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Week 9 1 Z514: Social Aspects of Information Technology

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 2 Sender-Message-Channel-Receiver (SMCR) model http://hmmembers.com/comm210/Images/chap1/GC1T3-2.gif

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 3 1940s Two-step flow Peoples decision making process during a Presidential campaign Found far more influence on personal contacts than newspapers or radio Stage 1 Stage 2 Opinion leaders pay attention to the mass media Opinion leaders will distribute the content as well as their interpretations

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 4 1960s Uses and gratifications theory Media users have a free will to decide how they use the media and how the media influence them Media users as rational decision-makers

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 5 1950s Diffusion of innovations theory communication and adoption of new practices and ideas through social systems (pp. 307-308) Pro-innovation bias

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 6 1980s The mutual-shaping perspective (STS) Society and technology are co-determining and articulated in the interactions between peoples practices and the material infrastructure Computer-mediated communication Social presence Media richness theory Media equation

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 7 1990s Cultural transmission theory New media can transmit social norms, perceptions, and behaviors (e.g., gender, power structures, and class, and identity) Re-emphasizing that mediation is something the media do (p. 313)

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 8 2000s Connected presence always-on technologies connect people via mobile phones, e-mail, SMS, and chat > The Cell Refuseniks (c.f., beatniks)The Cell Refuseniks Digital-cocoon

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New Media, Mediation, and Communication Study (Lievrouw, 2009) 9 2000s Domestication theory How new technologies are being shaped and integrated into everyday lives across boundary between the private and public spheres media systems = commodities in themselves, and their content promotes and reinforces consumption