ERIC Number: ED234763
Record Type: RIE
Publication Date: 1983-May
Reference Count: 0
Under the Shadow of New Technology.
Hsia, H. J.
Because of the drastic reduction in prices and the availability of versatile, inexpensive software, the home computer today is enjoying an exponential growth and may be effecting a fundamental change in mass communication and processes. Existing media suffer from many inherent limitations and offer unspecified audiences very low or no referability or involvement but overwhelming amounts of contents. A new medium linking the home computer with interactive television, telephone, databases, and other devices--called the Home Integrative Communications Systems (HICS)--is emerging, which is free from most of the drawbacks of existing media. The HICS offers ready referability, random access, and accessibility to numerous data bases and is not restricted to schedule, geographical confines, or time synchronization. With unlimited versatility, the HICS is a new challenge to existing media. It offers the advertiser tailor-made audiences and inexpensive, easily updated services. The challenge of new technology may result in the gradual erosion of advertising revenue for the existing media and force them to take appropriate steps. Existing media and HICS systems may live in uneasy coexistence for some time, but no one can foresee what is in store for media. (Author/LMM)
Publication Type: Information Analyses; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Access to Information; Home Integrative Communications Systems; Interactive Systems
Note: Paper presented to the Annual Conference of the International Communication Association (33rd, Dallas, TX, May 26-30, 1983).