ppt课件-chapter1diffusionofinnovations.pptVIP

Rogers Chapter 1: Diffusion of Innovations Linda Rochford UMD Labovitz School Introduction Definitions and concepts Case studies Questions about the case studies Definitions and Concepts Diffusion: process by which an innovation is communicated over time among members of a social system. A type of social change. Communication: process of creating and sharing information to reach a mutual understanding Innovation: idea, practice, or object perceived as new by an individual or other unit of adoption Innovation? Innovation? Innovation? Rate of diffusion Definitions and Concepts Information of two types: Software information-What is the innovation? How does it work? Why does it work? Innovation evaluation information-What are the innovation’s consequences? What will its advantages and disadvantages be for me? Innovation Characteristics Relative advantage Compatibility Complexity Trialability Observability Re-invention potential Communication Channels Mass media versus interpersonal Heterophily among individuals More effective among homophilous individuals--”near peers” Participants are usually very heterophilous (change agents and target group, differences across adopter categories). Innovation Decision Process Knowledge Persuasion Decision Implementation Confirmation Process yields adoption, nonadoption or discontinuance Innovativeness and Adopter Categories Innovators Early adopters Early majority Late majority Laggards Innovativeness and Adopter Categories Rate of Adoption follows an “S” shaped curve Social SystemInterrelated units engaged in joint problem solving to accomplish a common goal. Rank or status among members Communication structure System norms Opinion leaders and change agents Types of Innovation Decisions Optional-innovation decisions Collective-innovations decisions Authority-innovation decisions Contingent-innovation decisions First HD transmission: July 23, 1996 Raleigh, North Carolina Handful of broadcasters by 1999 but really did