Television - March 4, 2008 Television TV debut at World's...

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March 4, 2008 Television • TV debut at World's Fair - 1939 • Japan Attacks Pearl Harbor - 1941 • Result? • Began re-manufacturing TV's - 1945 Affluent people owned TV's - 1947 TVs became a central feature - 1948 • The local tavern was a significant element in demonstrating and popularizing the new medium. Diffusion of Innovations Theory • Diffusion - how something new (ideas, technology) is communicated throughout a society. • Diffusion of an "innovation" occurs through interpersonal communication and the media. • Propensity to adopt varies. .. • Is it valuable? • Relative Advantage • Compatibility - is it consistent with our existing values? • Complexity - is it perceived as difficult to understand or use? • Trialability - can we experiment with this 'new thing'? • Observability - are the results of using visible? • How DIT works (cyclic) 1. It's created 2. People sell it (related to media when it existed) 3. Some people buy it ("Early Adopters") ("Opinion Leaders") 4. They talk about it • Awareness Talk - "Look at my new phone." • Opinion Talk - "You should buy it, too." • Practice Talk • Advocacy Talk (Resistance Talk) 5. We buy it ("Opinion Followers") Critical Mass - When 15-20% of the population "bought" it. (Mass production = price drops) • In 1950, less than 10% of American homes had a television
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This note was uploaded on 04/07/2008 for the course COM 160 taught by Professor Hallsten during the Spring '08 term at Illinois State.

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Television - March 4, 2008 Television TV debut at World's...

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