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Diffusion of innovationDiffusion of innovation
Technological aspect of communication Technological aspect of communication technologytechnology
Diffusion of communication technologyDiffusion of communication technology
Effects of communication technology on Effects of communication technology on society and individualsociety and individual
Diffusion of innovation:Diffusion of innovation:
……Is a process by which ideas are Is a process by which ideas are communicated via various channels, communicated via various channels, over time, among people who belong to over time, among people who belong to a given social system. (widening a given social system. (widening communication)communication)
Usually applied to diffusion of new Usually applied to diffusion of new technology/ideas in a societytechnology/ideas in a society
Assumption that there is a pattern to the Assumption that there is a pattern to the way new ideas/new technologies are way new ideas/new technologies are accepted by a communityaccepted by a community
Diffusion process/Opinion Diffusion process/Opinion leadersleaders
Mass media and voting behaviorMass media and voting behavior
Personal contacts were more influential than Personal contacts were more influential than media in influencing the study (Erie county media in influencing the study (Erie county study)study)
Opinion leadersOpinion leadersStatusStatusGenderGenderAge etc.Age etc.
Also relative to group they belong.Also relative to group they belong.
Diffusion process/Opinion Diffusion process/Opinion leadersleaders
Homophily: degree to which pairs who Homophily: degree to which pairs who interact are similar, in certain attributes such interact are similar, in certain attributes such as beliefs, values, education or social status.as beliefs, values, education or social status.
Heterogeneity: degree to which pairs of Heterogeneity: degree to which pairs of individuals who interact are different in individuals who interact are different in certain attributes (the mirror opposite of certain attributes (the mirror opposite of homophily)homophily)
Change agentChange agent
Change agent, a professional person who attempts Change agent, a professional person who attempts to influence adoption decisions in a direction that to influence adoption decisions in a direction that he or she feels desirable. he or she feels desirable.
Often change agent will use local opinion leaders to Often change agent will use local opinion leaders to assist in diffusing an innovation to prevent the assist in diffusing an innovation to prevent the adoption of what may be seen as harmful adoption of what may be seen as harmful innovation.innovation.
Sales people? Dealers of new products?Sales people? Dealers of new products?
However, when gate keeper is a commercial change However, when gate keeper is a commercial change agent, his integrity is questioned by the people he agent, his integrity is questioned by the people he seeks to change. seeks to change.
Change agentChange agent
Who/what is more effective? Mass Who/what is more effective? Mass media or people?media or people?
Mostly a combination of both.Mostly a combination of both.
In some cases, mass media fills In some cases, mass media fills interpersonal needsinterpersonal needs
Findings about opinion Findings about opinion leadership:leadership:
Personification of values--- who one is Personification of values--- who one is
Competence---what one knows Competence---what one knows
Strategic social location (position) ---whom Strategic social location (position) ---whom one knowsone knows
Diffusion processDiffusion process
KnowledgeKnowledge
Trial or persuasion stage: begin to try out and Trial or persuasion stage: begin to try out and thinking about new technologythinking about new technology
Decision makingDecision making
Implementation, put the technologyImplementation, put the technology
ConfirmationConfirmation
DOI research focuses DOI research focuses onon
Communication channels, which and howCommunication channels, which and how
Awareness, how do people get information, and become Awareness, how do people get information, and become aware of new technologiesaware of new technologies
Criteria for decision makingCriteria for decision making
Characteristics of potential adoptersCharacteristics of potential adopters
Potential advantages of new technologies Potential advantages of new technologies
Complexity of what is being adoptedComplexity of what is being adopted
Costs (relative-comparative and monetary-specific dollar Costs (relative-comparative and monetary-specific dollar terms)terms)
Who is promoting the technologyWho is promoting the technology
Characteristics of Characteristics of potential adopterspotential adopters
InnovatorsInnovators
Early adoptersEarly adopters
Early majorityEarly majority
Late majorityLate majority
Later adoptersLater adopters
LaggardsLaggards
Outcome Outcome considerationsconsiderations
Time of adoptionTime of adoption
Percent of adoptionPercent of adoption
Classic DOI graph/curveClassic DOI graph/curve
Time after tech is introduced
Num
ber
of p
eopl
e us
ing
the
tech
Critical massCritical mass
Radioactive material needed to set chain Radioactive material needed to set chain reactionreaction
Number of people who have to be involved in Number of people who have to be involved in a social movement that are required before it a social movement that are required before it takes over a community/society/countrytakes over a community/society/country
Markus propositionsMarkus propositions
Predict reaching critical mass in adoption of a Predict reaching critical mass in adoption of a new technew tech
All or nothing proposition (either adopted by all All or nothing proposition (either adopted by all or no one gets to use the technology)or no one gets to use the technology)
The lesser the demands that a tech makes on The lesser the demands that a tech makes on the resources of an individual the higher the the resources of an individual the higher the chances of tech being adoptedchances of tech being adopted
Greater heterogeneity in a community Greater heterogeneity in a community facilitates the adoption of a tech (think facilitates the adoption of a tech (think concentration of wealth)concentration of wealth)
Early adoption by high resource individuals Early adoption by high resource individuals increases the likelihood of the technology increases the likelihood of the technology being adopted.being adopted.