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Know his theories and a good smattering of quotations. Also – Neil Postman – heavily dismissive of power of television: “Television reality is the reality”. The danger now is not from control of information, but rather that all information has become mere entertainment Weaker variants of determinism = Richard Sclove – eg technology may also lead to other forms of social interaction (not all negative) Melvin Kranzberg's First Law reads as follows: Technology is neither good nor bad, nor is it neutral. ( Know about Geoffrey Moore: Technology life cycle 1 Early market The stage where we find innovators and early adopters. 2 The chasm This is a crucial moment in the development of any technology. At this stage, the early enthusiasm for the product has started to level off, the potential early adopters have adopted it, but it is still too immature for mass adoption. This was the stage the personal computer was at before the invention of the 'killer app', the spreadsheet. 3 The early majority If a technology successfully crosses the chasm it is taken up by the early majority. (DVD) 4 The late majority At this stage, the adopters are joined by those who have preferred to wait until the technology is fully matured and, probably, less expensive, as has been the case with the personal computer over the past couple of years. 5 End of life As consumers' requirements change, so the technology may no longer be the appropriate one to fulfil them and so it reaches the end of its life. 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Discuss with reference to two technological forms. Or: Examine the character, popularity and implications of mobile phone text messaging as a form of communication Look back at previous essays, notes, and notes on essays. Make sure there s a clear structure, and appropriately formal expression Include key facts, quotations, thinkers, etc Next week: Ethical, moral and political debates (intrusion, privacy, censorship, etc) GB  TIME \@ "MMMM d, yyyy" February 17, 2002 fкlЦШоtvxиѓѓѓёёёёёю$  & F„8 Цh8 (Аа/ Ар=!А"А# $S%ААХАХ Х|hh| LџгџжD v {рhh| Ll2 LGP'dЁS600ьЅСs ПШ jbjbР Р ІЊkЊkœ џџџџџџ]дф И4nфњњњњњњњegggggg,Ђє– “Ёњњњњњ“LњњD LLLњRњњeЄМњeLЦLV@e8 ‹Ф•ИИXLY Technology and Communication Module What you need to know … ( Examples of the way 2 or 3 specific media forms have developed / what led to change? / what have been the outcomes (positive and negative) / how has communication changed as a result of the technology (eg shape of newspaper stories / telegraph). ( Understand media determinism – that concept that the technologies affect how we communicate. Key strong determinist s = Marshal McLuhan. Know his theories and a good smattering of quotations. Also – Neil Postman – heavily dismissive of power of television: “Television reality is the reality”. The danger now is not from control of information, but rather that all information has become mere entertainment Weaker variants of determinism = Richard Sclove – eg technology may also lead to other forms of social interaction (not all negative) Melvin Kranzberg's First Law reads as follows: Technology is neither good nor bad, nor is it neutral. ( Know about Geoffrey Moore: Technology life cycle 1 Early market The stage where we find innovators and early adopters. 2 The chasm This is a crucial moment in the development of any technology. At this stage, the early enthusiasm for the product has started to level off, the potential early adopters have adopted it, but it is still too immature for mass adoption. This was the stage the personal computer was at before the invention of the 'killer app', the spreadsheet. 3 The early majority If a technology successfully crosses the chasm it is taken up by the early majority. (DVD) 4 The late majority At this stage, the adopters are joined by those who have preferred to wait until the technology is fully matured and, probably, less expensive, as has been the case with the personal computer over the past couple of years. 5 End of life As consumers' requirements change, so the technology may no longer be the appropriate one to fulfil them and so it reaches the end of its life. 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