Evaluating implications for new media and information technologies

Abstract

Many of the predictions regarding future implications of new media and information technologies appear to be made with very limited supporting rationale. Too often the excitement of a novel technology is associated with the belief that “new rules” apply. Alternatively, this paper proposes that evaluation of these predictions can be aided by employing a number of certainties of human nature. Discussion of these constants will include the issue of just how consumers use information to make decisions, and will highlight the possibility that access to additional information often increases consumer uncertainty. In addition, learnings drawn from our understanding of human need for intimate social interaction, group acceptance, and conformity to group norms will be employed to question the viability of proposals such as future growth of virtual communities and significant expansion in the range of media programming content.

Citation

Henry, P. (2001), "Evaluating implications for new media and information technologies", Journal of Consumer Marketing, Vol. 18 No. 2, pp. 121-133. https://doi.org/10.1108/07363760110385992