Predicting Use of Technologies for Communication and Consumer Needs

Publicity concerning the “Information Superhighway”; has increased public awareness of ISDN (Integrated Systems Digital Networks). But, in gaining a better understanding of public interest in ISDN and the new communication networks, it is useful to assess why many available services have generated so little interest. This paper distinguishes between use of the new technologies for consumer purposes and use in two communications roles — the traditional role of media audiences (receiving and processing messages) and sending messages. Perspectives on diffusion theory, technology needs and communication needs are applied in an analysis of data gathered in a metropolitan area.

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