Diffusion of Innovations, 5th Edition
Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas.
In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances—a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.
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About The Author
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adopt an innovation adopt or reject adopter categories agency agricultural Amish audience behavior campaign change agents Chapter clients communication channels consequences contraceptive cosmopolite critical mass decision degree diffusion model diffusion of innovations diffusion process diffusion publications diffusion research diffusion scholars diffusion studies diffusion systems discontinuance doctors drug earlier adopters effects example family-planning farm heterophilous homophily hybrid corn idea implementation important individual individual’s inno innovation process innovation-decision process innovation-development process innovation’s Internet interpersonal channels interpersonal networks investigation laggards later adopters marketing mass media messages MR(E no-smoking Nokia Norplant occur opinion leaders opinion leadership organization organizational peers perceived percent personal computer potential adopters prevention pro-innovation bias problem rate of adoption re-invention relative advantage research traditions respondents result Rogers role rural sociology Ryan and Gross S-shaped Santa Monica Freeway sion social system structure technological innovations tetracycline tion United users variables village Yir Yoront
Page 35 - Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system (Rogers, 1983, p.
Page 165 - That in order to aid in diffusing among the people of the United States useful and practical information on subjects relating to agriculture and home economics, and to encourage the application of the same...
Page 306 - This behavior may be dependent on: (1) heterophily — degree to which pairs of individuals who interact are different in certain attributes...
Page xx - An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
Page 266 - ... the degree to which an innovation is perceived as relatively difficult to understand and use; • trialability, the degree to which an innovation may be experimented with on a limited basis, and • observability, the degree to which the results of an innovation are visible to others.
Page 1 - It must be remembered that there is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new system, for the initiator has the enmity of all who would profit by the preservation of the old institutions and merely lukewarm defenders in those who would gain by the new ones.
Page 16 - Complexity — the degree to which an innovation is perceived as difficult to understand and use 4. Trialability — the degree to which an innovation may be experimented with on a limited basis 5. Observability — the degree to which the results of an innovation are visible to others (1983, pp.
Page 240 - The characteristics that determine the rate of adopting an innovation are • relative advantage, the degree to which an innovation is perceived as better than the idea it supersedes; • compatibility, the degree to which an innovation is perceived as consistent with the existing values, past experiences, and needs of potential adopters...
Page 35 - Communication is a process in which participants create and share information with one another in order to reach a mutual understanding.
Page 132 - Indian mass media are striking to focus development as a widely participatory process of social change in a society, intended to bring about both social and material advancement (including greater equality, freedom, and other valued qualities) for the majority of the people through their gaining greater control over their environment.