Diffusion of Innovations, 5th Edition

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Simon and Schuster, 16 авг. 2003 г. - Всего страниц: 576
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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Review: Diffusion of Innovations

Пользовательский отзыв  - 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. Читать весь отзыв


Elements of Diffusion
A History of Diffusion Research
Contributions and Criticisms of Diffusion Research
The Generation of Innovations
The InnovationDecision Process
Attributes of Innovations and their Rate of Adoption
Innovations and Adopter Categories
Diffusion Networks
Innovation in Organizations
Consequences of Innovations
Name Index
Subject Index
About The Author
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The Change Agent

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Стр. 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.
Стр. 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...
Стр. 306 - This behavior may be dependent on: (1) heterophily — degree to which pairs of individuals who interact are different in certain attributes...
Стр. xx - An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
Стр. 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.
Стр. 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.
Стр. 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.
Стр. 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...
Стр. 35 - Communication is a process in which participants create and share information with one another in order to reach a mutual understanding.
Стр. 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.

Об авторе (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.

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