Week 1 - Introduction
Mass Communication
→ One-way, technologically mediated communication intended for a dispersed audience.
Key Features:
● Public
● Technologically mediated
● Indirect
● One-sided
● Dispersed audience
Limitation today: mass communication alone doesn't capture modern comm. patterns.
Face-to-Face Communication
→ Direct, interactive communication with mutual awareness and negotiation of meaning.
Key Features:
● Intentionally/awareness
● Mutual co-orientation
● Direct & dynamic
● Negotiation of meaning
● Reciprocity
● Common code: shared signals, symbols, rules
● Multifunctional
● Multimodal
Computer-Mediated Communication
→ Human-to-human communication facilitated through computer technology.
Vision (Joe Walter): Tech can enable intimacy comparable to face-to-face interaction.
Dimensions of CMC
● Mode: text, visual, audio
● Synchronous vs asynchronous: real-time vs delayed comm.
● Public vs non-public: semi-public spaces (social media posts)
● Dyadic vs group: 2 person vs group comm.
● Anonymous vs anonymous: identity disclosure choice
● Professional vs private: context matter (Linkedin vs insta)
,Technology
→ A manner of accomplishing a task, using technical processes, methods, or knowledge.
● Not just physical devices; includes intangible tech.
● Important for understanding emerging comm and mediation.
Human-Machine Communication
→ Exchange of messages between humans and machines with associated meaning-making.
Key Features:
● Machines as communication partners
● Meaning-making differs from human-human interaction
● Relationship formation possible
● Embedded in social layers (micro, meso, macro)
Emerging Technologies
● Radical novelty: Must be new (e.g., Wi-Fi, social media, AI).
● Rapid growth: Adoption accelerates quickly.
● Coherence: Tech becomes recognized and established.
● Impact: Potential for major socio-economic effects.
● Uncertainty: Early phases are ambiguous; many technologies fail.
Crucial technological changes
● Exponential computing power → faster devices, more processing.
● Mobile connectivity → communication anytime, anywhere.
● Datafication → digital footprints turned into valuable data.
● Miniaturization of sensors & devices → smartphones with multiple functions.
● Cloud computing → centralized, accessible storage.
● AI & machine learning progress → massive data enables smarter machines.
Note: Bias toward rich countries; not global.
Hype Cycle of Emerging Tech
1. Technological trigger: initial invention
2. Peak of inflated expectations: hype, overblown promise
3. Through disillusionment: reality check; failure
4. Slope of enlightenment: effective use and learning
5. Plateau of productivity: widespread adoption
Characteristics of Innovation
● Relative advantage: Does it improve on existing tech?
● Compatibility: Fits existing behaviors; tech ahead of its time may fail
● Complexity: ease of use
● Trialability: Can users experiment before committing?
, ● Observability: Seeing others use it encourages adoption.
Adopter Typology
● Innovators (2.5%): tech lovers
● Early adopters (13.5%): connected
● Early majority (34%): first 50% of mass adoption
● Late majority (34%): next 50%
● Laggards (16%): last to adopt
Affordances of Digital Information
● Storability: Digital info is long-lasting, unlike fragile paper books.
● Replicability: Easy to copy (emails, digital files).
● Searchability/Retrievability: Faster info access (search bars > libraries).
● Distributability: Info shared widely and instantly (emails, social media).
Impact: Fundamental change in knowledge organization, information flow, and social behavior (e.g.,
cyberbullying).
Week 2 - Theoretical Backbone: Making Sense of
(Emerging) Tech
→ Conceptual understanding of how humans perceive and interact with emerging communication
tech.
TAM & UTAUT
→ Explains why individuals adapt (except) or reject technologies.
Model Key Drivers Moderators
TAM - Usefulness -
(Technological - Ease of Use
Acceptance
Model)
UTAUT - Performance expectancy (does it improve ur life) Age, gender, experience
(expanded TAM) - Effort expectancy (ease of use)
- Social influence
- Facilitating conditions (availability)
● Adaption = Users focus on benefits, not actual tech quality.
● Ease of use matters, usefulness dominates over time.
