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1 Working in groups, use Figure 1.1, the framework for analysing the pace of technology substitution, to analyse the types of technology changes that you have witnessed in your lifetime.

2 What were the greatest changes?

3 Why was this?

4 Are there any difficulties ensuring all four quadrants in the framework are included?

How do we learn about new products or what influences our judgement to adopt new technology? In 1944 sociologists and behavioural scientists Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet conducted a study to see how mass media affected voters in the US election campaign for President Franklin Roosevelt (Lazarsfeld et al., 1944). The surprising result of their research was that it was influencers, or opinion leaders, not the media, that had the greatest impact. Influencers, who received the messages from what at that time were mainly traditional newspapers and radio, shared this with their ‘followers’.