Some thoughts about how our needs drive new innovative technologies, including our basic needs for shelter, food and water and our desired wants for media, health, energy, education and safety provided by secure governments.

1. COMMUNICATION TECHNOLOGIES
2026
THE DRIVE BEHIND THE INNOVATION

2. COMMUNICATION
BRINGS GREATER
INNOVATION
All throughout history people
have sought innovative ways to
save their labor, assets and
time.
The challenges that people face
bring focus to the problem’s they
need solved.
As communication technology
has advanced, shared
knowledge has increased,
leading to new innovation.

3. OUR NEEDS AND WANTS CREATE THE
DRIVE WHICH FUELS NEW INNOVATIONS
….communication theories help to explain how communication technology
innovations diffuse through and are accepted by society

4. DIFFUSION OF INNOVATION
The process by which an innovation is communicated through
certain channels over time among the members of a social system.
Everett Rogers developed this theory to thoroughly explain the
process of how innovation diffuses out to society. He believes that
we find out about the innovation that we are contemplating through
different media channels. He defines the characteristics we consider
when contemplating new technologies for ourselves as, the relative
advantage to us, it’s compatibility, how complex we perceive it to be,
if a trial is possible and falling back on social learning theory, we look
to see if we can see others using this hot new innovation. Further
Rogers believes we use a five step process to systematically make
up our minds.

5. THE NEED FOR ENERGY IS MASSIVE
COMMUNICATION TECHNOLOGIES BRING INNOVATIVE NEW WAYS TO
COMMUNICATE WITH AND CONTROL EFFICIENT ENERGY PRODUCTION

6. BETTER HEALTH WILL CONTINUE TO BE AN IMPORTANT FOCUS OF
INNOVATION. ADVANCING COMMUNICATI0N TECHNOLOGY INTO
HEALTHCARE POSITIVELY IMPACTS OUR HEALTH, EXAMPLES INCLUDE
BIO METRIC DEVICES, OPTICAL IMAGING ANALYSIS AND ROBOTIC SURGICAL
EQUIPMENT. INNOVATIONS IN GENETIC AND STEM CELL THERAPY’S WILL
BRING US PROFOUND OPTIONS FOR BETTER HEALTH BY THE YEAR 2026.
HEALTH CARE IS ONE OF THE BIGGEST
MARKETS FOR INNOVATION

7. It’s possible we do not know about the best communication technology in
existence. The strongest governments are aggressive about developing and
having the most advanced communication technology, they seek innovation in
private labs and universities. Surveillance will remain one of our most
important tools for safety and security. It’s unlikely you will be able to escape
surveillance in public in the future.
THE PEOPLE OF EVERY COUNTRY WANT
TO BE SAFE AND SECURE

8. UNDERSTANDING WHY PEOPLE SEEK
INNOVATIVE MEDIA COMMUNICATION
AND TECHNOLOGY
People desire, thus deliberately seek in their life, the media which provides
them with the greatest satisfaction for what they want.
USES & GRATIFICATION THEORY focuses on the active participation of
media seekers to explain they seek various forms of media in order to fulfill
emotional needs, a desire for knowledge, opportunities for socialization, for
time alone and to relax, and especially for their entertainment.

9. EDUCATION NEEDS INNOVATION
Education is a traditional practice in most cultures throughout our world and exposure to
ever improving innovations in technology is shaping education. Two communication
theories which attempt to explain this inter dynamic relationship are SOCIAL LEARNING
THEORY AND SOCIAL COGNITIVE THEORY. Social Learning Theory recognizes that
young and old people alike, learn in a primary way by watching others, but the theory
considers many more influences and outcomes. “Social Cognitive Theory (SCT) started as
the Social Learning Theory (SLT) in the 1960s by Albert Bandura. It developed into the
SCT in 1986 and posits that learning occurs in a social context with a dynamic and
reciprocal interaction of the person, environment, and behavior. The unique feature of
SCT is the emphasis on social influence and its emphasis on external and internal social
reinforcement. SCT considers the unique way in which individuals acquire and maintain
behavior, while also considering the social environment in which individuals perform the
behavior. The theory takes into account a person's past experiences, which factor into
whether behavioral action will occur. These past experiences influences reinforcements,
expectations, and expectancies, all of which shape whether a person will engage in a
specific behavior and the reasons why a person engages in that behavior.”
Boston University School of Public Health. (2016, Jan 6). Behavioral Change Models.
Retrived from http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-
Models5.html

10. BUT INNOVATION NEEDS EDUCATED PEOPLE
There is likely little, that is more important to the future of humanity, than the best
quality of education, provided to the greatest number of people possible.
Communication technology has already brought amazing changes to education.
It’s exciting to imagine what innovation will bring to my descendant’s in 2026.

11. New technologies are expensive and
education budgets are usually low, it
takes a while for new innovations in
communication technology to become
more affordable and thus utilized in
educational settings. Hopefully this will
be one of the challenges that have
been met and overcome in the
classrooms of 2026.
EDUCATION &
COMMUNICATION
TECHNOLOGIES

12. PRINCIPAL OF RELATIVE CONSTANCY
AND OUR DESIRE TO UPGRADE
It is important for society to understand new media markets, from both the perspective of
commerce and the consumer. Mass media products are constantly being replaced by the
latest innovation. Retailers must give consideration to the fact that consumers cannot
often afford to upgrade their media products. The Principal of Relative Constancy tells us
that consumers spend only a constant fraction of their disposable income on mass media
products over time. So it stands to reason, given society’s dependency relationship with
media systems, there is a greater likelihood that people will alter this behavior and chose
to spend that fraction to upgrade, after big leaps forward in innovation occurs. Time and
money spent on new communication technologies will come at the expense of old
communication technologies.
Bethal University. (2012). Relative Constancy Principal. Retrieved from
http://people.bethel.edu/~socsco/ComTech/ComTechTheory.html

13. MEDIA SYSTEM DEPENDENCY THEORY
This theory was developed, by Ball-Rokeach & DeFleur, explaining the
reasoning behind the development of our dependent relationship with media, as
helping us to fulfill our motivation to seek social understanding, pursue self
understanding, engaging in activities or play, whether it be solitarily or socially.

14. Everything is becoming science fiction
From the margins of an almost invisible literature has spring
the intact reality of the 20th century. J G Ballard, British author

15. Many people in the world have grown accustomed to living in communities
which meet their needs for safety, homes, jobs, transportation, healthcare,
education, child and elder care, places to shop, good clean water, affordable
energy, parks and entertainment. These desires will always fuel innovation in
these areas and a strong need for people to work to provide them.
Many others need these things, compelling those more fortunate and
compassionate to create innovation for helping the needy.

16. SOURCES
Boston University School of Public Health. (2016, Jan 6). Behavioral Change
Models. Retrived from http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/SB721-
Models/SB721-Models5.html
WhoSaid.co. (2012) J. G. Ballard quotes. Retrieved from
http://www.whosaid.co/quotes/Everything%20is%20becoming%20science%20fi
ction.%20From%20the%20margins%20of%20an%20almost%20invisible%20lite
rature%20has%20sprung%20the%20intact%20reality%20of%20the
Bethal University. (2012). Relative Constancy Principal. Retrieved from
http://people.bethel.edu/~socsco/ComTech/ComTechTheory.html
Robert G. Fichman. (1999 Sept) The Diffusion and Assimilation of Information
Technology Innovations. Retrieved from
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.24.4539&rep=rep1&ty
pe=pdf