Lecture Notes from the Topic All things media? Emerging communication technologies and their impact on us and society from the lectures during block 1 of the study year at the University of Amsterdam
Lecture 1 - Introduction
Mass Communication:
- Public
- Technology mediated
- Indirect
- One-sided
- Dispersed audience
Face-to-face communication:
- Intentionality/awareness of all involved persons
- Mutual co-orientation
- Direct
- Negotiation of meaning (encoding and decoding)
- Exchange of communication and receiver role/reciprocity
- Process (dynamic)
- Common code, signs, symbols and rules of communication
- Multifunctional
- Multimodal
Computed-mediated communication:
- Human communication achieved through or with the help of computer technology
- It is humans that communicated with each other
- When you communicate through your technology, there is another human on the
other end
Dimensions of computer-mediated communication
- Mode (text, audio, video)
- Synchronous vs asynchronous
- Public vs non-public
- Dyadic vs group
- Anonymous vs nonymous
- Professional/work related vs private
Human-machine communication
- Process of message exchange between humans and machined and its associated
meaning making
- Relationships
- Social behaviour embedded in different layers of social context
Technology
- Manner of accomplishing a task especially using technical processes, methods or
knowledge
- Emerging technologies should be
- Radical novelty
- Fast growing
- Coherent
, - Potential to have prominent impact on socio-economic domains
- Uncertain and ambiguity in the emergence phase
Crucial technological changes:
- Increases in computing power
- Mobile connectivity
- Datafication (everything we do in technology becomes data) and networks
information
- Miniaturisation of sensors, microphones and cameras
- Cloud computing
- Progress in artificial intelligence and machine learning
The hype cycle of emerging technologies:
- “The next big thing”
- There is initially a lot of buzz around new technology which gets a lot of people
interested and involved
- After the peak the buzz will eventually die down as new technology grabs users
attention
Characteristics of innovation:
- Relevant advantage
- The extent to which new tech can do something better than the technology it
will replace
- Compatibility (with previous technology - should address people’s problems where
they currently are)
- Complexity
- Trialability
- Observability
Typology of adopters
- Innovators
- People who are interested in tech which is “way ahead of its time”
- Early adopters
- Early majority
- Late majority
- Laggards
Affordances of digital information
- Storability
- Replicability
- Searchability/retrievability
- Distributability
, Lecture 2 - Making sense of (emerging) technology
Acceptance of technology: (around the question of will people use this technology)
- Technology acceptance model (TAM)
- Perceived ease of technology use
- Perceived usefulness to achieve a goal
- Unified theory of acceptance and use of technology (UTAUT)
- Performance expectancy
- Effort expectancy
- Social influence
- Facilitating conditions
- Gender, age and technology experience affect influences
Computers are social actors (CASA):
- People will view technology as if they are human beings
- Factors encouraging the characterisation of computers as social actors:
- Words for output
- Interactivity
- Roles traditionally filled by humans
- Ethopoeia — direct (mindless) response to an entity as human, while knowing that
the entity does not warrant human treatment
- Criticism of CASA
- People have more knowledge about, and experiences with, media agents
(compared to when CASA was developed)
- Technologies have changed and have become more anthropomorphic
- Interactions between humans and media agents have changed
- More social affordances: personalization and more bandwidth (array of
communicative cues: facial, haptic, proxemics in robots, for example)
- More time: Users interact much more frequently with technology,
repeatedly, and over time
- Redressing the CASA paradigm
- Due to more social, frequent, and ongoing interactions with media agents,
people develop and apply different scripts
- Necessary to remove anthropocentric bias from CASA
- Extending CASA by including media-derived scripts, which are also
mindlessly applied
- More longitudinal research: focus on development of media-derived scripts
and their application
Media actors are social actors (MASA)
- Structured extension of CASA
- Systematising the role of social cues
- Bringing in individual differences and communication contexts
- Focusing on psychological mechanisms of social cues
- Providing testable propositions
- Key outcomes
- Social responses
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