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Technology mediates boundaries between public and private sphere TV brought distant events into the home Social media changed how we communicate?
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Technology assumed to have a determining affect on society (see McLuhan, ‘the medium is the message/mass age).
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‘My fear is that these technologies are infantilising the brain into the state of small children who are attracted by buzzing noises and bright lights, who have a small attention span and who live for the moment’ Neuroscientist Professor Susan Greenfield talking about
social media 2009 http://www.dailymail.co.uk/ Listen to her: Guardian Tech Weekly
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‘The effects of a technology … are not determined by its production, its physical form or its capability. Rather than being built into the technology, these depend on how they are consumed, and this consumption takes place in contextin context’ Mackay, 1997: 263
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‘‘the most single influential theory of the the most single influential theory of the relationship between technology and society’ relationship between technology and society’ SStone agetone age Iron ageIron age Steam ageSteam age Information ageInformation age
Mackenzie & Wajcman, 1985/1999: 4Mackenzie & Wajcman, 1985/1999: 4
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Empirical studies needed
See this week’s case studies folder on SunSpace
Computing (Lally)
Social networking (boyd, Livingstone)
Video games (Ashton, Thornham, Royse et al)
Television (Evans)
iPod (Bull)
http://www.participations.org
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The PR campaign for launch evoked the hype (technological determinism?)
Success of the technology can be measured by sales?
Does each sale equate a satisfied customer?
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Short-term market growth
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Source: Foresman, 2009, asrstechnica
Short-term market growth
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Source: Foresman, 2009, asrstechnica
Grant and Tybout (2008) suggest pre-release hype makes people much more careful about what they buy
The element of surprise spurs impulse consumption
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The technology of social media was used to leverage collective power against HSBC
Facebook/technology as a powerful material and symbolic force (Mackay, 1997), but still dependent on human agency.
Technology as democratising?
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Charles Arthur, 2008, ‘Why Apple's secretive approach is so effective’, The Guardian, http://www.guardian.co.uk/technology/2008/feb/21/apple.marketingandpr
George E. Belch and Michael A. Belch, 2001, Advertising and Promotion, McGraw-Hill/Irwin
Bill Gates, 1995, The Road Ahead, London: Viking
Susan Grant and Alice Tybout, 2008, ‘The Effect of Temporal Frame on Information Considered in New Product Evaluation: The Role of Uncertainty’, Journal Of Consumer Research
Nada Kakabadse, 2007, ‘The rise of technology addiction’, Click, BBC, http://news.bbc.co.uk/1/hi/programmes/click_online/6411495.stm
Philip Kitchen, 1997, Public Relations, Principles and Practice, International Thomson Business Press
Donald Mackenzie and Judy Wajcman (eds.), 1984/1999, The Social Shaping of Technology, Buckingham: Open University Press
Hugh Mackay (ed), 1997, Consumption and Everyday Life, Open University Press
Clay Shirky, 2008, Here Comes Everyone: The Power of Organizing without Organizations, Allen Lane
Frank Webster, 1996, ‘The Information Age: what’s the big idea’, Renewal, vol 4 no 1.
UK Statistics Authority, 2006, ‘Time use survey 2005’, http://www.statistics.gov.uk/articles/nojournal/time_use_2005.pdf
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