Communication Theories

How do we communicate en mass?

Linear Transmission

Shannon-Waever 1948

Lasswell 1960

Circular

Osgood and Schramm 1954

Medium Theory

McLuhan

Medium is the Message

How does technology get popular?

Diffusion Theory

Business Scholars

Christensen 1995

Disruptive Technologies: catching the Wave

Christensen 1997

The Innovators Dillemma

disruptive innovations

Christensen 2004

Seeing what's next

Signals of Change

customer fragmentation

undershots

overshots

non consumers

Competition

Non-Market factors

Communication scholars

Rogers

Rogers 1962 (1st Ed)

Diffusion of Innovation

S curve of adoption

innovators 2.5%

early adopters 13.5%

early majority 34%

late majority 34%

laggards 16%

Rogers 1971 (2nd Ed)

Rogers 1983 (3rd Ed)

Subtopic

Rogers 1995 (4th Edition)

Rogers 2003 (5th Ed)

Fidler 1997

Mediamorphosis

coevolution and coexistence

metamorphosis

Propagation

Survival

Opportunity and Need

Delayed Adoption

Winston 1998

Media technology & Society

Supervening Necessities

Supervenience

Law of Suppression

Marketing Scholars

Gatignon & Robertson 1985

Sultan, Farley & Lehman 1990

MIS scholars

Huff & Munro 1985

Moore 1987

Moore & Benbasat 1991

Agarwal & Prasad 1997

Saffo

30 year rule

Applications

successful introduction of new products or tech innovations to market

Why do we choose one technology over another?

Adoption Theory

Technology Adoption Model (TAM)

Applications

On the job technologies

Adapted from Fishbein & Ajzen 1975

Theory of reasoned action (TRA)

Technology scholars

Davis 1986

Davis 1987a

David 1987b

Davis 1989

Davis, Bagozzi & Warsaw 1989

Venkatesh & Davis 1996

Venkatesh & Davis 2000

Multi attribute Model

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

integrates self efficacy only to explain hesitations of use

Unified Model

Venkatash (2003)

Why de we continue to use a chosen technology?

Self-efficiacy Theory

? scholars

Compeau & Higgings 1995a

Compeau & Higgings 1995b

Application

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

Adapted from Theory of Self-Efficacy (Bandura 1986)

Technology Infusion

Technology scholars

Cooper & Zmud 1990

Kwon &Zmud 1987

Saga & Zmud 1994

motivations to make the best and continued use of technologies adopted

Uses & Gratification

Applications

Good for consumer motivations

Not good for workplace

communication scholars

Katz 1959

Klapper 1963

Lin 1999

McGuire 1974

Rubin 1985

Ruggieiro 2000

What will the technologies of the future be?

Negroponte 1995

Being Digital