Gaining from the Knowledge of Other DisciplinesUsing a Sociological Theory to Study and Foster the Adoption of Innovative Services in Academic Libraries
Crystal Hampson, C-EBLIP Fall Symposium, Saskatoon, SK, October 14, 2015
(Batty)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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Gaining from the Knowledge of Other Disciplines | Crystal Hampson
www.usask.ca
Innovation Diffusion Theory (IDT)Introduction
Used across cultures Varied disciplines Everett Rogers’ Diffusion of Innovations
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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Basic Elements of IDT
IDT studies how an innovation is communicated through a social system using certain communication channels over time.
(Rogers 5)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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Adopter Categories
Innovators (2.5%) Early adopters (13.5%) Early majority (34%) Late majority (34%) Laggards (16%)
(Rogers 281)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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Developing and Evaluating New ServicesInnovation Attributes
Individual’s perception of:1. Relative advantage – better than current2. Compatability – needs, values, experiences3. Complexity – easy to understand, use4. Trialability – try it first5. Observability – see others using it
(Rogers 219-266)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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Innovation-Decision Process
Five Stages:1. Knowledge – general awareness, why, how2. Persuasion – form attitude3. Decision – adopt or reject4. Implementation – modify, or “re-invent”5. Confirmation – may discontinue
(Rogers 20-21, 168-218)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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Promotion and Advocacy
Stage Communication Channel
Knowledge Mass communication (one-to-many)
Persuasion Subjective, evaluative information from near peers (two-way)
(Rogers 18-20, 168-218)
Communication Channels
Adoption Over Time
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(Hvassing)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
(“University of Saskatchewan Students from the School of Public Health.jpg”)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
www.usask.ca
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
www.usask.ca
Promotion and AdvocacyCommunication Through a Social System
Influenced by people like themselves Opinion leader - informal role May be for or against Can be over-used Make own judgments Not overly aligned (credibility)
(Rogers 26-27, 300-401)
(Grandjean)
Drag picture to placeholder or click icon to add
Influence OL directly or indirectly (Valente)
Promotion and Advocacy
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
www.usask.ca
(Garnett)
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
www.usask.ca
Works Cited Batty, Lisa. “Reading Room at the British Museum.jpg” JPEG file. Wikimedia Commons,
30 Nov. 2005. Web. 18 Sept. 2015. <https://www.flickr.com/photos/ljb/69086940> Garnett, Ron. “Aerial View of the Campus.jpg” JPEG file. Flickr, 30 Jul 2005. Web. 18
Sept. 2015. <https://www.flickr.com/photos/usask/4425197156/> Grandjean, Martin. “Moreno Sociogram 4th Grade.png” PNG file. Wikimedia Commons,
16 Mar. 2015. Web. 04 Sept. 2015. <https://commons.wikimedia.org/wiki/File%3AMoreno_Sociogram_4th_Grade.png>
Hvassing. “Diffusion of Ideas.svg.” SVG file. Wikimedia Commons, 28 Feb. 2012. Web. 02 Jun. 2014. <http://commons.wikimedia.org/wiki/File:Diffusion_of_ideas.svg>.
Jones, Richard, Theo Andrew, and John MacColl. The Institutional Repository. Oxford: Chandos, 2006. Print. Chandos Information Professional Series.
Rogers, Everett M. Diffusion of Innovations. 5th ed. New York: Free Press, 2003. Print.
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
www.usask.ca
Works Cited “Touring the Building.jpg” JPEG file. Flickr, 21 Jul. 2015. Web. 18 Sept. 2015.
<https://www.flickr.com/photos/usask/20666858050/> “University of Saskatchewan Students from the School of Public Health.jpg”. JPEG file.
Flickr, 21 Nov. 2008. Web. 18 Sept. 2015. <https://www.flickr.com/photos/usask/3398544991/>.
Valente, Thomas W. “Social Network Approaches for Behaviour Change.” Rethink Research: University of Saskatchewan Research Intensification Series. Saskatoon, Saskatchewan. 05 March 2015. Presentation.
Gaining from the Knowledge of Other Disciplines | Crystal Hampson
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