Flashcard Set Preview
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mediamorphosis
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the transformation of communication media, usually brought about by the complex interplay of...
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principles of mediamorphosis
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1. coevolution and coexistence 2. metamorphosis 3.propagation4. survival5. opportunity...
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coevolution and coexistence
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as each new form emerges and develops, it influences the development of other existing forms...
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metamorphosis
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new media emerge gradually from older media; example: telegraph turns into things like telephones
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propagation
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new media propagate dominate traits from earlier forms; rear view mirror thinking; spread of...
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survival
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all forms of media are compelled to evolve and adapt; AM radio had to adapt to compete with...
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opportunity and need
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a new media are not adopted on technological merits alone; concept and opportunity will create...
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delayed adoption
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take longer than expected to become commercial successes
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convergence of media
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the integration of media into a common technology base; all media going digital; networks are...
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corporate convergence
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one corporation buys out another
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operational convergence
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use seperate operations to connect into one
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device convergence
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have a device that can perform multiple tasts
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factors that led to convergence
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1. interactive2. demassified3. asynchronous4. convenience
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interactive
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allow one-to-one interaction between individuals or between individual and content
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demassified
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exchange information with individuals; information is personalized
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asynchronous
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capacity to interact with an individual at a time convenient for that person
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convenience
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information can be converted, manipulated, and reached more easily; one-step service
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methods of diffusion of innovations
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Saffo's 30-year rule and Roger's five critical attributes of successful
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Saffo's 30-year rule
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first decade: lots of excitement, puzzlement, little penetrationsecond decade: lots of flux, beginning of...
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Roger's five critical attributes of successful diffusion
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1. relative advantage- of having device2. compatibility3. complexity- more complex, less .....>?????4....
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rear view
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ask carolyn what this means!??!
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stages of diffusion
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awareness, interest, decision, trial, adoption
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adoption curve consists of
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1. innovators- they're expensive and hot; few people2. early adopters- you're taking a risk...
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factors affecting diffusion (or rate of) are defined by
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Brian Winston's Supervening Social Necessities
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Brian Winston's Supervening Social Necessities
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1. economic-meets the needs of the company, purchase power of market; examples: state of the...
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Three Mediamorphoses domains
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interpersonal, broadcast, document
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interpersonal domain (flow and control)
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unmediated (not machine assisted); two-way communications; participants
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interpersonal domain (presentation and format)
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unscheduled; oral/expressive; nonlinear (not necessarily sequential, in order, jumps around/linear
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interpersonal domain (receptions and constraints)
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spontaneous; interactive; time/space bound; mobile
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broadcast domain (flow and control)
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mediated; one-way communication; producers/spectators
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broadcast domain (presentation and format)
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scheduled; aural/visual; structures; linear
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broadcast domain (reception and constraints)
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immediate; passive; time bound (comforting because we know when its on, how long, what to expect);...
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document domain (flow and control)
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mediated; one-way communication; editors/seekers
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document domain (presentation and format
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textual/visual (generally need literacy)/; structured (table of contents); unstructured (but...
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document domain (reception and constraints)
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deliberate and delayed (you don't turn it on and see) ; active; space bound; portable
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analog
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continuous variation; all information is transmitted including noise; (interpersonal has noise...
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digital
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takes samples; the more taken, the closer to the curve we get; translates waves into series...
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digital advantages
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less noiseeasier to manipulate- editing is so much easiercompressible- one dvd encyclopedia...
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Digital language in three domains
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interpersonal- email, chat rooms, icat, VOIP, etc. broadcast- digital tv, interactive...
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Implications of Digital Language
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Marshall McLuhan's Global Villageincreased speed, reach and understandingprotecting intellectual...
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Marshall McLuhan's Global Village
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immediate transfer of information; globe now smaller, more reachable, common experiences defined...
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synchronous
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its on a certain time (TV, radio show)
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asynchronous
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when it's convenient to you
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disintermediation
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people bypass traditional media avenues
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