Communication Technology

TheSeries in Communication Technology and Societyis an integrated series centering on the social aspects of communication technology. Written by outstanding communications specialists, it is designed to provide a much-needed interdisciplinary approach to the study of this rapidly changing field.The industrial nations of the world have become Information Societies. Advanced technologies have created a communication revolution, and the individual, through the advent of computers, has become an active participant in this process. The "human" aspect, therefore, is as important as technologically advanced media systems in understanding communication technology. The flagship book in theSeries in Communication Technology and Society,Communication Technologyintroduces the history and uses of the new technologies and examines basic issues posed by interactive media in areas that affect intellectual, organization, and social life. Author and series co-editor Everett M. Rogers defines the field of communication technology with its major implications for researchers, students, and practitioners in an age of ever more advanced information exchange.CONTENTSThe Changing Nature of Human CommunicationWhat Are the New Communication Technologies?History of Communication ScienceAdoption and Implementation of Communication TechnologiesSocial Impacts of Communication TechnologiesNew TheoryNew Research MethodsApplications of the New Communication Technologies

Everett M. Rogers is Walter H. Annenberg Professor of Communications and Associate Dean at the Annenberg School of Communications at the University of Southern California. His other works include Diffusion of Innovations and Communication Networks.

Contents

Preface

CHAPTER 1. The Changing Nature of Human Communication

Nature of the New Communication Technologies
Implications for Communication Research
Welcome to the Information Society
Changes in the Labor Force
From Massification to Individualization
Why Information? Why Now?
The Research University in the Information Society
The MCC Moves to Austin
Governing the Future Information Society
A Kentucky Farmer Joins the Information Society
Summary

CHAPTER 2. What Are the New Communication Technologies?

Four Eras in the Evolution of Human Communication
I. Writing
II. Printing
III. Telecommunication
How the Telegraph Impacted Newspapers
IV. Interactive Communication
Computer Communication
Transistors and Semiconductors
Invention of the Microprocessor
The Rise of Computer Communication
Computer Bulletin Boards
Videotext and Teletext
Teleconferencing: Electronic Meetings
Social Presence and Nonverbal Communication
The New Cable TV
Satellite Communication
Qube in Columbus
Wired Cities
Summary

CHAPTER 3. History of Communication Science

A Personal Perspective
European Roots: Trade and Simmel
Four American Roots
John Dewey: Pragmatism
Charles Horton Cooley: The Looking-Glass Self
Robert E. Park and the Chicago School of Sociology
George Herbert Mead: The Self
The Engineers of Communication: Claude Shannon and Norbert Wiener
The Mathematical Theory of Communication
Shannon's Information Theory
The Impact of Shannon's Theory
Norbert Wiener and Cybernetics
The Yellow Peril
The Impact of Wiener's Cybernetic Theory
The Four Founders: Lasswell, Lewin, Hovland, Lazarsfeld
Harold D. Lasswell: Propaganda Effects
Kurt Lewin: Gatekeeping
Carl Hovland: Persuasion Research
Paul F. Lazarsfeld: Toolmaker
Wilbur Schramm: Institutionalizer
Communication Technology and Communication Science

CHAPTER 4. Adoption and Implementation of Communication Technologies

Diffusion of Innovations
What Is Special About the Diffusion of Communication Technologies?
Diffusion of Home Computers
Innovation That Failed: The Context System at Stanford University
Smashing the ATM Wall
Uses of an Electronic Mail System
Innovation Clusters and the Hot Market
Characteristics of the Adopters of the New Media
The Rapid Diffusion of VCR's
Naming a New Communication Technology
The Innovation Process in Organizations
A Model of the Innovation Process
The Diffusion of Microcomputers in California High Schools
Summary

CHAPTER 5. Social Impacts of Communication Technologies

From Audience Research to Effects Research
Past Research on Communication Effects
The Era of Minimal Effects
The Era of Conditional Effects
Process Versus Effects In Communication Research
A Typology of Impacts
Unemployment and Social Class
Silicon Valley Today: The Information Society of Tomorrow?
Impacts on Inequality
Communication Technology and Information Gaps
The Green Thumb in Kentucky
Gender Inequality in Computer Use
Computer Romance on DEAFNET
Information Overload
Privacy
Your Bank's Computer Knows a Lot About You
Decentralization
Teleworking
Impacts of a New Medium on Older Media
Impacts of Television on Radio and Film in the 1950's
Summary

CHAPTER 6. New Theory

Background
Inadequacies of the Linear Model for Studying Interactive Communication
Criticism of the Linear Model
A Convergence Model of Communication
Units of Analysis, Variables, and Time in the Data-Cube
Communication Network Analysis
The Information-Exchange as a Unit of Analysis
Electronic Emotion: Socio-Emotional Content in Computer Communication
Time as an Essential Dimension of Communication Behavior
Studying Interactivity in Computer Bulletin Boards
Investigating Interactivity
Summary

CHAPTER 7. New Research Methods

New Methods for the Study of New Media
The Typical Evaluation Research Design
Shortcomings of Existing Methods
New Data from New Media
Types of New Data
Computer Content Analysis
Advantages of Computer-Monitored Data
Disadvantages of Computer-Monitored Data
Summary

CHAPTER 8. Application of the New Communication

Technologies Education and Children
The Home
Electronic Politics
The Office
Applications to Third World Development
Small Media for a Big Revolution
Conclusions

References

Index

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Communication Technology

Summary

Author Biography

Table of Contents

Supplemental Materials