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LECTURE 14Values, Perceptions, and Practices in Technology Adoption and Use
i203: Social & Organizational Issues of Information04/20/23
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Social Network Thresholds
Personal network thresholds (Valente 1996)
The number of members within personal network that must have adopted a given innovation before one will adopt
Accounts for some variation in overall adoption time
Opinion leaders have lower thresholds
Opinion leaders influence individuals with higher thresholds
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Structural Network Diffusion
Weak Ties Revisited
Centrality
Structural Equivalence
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Critiques of the Network Approach Other factors may be more important
than just the network structure: Example: Tetracycline diffusion (Coleman,
Katz et al. 1966) Marketing may have been most important
factor for explaining adoption.
Rationality of actors is not necessarily expressed– treated as a sort of “black box”
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Overall, what does the diffusion of innovation research help us to understand?
Can be used at the micro-level to track individuals who are targeted members for an innovation
Can be used at the meso and macro-level to consider economic development, technological advances, or other processes.
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Common Mistakes in Applying Diffusion Research
Treating diffusion only as dissemination or marketing
Confusing influence with status
Inadequate evaluation of the issue in its own context, as well as the surrounding social structure and perceptions of the innovation.
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Stanley & Leonardi
Perceptions & Uses of Technology
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Stages of Adoption
Everett Rogers (1995) Awareness Interest Evaluation Trial Adoption
8
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Probit Model
X*X*
Not Adopt
Adopt
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In Brief: Social Constructionism ‘De-centering Technologies’ Users (and non-users) as active participants
in making information and technology what it is
"Not only do groups construct peoples' meaning of technology, but they also
continually define and reposition it throughout changing contexts.“
(Leonardi 2003)
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Beyond Access (Stanley)
“Psychosocial Barriers to Computer Literacy”
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Stanley – Research Questions
1. Why are CTCs not being used?2. What factors, other than cost, may
act as barriers to computer literacy?
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Stanley – Methods & Sample Methods
questionnaire semi-structured interview direct observation
Sample 80 new users, 20 non-users San Diego area Hispanic low-income
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Stanley – Non-Cost-Related Obstacles
Relevance ‘Comfort Zone’ Self-Concept
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Leonardi – Problematizing ‘New Media’
Two Goals:1. ‘Problematize our discourse about technology
by taking communication practices seriously.’2. ‘Examine the uses and perceptions of
technology in a cultural group largely under-represented in communication technology scholarship.’
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Latino Culture
Individualism vs. Collectivism Pride - ‘orgullo’ Simpatia - 'behaviors that promote
smooth or harmonious relationships' High Power Distance - 'respect for and
loyalty to one's superiors'
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Leonardi – Methods & Sample Methods
7 focus groups Sample
78 1st generation working-class Latinos Western US custodial workers Spanish speaking
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Leonardi – Cell Phones
Enhances communication Expectation of having one Not perceived as a luxury, but a
necessity Aware of limitations of technology
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Leonardi – Computers & Internet
Lumped together in participants minds Aware of functions Perception of difficulty, learning barriers 'intractable nature’
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Leonardi – Findings
‘participants did not view computers and the internet as technologies that helped
to keep people connected.’
‘use of computers and the internet was viewed by participants as having a negative impact on inter-personal
relationship, especially within the family.’
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Leonardi – Findings cont’d
'unlike cell phones, which encourage communication outside face-to-face contexts, participants viewed computers and the
internet as promoting individuality and removing the user from social live.‘
question of pride - 'must the user forgo the use of his/her native language in order to access a new technology?'
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Leonardi – Summing Up
‘New Media’ doesn’t work Cell phones meshed well with cultural
values Computers & internet were seen as
conflicting with cultural values
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What Are the ‘Take-Aways’?
This is not just a Digital Divide / Inclusion issue! Predicting perception & use is difficult. Technology descriptors, buzzwords idealize use and perception, do not
always capture ‘real’ Stakeholders are key.
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Design Strategies
Value Sensitive Design U. of Washington iSchool Batya Friedman
http://projects.ischool.washington.edu/vsd/
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Next Time…
Final Paper Planning Come to Thursday’s class with potential
project ideas. Additional Office Hours
Wed. (tomorrow) – 1-3pm, Room 2 Thurs. – 4-6pm – Room 305A Fri. – 1-3pm – Room 305A