of 24
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Study of New Media 1
A conceptual roadmap to
study new mediatechnologies
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Study of New Media 2
A Conceptual Roadmap
Grant (2008)
The Umbrella Perspective5 levels of analysis: (within and cross levels)1. Hardware (functions, advancement, limitation)
2. Software (functions, advancement, limitation)
3. Organizational structure (organizations involved
in production and distribution of the technology)4. System (media, political, and economic systems)
5. Individual user (most social science studies)
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Study of New Media 3
Individual
Social System
Organizational / infrastructure
Users
Hardware / software
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Study of New Media 4
A Conceptual Roadmap
Factors influencing adoption at each level of
the umbrella:
1. enabling (macro: technology & policy)
2. limiting (macro: technology & policy)
3. motivating (micro: desire / need)
4. inhibiting (micro: disincentive)
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Study of New Media 5
A Conceptual Roadmap
Leung (1996-2010)
By the medium*
By the technical functions of the medium**
By the uses and users of the medium ***
By the effects of the medium *** By the improvement of the medium **** more studies
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Study of New Media 6
A Conceptual Roadmap
By the medium*: What (technology, services; hot vs. cold medium;
media richness; social presence theory)? How (function, cost, regulation)?
For whom (access; information rich vs. poor)?
Policy research
Technical/Engineering paper
E.g., factors influencing the adoption of HDTV and
digital TV (DTV); e.g., gratification-opportunities
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Study of New Media 7
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By the uses and users of the medium***:(behavioral/attitudinal)
(i.e., behavior/consumption, viewing patterns) How (time; displacement theory)?
Who (user profile; demographics; the have-nots,dropouts; the depressed, lonely, stressed, shy; self-esteem, introvert vs. extroverts; lifestyles, VALS)?
Why (media dependency, uses & gratifications,parasocial interaction; diffusion of innovations; mediarichness; expectancy values)?
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A Conceptual Roadmap
By the uses and users of the medium***:
Technology adoption in urban China
Net-generation, X-generation attributes Sensation seeking
Leisure boredom
Narcissism
Procrasination
Technographics
Where (home, school, work, privacy of bedroom)?
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Study of New Media 9
A Conceptual Roadmap
By the effects of the medium***: (content)
social / psychological / cultural / political /
economic effects How (does it help, harm)?
What (effects: S-R Model, hypodermic needle,
social learning theory, cultivation theory, agenda
setting, framing, priming, Third-person effect, etc.)?
Who (children, adults, ethnicity, gender)?
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Study of New Media 10
A Conceptual Roadmap
By the effects of the medium***: (content) Other effect studies:
Internet addiction / dependence
Social capital/involvement; social support
Quality of life (QoL)
Psychological empowerment; political efficacy
Aggressive, asocial, prosocial behavior
Depression and loneliness
CMC: hyperpersonality
Technology & leisure satisfaction
Stress reduction & technology use
Internet embeddedness (connectedness - ICI)
Procrastination
Information literacy
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Study of New Media 11
A Conceptual Roadmap
By the improvement of the medium*
How (enhance, perfect)?
What (content, format, choices, video/audio, e.g.
stereo broadcast of football, drama, iTV,
streaming, talk back live, multiple-channel
drama, enhanced TV, a TiVo, webcasting,
2G=>3G, Web 1.0=>Web 2.0, etc.)?
Re-inventionFlash light application on mobile
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Study of New Media 12
A Conceptual Roadmap
Pavlik (1998):New Media Technology:Cultural & Commercial Perspectives
By the technical functions of the technology:Production - gather, create, process, analyze,
sort, retrieve, repackage
Distribution - disseminate, transmit
Display - output
Storage - store or housing electronic information
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Study of New Media 13
A Conceptual Roadmap
Production
technologies used to gather and process
information:
e.g. computers, digital camera, optical
scanner, remote sensing, 3D gears for
journalists, data mining software, (Chinese)
search engines, agents, filters, etc.
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Study of New Media 14
A Conceptual Roadmap
Production: harms
displace human workers
threat to individual privacy
increase the cost of information (value-added)
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Study of New Media 15
A Conceptual Roadmap
Production: harms
questions on ownership of information (IP)
repetitive stress injury (RSI)
spending long, uninterrupted periods typing on a
computer keyboard
Radiation emitted in cellular phone and cancerDanger of texting / twitting while driving
Sexting
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Study of New Media 16
A Conceptual Roadmap
Distribution
transmission or movement of electronic
information over-the-air broadcasting
land-based telecommunications (twisted pair, optical
fiber, switched telephone network, integrated
services digital network (ISDN), asymmetricaldigital subscriber line (ADSL), coaxial cable (cable
TV)
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Study of New Media 17
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Distribution satellite communication (e.g. DBS)
wireless transmission (e.g. PCS) electrical power line
Intelligent home (e.g., screenfrige)
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Study of New Media 18
A Conceptual Roadmap
Distribution
Positives:
target marketing
audience specialization
video-on-demand
telecommuting
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Study of New Media 19
A Conceptual Roadmap
Distribution
Negative (social ills):
piracy of electronic information a multibilliondollar industry worldwide (illegal copies)
growing social fragmentation: information rich
and information poor - information underclass
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Study of New Media 20
A Conceptual Roadmap
Display
a variety of technologies for presenting
information to the end user, audience member,or consumer of information
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A Conceptual Roadmap
Display
e.g. video, audio, text, data in tactile, touch-
sensitive format - multimedia computer,personal digital appliance (PDA), flat panel
screen, display telephone, interactive TV,
HDTV, virtual reality (data glove, and
bodysuit), graphics and animation in weather
reports
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A Conceptual Roadmap
Display
cultural and commercial consequences of these
technologies are not yet clearand often interactwith otherfactors such as the nature of the
content and the characteristics of the user
E.g., Roadshow? PDA? Mobile phone?
privatization ofpublic space
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Study of New Media 23
A Conceptual Roadmap
Display
Negatives:
VDTs potential public health risks whenexposes to large doses of electromagnetic
radiation -- cancer, miscarriage, stress; potential
mental health risks if exposes heavily to violent
or sexist computer games; steady erosion in
literacy rate
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Study of New Media 24
A Conceptual Roadmap
Storage
media used in housing information in electronic
formate.g., evolving from magnetic to optical , floppy;
magnetic hard drive; compact disc (CD-ROM);CD-I (educational games); laserdisc (for
movies); lasercard (Apple Newton orCasio/Tandy Zoomer); video server (tapelessTV station)