Diffusion of Innovations, 5th EditionFree Press, 16. aug. 2003 - 576 sider 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. |
Indhold
ELEMENTS OF DIFFUSION | 1 |
Four Main Elements in the Diffusion of Innovations | 11 |
Summary | 35 |
Copyright | |
48 andre sektioner vises ikke
Andre udgaver - Se alle
Almindelige termer og sætninger
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 heterophily 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
Henvisninger til denne bog
Job Creation and Destruction Steven J. Davis,John C. Haltiwanger,Scott Schuh Ingen forhåndsvisning - 1996 |