Diffusion_of_Innovations

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1、DiffusionofInnovationsTheoryDiffusionistheprocessbywhichaninnovationiscommunicatedthroughcertainchannelsovertimeamongthemembersofasocialsystem.Diffusionisaspecialtypeofcommunicationconcernedwiththespreadofmessagesthatareperceivedasnewideas.Aninnovation,s

2、implyput,is“anideaperceivedasnewbytheindividual.”Aninnovationisanidea,practice,orobjectthatisperceivedasnewbyanindividualorotherunitofadoption.Thecharacteristicsofaninnovation,asperceivedbythemembersofasocialsystem,determineitsrateofadoption.Thefourmaine

3、lementsinthediffusionofnewideasare:(1)Theinnovation(2)Communicationchannels(3)Time(4)Thesocialsystem(context)1.TheinnovationWhydocertaininnovationsspreadmorequicklythanothers?Theinnovation,tospreadandbeadoptedshouldshow:Thecharacteristicswhichdeterminean

4、innovation'srateofadoptionare:(1)Relativeadvantage(2)Compatibility(3)Complexity(4)Trialability(5)Observabilitytothosepeoplewithinthesocialsystem.2.CommunicationCommunicationistheprocessbywhichparticipantscreateandshareinformationwithoneanotherinordertore

5、achamutualunderstanding.Acommunicationchannelisthemeansbywhichmessagesgetfromoneindividualtoanother.Massmediachannelsaremoreeffectiveincreatingknowledgeofinnovations,whereasinterpersonalchannelsaremoreeffectiveinformingandchangingattitudestowardanewidea,

6、andthusininfluencingthedecisiontoadoptorrejectanewidea.Mostindividualsevaluateaninnovation,notonthebasisofscientificresearchbyexperts,butthroughthesubjectiveevaluationsofnear-peerswhohaveadoptedtheinnovation.3.TimeThetimedimensionisinvolvedindiffusionint

7、hreeways.3.1-First,timeisinvolvedintheinnovation-decisionprocess.Theinnovation-decisionprocessisthementalprocessthroughwhichanindividual(orotherdecision-makingunit)passesfromfirstknowledgeofaninnovationtoforminganattitudetowardtheinnovation,toadecisionto

8、adoptorreject,toimplementationofthenewidea,andtoconfirmationofthisdecision.Anindividualseeksinformationatvariousstagesintheinnovation-decisionprocessinordertodecreaseuncertaintyaboutaninnovation'sexpectedconsequences.5-Ste