| Author: | Svennevig, M. Firmstone, J. |
| Title: | Putting the new into context: a backwards look at commercial world |
| Journal: | International Journal of Advertising
2000 : VOL. 19:5, p. 581-598 |
| Index terms: | INFORMATION TECHNOLOGY COMMUNICATION INTERNET |
| Language: | eng |
| Abstract: | This paper argues that any interpretation of the impact of new communications technologies needs to take account of previous technological introductions. Using take-up data from the US and the UK, it argues that internet take-up is not qualitatively different from that of previous technologies such as TV and the VCR. Using data from the UK futura.com panel study, the case is argued that technological innovation rarely implies revolutionary change from the end-users' perspectives. |
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