LECTURE 14Values, Perceptions, and Practices in Technology Adoption and Use

i203: Social & Organizational Issues of Information04/20/23

Social Network Thresholds

Personal network thresholds (Valente 1996)

The number of members within personal network that must have adopted a given innovation before one will adopt

Accounts for some variation in overall adoption time

Opinion leaders have lower thresholds

Opinion leaders influence individuals with higher thresholds

Structural Network Diffusion

Weak Ties Revisited

Centrality

Structural Equivalence

Critiques of the Network Approach Other factors may be more important

than just the network structure: Example: Tetracycline diffusion (Coleman,

Katz et al. 1966) Marketing may have been most important

factor for explaining adoption.

Rationality of actors is not necessarily expressed– treated as a sort of “black box”

Overall, what does the diffusion of innovation research help us to understand?

Can be used at the micro-level to track individuals who are targeted members for an innovation

Can be used at the meso and macro-level to consider economic development, technological advances, or other processes.

Common Mistakes in Applying Diffusion Research

Treating diffusion only as dissemination or marketing

Confusing influence with status

Inadequate evaluation of the issue in its own context, as well as the surrounding social structure and perceptions of the innovation.

Stanley & Leonardi

Perceptions & Uses of Technology

Stages of Adoption

Everett Rogers (1995) Awareness Interest Evaluation Trial Adoption

8

Probit Model

X*X*

Not Adopt

Adopt

In Brief: Social Constructionism ‘De-centering Technologies’ Users (and non-users) as active participants

in making information and technology what it is

"Not only do groups construct peoples' meaning of technology, but they also

continually define and reposition it throughout changing contexts.“

(Leonardi 2003)

Beyond Access (Stanley)

“Psychosocial Barriers to Computer Literacy”

Stanley – Research Questions

1. Why are CTCs not being used?2. What factors, other than cost, may

act as barriers to computer literacy?

Stanley – Methods & Sample Methods

questionnaire semi-structured interview direct observation

Sample 80 new users, 20 non-users San Diego area Hispanic low-income

Stanley – Non-Cost-Related Obstacles

Relevance ‘Comfort Zone’ Self-Concept

Leonardi – Problematizing ‘New Media’

Two Goals:1. ‘Problematize our discourse about technology

by taking communication practices seriously.’2. ‘Examine the uses and perceptions of

technology in a cultural group largely under-represented in communication technology scholarship.’

Latino Culture

Individualism vs. Collectivism Pride - ‘orgullo’ Simpatia - 'behaviors that promote

smooth or harmonious relationships' High Power Distance - 'respect for and

loyalty to one's superiors'

Leonardi – Methods & Sample Methods

7 focus groups Sample

78 1st generation working-class Latinos Western US custodial workers Spanish speaking

Leonardi – Cell Phones

Enhances communication Expectation of having one Not perceived as a luxury, but a

necessity Aware of limitations of technology

Leonardi – Computers & Internet

Lumped together in participants minds Aware of functions Perception of difficulty, learning barriers 'intractable nature’

Leonardi – Findings

‘participants did not view computers and the internet as technologies that helped

to keep people connected.’

‘use of computers and the internet was viewed by participants as having a negative impact on inter-personal

relationship, especially within the family.’

Leonardi – Findings cont’d

'unlike cell phones, which encourage communication outside face-to-face contexts, participants viewed computers and the

internet as promoting individuality and removing the user from social live.‘

question of pride - 'must the user forgo the use of his/her native language in order to access a new technology?'

Leonardi – Summing Up

‘New Media’ doesn’t work Cell phones meshed well with cultural

values Computers & internet were seen as

conflicting with cultural values

What Are the ‘Take-Aways’?

This is not just a Digital Divide / Inclusion issue! Predicting perception & use is difficult. Technology descriptors, buzzwords idealize use and perception, do not

always capture ‘real’ Stakeholders are key.

Design Strategies

Value Sensitive Design U. of Washington iSchool Batya Friedman

http://projects.ischool.washington.edu/vsd/

Next Time…

Final Paper Planning Come to Thursday’s class with potential

project ideas. Additional Office Hours

Wed. (tomorrow) – 1-3pm, Room 2 Thurs. – 4-6pm – Room 305A Fri. – 1-3pm – Room 305A