When Media Are New: Understanding the Dynamics of New Media Adoption and Use

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  • Format: Paperback
  • Copyright: 2010-10-19
  • Publisher: Univ of Michigan Pr
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The world of communication media has undergone massive changes since the mid-1980s. Along with the extraordinary progress in technological capability, it has experienced stunning decreases in costs; a revolutionary opening up of markets (a phenomenon exemplified by but not limited to the rise of the Internet); the advent of new business models; and a striking acceleration in the rate of change. These technological, regulatory, and economic changes have attracted the attention of a large number of researchers, from industry and academe, and given rise to a substantial body of research and data. Significantly less attention has been paid to the people who use new media---whose own rate of adoption and assimilation often lags notably behind the technologies themselves.When Media Are Newaddresses this research and publishing gap by investigating the human factors involved in technological change and their implications for current and future media. It will find a broad audience ranging from media and communication scholars to historians and organizational theorists to industry professionals.John Carey is Professor of Communications and Media Industries at Fordham Business School and Director of Greystone Communications, a media research and planning firm.Martin C. J. Elton first became involved with new media while a member of the research staff of the Tavistock Institute of Human Relations in London. He has served as principal investigator of research projects sponsored by many prominent foundations, companies, and government agencies. He has also acted as consultant to many corporations in the United States and Europe.

Author Biography

John Carey is professor of Communications and Media Management at Fordham Business School and has wide experience in conducting research about new media for companies such as ATT, Cablevision, NBC Universal, and the New York Times (among many others) as well as foundations and government agencies. His extensive publications have focused on user adoption of new media and how consumers actually use new technologies. Martin C. J. Elton was Director of the Communication Studies Group in the UK, which pioneered in the study of user behavior with new media technologies, and founded the Interactive Telecommunication Program at New York University. He has published widely on user research, forecasting, and public policy and ha conducted extensive research for many prominent foundations, companies, and government agencies in the USA and Europe.

Table of Contents

Introductionp. I
Adoption of New Mediap. 19
The Fragility of Forecastingp. 58
Implementationp. 91
User Researchp. 125
Case Studies
How New Media Affect Television Viewingp. 155
Videophones and Teleconferencingp. 183
When Online Media Were New: The Missing Chapterp. 216
The Long Road to Interactive Televisionp. 251
Satellite Radiop. 280
The Integration of Mobile Phones into Everyday Lifep. 302
Notesp. 335
Indexp. 351
Table of Contents provided by Ingram. All Rights Reserved.

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