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The Key Findings One of the constant debates that rages among social scientists who observe the effects of technology has to do with whether humans desire greater simplicity or complexity as they progress.
Business Week's 2004 list of top 15 global brands included 6 technology brands - Microsoft, IBM, General Electric, Intel, Nokia, and Hewlett Packard. Microsoft has moved on to 'Your Potential, Our Passion'; Nokia speaks of 'Human Technology'; IBM's 'On Demand Business' offers solutions to the small entrepreneur.
They also have a creator’s point-of-view, which provides us some insights into the drivers for technology creation.
We added a crucial layer of understanding to the creator’s perspective by having structured conversations with them.
We used media ethnography to identify cutting-edge technologies that are likely to hit markets, and their creators through a study of a range of magazines – Time, Newsweek, Fortune, The Economist, Wired, Smart Inc, and Popular Mechanics.
All these magazines review innovations in technology, and present their likely chances of success in the marketplace.
The Internet gave us access to the philosophies and work of an increasing number of social scientists and futurologists who are studying the relationship between human beings, technology and society at large.