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Z 514 : Social Aspects of Information Technology

Z 514 : Social Aspects of Information Technology. Week 9. New Media, Mediation, and Communication Study (Lievrouw, 2009). Sender-Message-Channel-Receiver (SMCR) model. http://hmmembers.com/comm210/Images/chap1/GC1T3-2.gif. New Media, Mediation, and Communication Study (Lievrouw, 2009).

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Z 514 : Social Aspects of Information Technology

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  1. Z514: Social Aspects of Information Technology Week 9

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

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

  4. New Media, Mediation, and Communication Study (Lievrouw, 2009) • 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

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

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

  7. New Media, Mediation, and Communication Study (Lievrouw, 2009) • 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)

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

  9. New Media, Mediation, and Communication Study (Lievrouw, 2009) • 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”

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