Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. Diffusion is a special type of communication concerned with the spread of messages that are perceived as new ideal. Communication is a process in which participants create and share information with one another in order to reach a mutual understanding. Diffusion has a special character because of the newness of the idea in the message content. Thus some degree of uncertainty and perceived risk is involved in the diffusion process. An individual can reduce this degree of uncertainty by obtaining information. Information is a difference in matter energy that affects uncertainty in a situation where a choice exists among a set of alternatives.

The Diffusion of Innovations

Postmodernism has been particularly important in acknowledging 'the multiple forms of otherness as they emerge from differences in subjectivity, gender and sexuality, race and class, temporal and spatial geographic locations and dislocations'. Postmodernism also ought to be looked at as mimetic of the social, economic, and political practices in society. The meta-narratives that the postmodernists decry were much more open, nuanced, and sophisticated than the critics admit. The rhetoric of postmodernism is dangerous for it avoids confronting the realities of political economy and the circumstances of global power. The sharp categorical distinction between modernism and postmodernism disappears, to be replaced by an examination of the flux of internal relations within capitalism as a whole. The reproduction of the social and symbolic order through the exploration of difference and 'otherness' is all too evident in the climate of postmodernism.

The condition of postmodernity

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...

/pdf/marketing-in-hypermedia-computer-mediated-environments-2ffhdnb9gv.pdf

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

Virtual reality (VR) is typically defined in terms of technological hardware. This paper attempts to cast a new, variable-based definition of virtual reality that can be used to classify virtual reality in relation to other media. The defintion of virtual reality is based on concepts of "presence" and "telepresence," which refer to the sense of being in an environment, generated by natural or mediated means, respectively. Two technological dimensions that contribute to telepresence, vividness and interactivity, are discussed. A variety of media are classified according to these dimensions. Suggestions are made for the application of the new definition of virtual reality within the field of communication research.

Defining Virtual Reality: Dimensions Determining Telepresence

Virtual reality (VR) is typically defined in terms of technological hardware. This paper attempts to cast a new, variable-based definition of virtual reality that can be used to classify virtual reality in relation to other media. The defintion of virtual reality is based on concepts of “presence” and “telepresence,” which refer to the sense of being in an environment, generated by natural or mediated means, respectively. Two technological dimensions that contribute to telepresence, vividness and interactivity, are discussed. A variety of media are classified according to these dimensions. Suggestions are made for the application of the new definition of virtual reality within the field of communication research.

https://faculty.washington.edu/farkas/TC510-Fall2011/SteuerMediaRichnessTheory.pdf

Defining virtual reality: dimensions determining telepresence

This reissue of Understanding Media marks the thirtieth anniversary (1964-1994) of Marshall McLuhan's classic expose on the state of the then emerging phenomenon of mass media. Terms and phrases such as "the global village" and "the medium is the message" are now part of the lexicon, and McLuhan's theories continue to challenge our sensibilities and our assumptions about how and what we communicate. There has been a notable resurgence of interest in McLuhan's work in the last few years, fueled by the recent and continuing conjunctions between the cable companies and the regional phone companies, the appearance of magazines such as WiRed, and the development of new media models and information ecologies, many of which were spawned from MIT's Media Lab. In effect, media now begs to be redefined. In a new introduction to this edition of Understanding Media, Harper's editor Lewis Lapham reevaluates McLuhan's work in the light of the technological as well as the political and social changes that have occurred in the last part of this century.

Understanding Media: The Extensions of Man

Since its first appearance in 1962, the impact of The Gutenberg Galaxy has been felt around the world. It gave us the concept of the global village; that phrase has now been translated, along with the rest of the book, into twelve languages, from Japanese to Serbo-Croat. It helped establish Marshall McLuhan as the original 'media guru.' More than 200,000 copies are in print. The reissue of this landmark book reflects the continuing importance of McLuhan's work for contemporary readers.

The Gutenberg galaxy : the making of typographic man

This reissue of Understanding Media marks the thirtieth anniversary (1964-1994) of Marshall McLuhan's classic expose on the state of the then emerging phenomenon of mass media. Terms and phrases such as \"the global village\" and \"the medium is the message\" are now part of the lexicon, and McLuhan's theories continue to challenge our sensibilities and our assumptions about how and what we communicate. There has been a notable resurgence of interest in McLuhan's work in the last few years, fueled by the recent and continuing conjunctions between the cable companies and the regional phone companies, the appearance of magazines such as WiRed, and the development of new media models and information ecologies, many of which were spawned from MIT's Media Lab. In effect, media now begs to be redefined. In a new introduction to this edition of Understanding Media, Harper's editor Lewis Lapham reevaluates McLuhan's work in the light of the technological as well as the political and social changes that have occurred in the last part of this century.

Marshall McLuhan

Papers

Understanding Media: The Extensions of Man

The Gutenberg galaxy : the making of typographic man

Understanding Media: The Extensions of Man

The Gutenberg Galaxy

The Medium is the Massage : An Inventory of Effects