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ap er
Keeping Pacewith Innovations
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Elite-Popularization-Specialization (EPS) Cycle
A theory of mass media
adoption: Suggests that all
are first introduced to (or by)
elites, get dispersed among
the popular masses, and
availability so that content
can become specialized
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’ …• Phase One: Elites
– ,
– Federal Communications CommissionEstablished by the Communications Act of 1934; is responsible to
• Phase Two: Popularization
–
international communication in the U.S.
,
– Informal self-literacy and Economic forces
•
– DemassificationOccurs when mass media saturate a given market and thenshift perspective to capture niche audiences
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– More media and audience specialization: Target
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The Role of Change Agents inthe Diffusion of Innovations•
• Interpersonal networks sometimes have moreto do with the adoption of new ideas than the
e e e ve – Innovators
–
2.5% of the average sample
13.5% of the average sample
– Early Majority
– Late Majority
34% of the average sample
34% of the average sample
– aggar s
• Change agent
16% of the average sample
“ ’
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-direction deemed desirable by a change agency”
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Decentralizin Our World(cont’d…)
• Decentralizing Government –
• http://www.state.ny.us/
–
• Many officials can be located and contacted
without much if an ate-kee in
– Bypassing the Traditional Media
•
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Decentralizin Our World(cont’d…)
• Decentralizing Education – Self-Instruction
• The user can teach himself
– Decentralizing the Institution and the Classroom
•
• Decentralized campus
– The Rise of the Virtual University
• Distance Learning
–
Term used for courses delivered to students who are not physicallyon campus
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• Internet access in every school and classroom
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Decentralizing Our World(cont’d…)
• Decentralizing theEconomy
• The dot com era
• The informationtec no ogy sector
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Decentralizing Our World(cont’d…)
• Decentralizing the Economy (cont’d…) –
• Work anywhere, anytime
•
• Intranet
about a company; not meant for public consumption
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Decentralizin Our World(cont’d…)
• Decentralizing the Community – Communit discussions
– Community networks 4 goals
–
– Interest communities and the Internet
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Decentralizin Our World(cont’d…)
• ecen ra z ng e n v ua
– Logical Diversity and Desensitization
•
• Both at work
– Social Isolation• Blessing
• Curse
–
• Less time talking with friends and family
• Less time with friends and family
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• Less time away from home at actual events
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Resources: Keeping Pace with
the Internet• ….
– Mailing Lists, Discussion Groups, and OnlineJournals for topics of interest
• n erne cou epor p: scou .w sc.e u
– News Alerts
• Keep current with real-time news
– Bookmark Web Sites• Remember favorites
– • Computer magazines
– Books
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• rea er ep