Chapter 10 Flashcards
What is mediated communication?
Communication in which something exists between source and receiver
How would you describe the diffusion of innovations?
Why dome some innovations fail while others become popular?
What is an innovation?
Idea, practice or object that is perceived as new
What are the six stages whether to adopt an innovation?
- Knowledge stage
- Persuasion stage
- Decision stage
- Implementation stage
- Confirmation stage (adopt or discontinuance)
What are the two types of discontinuance?
- Replacement discontinuance
2. Disenchantment rejection (stop using innovation)
What are the 5 qualities that make it why some innovations are chosen and not others?
- Relative advantage (it has to be better)
- Compatibility (consistent with adopter’s values)
- Complexity (level of difficulty)
- Trialability (try before decision)
- Observability (seeing innovation in public)
What is critical mass?
If a large number of people adopt the innovation, the innovation becomes self-sustaining assuring future growth
What are the 5 categories to rate individuals when it comes to adapt an innovation?
- Innovators
- Early adopters
- Early majority
- Late majority
- Laggards
What is reciprocal interdependence?
Even if innovator or early adopters have the technology, they need others to adopt it as well to receive maximum benefits (you want to text your friend).
How would you describe the social network analysis?
All of us are connected to other, who are connected to others
What are the focuses of network analysis?
- Types of links between members
- The roles members play in the network
- The mode or channel by which messages are exchanged
- Content of the messages
What are the four attributes of social network analysis?
- Network mode: which channel?
- Content of the messages: what are you saying
- Density: how many interconnections
- Level of analysis: which group to focus on
What are the 7 potential links of social network analysis?
- Strength
- Direction
- Symmetry
- Frequency
- Stability
- Mediation
- Multiplicity
How would you describe the media richness theory?
Claims face to face communication is not always better than poorer versions of communicating
What says MRT?
Recognizes that as new communication technologies develop, the decision about the best way to send a message becomes more complex
How can media be characterized based on information carrying capacity?
- Ability to transmit multiple signals: number of ways in which information can be communicated (text, verbal cues, non-verbal cues)
- Possibility of immediate feedback: extent to which a medium enables users to give rapid feedback
- Personal focus: possibility to alter a message specifically to receiver
- Ease of incorporating conversational language: slang
What is ambiguity?
Refers to possibility of multiple interpretations. Requires interaction and clarification
What is the point of MRT?
Choose the medium that offers the greatest efficiency and greatest opportunity for the intended message to be received accurately
Name two types of situations that influence the choice of communication
- Uncertain situations: you need information before answering the question
- Ambiguous situations: existence of conflicting and multiple interpretations
How would you describe the uses and gratifications theory?
Humans have options and free will, so individuals will make specific decision about which media to use to meet needs and fulfil specific gratifications
What are the three assumptions of uses and gratifications theory?
- Audience members actively use various media to fulfill certain needs. Media use is not passive, involuntary or coerced: media offers options
- Mass communication is not something that happens to you. Audience members choose a medium and allow themselves to be influenced.
- Media outlet compete with other available means of satisfying personal needs
What are the reasons of watching TV?
- Entertainment
- Information
- Relaxation
- Personal identity
- Part of community
- Part of a group
