Media Ecology 12-3

Media Ecology 12-3 - Media Ecology Relationship between...

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Media Ecology
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Relationship between Technology and Human Communication: 3 Perspectives Technological determinism Assumes technologies as the primary cause of major social changes Theory: Media Richness Theory Social determinism Social factor plays a key role Social shaping A middle stance Social Influence Theory
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Four Characteristics of Technological Determinism Reductionistic reduces the relationship between technology and culture/society to one of straightforward cause and effect Technology viewed as a tool/machine Monistic oversimplifies an otherwise complex relationship to the effects of a single factor Mono (single)
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Four Characteristics of Technological Determinism (cont’d) Neutralizing technology as neutral or value-free and free from responsibility Technological imperative presents technological progress as unstoppable, inevitable and irreversible
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Media Richness Theory Assumptions Each communication medium has fixed and inherent properties, regardless of who is using it Media choice is rational and thus predictable Face-to-Face: the ideal communication channel Always the richest media
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Richness of a medium, based on four criteria: Its ability to give immediate feedback Its ability to transmit multiple cues
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Media Ecology 12-3 - Media Ecology Relationship between...

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