COM 330 MUdAFR, Summer 2018 Matching section: Based on the Communicotion Update textbook, complete the following. Match the phrase to the theory (1 point each). A Diffusion of Innovations B. Critical Mass Theory C Uses and Gratifications D. Social Information Processing . The Long Tail An approach that gives agency to the user understanding that each person has a need that is satisfied with different expectations of media which leads to varying patterns of media use 25. - New information and communication technologles give consumers access to unique content providing greater choice for the user. As a result, make everything available, lower the price, and help people to find it. 26. A theory that explains the adoption of new information and communication technologies by categorizing the users into different groups depending on how soon or late they adopt new information and communication technologies. 27. Our decision to adopt new information and communication technologles is socially constructed and highly dependent on the social context. As a result, decisions are not necessarily universal but are subject to individual 28. Through the power of collective action, a tipping point is reached where a small segment of users make large contributions toward the adoption of a new information and communication technology 29