Semiotics Theory: Semiotic Theory-Making Theory

S/N MAIN THEORY SUPPORTING THEORY CONTRADICTORY THEORY

1 Affordances Theory: Affordance theory states that the world is perceived not only in terms of object shapes and spatial relationships but also in terms of object possibilities for action (affordances) perception drives action (Gibson,1966). Action-specific perception, or perception-action, is a psychological theory that people perceive their environment and events within it in terms of their ability to act. (Proffitt, 2006) Theory of Planned Behaviour: The theory states that attitude toward behavior, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions and behaviors. (Ajzen,1985)

2 Uses and Gratification Theory: The driving question

(Katz & Lazerfeld,1955).

3 Semiotics Theory: Semiotic theory focuses on the social and cultural meaning of signs and codes. Signs may consist of an image, a word, an object. The interpretation of the meaning of signs depends on the relationships between the signifier (the image, word or object), the signified (the implied meaning), and the referent (what the image, word, or object actually refers to) (Scholes,1982). Symbolic Interactionism Theory: The theory analysizes society by the descriptive meanings that people have given to objects, events and behaviors. The behavioral pattern of the people will be based on these descriptive meanings because people behave according to their descriptive believes rather than objective truth. (Blumer, 1969) The Meaning of Meaning Theory: This theory posits that understanding comes from within the people rather than from the words they just interpret. Any sign or words has its meaning based on individual differences and differences in situations and circumstances. (Ogden & Richards,

Technological Determinative Theory: The theory posits that a society's cultural and moral values are driven by its technological advancement levels. (Mcluhan,1962) Sociological Theory of Diffusion: this is a process in a social system where an innovative idea or concept is spread by members of the social group through certain channels. (Rogers,1962) Social construction of technology is a theory within the field of Science and Technology Studies. argue that technology does not determine human action, but that rather, human action shapes technology (Weibe,1987)

11 Diffusion of Innovative Theory: This a theory that seeks to explain how, why, and at what rate new ideas and technology spread. It proposes that four main elements influence the spread of a new idea: the innovation itself, communication channels, time, and a social system. (Rogers,1962). Sociological Theory of Diffusion: this is a process in a social system where an innovative idea or concept is spread by members of the social group through certain channels. (Rogers,1962) Social construction of technology is a theory within the field of Science and Technology Studies. argue that technology does not determine human action, but that rather, human action shapes technology