Communication Theories

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Communication Theories

Questions

What will the technologies of the future be?

Negroponte 1995

Being Digital

Why de we continue to use a chosen technology?

Uses & Gratification

communication scholars

Ruggieiro 2000

Rubin 1985

McGuire 1974

Lin 1999

Klapper 1963

Katz 1959

Not good for workplace

Good for consumer motivations

Technology Infusion

motivations to make the best and continued use of technologies adopted

Saga & Zmud 1994

Kwon &Zmud 1987

Cooper & Zmud 1990

Self-efficiacy Theory

Application

user motivations related to self perceptions of capabilities to use a technology

Adapted from Theory of Self-Efficacy (Bandura 1986)

? scholars

Compeau & Higgings 1995b

Compeau & Higgings 1995a

Why do we choose one technology over another?

Adoption Theory

Unified Model

Venkatash (2003)

Technology Adoption Model (TAM)

perceived usefulness (PU) & perceived ease-of-use (PEOU)

integrates self efficacy only to explain hesitations of use

Multi attribute Model

Technology scholars

Venkatesh & Davis 2000

Venkatesh & Davis 1996

Davis, Bagozzi & Warsaw 1989

Davis 1989

David 1987b

Davis 1987a

Davis 1986

Adapted from Fishbein & Ajzen 1975

Theory of reasoned action (TRA)

On the job technologies

How does technology get popular?

Diffusion Theory

Applications

successful introduction of new products or tech innovations to market

MIS scholars

Saffo

30 year rule

Agarwal & Prasad 1997

Moore & Benbasat 1991

Moore 1987

Huff & Munro 1985

Marketing Scholars

Sultan, Farley & Lehman 1990

Author

Action

Cons

Pros

Description

Gatignon & Robertson 1985

Communication scholars

Winston 1998

Media technology & Society

Law of Suppression

Supervening Necessities

Supervenience

Fidler 1997

Mediamorphosis

Delayed Adoption

Opportunity and Need

Survival

Propagation

metamorphosis

coevolution and coexistence

Rogers

Rogers 1962 (1st Ed)

Rogers 2003 (5th Ed)

Rogers 1995 (4th Edition)

Rogers 1983 (3rd Ed)

Subtopic

Rogers 1971 (2nd Ed)

Diffusion of Innovation

S curve of adoption

laggards 16%

late majority 34%

early majority 34%

early adopters 13.5%

innovators 2.5%

Business Scholars

Christensen 2004

Seeing what's next

Non-Market factors

Competition

Signals of Change

customer fragmentation

non consumers

overshots

undershots

Christensen 1997

The Innovators Dillemma

disruptive innovations

Christensen 1995

Disruptive Technologies: catching the Wave

How do we communicate en mass?

Medium Theory

McLuhan

Medium is the Message

Circular

Osgood and Schramm 1954

Linear Transmission

Lasswell 1960

Shannon-Waever 1948