Future Technologies:Future Technologies:20232023

By: Sean Payne

Media Systems Dependency TheoryMedia Systems Dependency Theory

Developed by Sandra Ball-Rokeach and Melvin DeFleur in 1976.

States that the more a person depends on media to meet needs, the more important media will be in a person's life, and therefore the more effects media will have on a person.

Each individual is unique in what media is important to them

Media Systems Dependency Media Systems Dependency Theory (Cont.)Theory (Cont.)

How important is media to an individual?◦ According to Ball-Rokeach and DeFleur, three media needs

determine how important media is to a person at any given moment: 1) The need to understand one's social world (surveillance) 2) The need to act meaningfully and effectively in that world (social utility) 3) The need to escape from the real world when tensions are high (fantasy-

escape)

Media Systems Dependency Media Systems Dependency Theory (Cont.)Theory (Cont.)

Today’s young adults have more dependency than those that are my age and older. I believe this is because cell phones were at the beginning of becoming “common” when I was in high school and such. Now days, everyone has cell phones and they “cant live without it”. The days of elementary school kids getting phones are upon us! I actually miss the days of not needing my phone… Much more PEACEFUL!

My family jokes about my brother (only 5 years younger) always being on his phone. This proves how narrow the gap is between how rapidly these things progress and develop dependency amongst others.

Diffusion of InnovationsDiffusion of Innovations

Diffusion of Innovations (Cont)Diffusion of Innovations (Cont)Knowledge – Person knows of innovation, but

lacks interest in said innovation.Persuasion – Person is now interested in

innovation and seeks more information.Decision – Weighs advantages/disadvantages.

Accept/Reject idea?Implementation – Person determines usefulness. Confirmation – Person finalizes decision to

continue use of innovation.

"Innovation distinguishes between "Innovation distinguishes between a leader and a follower." ("The a leader and a follower." ("The

Innovation Secrets of Steve Jobs," Innovation Secrets of Steve Jobs," 2001)2001)

I personally love the preceding quote from the late Steve Jobs. To me, he words it perfectly. For something great and innovative to happen, you have to have someone leading (generating an idea). Then you have to have someone saying, “Yeah, that’s a great idea… I’ll jump on that bandwagon.” That’s when you have great things being created.

Uses & Gratifications TheoryUses & Gratifications TheoryBlumler and Katz’s uses and gratification

theory suggests that media users play an active role in choosing and using the media.  Users take an active part in the communication process and are goal oriented in their media use.  The theorist say that a media user seeks out a media source that best fulfills the needs of the user.  Uses and gratifications assume that the user has alternate choices to satisfy their need.

Another Steve Jobs quote…Another Steve Jobs quote…

"I end up not buying a lot of things, because I find them ridiculous." (The Independent, 2005)◦ To me, this sums up the Uses & Gratifications theory. There are

some amazing products out there, but there are also some ridiculous ones as well. You have to have a product that people “cant live without” in order for it to be a success. It has to be something that people will get use out of the product, thus choosing it over another.

What does the future hold??What does the future hold??

Cell PhonesCell Phones

Aside from continuing the faster speeds, I feel that the future of cellular devices will be more improvements on the touch screen abilities.

More gaming abilities will also become the norm. Apple has brought phones to a great place with the apps… I feel its only at the beginning!

TelevisionsTelevisions

I really like the path that TVs are going with the recent developments of 3D. I think with the rapid improvements of this, we will eventually get it built into the screens so people don’t need to have the awkward glasses to enjoy this feature.

Internet capabilities will continue to develop via the TV as well.

Gaming ConsolesGaming Consoles

I am a gamer, and I love my consoles. But I have a feeling that eventually consoles my become extinct with the consoles actually being built into the television devices being ran through live-stream and the internet.

ReferencesReferences

Theories of communication. (Lesson 38). Retrieved from http://www.zeepedia.com/read.php?media_system_dependency_theory_media_system_dependency_theory_theories_of_communication&b=81&c=38

Blumler J.G. & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage.

Brandon, G. (n.d.). Retrieved from http://www.cnn.com/2012/10/04/tech/innovation/steve-jobs-quotes

Grant, A. E., & Meadows, J. H. (2012). Communication technology update and fundamentals (13th ed.). Oxford: Focal.