Week 3 -- 17 October - Diffusion of Innovation
Reading:
Chapters 2 & 3 from Media, Technology and Society, 1998.
Informing Ourselves to Death, Neil Postman, 1990.
"Determining Uses and Gratifications for the Internet," from Decision Sciences, Vol 35 No 2, March 2004.
Optional: "Around the World Wide Web in 80 Ways: how motives for going online are linked to internet activities among politically interested internet users," from Social Science Computer Review, Vol 21 Issue 3, 2003.
Assignment: Discuss the importance of "supervening necessity" - can you think of other examples? What about the law of unintended consequences? How might U&G theory apply to your research this quarter?
“Supervening necessity” is a critical component of the model for change presented in Media, Technology and Society. Described as a social driving force, it pushes an idea to become an invention recognized and desired in the social sphere. It is significant because without the need for a prototype, it disappears and never reaches the masses. In terms of a business model, supervening necessity would be the demand, without it a product has no success. For example, Bill Gates vision of a PC being desired in every home did not become a reality until supervening necessity made it so. The same can be seen with the cell phone replacing landline telephones, records changing to tapes and cd or radio’s popularity shift from AM to FM. Every technology lives or dies based on supervening necessity, it is the lifeblood for a new idea to become common phenomena.
The “law of unintended consequences” encompasses the unforeseen, unplanned outcomes or results of something. In the article “Informing ourselves to death,” Postman eludes that computer technology may not be that great because while accessing more information can be useful, an unintended consequence is too much that people “drown” in information overload. In other words, something great is most likely not that great because of negative unintended consequences and the human dilemma. Postman quotes “We have met the enemy and he is us.” With that view, every technology will have a downfall or undesired effect. For example the Internet is a great tool with a negative consequence being that it also allows people to use it for harmful, dishonest purposes such as sending viruses or engaging in criminal activity. However if supervening necessity is at work, a new idea will come about to address a destructive unintentional consequence of an invention by making a solution needed and thus the cycle of change continues.
User and Gratifications theory related to my research: For all proposed topics, political campaign use of digital media, online dating, and profitability from online advertising, knowing why and what individuals want from their online interaction is useful. People want to get what they want and suppliers want to give them what they want for both to be happy. For example, campaigners, dating services and advertisers want to know what you get out of their service in order to persuade your opinion or become a constant user or buyer. They want their product/service to become supervening necessity and thus they want to know your use and gratification.
Chapters 2 & 3 from Media, Technology and Society, 1998.
Informing Ourselves to Death, Neil Postman, 1990.
"Determining Uses and Gratifications for the Internet," from Decision Sciences, Vol 35 No 2, March 2004.
Optional: "Around the World Wide Web in 80 Ways: how motives for going online are linked to internet activities among politically interested internet users," from Social Science Computer Review, Vol 21 Issue 3, 2003.
Assignment: Discuss the importance of "supervening necessity" - can you think of other examples? What about the law of unintended consequences? How might U&G theory apply to your research this quarter?
“Supervening necessity” is a critical component of the model for change presented in Media, Technology and Society. Described as a social driving force, it pushes an idea to become an invention recognized and desired in the social sphere. It is significant because without the need for a prototype, it disappears and never reaches the masses. In terms of a business model, supervening necessity would be the demand, without it a product has no success. For example, Bill Gates vision of a PC being desired in every home did not become a reality until supervening necessity made it so. The same can be seen with the cell phone replacing landline telephones, records changing to tapes and cd or radio’s popularity shift from AM to FM. Every technology lives or dies based on supervening necessity, it is the lifeblood for a new idea to become common phenomena.
The “law of unintended consequences” encompasses the unforeseen, unplanned outcomes or results of something. In the article “Informing ourselves to death,” Postman eludes that computer technology may not be that great because while accessing more information can be useful, an unintended consequence is too much that people “drown” in information overload. In other words, something great is most likely not that great because of negative unintended consequences and the human dilemma. Postman quotes “We have met the enemy and he is us.” With that view, every technology will have a downfall or undesired effect. For example the Internet is a great tool with a negative consequence being that it also allows people to use it for harmful, dishonest purposes such as sending viruses or engaging in criminal activity. However if supervening necessity is at work, a new idea will come about to address a destructive unintentional consequence of an invention by making a solution needed and thus the cycle of change continues.
User and Gratifications theory related to my research: For all proposed topics, political campaign use of digital media, online dating, and profitability from online advertising, knowing why and what individuals want from their online interaction is useful. People want to get what they want and suppliers want to give them what they want for both to be happy. For example, campaigners, dating services and advertisers want to know what you get out of their service in order to persuade your opinion or become a constant user or buyer. They want their product/service to become supervening necessity and thus they want to know your use and gratification.
posted by Stephanie Wilder at
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