Unit 1-Ch. 3

Question 1

Exponential Curves

Answer 1

A term describing a pattern of technology adoption where the number of people using the technology suddenly spikes at a given historic moment.

Question 2

Technological determinism

Answer 2

A perspective that suggests that technology drives society and culture.

Question 3

Social shaping of technology

Answer 3

A perspective that suggests that technology and society shape each other.

Question 4

Cyborgs

Answer 4

Short for cybernetic organisms; refers to the fact that people utilize technology to “extend” themselves.

Question 5

Plasticity

Answer 5

The ability of the body, and the brain, to adapt and change.

Question 6

Transparent technologies

Answer 6

Technologies that have become so integrated, or seamless, into one’s use that they are no longer noticed or recognized.

Question 7

Opaque technologies

Answer 7

Technologies that are still noticed during their use.

Question 8

Uses and Gratification Theory

Answer 8

An approach to the study of communication media that focus on what people do with media, rather than what media does to people.

Question 9

Functional approach

Answer 9

The basic approach that this book takes to technology. It suggests that technology is best understood through the basic communication functions it helps people to accomplish.