Over the past generation, communication technology has exhibited a constitutive force on society that has been driven by gradual and often times rapid changes in development and procedures. These communication changes have been received with mixed feelings from those directly connected, such as incumbents, stakeholders, securities analysts, and consumers because responding to new communication technologies “often requires major changes…from the traditional valuation models associated with the existing industry technology” (Benner, 2010, p. 8). According to Benner (2010), securities analysts tend to be more positive toward older, reliable technology and less accepting of new technology (p. 9).
The gradual or rapid change in communication technology means that society must continually decide whether the change is worth adapting or not. This is an enormous risk incumbents have to take and can mean their future success or failure. In this case organizations are always more positive about adapting high gain communicational change rather than low gain because as Tainter et al. (2003) argue, “the quality of resources and the returns on exploiting them impose organizational constraints that are inescapable (p. 8). It is more favourable and less risk to incorporate the new technology with the old rather then eliminate the old technology at once.
Also, rapid change associated with communication technology has created a noticeably faster pace of life. A blur of events, the weeks and months tend to mesh together. Because of this faster pace, consumers are continually searching for communication technology that is going to help simplify their lives. Bush (1945) connects with this point and argues that we as a society have, “built a civilization so complex” that we need technology to move forward (p. 13). Also, Stephenson (1999) addresses this aspect and how it relates to organizations by stating that companies must continue, “to develop new technologies and add features onto their products” in order to keep ahead of the “fossilization process” (p. 27). Current communication technologies are quickly replaced with new methods and systems.
Overall, change in communication technology over the past generation has continued to progress and move forward. It is an inevitable process that is transforming society with its constitutive force and cannot be avoided.
Benner, M. J. (2010). Securities analysts and incumbent response to radical technological change: Evidence from digital photography and Internet telephony. Organization Science, 21(1), 42-62. Retrieved from: http://mackcenter.wharton.upenn.edu/files/0/4/491/Benner,%20Mary.%20Securities%20analysts%20and%20incumbent%20response%20to%20radical%20technological%20change.pdf
Bush, V. (1945, July). As we may think. The Atlantic. Retrieved from: http://www.theatlantic.com/magazine/archive/1945/07/as-we-may-think/3881/
Stephenson, N. (1999). In the beginning was the command line. Retrieved from: http://artlung.com/smorgasborg/C_R_Y_P_T_O_N_O_M_I_C_O_N.shtml
Tainter, J. A., Allen, T. F. H., Little, A., & Hoekstra, T. W. (2003). Resource transitions and energy gain: Contexts of organization. Ecology and Society, 7(3), Art.4. Retrieved from: http://www.ecologyandsociety.org/vol7/iss3/art4/main.html