Instructor Resource
Dainton, Applying Communication Theory for Professional Life 4e
SAGE Publishing, 2018
Case Notes
Chapter 10: Mediated Communication
Answers to Case Study 10: Casino Controversy
Question 1. Discuss the adoption of Loke using the diffusion of innovations approach. What
qualities of the innovation made it likely to be adopted? How might the CasiNO! Philly members
be ranked in terms of the qualities of the individuals in the adoption process? How did the group
reach critical mass?
Question 2. Describe the properties of the networks and network links Karen and CasiNO! Philly
evidenced.
SAMPLE STUDENT ANSWER: The properties of the networks important to the case
study are strength, direction, frequency, mediation, and multiplexity. Karen was so avid
Question 3. Explain the differences in media richness between the CasiNO! Philly group and the
casino investor group. What advice would you give to the casino investors if they want to make
their message less ambiguous?
Question 4. According to UGT, individuals make choices about how they use various media to
fulfill different needs. What choices did CasiNO! Philly make? How about the casino investors’
group?
Question 5. What ethical concerns arise in this scenario? Do any of the theories offer ways in
which to manage these ethical issues?
Question 6. Do any of the theories emerge as “better” than the others? Why do you believe this
to be the case? What situations might surface that would make a different theory or theories
better at explaining the situation?