Media Life Cycle and Consumer-Generated Innovation

Media Life Cycle and Consumer-Generated Innovation

Yuichi Washida (Hakuhodo Inc. & The University of Tokyo, Japan), Shenja van der Graaf (LSE, UK) and Eva Keeris (Utrecht University, The Netherlands)
DOI: 10.4018/978-1-59904-949-6.ch042
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This study examines the innovation in communication media, based on empirical survey results from five countries. First, the authors create a general framework of the media life cycle by exploring the replacement of communication media used in daily life. The shift from voice communications to mobile e-mailing is at the forefront of the media life cycle in the personal communication area. This framework also implies future media replacements in other countries. Second, by comparing two empirical surveys, done in 2002 and 2003, of communication means used among Japanese family relations, the authors discover that certain consumer clusters lead in the innovation of communication media. This framework and discovery can be useful to deal with the vacuum between conventional media studies and the latest information technology.

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