toward the innovation. an innovation-decision
• Decision – person already made.
engages in activities that
lead to a choice to adopt
or reject the innovation.

9. Using Roger’s Diffusion of Innovation:
Blogging
Knowledge: User may research different blog
sites to find one that best suits their personal
needs.
Persuasion: User would make a decision on
which blog to create based on personal
research.
Decision: Person would create the blog and
make a decision of they enjoy using it or not.
Implementation: Success, and uses the blog
regularly!
Confirmation: Blogger it is

10. Uses and Gratifications Theory
• What people do with • Cognitive needs
media rather than what • Affective needs
media does to people. • Personal Integrative
needs
• How people use media • Social Integrative needs
at their convenience. • Tension free needs

11. Using the Uses and Gratification
Theory: e-readers
• E-readers such as the
Kindle have changed the
book industry and reading
material drastically.
• The compact device is
sleek, easy to use, and
takes up minimal space.
• Society ‘needs’ this over a
book for the mere fact
that we are in the Digital
Age, and books are on
their way out
completely, unfortunately
.

12. Dependency Theory
• You become dependent • You rely on the media
on media information for information more so
to meet certain needs than before.
and achieve certain
goals.

13. Using Dependency Theory: TiVo, On-
Demand Television
• The TiVo® Premiere
DVR is the world's first
Smart DVR. It brings the
best entertainment
from cable and the web
together in one
place, with one remote
and one simple search
across everything.

14. Social Learning Theory and Social
Cognitive Theory
People can learn new • Albert Bandura believed
information and that direct
behaviors by watching reinforcement could not
other people. Known as account for all types of
observational learning learning.
(or modeling), this type
of learning can be used
to explain a wide variety
of behaviors.

15. Using social learning theory/social
cognitive theory: reality television
• People watch reality • People watch and learn
television shows to the lives of others to
vicariously live the lives observe and operate in
of celebrities and similar ways as they see
normal folk to feel a on television.
sense of stability and
normalcy.

16. The Principle of Relative Constancy
• This principle states that consumers spend a
constant fraction of their income on mass
media over time (constancy
assumption), although they are expected to
alter their spending patterns within mass
media categories in response to the
introduction of new mass media products or
services (functional equivalence assumption).

17. Using the Principle of Relative
Constancy: getting the latest phone
• Consumers feel as if
they must keep up with
the latest trends in
cellular devices
regardless if the phones
serve the same purpose
because our wants and
needs extend with
technology.

18. The Long Tail theory suggests that, as the Internet makes distribution easier
-- and uses state-of-the-art recommendation systems that allows consumers
to become aware of more obscure products -- demand will shift from the
most popular products at the "head" of a demand curve .
THE LONGTAIL THEORY

19. Long Tail Theory in use: iTunes
• iTunes is a perfect example of the Long Tail
because it provides ample opportunity for
unknown artists to be discovered by fans
based on search results and similar artists. It is
a media that provides opportunity for up and
coming artists.

20. In 2021……
Now that you’ve seen the why’s of
technology today, here is a look at
our potential future.

21. Smartphones with breathalyzers?
• Although some may joke about such a thing, I
foresee it happening and think it could
potentially prevent many drunk driving
incidents.

22. Technology taking jobs?
• Many fast food chains have already cut jobs
and replaced them with robots, and it seems
to be a continuing trend.
• Robots and computer machines can enter
orders and date via voice based or by
punching in numbers—which saves companies
money and also takes jobs from citizens.

23. Sources Cited
• Dependency Theory. Retrieved December 12, 2011, from
• http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/
Mass%20Media/Dependency%20Theory.doc/.
•
• Retrieved December 10, 2011, from
• http://en.wikipedia.org/wiki/Critical_mass_(sociodynamics).
•
• Retrieved December 12, 2011, from
• http://www.fsc.yorku.ca/york/istheory/wiki/index.php/Diffusion_of
_innovations_theory.
•
• Longtail Theory. Retrieved from December 12, 2011 from,
• http://knowledge.wharton.upenn.edu/article.cfm?articleid=2338.

24. Cont’d
• Uses and Gratification. Retrieved December 10, 2011, from
• http://communicationtheory.org/uses-and-gratification-theory/.
•
• The Mechanism of Diffusion. Retrieved December 11, 2011, from
• http://www.stanford.edu/class/symbsys205/Diffusion%20of%20Innovations.htm
•
•
• Retrieved December 10, 2011, from
http://people.bethel.edu/~socsco/ComTech/ComTechTheory.html.
•
• Psychology Today. Retrieved December 12, 2011, from
• The Mechanism of Diffusion. Retrieved December 11, 2011, from
• http://www.stanford.edu/class/symbsys205/Diffusion%20of%20Innovations.htm.
•
• Xbox Information. Retrieved December 12, 2011, from
• www.xbox.com.
•
• I do not own any copyrights to any photographs. All photographs came from the search engine:
www.google.com .