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With digitalculturebooks, the University of Michigan Press publishes innovative work in new media studies and digital humanities. We began in 2006 as a partnership between MLibrary and the Press, taking advantage of the skills and expertise of staff throughout Michigan Publishing. Our primary goal is to be an incubator for new publishing models in the humanities and social sciences.

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When Media Are New

Understanding the Dynamics of New Media Adoption and Use
John Carey and Martin C. J. Elton
An in-depth study of the fascinating relationship between new media and everyday life

Description

Contents

Part 1 • Processes
 1  Adoption of New Media
 2  The Fragility of Forecasting
 3  Implementation
 4  User Research

Part 2 • Case Studies
 5  How New Media Affect Television Viewing
 6  Videophones and Teleconferencing
 7  When Online Media Were New: The Missing Chapter
 8  The Long Road to Interactive Television
 9  Satellite Radio
10 The Integration of Mobile Phones into Everyday Life

Reviews:
 
International Journal of Communication 
 
"When Media Are New is a stimulating read, featuring a wide range of engaging examples and insightful analysis about the future success of new media services and products...Carey and Elton have written a book not only for academics but also for practitioners of new media." 
 
ALA Choice: Current Reviews for Academic Libraries

"When Media Are New provides an in-depth account of innovations in media technologies....The authors balance theory and practice in a way that makes this work valuable to both academics and practitioners...Recommended (for) students and researchers in the fields of media, business strategy, technology and innovation, and sociology."
 
Journal of Communication

"When Media Are New...provides some important insights into how different media enter the marketplace and ultimately find themselves as established cultural products...the authors remind us that there are important lessons to be learned from a wider range of past experiences, both successes and failures...it is this historical perspective that distinguishes this book from other studies of new media."

Comments By Academics and Media Professionals:

"This transdisciplinary and accessible volume is the best book on technology diffusion since Everett Rogers' Diffusion of Innovations."        
—W.Russell Neuman, Evans Professor of Media Technology, University of Michigan

"John Carey and Martin Elton are among the most skilled and insightful researchers studying the dynamic changes in technology and the impacts on consumer attitudes and behaviors. "
—Alan Wurtzel, President, Research and Media Development, NBC Universal

"Drawing on an impressively wide-ranging array of research findings, Carey and Elton provide a comprehensive and definitive framework for understanding the preconditions of successful innovation in media."                                                         
—Paul Messaris, Lev Kuleshov Professor of Communication, Annenberg School for Communications, University of Pennsylvania

"When Media Are New should be read by every media manager faced with disruptive change brought on by new technology."                    
—Martin Nisenholtz, Senior Vice President, The New York Times Company

"The book is chock-full of nuggets on just about every media introduction, nicely presented and readily shared."                                             
—Eli Noam, Professor of Economics and Finance, Columbia University Business School

"This is a key reference on the new media, and must reading for students of the Internet---the platform for continuing the new media revolution."
—Professor William H. Dutton, Director, Oxford Internet Institute, University of Oxford

"Elton and Carey give us something that is sorely lacking in the hype-ridden world of new media: a historical context for innovation."                                   
—Bob Johansen, Distinguished Fellow, Institute for the Future

John Carey is Professor of Communications and Media Management at Fordham Business School and has extensive experience in conducting research about new media for companies such as AT&T, Cablevision, NBC Universal, and the New York Times (among many others) as well as foundations and government agencies. His extensive publications have focused on user adoption of new media and how consumers actually use new technologies.

Martin C. J. Elton was Director of the Communication Studies Group in the UK, which pioneered in the study of user behavior with new media technologies, and founded the Interactive Telecommunication Program at New York University. He has published widely on user research, forecasting, and public policy and has conducted extensive research for many prominent foundations, companies, and government agencies in the USA and Europe.

Praise / Awards

  • "When Media Are New provides an in-depth account of innovations in media technologies throughout history. Carey and Elton blend scientific theory from business and sociology to explain factors that influence the adoption, and eventual success, of new media technologies."
    Choice

  • "When Media Are New is a stimulating read, featuring a wide range of engaging examples and insightful analysis about the future success of new media services and products." 
    International Journal of Communication

  • "You have to buy and read it [the book] if you have any desire to make the righ decisions in communications."
    Electronic TeleSpan

  • "When Media Are New offers a compelling read and provides a variety of interesting historical case studies, giving much-needed context to new media implementation and use that will be valuable for researchers, practitioners, and students alike."
    —Janneke Adema, New Media and Society

  • "Media technology consultants make predictions about the future all the time. They are almost always right. Just ask them. They'll cite an amazingly accurate prediction about cable television they made way back in '72 and one about cell phones in '92. The trouble is they have conveniently forgotten several dozen other predictions that were way off the mark.  And few analysts of new media ever foresee failure although 90% of new product introductions fail in the marketplace.

