Technology, Society and Communication Theory Writing for Electronic Delivery Abilene Christian...
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Transcript of Technology, Society and Communication Theory Writing for Electronic Delivery Abilene Christian...
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Technology, Society and Communication TheoryTechnology, Society and Communication Theory
Writing for Electronic DeliveryAbilene Christian University
Writing for Electronic DeliveryAbilene Christian University
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How does technology impact our lives and
society?
How does technology impact our lives and
society?
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Technology’s downsideTechnology’s downside
Technology obsoletes old industries and companies
Technology and automation take away jobs
Technology reduces face-to-face contact and is too impersonal
Technology degrades the moral fiber Technology makes war more horrible
Technology obsoletes old industries and companies
Technology and automation take away jobs
Technology reduces face-to-face contact and is too impersonal
Technology degrades the moral fiber Technology makes war more horrible
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Technology’s benefitsTechnology’s benefits Technology creates new jobs and new
industries Technology improves healthcare Technology makes life more
convenient and improves standards of living
Technology gives people the information they need to be informed citizens
Technology is moral-neutral
Technology creates new jobs and new industries
Technology improves healthcare Technology makes life more
convenient and improves standards of living
Technology gives people the information they need to be informed citizens
Technology is moral-neutral
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VideoVideo
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How “new media” is different
How “new media” is different
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One-to-many v. many-to-many
One-to-many v. many-to-many
Traditional media = one-to-many New media (computer-mediated
communication)= many-to-many Decentralization of information
Examples?
Traditional media = one-to-many New media (computer-mediated
communication)= many-to-many Decentralization of information
Examples?
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Some theories that relate to CMC
Some theories that relate to CMC
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Uses and Gratifications theory
Uses and Gratifications theory
Uses and Gratifications theory -- People use the media to satisfy a need
Uses and Gratifications theory -- People use the media to satisfy a need
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Technology Expectancy Image Gap theory
Technology Expectancy Image Gap theory
Because of discussion of advancing technologies, both in media reports and advertising, people expect more of a company or technology than it is capable of delivering.
Because of discussion of advancing technologies, both in media reports and advertising, people expect more of a company or technology than it is capable of delivering.
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Medium is the MessageMedium is the Message
Marshall McLuhan’s take on Technological Determinism Reductionist doctrine that says
technology (particularly mass media) determines changes in cultural values, individuals, social interactions and institutions
Technology is the primary force for social change and the foundation for how society is structured
“Invention is the mother of necessities.”
Marshall McLuhan’s take on Technological Determinism Reductionist doctrine that says
technology (particularly mass media) determines changes in cultural values, individuals, social interactions and institutions
Technology is the primary force for social change and the foundation for how society is structured
“Invention is the mother of necessities.”
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The technological imperative
The technological imperative
Actually first posited by critics of technological advancement, the technological imperative has no obvious theorist nor any defining statement.
At the same time, it has been supported in research.
Basic tenet: When technology is introduced to a culture it will (or should) continue to be developed for use in that society. *****
Actually first posited by critics of technological advancement, the technological imperative has no obvious theorist nor any defining statement.
At the same time, it has been supported in research.
Basic tenet: When technology is introduced to a culture it will (or should) continue to be developed for use in that society. *****
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A matter of timeA matter of time
Synchronous v. Asynchronous Synchronous v. Asynchronous
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Communication typesCommunication types
Interpersonal v. Hyperpersonal* v. Mass Communication
*Online interaction is quickly more intimate than f2f, because humans exaggerate the limited social cues they get.
Interpersonal v. Hyperpersonal* v. Mass Communication
*Online interaction is quickly more intimate than f2f, because humans exaggerate the limited social cues they get.
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Is CMC different from traditional media delivery?
Is CMC different from traditional media delivery?
Yes and No.Yes and No.
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Electronic v. Traditional Delivery
Electronic v. Traditional Delivery
Online content developers are writing for an audience.
The baseline skills are the same -- the method of delivery differs.
Knowing the purpose of the communication is the first step.
Knowing your audience is the second.
Online content developers are writing for an audience.
The baseline skills are the same -- the method of delivery differs.
Knowing the purpose of the communication is the first step.
Knowing your audience is the second.
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Is CMC more like print or verbal communication?
Is CMC more like print or verbal communication?
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Camp One: Written Metaphor
Camp One: Written Metaphor
“…Although electronic writing requires that authors learn new technologies, incorporate new interactive techniques, and gain expertise in design-related issues of presentation, the conventions and traditions of print are still the touchstone.”“The Effects of Computers on Traditional Writing,” S.P. Ferris, The
Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html
“…Although electronic writing requires that authors learn new technologies, incorporate new interactive techniques, and gain expertise in design-related issues of presentation, the conventions and traditions of print are still the touchstone.”“The Effects of Computers on Traditional Writing,” S.P. Ferris, The
Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html
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Camp Two: Oral MetaphorCamp Two: Oral Metaphor
“Perhaps scholars should base their views of electronic writing on an oral metaphor because the computer is an interpersonal medium. E-mail, mailing lists, discussion groups, and chat rooms use text, but they model themselves on conversation.”
“The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html
“Perhaps scholars should base their views of electronic writing on an oral metaphor because the computer is an interpersonal medium. E-mail, mailing lists, discussion groups, and chat rooms use text, but they model themselves on conversation.”
“The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html
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Oral communication characteristics
Oral communication characteristics
Immediacy To convey emotion, rather than
just information Extra-textual content Development of community Non-linear Abbreviations, incorrect grammar,
shortened/fragmented sentences
Immediacy To convey emotion, rather than
just information Extra-textual content Development of community Non-linear Abbreviations, incorrect grammar,
shortened/fragmented sentences