Trends, Network & Critical Thinking

Quarter 2 - Module 3
Information Communication Technology
 Objectives:
• Identifying the dimensions of technology that are enabling and not inhibiting
• Discuss the benefits of technology
• Explain the weakest link in a system using strategic and intuitive thinking
 Let's Recall!
List all the information and communication technology (ICT)
tools and gadgets that you know.
 Definition of Terms
Technology - the application of scientific knowledge to the practical aims of
human life.
Social Relationships - refer to the connections that exist between people who have
recurring interactions that are perceived by the participants to have personal meaning.

Ubiquity - the fact of appearing everywhere or of being very common.

24/7 - is used to describe a service, that is continuous and always available (day or
night), or involves products that can run constantly without disruption or downtime .
 CASE STUDY
The Technology-Enhanced Learning Environment

Conole et. al. (2008) investigated how university students’ learning patterns are influenced by the availability of
technology-enhanced learning environment. Conole et. al. (2008) said that these require combining old and new methods,
higherlevel skills, such as evaluation and synthesis, and are necessary to make sense of their complex technological-
enriched learning environment and proper use of tools in a combination of ways to suit individual needs. Their study showed
that the generation of new millennium learners displays complex learning styles that are shaped by the ubiquity, accessibility,
and ease of use of digital resources. Conole et.al. (2008) emphasized that compared to prior generations of learners, they
are digital natives. Technology is truly beneficial to the education process. It is not just for the furtherance or continuation of
the education system but is useful for the transformation of learners and all persons involved in the education system. Recent
technology tools have really managed to take learning to the next level. These tools can assist learners in the collection and
analysis of data. They help learners release unlimited potentials that they may not have known that they possess. The
process has only begun, but as more persons interact with the technology and become aware of its inescapable liberating
and inspiring potential, they will be forced to deregulate their current practice, eradicate their inhibitions and incorporate
technological tools and devices. Though we generally see progress as a good thing, there are definite disadvantages of
technology in the classroom.
Here are 5 disadvantages of technology in the classroom.
1. It can be distracting to students.
2. It can disconnect students from face-to-face relationships.
3. It can make it easier to cheat.
4. It could put some students at a disadvantage.
Activity 1:
Digital Society Explained
Activity 1:
Digital Society Explained
New ways to more transparency, participation, and innovation
The increasing use of modern network technologies is changing people’s daily social and economic lives. Today, anyone
and everyone can engage interactively in digital spaces. This animated video explains important phenomena, which help
to cultivate a collaborative digital society, in which more and more people can participate

Digital structural change- This is giving rise to new forms of participation and new patterns of value creation platforms,
accompanied by shifting power towards citizens and consumers’ sovereignty.
Example: Using GCash in paying online like Electric Bill, Online Shopping

Corporate social media- Social networking platforms are penetrating all spheres of life. At the corporate level, control
over communications is being redistributed towards the internet community. For all those who wish to exercise control
over information flows, this is a problem.
Example: Creating Facebook page for your online business, posting online product in facebook, Instagram and Tiktok
Open innovation- The more external ideas that are incorporated, the greater the potential combination to create
something new. But open innovation often involves risk because classic value creation patterns have to be broken up and
modernized with new strategies and most importantly, with new interaction competencies.
Example: Artificial Intelligence (AI), Robot, Microchip implants (Human, Dogs)
Open government - increased transparency, citizen participation and collaboration between government and citizens
Example: Citizens have the right to access the documents and proceedings of the government to allow for effective
public oversight.

Open Access - free access to information and unrestricted use of electronic resources for everyone
Example: Journals, books, research
Open and Free Culture - promotes the freedom to distribute and modify the creative works of others in the form of free
content or open content without compensation to, or the consent of, the work's original creators, by using the Internet
and other forms of media to attract more user's.
Example: collaboration of Instagram and Facebook (Meta)
 Assessment 1.
Directions: Answer the questions briefly. Write your answer in a sheet of paper.
Digital society gives more transparency, participation, and innovation. What other benefits does it bring? How is this
happening in your own context?

1. On digital structural change.

2. On corporate social media.
3. On innovation.
4. On open government.
5. On open access.
6. On open and free culture.
Activity 2.
Seven Media Trends in 2014
Fueled by new technology, marketers will become even more obsessed with data
We are living in a world in which wearable technology- for instance, Google Glass, Nike+Fuel Band, Samsung Galaxy
Gear Smartwatch- has officially taken off, one in which knowing the consumer’s current location can be just as
important as knowing their age and gender. Data is a necessity in marketing to the on-the-go consumer, and the advent of
wearable tech promises lots of it. Combine this with the advanced targeting techniques typically put into practice, and
marketers will be able to reach consumers much more effectively. ID Media frequently adopts a beta tester mentally with
technologies in their infancy, expect teams coming to the table eagers to leverage the fusion of new tech and data.

