Lecture 3 - Social Media Affordances

Question 1

Marshal McLuhan - How humans relate to media

Answer 1

1. When a medium is introduced to society –> humans are shaped cognitively by the new medium
2. Older function of human is “amputated” –> now serves function through interaction with medium

Question 2

Marshal McLuhan - How human behaviour is shaped by media

Answer 2

New media are not ways to relate to the “real world” rather it is the real world

All new media are art forms which have the power of imposing (like poetry) their own assumptions

Question 3

Medium theory

Answer 3

Effect of media technology itself rather than effect of content within media

Media technologies + cultural environment = change

Question 4

Global village

Answer 4

Communication technologies have shortened the distance between people from different parts of the world all around the globe

(McLuhan) coined global village with reference to “new media”
Predicting forms networked communication that has not yet been developed

Question 5

Diffusion of Innovations

Answer 5

relative advantage of innovations over earlier technologies

Ability to observe others using technology

ease to learning or simplicity

compatibility with other technologies

Question 6

Medium theory vs Innovation diffusion

Answer 6

Media theory;

properties of media alter our perceptions and social relations

Innovation Diffusion:

we make decisions about using technology based on its features

Question 7

Affordances

Answer 7

perceptions of an object’s utility - perceiving not what the object is, but rather what is its use

• individuals do not engage with an object prior to or without knowing what the object is good for
• physical objects exist apart from the people who use them, it is the people who give meaning to the object

Question 8

Affordances (Gibson 1977)

Answer 8

affordances = quality of an object, environment which allows an individual to perform an action

sees technology as artefacts, that may be shaped by and shaping practices human use in interactions

Question 9

Perceived affordances (Norman)

Answer 9

Affordances are dependent on an actor’s;

• physical capabilities
• goals
• plans
• values
• beliefs
• past experiences

Question 10

Technological affordances (Gaver, 1991)

Answer 10

technology is a quite complex object related affordances should go beyond what can be perceived

when an affordance is perceptible, it gives a direct link between perception and action

however perception can also lead to false affordance

Question 11

Perceptible affordance (inter-referential)

Answer 11

Perceptual information available for an existing affordance

Question 12

Hidden affordance

Answer 12

No information available for an existing affordance

Question 13

False affordance

Answer 13

information suggests a nonexistent affordance

Question 14

Correct rejection

Answer 14

no affordance or perceptual information

The perception of affordances determined by culture, social setting, experience and intention

Question 15

sequential affordances

Answer 15

situations in which acting on a perceptible affordance leads to information indicating new affordances

Question 16

nested affordances

Answer 16

affordances that are group in space (ex. door and handle)

Question 17

Affordances with computer-mediated communication (CMC)

Answer 17

Editability

Unlimited time

physical isolation

reallocation of cognitive resources

Question 18

Editability

Answer 18

• Communication is asynchronous

* Messages can be edited

Question 19

Unlimited time

Answer 19

Can take however long users decide, independently from one another

Question 20

Physical Isolation

Answer 20

Sender of a message can be separate from receiver

Question 21

Reallocation of cognitive resources

Answer 21

No need for non-verbal interaction

Question 22

Uses and Gratifications

Answer 22

Individuals will seek out media among competitors that fulfils their needs and leads to ultimate gratifications

sees media in terms of what needs are satisfied

Question 23

Whiting & Williams (2013): seven gratifications

Answer 23

o	Social interaction 
o	Passing time 
o	Information seeking 
o	Relaxation 
o	Communicatory utility
o	Convenience utility
o	Entertainment