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Google Glass and Public Relations: the Seu of Optical Head-Mounted Displays in Building Dialogue Daniel W

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Google Glass and Public Relations: the Seu of Optical Head-Mounted Displays in Building Dialogue Daniel W James Madison University JMU Scholarly Commons Senior Honors Projects, 2010-current Honors College Spring 2015 Google Glass and public relations: The seu of optical head-mounted displays in building dialogue Daniel W. Vieth James Madison University Follow this and additional works at: https://commons.lib.jmu.edu/honors201019 Part of the Public Relations and Advertising Commons Recommended Citation Vieth, Daniel W., "Google Glass and public relations: The use of optical head-mounted displays in building dialogue" (2015). Senior Honors Projects, 2010-current. 100. https://commons.lib.jmu.edu/honors201019/100 This Thesis is brought to you for free and open access by the Honors College at JMU Scholarly Commons. It has been accepted for inclusion in Senior Honors Projects, 2010-current by an authorized administrator of JMU Scholarly Commons. For more information, please contact [email protected]. Google Glass and Public Relations: The Use of Optical Head-Mounted Displays in Building Dialogue _______________________ An Honors Program Project Presented to the Faculty of the Undergraduate College of Arts and Letters James Madison University _______________________ by Daniel William Vieth May 2015 Accepted by the faculty of the Department of Communication Studies, James Madison University, in partial fulfillment of the requirements for the Honors Program. FACULTY COMMITTEE: HONORS PROGRAM APPROVAL: Project Advisor: Tatjana M. Hocke-Mirzashvili, Philip Frana, Ph.D., Ph.D, Interim Director, Honors Program Assistant Professor, Communication Studies Reader: Chang Wan “Isaac” Woo, Ph.D., Assistant Professor, Communication Studies Reader: Daniel Schill, Ph.D., Associate Professor, Communication Studies PUBLIC PRESENTATION This work is accepted for presentation, in part or in full, at the 37th Annual SCOM Conference on Wednesday, April 15, 2015 and at the 2015 Honors Symposium on Friday, April 24, 2015. GOOGLE GLASS AND PUBLIC RELATIONS 1 Google Glass and Public Relations: The Use of Optical Head-Mounted Displays in Building Dialogue Daniel Vieth James Madison University Author Note Daniel Vieth, School of Communication Studies, James Madison University. This research is a Senior Honors Thesis project. The committee for this effort is Chair Dr. Tatjana M. Hocke-Mirzashvili, Dr. Isaac Woo and Dr. Daniel Schill. Contact: [email protected] GOOGLE GLASS AND PUBLIC RELATIONS 2 Table of Contents Acknowledgements ....................................................................................................................................... 4 Abstract ......................................................................................................................................................... 6 Introduction ................................................................................................................................................... 7 Public Relations ........................................................................................................................................ 7 Google Glass ............................................................................................................................................. 8 Research Project...................................................................................................................................... 10 Review of the Literature ............................................................................................................................. 11 The Dialogic Theory Framework ............................................................................................................ 11 Evolution of Communication Technology in Public Relations .............................................................. 15 Evolution of Public Relations Technologies ....................................................................................... 16 Public Relations and Google Glass ..................................................................................................... 18 Research Questions ..................................................................................................................................... 21 Methodology ............................................................................................................................................... 21 Qualitative Content Analysis .................................................................................................................. 22 Data Collection Method .......................................................................................................................... 22 Codebook Construction .......................................................................................................................... 24 Data Analysis Methods ........................................................................................................................... 25 Analysis & Discussion ................................................................................................................................ 27 Mutuality ................................................................................................................................................. 27 The Use of Google Glass and Mutuality ............................................................................................. 27 Google Inc. and Mutuality .................................................................................................................. 30 Propinquity .............................................................................................................................................. 32 The Use of Google Glass and Propinquity .......................................................................................... 32 Google Inc. and Propinquity ............................................................................................................... 34 Empathy .................................................................................................................................................. 37 The Use of Google Glass and Empathy .............................................................................................. 37 Google Inc. and Empathy.................................................................................................................... 38 Risk ......................................................................................................................................................... 39 The Use of Google Glass and Risk ..................................................................................................... 40 Google Inc. and Risk ........................................................................................................................... 42 Commitment ........................................................................................................................................... 47 The Use of Google Glass and Commitment ....................................................................................... 48 GOOGLE GLASS AND PUBLIC RELATIONS 3 Google Inc. and Commitment ............................................................................................................. 49 Privacy .................................................................................................................................................... 51 Glass and the Privacy Debate .............................................................................................................. 51 Google Inc. and the Privacy Debate .................................................................................................... 53 Safety ...................................................................................................................................................... 54 Glass and Safety Concerns .................................................................................................................. 54 Google Inc. and Glass’ Safety Concerns............................................................................................. 55 Legality ................................................................................................................................................... 56 Glass and the Law ............................................................................................................................... 56 Conclusion .................................................................................................................................................. 58 Google Glass and Dialogue .................................................................................................................... 58 Google Inc. and Dialogue ....................................................................................................................... 60 Glass’ Future Use in Public Relations .................................................................................................... 61 Limitations .............................................................................................................................................. 62 Future Research ...................................................................................................................................... 63 References ................................................................................................................................................... 65
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