L564: Information Technology & Society

Week 91Z514: Social Aspects of Information Technology1New Media, Mediation, and Communication Study (Lievrouw, 2009)2Sender-Message-Channel-Receiver (SMCR) model

http://hmmembers.com/comm210/Images/chap1/GC1T3-2.gif Lievrouw, L. A. (2009). New media, mediation, and communication study. Information, Communication & Society, 12(3), 303-325. 2New Media, Mediation, and Communication Study (Lievrouw, 2009)31940sTwo-step flowPeoples decision making process during a Presidential campaignFound far more influence on personal contacts than newspapers or radio Stage 1Stage 2Opinion leaders pay attention to the mass mediaOpinion leaders will distribute the content as well as their interpretationsNew Media, Mediation, and Communication Study (Lievrouw, 2009)41960sUses and gratifications theoryMedia users have a free will to decide how they use the media and how the media influence them Media users as rational decision-makers

New Media, Mediation, and Communication Study (Lievrouw, 2009)51950s Diffusion of innovations theory communication and adoption of new practices and ideas through social systems (pp. 307-308)Pro-innovation bias

New Media, Mediation, and Communication Study (Lievrouw, 2009)61980sThe mutual-shaping perspective (STS) Society and technology are co-determining and articulated in the interactions between peoples practices and the material infrastructure Computer-mediated communicationSocial presenceMedia richness theoryMedia equation New Media, Mediation, and Communication Study (Lievrouw, 2009)71990sCultural transmission theoryNew media can transmit social norms, perceptions, and behaviors (e.g., gender, power structures, and class, and identity)Re-emphasizing that mediation is something the media do (p. 313)

New Media, Mediation, and Communication Study (Lievrouw, 2009)82000sConnected presencealways-on technologies connect people via mobile phones, e-mail, SMS, and chat > The Cell Refuseniks (c.f., beatniks)Digital-cocoon

New Media, Mediation, and Communication Study (Lievrouw, 2009)92000sDomestication theoryHow new technologies are being shaped and integrated into everyday lives across boundary between the private and public spheresmedia systems = commodities in themselves, and their content promotes and reinforces consumption