Communications sciences, communications theory and communications technology

Communications sciences (communications technology) is engaged in communications processes. Communications is defined as the exchange of symbols across distances in time and space. The central aspect of communications sciences (communications technology) is the development of communications models (Black Box, stimulus response, interactive media) that describe various verbal and non-verbal communications technology processes.

Media impact models in communications technology

Media impact models such as sender-receiver models, the stimulus-response model, interactive media and the black box play a key role in communications technology. These types of media impact models attempt to explain the theoretical correlations of indirect communications between the sender, the media and the receiver. In particular, the interaction between mass media and humans is a prevailing topic in this area. Moreover, media impact models such as the black box, AIDA and interactive media are important for advertising and online marketing.

Linear communications technology - the black box

Explanatory models such as the black box are representative of the unidirectional communications technologies of the pre-Internet era. The black box is based on the stimulus-response model, a concept predicated on the idea that a human stimulus (e.g., an advertising announcement) results in a direct response. The black box metaphor adds the human behavioral concept to the stimulus-response model. The stimulus undergoes a series of linear thought processes in the black box until finally the response is produced.

Interactive media - communications technology of the future

The Internet radically changed the linear, one-dimensional medial communications theory behind the black box concept. Interactive media enables active communications between humans and media for the first time. Interactive media occur in all of the various forms of Web 2.0. Interactive media covers communications opportunities ranging from newspaper article commentary and private blogs to web sites and social networks. Interactive media is characterized by the non-linear use of technical communications technology, which enables bidirectional communications by giving receivers the opportunity to actively participate in and design the process. The Internet thus illustrates high-quality interactive media that is available through genuine, full-fledged feedback channels. In contrast to the black box model, this leads to bidirectional contact.

Communications technology - interactive media from a research perspective

Interactive media is dramatically changing how media is received. Humans are being transformed from passive receivers to active participants in the media design process. The reason is the Internet, which takes media and humans out of the black box and provides both of them a completely new way to interact. Interactive media opens up a brand new area of research in the field of communications technology. Because of its leading-edge status, interactive media is one of the most-discussed areas of research in communications theory. In contrast, concepts such as the black box theory are being increasingly challenged.

Research methods in communications technology

Empirical research methods play an important role in communications technology. This includes surveys, observations and experiments. The black box as well as stimulus response theories were built on empirical research. Interactive media such as social networks can also be analyzed by means of empirical evaluations. In the area of interactive media, the Internet provides an excellent statistical foundation. Rely on innovations-report to gain an overview of the new research aspects from the fields of communications technology, media technology, black box, stimulus response and interactive media.