Technology, Society and Communication TheoryTechnology, Society and Communication Theory

Writing for Electronic DeliveryAbilene Christian University

Writing for Electronic DeliveryAbilene Christian University

How does technology impact our lives and

society?

How does technology impact our lives and

society?

Technology’s downsideTechnology’s downside

Technology obsoletes old industries and companies

Technology and automation take away jobs

Technology reduces face-to-face contact and is too impersonal

Technology degrades the moral fiber Technology makes war more horrible

Technology obsoletes old industries and companies

Technology and automation take away jobs

Technology reduces face-to-face contact and is too impersonal

Technology degrades the moral fiber Technology makes war more horrible

Technology’s benefitsTechnology’s benefits Technology creates new jobs and new

industries Technology improves healthcare Technology makes life more

convenient and improves standards of living

Technology gives people the information they need to be informed citizens

Technology is moral-neutral

Technology creates new jobs and new industries

Technology improves healthcare Technology makes life more

convenient and improves standards of living

Technology gives people the information they need to be informed citizens

Technology is moral-neutral

VideoVideo

How “new media” is different

How “new media” is different

One-to-many v. many-to-many

One-to-many v. many-to-many

Traditional media = one-to-many New media (computer-mediated

communication)= many-to-many Decentralization of information

Examples?

Traditional media = one-to-many New media (computer-mediated

communication)= many-to-many Decentralization of information

Examples?

Some theories that relate to CMC

Some theories that relate to CMC

Uses and Gratifications theory

Uses and Gratifications theory

Uses and Gratifications theory -- People use the media to satisfy a need

Uses and Gratifications theory -- People use the media to satisfy a need

Technology Expectancy Image Gap theory

Technology Expectancy Image Gap theory

Because of discussion of advancing technologies, both in media reports and advertising, people expect more of a company or technology than it is capable of delivering.

Because of discussion of advancing technologies, both in media reports and advertising, people expect more of a company or technology than it is capable of delivering.

Medium is the MessageMedium is the Message

Marshall McLuhan’s take on Technological Determinism Reductionist doctrine that says

technology (particularly mass media) determines changes in cultural values, individuals, social interactions and institutions

Technology is the primary force for social change and the foundation for how society is structured

“Invention is the mother of necessities.”

Marshall McLuhan’s take on Technological Determinism Reductionist doctrine that says

technology (particularly mass media) determines changes in cultural values, individuals, social interactions and institutions

Technology is the primary force for social change and the foundation for how society is structured

“Invention is the mother of necessities.”

The technological imperative

The technological imperative

Actually first posited by critics of technological advancement, the technological imperative has no obvious theorist nor any defining statement.

At the same time, it has been supported in research.

Basic tenet: When technology is introduced to a culture it will (or should) continue to be developed for use in that society. *****

Actually first posited by critics of technological advancement, the technological imperative has no obvious theorist nor any defining statement.

At the same time, it has been supported in research.

Basic tenet: When technology is introduced to a culture it will (or should) continue to be developed for use in that society. *****

A matter of timeA matter of time

Synchronous v. Asynchronous Synchronous v. Asynchronous

Communication typesCommunication types

Interpersonal v. Hyperpersonal* v. Mass Communication

*Online interaction is quickly more intimate than f2f, because humans exaggerate the limited social cues they get.

Interpersonal v. Hyperpersonal* v. Mass Communication

*Online interaction is quickly more intimate than f2f, because humans exaggerate the limited social cues they get.

Is CMC different from traditional media delivery?

Is CMC different from traditional media delivery?

Yes and No.Yes and No.

Electronic v. Traditional Delivery

Electronic v. Traditional Delivery

Online content developers are writing for an audience.

The baseline skills are the same -- the method of delivery differs.

Knowing the purpose of the communication is the first step.

Knowing your audience is the second.

Online content developers are writing for an audience.

The baseline skills are the same -- the method of delivery differs.

Knowing the purpose of the communication is the first step.

Knowing your audience is the second.

Is CMC more like print or verbal communication?

Is CMC more like print or verbal communication?

Camp One: Written Metaphor

Camp One: Written Metaphor

“…Although electronic writing requires that authors learn new technologies, incorporate new interactive techniques, and gain expertise in design-related issues of presentation, the conventions and traditions of print are still the touchstone.”“The Effects of Computers on Traditional Writing,” S.P. Ferris, The

Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html

“…Although electronic writing requires that authors learn new technologies, incorporate new interactive techniques, and gain expertise in design-related issues of presentation, the conventions and traditions of print are still the touchstone.”“The Effects of Computers on Traditional Writing,” S.P. Ferris, The

Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html

Camp Two: Oral MetaphorCamp Two: Oral Metaphor

“Perhaps scholars should base their views of electronic writing on an oral metaphor because the computer is an interpersonal medium. E-mail, mailing lists, discussion groups, and chat rooms use text, but they model themselves on conversation.”

“The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html

“Perhaps scholars should base their views of electronic writing on an oral metaphor because the computer is an interpersonal medium. E-mail, mailing lists, discussion groups, and chat rooms use text, but they model themselves on conversation.”

“The Effects of Computers on Traditional Writing,” S.P. Ferris, The Journal of Electronic Publishing, retrieved: Sept. 16, 2002: http://www.press.umich.edu/jep/08-01/ferris.html

Oral communication characteristics

Oral communication characteristics

Immediacy To convey emotion, rather than

just information Extra-textual content Development of community Non-linear Abbreviations, incorrect grammar,

shortened/fragmented sentences

Immediacy To convey emotion, rather than

just information Extra-textual content Development of community Non-linear Abbreviations, incorrect grammar,

shortened/fragmented sentences