Programmatic buying will become second nature

It is inevitableprogrammatic buying, for both digital and TV, will continue to gain significant market share in 2014.
According to a recent study, MAGNA GLOBAL expects global programmatic buying to triple from $12 billion in 2013
to $33 billion by 2017. These increases will be seen most aggressively in digital channels, specifically display and online
video. Agencies are getting smarter about recognizing good inventory that delivers viewable impressions (not under the
fold), and will soon be able to buy this inventory programmatically.
Activity 2.
Seven Media Trends in 2014
Banner ads are not going anywhere
Despite a handful of predictions of the death (or sharp decline) of banner ads, traditional display ads will remain strong
in 2014. ID Media has found that even though consumers are gobbling up mobile and online video, banner ads are still
tracking strongly. In many cases, ID Media has found that static banner ads outperform rich media, providing CPCs that
are still unmatched by video and other media. Regardless of where digital media are shifting as an industry-largely to our
mobile devices-banner ads remain one of the best (and most cost- efficient) ways to target web users due to their low
CPM and prevalent inventory. Plus, in 2014 many of ID Media’s clients will be able to drive down their development
cost for banners by using our offshore production capability, Interactive Avenues, Mediabrands’ India-based facility.

Media plans will be screen agnostic

Consumers certainly believe that size does not matter- they are consuming media wherever they can, on their TVs, smart
phones, and tablets. According to MAGNA GLOBAL’s 2014 ad forecast, digital media, which includes mobile and
social media) was the fastestgrowing category in 2013, increasing 16% to $118 billion and reaching a 24% market share
globally. Brands are looking for cross-channel solutions that reach their audience no matter the platform, and media
planners are following suit, altering their screen-by-screen playbook to design media plans that are truly screen agnostic
in an attempt to reach consumers where they consume media.
Activity 2.
Seven Media Trends in 2014
Mobile will finally grow up
“For the past five years, it seems that someone’s been saying it’s finally the year mobile advertising begins to drive
digital investment”, said Amy Armstrong, EVP, Managing Director. ”But 2014 may finally be the mobile’s year”.
Consumers have embraced mobile to a remarkable extent and marketers have followed, targeting them with mobile
specific strategies, including couponing, location-based services, and geo-fencing. It is no surprise that mobile
advertising revenues almost doubled (+85%) in 2013 to reach $16 billion (14% of all global Internet advertising). At the
same time, brands have fully adopted mobile, updating websites and m-commerce functionality to run flawlessly on the
latest smart phones. ID Media expects mobile budgets to increase drastically across-the-board.

Native advertising will explode

Forbes did it. So did Yahoo! Buzzfeed, and Mashable (to varying degrees of success). Even the New York Times is on
board. Publishers are closing the gap between editorial and advertising By offering native ads that blend seamlessly with
original content. And they are working. According to a study conducted by the IPG Media Lab, consumers look at native
ads 52% more frequently than banner ads. As a result of their integration with editorial, native ads registered a 9% higher
lift in brand affinity and an 18% higher leap for purchase intent response than traditional display ads.
Activity 2.
Seven Media Trends in 2014

Online video will continue to expand

The growth of digital media does not stop at mobile-online video, too, is poised to inflate in 2014 and beyond. Eighty-
nine million people in the United States watch over 1.2 billion online videos each day, and marketers are capitalizing on
it. The channel continued to grow healthily in 2013, according to MAGNA report, increasing 37% yearover-year.
 Assessment 2.
Directions: Answer the following questions briefly. Use the back of your paper for your answers.

1. Which among the seven media trends is/are still happening? How?

2. Why did the article claim that the year 2014 was the mobile's year?

Essay Rubric
Traits 1 2 3 4
Focus & Details There is one clear, well- There is one clear, well- There is one topic. The The topic and main ideas
focused topic. The main focused topic. The main main ideas are are not clear.
ideas are clear and are ideas are clear but are somewhat clear.
well supported by not well supported by
detailed and accurate detailed and accurate
information information.
 Assignment.
List down atleast 5 Benefits of Technology in the Classroom (5 points)