CMN 410 Exam 1 Study Guide: Technology Theories

Definition 1 of technology

An artifact whose features enable and constrain certain forms of action.

• Feature oriented  

• Lends itself to determinism  

• Tends to ignore social context 

Definition 2 of technology

The outcome of social processes by which artifacts are produced and negotiated to have social impacts.

• Facebook and LinkedIn 

• Social process oriented  

• Lends itself to constructivism  

• Tends to ignore features  

Scientific Management (Taylorism)

All about productivity, with weaknesses including racist perspectives toward workers, viewing workers as the 'problem' to be fixem, and $ as a motivator

Sociotechnical Systems-Coal mining

Hand got and longwall

Hand Got

• 3-8ppl

• Pros=amazing friendships between workers, Free to determine their own pace of work, did it to perfection 

• Cons=competed against other groups, very physically demanding  

Longwall

• about 40 people= Wanted the assembly line in mining 

• Pros= More efficient, got work done a lot faster with more production 

• Cons= Caused Absenteeism and conflict, caused the workers to be restricted to one task  

Cues Filtered Out

How do features influence communication?

Media Richness Theory

How do individuals choose their technology?

What are the media richness features?

• Feedback: Instantaneous question and response 

• Multiple cues: large variety of social cues can enable complex messaging 

• Personal focus: Ability to easily convey emotions 

What is the hierarchy of media richness?

• High= Instant feedback, proxemics, emotionality 

• Middle= Instant feedback, cues filtered out, tone of voice (phone)

• Low= Delayed feedback, social cues filtered even more 

SIP (Social Information Processing)

The idea that people are naturally driven to develop social relationships.

• People actively seek out social cues, form impressions, and test those 
  impressions 

Hyperpersonal Communication

Communication that is more socially desirable than that which occurs face-to-face.

Social Construction of Technology (SCOT)/ bike example

The concept that we should look at how technologies come to be successful rather than how they influence actions.

• Won not because it was revolutionary, but because it met the needs of a larger number of social groups.

Social influence

• Learning is a process through observation, discussion, and comparison to similar contexts  

• Behaviors are reinforced through social interaction  

Affordances

The potential appropriations of an artifact that are enabled by a combination of its features taken in reference to its specific social context.

Affordances vs Features

Features describe the physical aspects of the item, affordances describe what you can do with it.

Mundane Technologies

Widely adopted, fully integrated into organizational life, everyone knows how to use (e.g., Email, Word, PowerPoint, Excel).

Novel Technologies

Only adopted by a few, unclear how they will fit into organizational life, foreground of ongoing discussion (e.g., Zoom, TikTok, AI, analytics).

Memex

Didn't predict technology as an artifact; more accurate as a social process influenced by existing technology.

• Influenced by existing technology  

• Well positioned to see the future  

• Influenced scientists who would make the internet  

Utopianism & Moral Panic

Old 'new' technologies that evoke both positive and negative societal reactions.

Telephone Utopianism/ moral panic

Revolutionize work and social relations.

Exacerbate status differences, degrade community.

Automobile Utopianism/ Moral panic

Transport, access, urbanization, freedom.

Destroy rural life, degrade community.

Factory Automation Utopianism/ Moral panic

Increase productivity and efficiency, create new types of jobs.

De-skilling, loss of jobs.

Computer Utopianism/ Moral panic

Info access, efficiency, enhanced communication.

De-skilling, loss of jobs.

Internet Utopianism/ Moral Panic

New forms of organization, democratize info, globalize access.

Destroy 'Small-town' community.

Cues Filtered Out in email study (early observation)

People only knew an average of 2/6 indicators about unknown senders.

People preferred to use email to communicate to their managers, but not subordinates  

Caused uninhibited behavior  

• Flaming (angry email) 

• Preference to communicate bad salary news via email  

• Breakdown of work-home barrier  

Media Richness (Survey of Email Users)

Managers tended to choose richer media for more than one task.

Straightforward= lean media  

Higher level managers should use email less than subordinates  

They should only use for straightforward tasks  

HCP Inc. ( Actual Email Use)

Employees used F2F for straightforward things, if receiver was nearby.

They used phone for multiple tasks, if receiver was distant  

Higher level managers sent WAY MORE email than lower-level managers 

Managers saw email as a primary communication medium

Social Influence of Schmitz and Fulk

• People PERCEIVED email to be more useful if their bosses perceived it as useful and/or their co-workers actually used email  

• People USED email more if their bosses used email more frequently and/or their co-workers used email frequently  

Yik Yak

Flaming, reduced social cues, and lean media.

Robert Moses' Bridges

Example of soft determinism

bridges are racist= AI is transforming organizations

Characteristics of features

Features are subordinate of affordances

To have an affordance you need to have a feature  

Definition 3 of technology

An artifact whose affordances enable and constrain certain forms of appropriation (middle ground)

What are the features of Cues filtered out

Immediacy, modality, audience, archival, and distance

What does cues filtered out cause?

• Access to new people/ info and uninhibited behavior 

• YikYak 

• Flaming and reduced social cues  

What are some benefits of hyperpersonal communication?

• CMC features can allow control over self-presentation, first impressions are manageable, can construct an identity, choose what you show to someone, Only manage cues other people perceive 

• Zoom= filters (make yourself appear better), mute button (control when cues are being sent), appearance (wearing suit on top shorts on bottom), changing background

What are the communication studies in social influence

 

• People’s choice= hear about news from peers 

• Diffusion of innovations= Early adopters and opinion leaders exhibit disproportionate influence their peers’ opinions 

Characteristics of affordances?

• Affordances are not just features 

• Affordances must be perceived and appropriated to have an impact  

• Affordances can be designed and communicated  

What is determinism?

Do technical artifacts, in themselves, create social change?

What is constructivism?

Do artifacts and social changes result from social processes?

Difference between determinism and constructivism?

determinism suggests that technology drives social change, while constructivism argues that social processes shape the development and use of technology.