Social developments from digital environments
12. The Media Equation (cont.)
Media Equation Findings I
(Interpersonal/Small Group)
Polite is better.
Nearness increases participation.
Praise is better than blame (flattery).
Praise from others is good; from respected others is even better.
Personality is better than fact.
Liking is the primary emotional response (or NOT liking).
Teams are good (identification and interdependence); even when people are teamed with machines.
Gender counts, is role differentiated, with male preference.
Negative media is disliked but remembered.
Media arouse
arousal can accumulate
arousal is not antithetical to thought.
size arouses
Media Equation Findings II
(General Com)
Specialists are thought to be better (even when a machine).
Multiple voices differentiate so may be problematic (and/or may be used strategically) in computers.
"Kill the Messenger" holds for sources orientation (programmers are transparent and missing).
P
erception is crucial (that which seems true is taken as true).
Media Equation Findings III
(Mass Com)
Motion gets attention and prepares user for action.
Scene changes demand attention (cuts)
visually dynamic messages get favorable attention.
Subliminal imagery is everyday and can prime later actions.
Picture fidelity does not matter much; sound fidelity does.
Synchrony (correct audio/video timing) is CRUCIAL.
Goals and Objectives
Requirements/Expectations
(A) Text Reading Analyses
(B) Concept Analyses
(C) Extra Credit
(D) Grading
Special Considerations
Concepts
Schedule
IM 355 Homepage
© Ed Lamoureux, 2022