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Job-Fit Model of PC Utilization (MPCU) Social Factors Theory Planned Behaviuor (TPB) Facilitating conditions Long Term Consequences Theory of Diffusio Innovation (IDT) Affect Toward Use Theory of reasoned Action (TRA) Fishbein (1967) Thompson 1991 Communication Theories Questions How do we communicate en mass? How does technology get popular? Why do we choose one technology over another? Why de we continue to use a chosen technology? What will the technologies of the future be? Linear Transmission Circular Medium Theory Diffusion Theory Adoption & Acceptance Theory Self-efficiacy Theory Technology Infusion Uses & Gratification Negroponte 1995 Shannon-Waever 1948 Lasswell 1960 Osgood and Schramm 1954 Literature Scholars Business Scholars Communication scholars Marketing Scholars MIS scholars Applications Technology Adoption Model (TAM) Unified Model ? scholars Application Technology scholars motivations to make the best and continued use of technologies adopted Applications communication scholars Being Digital MIT Media Lab McLuhan 1964 Christensen 1995 Christensen 1997 Christensen 2004 Rogers Fidler 1997 Winston 1998 Gatignon & Robertson 1985 Sultan, Farley & Lehman 1990 Huff & Munro 1985 Moore 1987 Moore & Benbasat 1991 Agarwal & Prasad 1997 Saffo successful introduction of new products or tech innovations to market Applications Adapted from Fishbein & Ajzen 1975 Technology scholars Multi attribute Model perceived usefulness (PU) & perceived ease-of-use (PEOU) Venkatash (2003) Compeau & Higgings 1995a Compeau & Higgings 1995b user motivations related to self perceptions of capabilities to use a technology Cooper & Zmud 1990 Kwon &Zmud 1987 Saga & Zmud 1994 Good for consumer motivations Not good for workplace Katz 1959 Klapper 1963 Lin 1999 McGuire 1974 Rubin 1985 Ruggieiro 2000 Understanding Media: The extension of Man Who is McLuhan? Disruptive Technologies: catching the Wave The Innovators Dillemma Seeing what's next Rogers 1962 (1st Ed) Mediamorphosis Media technology & Society Description Pros Cons Action Author 30 year rule On the job technologies Theory of reasoned action (TRA) Davis 1986 Davis 1987a David 1987b Davis 1989 Davis, Bagozzi & Warsaw 1989 Venkatesh & Davis 1996 Venkatesh & Davis 2000 integrates self efficacy only to explain hesitations of use Adapted from Theory of Self-Efficacy (Bandura 1986) The Medium is the Message 1911-1980 Canadian English Professor Influenced by the 60s: flower power, Joyce, French philosophers, painters, avant-gard filmmakers, MIT scholars Complex prose open to interpretation Loved word play… quote generator! disruptive innovations Signals of Change Competition Non-Market factors Diffusion of Innovation Rogers 1971 (2nd Ed) Rogers 1983 (3rd Ed) Rogers 1995 (4th Edition) Rogers 2003 (5th Ed) coevolution and coexistence metamorphosis Propagation Survival Opportunity and Need Delayed Adoption Supervening Necessities Law of Suppression Controversies Key Ideas Concepts Coined customer fragmentation S curve of adoption Subtopic Supervenience Deemed as technologist determinst difficult language, uses BIG statements Theory reduced to quotes out of context Machines ae an extension of humans The Paradox of Mechanization Society is shaped by machines The content of every medium is another medium The content of the medium overpowers its characater Electric light in a pure form has no content Global Village Hot & cool Mediums undershots overshots non consumers innovators 2.5% early adopters 13.5% early majority 34% late majority 34% laggards 16% humans build machines to automate human activities Complexity