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Carolyn A. Lin Professor, Visiting Scholar Chinese University of Hong Kong University of Connecticut
Communication Technology
Theory and Research:
Converging the Past, Present and Future
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1. Mass Communication Research
Who is the target audience for the content?
What are the potential effects of such content use?
Where has all the audience gone?
2. Communication Technology Research
Where has all the audience come from?
What is the technology for and who is the target user?
What is the degree of technology fluidity (Lin)?
How and why does the audience use the technology?
What content can the audience access via the technology?
What are the potential effects of such content use?
I. Research Agenda
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1. Ecological Perspective
Different technology/content choices compete for a similar
and fixed allocation of audience/user time and attention
2. Functional Perspective
A new technology/content choice that is seen as a desirable
alternative can replace its functionally similar counterpart
3. Compensatory Perspective (Lin)
Technology/content choices are made to compensate for
each modality’s content, delivery channel and cost factors
Technology-Choice Behavior
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1. Transmissive Communication
Ubiquitous transmission of information, cultures and values
2. Social Communication
Reach out and Tweet someone – I See Your Face
3. Mobile Communication
Personalize the message with primacy and immediacy
4. Inter-Media Communication (Lin)
Capitalize on the synergy of the communication attributes
between offline and online media
Communication Functions
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II. Technology Adoption Research Model
1. Institutional Level Government: Policy and regulation planning and outcomes Technology Industry: Innovations and market competition Social Institutions: Social change and engineering 2. Societal Level The Press: A 24-7 platform for agenda setting & framing Mediated Channels: A 24-7 vehicle for priming and chatter Mobile Modality: A fluid personal communication system 3. User Level Individuals: Technology efficacy and self-empowerment Reference groups: Social support & relationship maintenance Communities: Social networks and social capital
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Communication Technology Adoption Research Model (Lin)
Adoption Factors
System Factors
Audience Factors
Tech Factors
Social Factors
Use Factors
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1. System Factors
A dynamic system that receives continuous input and
output of energy/matter to achieve a functional flow
a. Regulation/Policy: Guides technology innovations, shapes
market competition and provides consumer protection
b. Technological Culture: Shapes the beliefs, ideas and
market acceptance related to technology innovations
c. Technology Trends: Deters, accelerates or discontinues
technology innovations and market competition
d. Market Competition: Shapes and reshapes technology
innovations, trends, diffusion and adoption
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2. Audience Factors
Individual attributes can influence adoption and uses
Innovative Attributes: venturesome, novelty-seeking
and less risk-averse personality traits
Innovativeness Need: the need to self-actualize the
innovative tendency or drive
Self Efficacy: perceived personal ability and confidence
Cognitive Orientation: belief, attitude, perceived personal
control and behavioral intention associated with adoption
(e.g., Theory of Reasoned Action and Planned Behavior)
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3. Social Factors
The social environment can help shape the normative
influence on diffusion and adoption
Opinion Leaders: Have a strong influence on innovations,
diffusion and adoption in all kinds of social settings
Critical Mass: The early-majority adopter group is crucial
in energizing wide-spread adoption
Media System: The press, entertainment media and
popular culture can help cultivate a technology culture
and mainstream it into our social vocabulary
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4. Technology Factors
Objective and subjective criteria used in evaluating the
technical and social characteristics of a technology
Innovation Attributes: Technology trialability, complexity,
relative advantage, compatibility and observability
Social Presence: Technology’s capability to create a user
awareness of social-interaction realism
Media Richness: Technology’s capability to convey verbal
and nonverbal cues as well as provide instant feedback
Technology Fluidity: Technology’s capability to provide
a seamless interface between multifunctional and
transmutable modalities to offer a fluid interactive
and social communication experience
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6. Use Factor
Actual use experience or social learning can motivate adoption, adoption discontinuance or non-adoption
Communication Flow: Satisfaction with perceived sense of
control, attentiveness, curiosity and interestedness via
technology-driven social interactions
Expectancy Value: : Satisfaction with perceived degree of
expected value outpacing the cost
Uses and Gratifications: Satisfaction with meeting
information (work), stimulation (play), edutainment
(learning) and social (networking) needs
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5. Adoption Factor
Adoption intention and action are influenced by the system,
audience, social, technology and use factors
Non-adoption: Indicate missing or negative links between the above-mentioned factors Discontinuance: Point to negative interactions involving the above-mentioned factors Likely Adoption: Reflect a delayed adoption action due to extrinsic and/or intrinsic barriers Adoption: Adapt the technology to meet the divergent needs of individual and institutional users Reinvention: Invent new ways to innovate the technology
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III. Research Agenda Convergence
1. New Wine in Old Bottle
Old: User needs, wants, motivations and behaviors are stable
New: User-centered research in relation to the social and
technical characters of technology, including technology
usefulness, usability and fluidity
2. Interdisciplinary research
Set shared research objectives between different disciplines
Create intellectual synergy via different research traditions
3. International research collaboration
Exchange unique cultural and cross-cultural perspectives
Apply theories and methodologies with cultural considerations
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Thank You & 謝謝