Diffusion of Innovations, 5th Edition

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This book 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. Table of contents: * Chapter 1: Elements of diffusion (communication channels, time and social systems) * Chapter 2: A histroy of diffusion research * Chapter 3: Contributions and criticisms of diffusion research * Chapter 4: The generation of innovations * Chapter 5: The innovation-decision process * Chapter 6: Attributes of innovations and their rate of adoption * Chapter 7: Innovativeness and adopter categories * Chapter 8: Diffusion networks (models of communication flow, characteristics of opinion leaders, diffusion networks, critical mass and strategies for getting to critical mass) * Chapter 9: Change agents (change agents as linkers, communication campaigns, the use of opinion leaders) * Chapter 10: Innovation in organisations (types of innovation-decisions, organisational innovativeness, the innovation process in organisations, stages in the innovation process) * Chapter 11: Consequences of innovations *

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User Review  - Indra - Goodreads

diffusion of innovations theory has been used in fields of ICT, in marketing and in developing behaviour change communications. This is a great and thorough overview. Many of the ideas in the field overlap with theories of social networks. Read full review

Contents

ELEMENTS OF DIFFUSION
1
Controlling Scurvy in the British Navy
7
Summary
35
Copyright

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About the author (2003)

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations. He also holds courtesy appointments in the UNM Center on Alcoholism and Substance Abuse Addictions, where he conducts research on preventing drunk driving, and in the UNM Center for Prevention Research, where he conducts research on the sustainability of public health innovations. Rogers also is currently involved in research projects on bridging the digital divide in New Mexico and on how Indian audiences give meaning to health content in Hollywood soap operas such as The Bold and the Beautiful. Currently in his forty-fifth year of university teaching, Rogers has taught at Ohio State University, Michigan State University, the University of Michigan, Stanford University, and the University of Southern California, and at the National University of Colombia (Bogotá), the University of Paris, the University of Bayreuth (Germany), and Nanyang Technological University (Singapore).

The four previous editions of Diffusion of Innovations have received various awards. In 1990, the Institute for Scientific Information designated Diffusion of Innovations as a "Citation Classic" on the basis of the large number of citations (approximately 7,000) that it received in articles published in social science journals. This book was selected by Inc. magazine in 1996 as one of the ten classic books in business and in 2000 was designated as a "Significant Journalism and Communication Book of the Twentieth Century" by Journalism and Mass Communication Quarterly. It was also awarded the first Fellows Book Award in the Field of Communication by the International Communication Association's fellows in 2000.