    Fortunately, Carey and Elton see things differently. They are academics who have learned a great deal from decades in the trenches of media technology analysis. They demonstrate that we can learn as much from mistaken predictions as the lucky correct ones, perhaps more.  Their thoughtful analyses of the diffusion of the telephone, broadcasting, home video, the web, mobile phones and satellite radio are packed full of insightful nuggets and revealing findings.  The instructive failures of picturephone, videotex, teletext, the Iridium satellite telephone among others provide a critically important context.  This transdisciplinary and accessible volume is the best book on technology diffusion since Everett Roger's Diffusion of Innovations."
    —W. Russell Neuman, Evans Professor of Media Technology, University of Michigan

  • "John Carey and Martin Elton are among the most skilled and insightful researchers studying the dynamic changes in technology and the impacts on consumer attitudes and behaviors.  Their comprehensive and actionable observations makes this a must read for anyone interested in understanding the current (and future) media environment."
    —Alan Wurtzel, President, Research and Media Development, NBC Universal

  • "The burgeoning development of the Internet has deflected attention from a wider history of new media innovations that has shaped its success. John Carey and Martin Elton demonstrate that earlier initiatives to launch videophones, two-way interactive cable systems, videotext and other media innovations can teach us much about the present state and future course of information and communication technologies. This is a key reference on the new media, and must reading for students of the Internet - the platform for continuing the new media revolution."
    —Professor William H. Dutton, Director, Oxford Internet Institute, University of Oxford

  • "This book analyzes the train of events that lead some new media to attract growing numbers of users and to flourish, while other new media wither and die. Drawing on an impressively wide-ranging array of research findings, Carey and Elton provide a comprehensive and definitive framework for understanding the preconditions of successful innovation in media. The authors are both notable experts in their fields, and they write with formidable intelligence and a sure grasp of their topic. Anyone who aspires to be a media innovator or to understand how users actually think about new media, should read this book very, very carefully."
    —Paul Messaris, Lev Kuleshov Professor of Communication, Annenberg School for Communications, University of Pennsylvania

  • "What aspects of  Carey and Elton's When Media Are New are new? First, a sterling perspective. In a media world full of promotional hype, journalistic credulity, and social-cultural pessimism, the authors gracefully debunk them all. Second, useful information. The book is chock-full of nuggets on just about every media introduction, nicely presented and readily shared. Third, thoughtful interpretation. Why do we overestimate the short term and under-estimate the long term? Why did some media applications make it unexpectedly while others succumbed early? The lessons could be worth billions to those who are betting on the next rounds of media, and to those who plan their careers around them. I, for one, will put Carey and Elton's chapter on forecasting on my list of required readings, and also recommend the rest to anyone willing to learn from the past."
    —Eli Noam, Professor of Economics and Finance, Columbia University Business School

  • "When Media Are New should be read by every media manager faced with disruptive change brought on by new technology. The book transcends the fashionable topics and themes that are here today and gone tomorrow and instead places emphasis on those areas of research and implementation where fatal mistakes are made. They capture something universal, and therefore highly useful, by stripping away the hype and focusing relentlessly on consumers and the ways they adopt or fail to adopt new media products and technologies into their lives."
    —Martin Nisenholtz, Senior Vice President, The New York Times Company

  • "When Media are New can help you avoid making old mistakes. Elton and Carey give us something that is sorely lacking in the hype-ridden world of new media: a historical context for innovation."
    —Bob Johansen, Distinguished Fellow, Institute for the Future, Best selling author of Get There Early and Leaders Make the Future

Look Inside

Copyright © 2011, University of Michigan. All rights reserved.

Classroom Resources

Supplementary materials for educators available at When Media Are New Web site

News, Reviews, Interviews

Read: Interview with John Carey and Martin C.J. Elton | PDF | 10/15/2010

Product Details

  • 6 x 9.
  • 374pp.
  • 15 figures, 21 tables.
Available for sale worldwide

  • Hardcover
  • 2010
  • Available
  • 978-0-472-07085-5

Add to Cart
  • $95.00 U.S.

  • Paper
  • 2010
  • Available
  • 978-0-472-05085-7

Add to Cart
  • $48.95 U.S.

  • Open Access
  • 2010
  • Available
  • 978-0-472-90041-1

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Keywords

  • New media, Diffusion of innovations, Communication technology, User adoption, Forecasting, Interactive television, Teleconferencing, Web, Implementation, Satellite radio

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