JMC 1100 1st Edition Lecture 24 Media Uses and Effects The World of New Media Effects are more powerful today We are adopting new media technologies faster than domestic technologies of the past Need to Have factor greater than ever o Everyone wants to keep up with each other Why is this happening Some innovations didn t offer clear difference o Example dishwashers vs hand washing o Not worth price for most families in the 1960 s Media technologies offer clear advantages o Rate of innovation greater from model to model o Moore s Law microchip power 2x every 18 months o Telephone vs Smart Phone weather sports etc IPhone more computing power than NASA in 1969 Speaking of which the World s Greatest Wonder Idea formed in the 1960 s o U S Military wanted a decentralized communication system in case of nuclear war 1970s 1980s o Birth of the World Wide Web Took off when academics began to share research Tim Berners Lee creates web of connections between documents and servers to start modern Internet The Internet is Born 1993 Internet goes Viral o Development of Internet Service Providers ISPs o Eruption of online services and websites AOL Hotmail Yahoo But people still clueless about new system o The Today Show from 1994 Two Schools of Thought 1st the internet is good socially 1 Social information processing theory a Internets verbal cues able to help people develop intimate relationships b Skype and Face time allow non verbal cues as well These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute 2 Social Augmentation Hypothesis a People should use the number of web networks to interact with more people in more ways b Would help counter feelings of isolation 2nd the Internet is bad socially Addictive use of Internet can cause depression Several studies link Internet use and loneliness o More Facebook use less feelings of happiness throughout the day Once Truth Internet fulfills social needs Meetup com o Connects people with similar interests SugarDaddie com and SeekingArrangement com o Does the same in a different way Mix of attributes approach method Eveland Not a theory mix of effects based on Media s multidimensional features Method to categorize media in terms of common set of attributes Therefore the effects of new media occur in the context of older media The Six Media Attributes 1 Interactivity the extent to which media are able to achieve or encourage interactivity a One way interactive i TV b Two way i Phone 2 Structure how content or media is organized way it connects operates a Linear structure i TV Radio Newspaper b Non Linear i Internet Hyperlinks 3 Control the extent to which you can easily change the pace order and amount of content presented to you a Lower Control i Newspaper Magazines Television b Higher Control i Internet 4 Channel The extent to which information is presented visually acoustically or both a Audio i Radio is acoustic b Visual i Newspaper visual c Audiovisual i Internet Television 5 Textuality The amount of information that is presented in text form a Low text i Television b High text i Newspaper c Mixed i Internet 6 Content The actual topics covered by medium a Are certain topics more influential through specific media b Current events i Radio newspaper c Entertainment News Mix i Television Internet Applying Mix of Attributes If we understand the attributes of a medium we can understand the potential effects of that medium o How we learn political information What are the differences between print and online news Effects of New Media on Knowledge Influence of new attributes on how we learn o Newspaper linear lots of text little control o Online news non linear lots of text and visuals lots of control How could this influence our learning Results o Newspaper retain factual information o Online news sources factual knowledge but also our ability to connect facts integrated knowledge Internet users rewires our brains for less short term memory called Neuroplasticity o Why remember something you can find online