Over seventeen years ago, the Pyramid Technique of Technological Forecasting theory was introduced in a book written by Dr. Molefi Asante, Temple University, and Dr. Dhyana Ziegler entitled Thunder and Silence: The Mass Media in Africa that was published by Africa World Press in 1992.  The Pyramid Technique theory was developed by me and was based on a video letter exchange program between women in Knoxville, Tennessee (USA) and women in Ngodiba Village in Senegal, Africa, where women produced their own video letters to exchange ideas and engage in cross-cultural communication.  The program was funded and sponsored by OEF International and the Delta Research and Educational Foundation which were both located in Washington, D.C. at the time.  The lessons learned through the video letter exchange project created the foundation of the theory which still applies today. 

The Pyramid Technique of Technological Forecasting is based on “declarations” where many people are asked to declare what they see as their needs.  While the entities that funded the project had specific ideas about the technological needs of the people in that village, it was discovered that the people in Ngodiba had basic needs that were different from the funders of the project who had made assessments or assumptions from their ideas of what Ngodiba needed.  That would be considered a top down approach of technological forecasting.   Video was something new to the people when it was introduced to this village; therefore, technology hardware and software had no meaning.  But the people in Ngodiba village knew they needed a millet grinder fixed or technology that would assist a health center.  In applying the theory in this case, the message of their voices assessed their basic needs from the base of the pyramid and not the top.

The Pyramid Technique of Technological Forecasting would begin at the base of the pyramid with an assessment as opposed to the top down approach where many businesses and I would venture to say some governments make assessments and decisions from the top down and waste time and money because they have not conducted a proper assessment that meet their technological needs or applications.  This happens over and over again.  Executive, mid, and/or lower level staff could serve as a major asset in assessing your business or government technological needs.  Their voices are needed.  After all, the people who will have to interact with or use the technologies should have a say so and make their “declarations” based on experiences.   Otherwise, one can find him or herself investing capital in useless hardware and software that don’t apply to the needs of the business or society at large.

On an international level, I discovered that some countries are finding telephony as an answer to their technology need for training and communication purposes with their constituents, especially in remote areas that may not have electricity.  So it would not make sense to have wired and wireless computers where there is no infrastructure.  So assessments also have to be made on the infrastructure that is in place before investing in technology. 

Remember, technology is only effective when it can be used.  Technology should not be applied from the top down of the pyramid but from the bottom up.  In some cases, it may be necessary for some businesses to make decisions from the top for fiscal purposes but it would be wise for administration to seek input.  In the long run, staff and colleagues may have ideas or “declarations” that will be a cost-saving mechanism but more importantly, they will be invaluable in assessing your technology needs.

About The Author: Dr. Dhyana Ziegler

Dr. Lady Dhyana Ziegler is Professor of Journalism at Florida A&M University. From 1998-2007, she served as the Assistant Vice President for Instructional Technology and Academic Affairs. From 2006-2007 she also served as the Interim Director of the Office of International Education and Development. Dr. Ziegler came to FAMU in 1997 after she was selected as the Garth C. Reaves Eminent Scholar Chair of Excellence in Journalism. Prior to that appointment, she served as Professor of Broadcasting at the University of Tennessee-Knoxville as well as the Associate Director for Diversity Resources and Educational Services. Dr. Ziegler is the first and only African-American to be elected President of the University of Tennessee-Knoxville Faculty Senate and later was a charter inductee into the University’s African-American Hall of Fame.

Trackback URI | Comments RSS