By: Jamie TardiffCOMM 303: INTRO TO COMM

TECH

Theories used in presentation

Social Learning Theory

Social Cognitive Theory

Uses of Gratification Theory

Roger’s Diffusion of Innovations

Social Learning Theory

When identifying Social Learning Theory Albert

Bandura proposed four conditions:

• Attention

• Retention

• Motivation

• Motor Reproduction

Social Learning Theory

Continued

We learn by others around us. “Social learning Theory believes development and expansion occurs through a process called experiential learning (Cherry).” Which can be identified though the four main points.

In the next slide I will discuss cell phone technologies of the future. These advances can be seen to have derived from this theory. People, business’, and companies all learn from others based on these theories.

Attention: we pay close attention when Imitating our superiors when new technology develops it is costly and is seen to be superior. There is always someone who is more superior than you, when it comes to phones you have to top the person below you.

Motivation: We are motivated through our Role Models Behavior so when we see our role models with lavished items we are motivated to purchase beyond our means.

Retention: the observer must be able to retain and understand the concepts surrounding the social idea, and what is in it for them. In regards to phones; they must be able to retain the information about the product and how it works.

Motor Reproduction: is to replicate a design just demonstrated, so you need to keep Close Contact to your observer and what is being created. Competitors use motor reproduction when imitating products seen superior than theirs.

All these theories are applied in the next slide in that companies are motivated to pay attention and retain details to replicate set designs (phones). They compete to create the most profitable design ,and they do this by using the Social Learning Theory. This theory helps the producer compare, and overshadow others designs.

Social Cognitive Theory

“This theory focus’ on the individual's knowledge related to observing others within the context of social interactions, experiences, and outside media influences” (Bandura 23).

Relating this method to advances in communication is obvious. Everyone learns by observing and doing. With this theory designers create their technology based on the competitors around them.

They observe their rivals new invention through the media, social interactions, and online databases and base their new technologies off challengers.

When Apple invented the “smartphone” all competitors stepped up and came up with similar, but different designs.

Communication Technology (cell phones)

In regards to Social Learning Theory we learn by following. It is an ongoing process to compete for the best technology. The phonesof the future are seen as extremely light weight, and versatile.

You will be able to access information on both sides (front and back), or on the same side. Phones will be able to morph into different shapes and will beflexible. And can be seen as “James Bond” detective gear as pens, and watches. These watches give you free hands, and to talk touch your index finger to your ear or talk out loud.

Cameras are seen in much higher resolutions, and endless design options to add to your image.

3-D effects will also be in play with this new technology. When you’re locating your destination on Google Maps the target practically pops out at you.

The Uses and Gratification Theory

The uses and gratifications theory follows a basic form. It focus’ on the audience’s reaction to specific gratifications when they are actively searched out in the media (Rossi).

◦ Usually entertainment, merchandise, socializing, business or factual information.

We see these uses everyday while were are tagging ourselves in Facebookpictures, finding our favorite show that we DVR’d, and realizing Macy’s is having a shoe sale when you went to find a coupon online.

Everyone in the world seeks out that instant gratification with whatever they are doing. “Facebook,” “Twitter,” “Pinterest,” games, shopping, etc…

With “facebook” we want to be tagged in a nice picture; the more we have the better we look. The same with friends on “facebook” and “twitter” you get that instant gratification when you have a new follower request.

And “Pinterest” you are always looking for that gratification of finding that perfect pin for your page.

With the world needing that instant gratification with everything that they do; why not making it virtual. That way you can see that persons reaction first hand.

By 2021 we will be able to experience our entertainment right in front of us.

Video games, telephone calls, purchases, and business interviews with just a few gadgets.

Everyone loves that feeling of pleasure when they make a successful purchase, or dominating a level on a video game, or talking to a loved one so far away. Well with virtual reality this gratification will be taken to a new level.

You no longer have to deal with traffic getting to the mall, or airports, and it will be fantastic graphics when your in the video game.

And this changes the world of social networking completely. You just need to have the permission of each individual, and you can have a one on one conversation right in front of your eyes.

Roger’s Diffusion of Innovations

• Rogers' model studies diffusion from a change communication framework to examine the effects involved in the communication process on the rate of adoption.

• The how, what, and at what rate new innovations will be spread through our culture.

• “Using the stages: knowledge, persuasion, decision, implementation, ad confirmation can decided when the innovation was accepted (Rogers).”

Roger’s Diffusion Innovations

(Cars) Every car will be a hybrid.

Accidents and fatalities will be decreased due to heat sensors; which will stop the car or veer the vehicle away from pedestrians, animals, and other vehicles.

Also sensors that will alert when your about to back into an object; trees, parked cars, etc…

Mood enhancers will be programmed into your seat which will determine which music your in the mood for.

Along with mood enhancers their will be climate controls which will distinguish the temperature you

Their won’t be flying cars in 20

years, but their will be major

improvements.

ROGER’S DIFFUSION OF INNOVATIONS

Using this theory to the previous slide it is easy to distinguish how our culture will react to these cars. Knowledge: This is where the individual is first exposed to the innovation, but lacks information

about it. Whenever a new product is released there is little information about it out, the individual will have to wait.

Persuasion: In this stage the individual is interested in the innovation and actively seeks information/detail about the innovation. Our culture will see this product come out and start searching for more information regarding this new technology.

Decision: In this stage the individual takes the concept of the change and weighs the advantages/disadvantages of using the innovation and decides whether to adopt or reject the innovation. Our society is based on people searching for the new, and people stuck in their ways. The same will be with the smart cars. Individuals will want to commit to this new technology, while others will reject it based on the information given, and its performance.

Implementation: In this stage the individual employs the innovation to a varying degree depending on the situation. During this stage the individual determines the usefulness of the innovation and may search for further information about it. This is the stage where individuals will have purchased the product, or have been with someone who has and wants to see more details surrounding the concept.

Confirmation: This stage the individual finalizes his/her decision to continue using the innovation and may use the innovation to its fullest potential. The individual purchases the product, and uses the information researched to utilize all its devices.

“Diffusion is a process when an innovation is communicated through certain channels over time among members of the social system (Rogers).” ◦ With that being said in regards to cars; people always

hear the information of every new technology. Individuals learn of the new technology through other individuals and the media (advertisements).

◦ However; everyone just can’t go out and purchase this new technology. There is a social system by which technology will be channeled.

◦ With this theory the technology will soon be channeled, and in progress.

When examining the theories stated

throughout this project one can

determine the individuals reaction

to certain technologies.

How they will apply these theories

to improve future technologies.

And what will the future results

look like, act like, and perform like.

Bandura, A. (1989). Social cognitive theory. In R. Vasta

(Ed.), Annals of child development. Vol.6. Six theories of

child development (pp. 1-60). Greenwich, CT: JAI Press.

Retrieved December 3, 2011.

Cherry, Kendra. (2011) Social Learning Theory.

About.com. Retrieved December 3, 2011.

http://psychology.about.com/od/developmentalpsychol

ogy/a/sociallearning .htm.

Rogers, Everett. (1995). Diffusion of Innovations.

http://www.stanford.edu/class/symbsys205/Diffusion%

20of%20Innovatio ns.htm. Retrieved December 5, 2011.

Rossi, E. (2002, Spring). Uses of Gratifications/Dependency

Theory.

http://zimmer.csufresno.edu/~johnca/spch100/7-4-

uses.htm. Retrieved December 5, 2011.