The Emergence of a Content Acceptance Model (CAM): New Thoughts Regarding the Trial, Adoption, and Usage of New Media

Abstract

The Internet allows people from different groups, societies, and cultures to communicate and share information about their beliefs with anyone who has a computer. People often distribute information to others in an effort to influence their actions and/or gain support for a cause. This thesis looks at different forms of online technology currently being used to obtain information for communication purposes and for entertainment, and what drives people to use them. The focus is on New Media technologies. New Media technology is defined as information and communication technologies and their associated social contexts. New Media consists of three distinct components. The first are the artifacts or devices that individuals use to communicate and/or convey information. The activities and practices used to communicate are the second element of New Media. The final element of New Media are the devices and practices used to develop social arrangements and/or organizational forms. New Media technology includes, but is not limited to, weblogs (blogs), podcasts, online forums, social networking sites (e.g., My Space, Facebook), video/picture sharing sites (e.g., YouTube), and viral marketing. The important characteristics of the definition of New Media are not technology dependent, but are based on the content they provide to their users. A qualitative analysis of 80 in-depth semi-structured interviews reveals that it is the content that drives the trial, use, adoption, and diffusion of New Media systems. Three questions are addressed in this thesis: Which of the six types of New Media services just mentioned are being used by people and to what extent are they being used?; Why do users try, adopt, and use New Media services, and in what contexts are they being used?; and Why do or don't users diffuse New Media services?

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Document Details

Document Type
Technical Report
Publication Date
Mar 26, 2009
Accession Number
ADA502465

Entities

People

  • Ryan G. Walinski

Organizations

  • Air Force Institute of Technology

Tags

Communities of Interest

  • Cyber
  • Energy and Power Technologies
  • Weapons Technologies

DTIC Thesaurus Topics

  • Air Force
  • Commerce
  • Communication Channels
  • Data Analysis
  • Electronic Mail
  • Information Science
  • Information Systems
  • Internet
  • Mobile Phones
  • Online Communications
  • Psychology
  • Social Media
  • Social Networking Services
  • Social Networks
  • Students
  • Text Messaging
  • Video Games

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Organizational Process Management (OPM).

Technology Areas

  • Space