Keyword : Technological determinism .Technological acceptance .New and old media .Audience changing dynamism
Author(s) : Christian C. Ngwu & Uchenna C. Anioke
Abstract :
This study examined the interaction between the new media and old media in the light of the Technological Determinism theory and Technology Acceptance model. In conducting the study, three objectives were set out. The researchers sought to examine the interaction between the new media and the old media, the interaction between the technological determinism theory and technology acceptance model; and audience use and perception of the old and new media. Explicatory review of materials in this area exposed the current state of the new media intrusion and its resultant effects on media business and journalism as a whole. Inference made at the end of the review showed that new media effect on the audience have dominated several research papers, however, very few have dealt with the audience use and perception of both age of media. Interestingly, this study revealed the unfortunate gap between the speed of technological advancements and the inability of new media users to catch up with these technologies as they are being introduced. It is more of a case of one running faster than his shadow as he tries to understand one technology, another springs up. This the study concludes most times erupts the process of ease of use upon which the technological acceptance theory is based. On the other hand, it has led to the growth of other behaviours which justifies the Technological Determinism theory.
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