Week 2

Question 1

Theories in acceptance of technology

Answer 1

1. Diffusion Approach
2. Management-information-system approach
3. Cognitive approach

Question 2

Diffusion Approach

Answer 2

Focuses on the forces that influence individuals decisions to adopt new technology
1. Macro societal forces: culture etc
2. Micro level influences: context

Question 3

The cognitive approach

Answer 3

Three main ideas:
1. technology is a concept in a person’s mind
2. adoption of technology is a cognitive process
3. in that process, elements or linkages in the cognitive concept change

Question 4

Management-information-system approach - two models

Answer 4

1. Technology acceptance model (TAM)
2. Unified theory of acceptance and use of technology (UTAUT)

Question 5

Technology acceptance model (TAM)

Answer 5

1. perceived ease of technology use
2. perceived usefulness to achieve the goal

Question 6

Unified theory of acceptance and use of technology (UTAUT)

Answer 6

1. performance expectancy
2. effort expectancy
3. social influence
4. facilitating conditions
5. gender, age, and technology experience affect influences

Question 7

Stages in research on CMC

Answer 7

1. Social presence
2. media richness
3. social information processing (SIP)
4. cues-filteres-out perspective
5. hyperpersonal communication
6. compensation medium = you can change certain parts of yourself online, for example being shy in real life
7. Web 2.0 = the users become the creators of content

Question 8

Social information processing/hyperpersonal communication

Answer 8

1. focus on interaction between message qualities and characteristics of the channel with interpersonal goals
2. the user is active, creative and opportunistic
3. it was inspired by CMC then, which was:
   - text based
   - asynchronous
   - possibility to remain relatively anonymous

Question 9

Social information processing

Answer 9

1. based on a functional approach to communication
2. interchangeability of verbal and nonverbal cues
3. opposed to cue-filtered out perspective

Question 10

Assumptions and propositions of SIP theory

Answer 10

1. regardless of the medium, communicators seek relationships with each other
2. communicators find textual alternatives to non-verbal cues for relational goals
3. CMC operates at a slower rate than FtF communication (time); anticipation of future interaction becomes important

Question 11

The cognitive approach

Answer 11

Three main ideas:
1. technology is a concept in a person’s mind
2. adoption of technology is a cognitive process
3. in that process, elements or linkages in the cognitive concept change

Question 12

Hyperpersonal CMC theory

Answer 12

1. Receivers –> idealization: they fill n the blanks and idealize based on stereotypes
2. Senders –> selective self-presentation: engage in selective self-presentation
3. Asynchronous channels –> channel facilitates selective self-presentation (time, edibility, controllability)
4. Feedback process –> behavioral confirmation: feedback enabled through CMC magnifies 1 and 2

Question 13

Importance of SIP and hyper personal communication

Answer 13

1. process view of communication
2. notion of cue interchangeability: function approach
3. focus on cue, rate, time: re-interpretation of existing findings
4. bringing interactivity: visionary in explaining internet based phenomena

Question 14

Factors CASA: computers are social actors

Answer 14

1. computers use words for output
2. computers respond –> interactivity
3. roles traditionally filled by humans (assistant, support)
   –> these factors distinguish computers from most other technologies and are associated with being humans

Question 15

Experiment 1 - being polite to computers (Nass)

Answer 15

Participants which were interviewed about computer A’s performance by computer A were more polite than participants which were interviewed about computer A’s performance by computer B

Question 16

Experiment 2 - computers as a group (Nass)

Answer 16

Participants in the team condition were more likely to…:
1. cooperate with the computer
2. conform to the computer’s suggestions
3. assess the computer as more friendly and more intelligent
4. perceive the computer as being similar to themselves
…then participants in the individual condition

Question 17

Experiment 3 - self-disclosure to computers

Answer 17

Participants in the ‘questions with intro’ condition were more likely to give more intimate answers (both in terms of breadth and depth of self-disclosure) than participants in the ‘question without intro’ condition

Question 18

Ethopoeia

Answer 18

1. direct mindless response
2. to an entity as human
3. while knowing that the entity does not warrant human treatment

Question 19

Criticism of CASA paradigm

Answer 19

1. people have more knowledge about, and experiences with media agents (compared to when CASA was developed)
2. technologies have changed and have become more anthropomorphic
3. interactions between humans and media agents have changed
   a. more social affordances: personalization and more bandwidth
   b. more time: users interact much more frequently with technology, repeatedly and over time

Question 20

Readdressing the CASA paradigm

Answer 20

1. due more social, frequent and ongoing interactions with media agents, people develop and apply different scripts
2. necessary to remove anthropocentric bias from CASA
3. extending CASA by including media-derived scripts, which are also mindlessly applied
4. more longitudinal research: focus on development of media-derived scripts and their application

Question 21

Modality interactivity - interactivity model

Answer 21

the interactive tools that afford users greater activity onto medium interfaces (rotate a shoe online)

Question 22

Source interactivity - interactivity model

Answer 22

the degree to which the technology allows users to become sources of communication in their own right (we can create our own content)

Question 23

Message interactivity - interactivity model

Answer 23

the ability of the user to control and modify messages (reacting to the content on YouTube)