Mass Communication
→ One-way, technologically mediated communication intended for a dispersed audience.
Key Features:
● Public
● Technologically mediated
● Indirect
● One-sided
● Dispersed audience
Limitation today: mass communication alone doesn't capture modern comm. patterns.
Face-to-Face Communication
→ Direct, interactive communication with mutual awareness and negotiation of meaning.
Key Features:
● Intentionally/awareness
● Mutual co-orientation
● Direct & dynamic
● Negotiation of meaning
● Reciprocity
● Common code: shared signals, symbols, rules
● Multifunctional
● Multimodal
Computer-Mediated Communication
→ Human-to-human communication facilitated through computer technology.
Vision (Joe Walter): Tech can enable intimacy comparable to face-to-face interaction.
Dimensions of CMC
● Mode: text, visual, audio
● Synchronous vs asynchronous: real-time vs delayed comm.
● Public vs non-public: semi-public spaces (social media posts)
● Dyadic vs group: 2 person vs group comm.
● Anonymous vs anonymous: identity disclosure choice
● Professional vs private: context matter (Linkedin vs insta)
,Technology
→ A manner of accomplishing a task, using technical processes, methods, or knowledge.
● Not just physical devices; includes intangible tech.
● Important for understanding emerging comm and mediation.
Human-Machine Communication
→ Exchange of messages between humans and machines with associated meaning-making.
Key Features:
● Machines as communication partners
● Meaning-making differs from human-human interaction
● Relationship formation possible
● Embedded in social layers (micro, meso, macro)
Emerging Technologies
● Radical novelty: Must be new (e.g., Wi-Fi, social media, AI).
● Rapid growth: Adoption accelerates quickly.
● Coherence: Tech becomes recognized and established.
● Impact: Potential for major socio-economic effects.
● Uncertainty: Early phases are ambiguous; many technologies fail.
Crucial technological changes
● Exponential computing power → faster devices, more processing.
● Mobile connectivity → communication anytime, anywhere.
● Datafication → digital footprints turned into valuable data.
● Miniaturization of sensors & devices → smartphones with multiple functions.
● Cloud computing → centralized, accessible storage.
● AI & machine learning progress → massive data enables smarter machines.
Note: Bias toward rich countries; not global.
Hype Cycle of Emerging Tech
1. Technological trigger: initial invention
2. Peak of inflated expectations: hype, overblown promise
3. Through disillusionment: reality check; failure
4. Slope of enlightenment: effective use and learning
5. Plateau of productivity: widespread adoption
Characteristics of Innovation
● Relative advantage: Does it improve on existing tech?
● Compatibility: Fits existing behaviors; tech ahead of its time may fail
● Complexity: ease of use
● Trialability: Can users experiment before committing?
, ● Observability: Seeing others use it encourages adoption.
Adopter Typology
● Innovators (2.5%): tech lovers
● Early adopters (13.5%): connected
● Early majority (34%): first 50% of mass adoption
● Late majority (34%): next 50%
● Laggards (16%): last to adopt
Affordances of Digital Information
● Storability: Digital info is long-lasting, unlike fragile paper books.
● Replicability: Easy to copy (emails, digital files).
● Searchability/Retrievability: Faster info access (search bars > libraries).
● Distributability: Info shared widely and instantly (emails, social media).
Impact: Fundamental change in knowledge organization, information flow, and social behavior (e.g.,
cyberbullying).
Week 2 - Theoretical Backbone: Making Sense of
(Emerging) Tech
→ Conceptual understanding of how humans perceive and interact with emerging communication
tech.
TAM & UTAUT
→ Explains why individuals adapt (except) or reject technologies.
Model Key Drivers Moderators
TAM - Usefulness -
(Technological - Ease of Use
Acceptance
Model)
UTAUT - Performance expectancy (does it improve ur life) Age, gender, experience
(expanded TAM) - Effort expectancy (ease of use)
- Social influence
- Facilitating conditions (availability)
● Adaption = Users focus on benefits, not actual tech quality.
● Ease of use matters, usefulness dominates over time.
