During a time of technological advancement, it will be interesting to explore how different groups of individuals are handling adapting to all the changes.
How technology’s advancement in mass media has changed society’s expectation and culture has varied across individuals and time. Since the 1950's cultural shifts in technology have been observed and studied by a University researcher Everett Rogers, whom developed a diffusion model called, The Technology Adoption Life Cycle along with other researchers George Beal and Joe Bohlen.When new technology is released, The Technology Adoption Life Cycle is used to identify five different types of participants categorized as innovators, early adopters, early majority, late majority, and laggards that represents how receptive people are towards new ideas and technology (16.6 Mass Media, New Technology, And The Public, n.d.). According to "16.6 Mass Media, New Technology, And The Public" finds the following:
"Innovators, who tend to be experimentalists and are interested in the technology itself; early
adopters...who are technically sophisticated and are interested in using the technology for
solving professional and academic problems; early majority, who constitute the first part of
the mainstream, bringing the new technology into common use; late majority, who are less
comfortable with the technology and may be skeptical about its benefits, and laggards, who resistant to the new technology and may be critical of its use by others" (para. 3).
With the data of each category, it can be used to see who the consumers are and how to connect with them to determine how to bridge gaps but ultimately, new technological advancements will become mainstream and all individuals will find it difficult to not partake in the changes (16.6 Mass Media, New Technology, And The Public, n.d.).
Reference
16.6 Mass Media, New Technology, and the Public(n.d.). https://saylordotorg.github.io/text_understanding-media-and-culture-an-introduction-to-mass-communication/s19-06-mass-media-new-technology-and-.html
Image: https://www.gogetglobal.com/wp-content/uploads/2020/06/1_ii8hbx9b9DhBV1gD87VEw.jpg
Leicestershiretextiles Hub. (2019, January 21). Technology Adoption Lifecycle HD [Video]. YouTube. https://www.youtube.com/watch?v=Z6aKj5UCEYk
Comments
Post a Comment