Diffusion of Innovations, 5th EditionNow 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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Page 16
... respondents adopted hybrid seed corn by first trying it on a partial basis. If the new seed could not have been sampled experimentally, its rate of adoption would have been much slower. Even then, many years of trial occurred before the ...
... respondents adopted hybrid seed corn by first trying it on a partial basis. If the new seed could not have been sampled experimentally, its rate of adoption would have been much slower. Even then, many years of trial occurred before the ...
Page 20
... respondents' recall) can be crit- icized (see Chapter 3). The time dimension is involved in diffusion in (1) the innovation-decision process by which an individual passes from first knowledge of an innovation through its adoption or ...
... respondents' recall) can be crit- icized (see Chapter 3). The time dimension is involved in diffusion in (1) the innovation-decision process by which an individual passes from first knowledge of an innovation through its adoption or ...
Page 32
... respondent as to when the farmer decided to adopt hybrid corn (the year of adoption was to become the main dependent variable in the data analysis), the communi- cation channels used at each stage in the innovation-decision process, and ...
... respondent as to when the farmer decided to adopt hybrid corn (the year of adoption was to become the main dependent variable in the data analysis), the communi- cation channels used at each stage in the innovation-decision process, and ...
Page 33
... respondent's home at 6:00 A.M., while it was still half dark. By the end of this first day, Gross had ... respondents. When all of the data were gathered, Ryan and Gross coded the farmers' interview responses into numbers ...
... respondent's home at 6:00 A.M., while it was still half dark. By the end of this first day, Gross had ... respondents. When all of the data were gathered, Ryan and Gross coded the farmers' interview responses into numbers ...
Page 34
... respondents, an indication that the innovation-decision process involved considerable deliberation, even in the case of an innovation with spectacular results. The average respondent took three or four years after planting his first ...
... respondents, an indication that the innovation-decision process involved considerable deliberation, even in the case of an innovation with spectacular results. The average respondent took three or four years after planting his first ...
Contents
| 1 | |
| 39 | |
Contributions and Criticisms of Diffusion Research | 102 |
The Generation of Innovations | 136 |
The InnovationDecision Process | 168 |
Attributes of Innovations and their Rate of Adoption | 219 |
Innovations and Adopter Categories | 267 |
Diffusion Networks | 300 |
Innovation in Organizations | 402 |
Consequences of Innovations | 436 |
Glossary | 473 |
Bibliography | 477 |
Name Index | 537 |
Subject Index | 543 |
About The Author | 551 |
The Change Agent | 365 |
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Common terms and phrases
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 evaluations example family-planning farm heterophilous homophily hybrid corn hybrid seed idea implementation important individual individual’s inno innovation process innovation-decision process innovation’s interactive Internet interpersonal channels interpersonal networks investigation laggards later adopters marketing mass media messages MR(E Nokia Norplant occur opinion leaders opinion leadership organization organizational peers percent personal computer PH(E potential adopters prevention pro-innovation bias problem QWERTY rate of adoption re-invention relative advantage research tradition respondents result Rogers role rural sociology Ryan and Gross S-shaped sion social system technological innovations tetracycline tion United users variables village Yir Yoront
Popular passages
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.