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Diffusion of innovation
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2. ๏ฝ Everett Rogersโthe main developer
โฆ Adapted ideas from Gabriel Tarde and from the
Hybrid Seed Corn Study (Ryan & Gross)
๏ฝ This theory has been used and studied across
many fields: Rural sociology, Medical
sociology, Anthropology, Economics, Marketi
ng, Educational Technology
3. ๏ฝ Innovation = An idea, practice, or object
perceived as new by an individual or other
unit of adoption
โฆ Software (necessary)
โฆ Hardware (optional)
๏ฝ The Diffusion of Innovations Theory attempts
to predict adoption of innovations. . .
Typically, the adoption follows a standard
pattern:
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19. Conscious of an innovation
Intrigue
Experimentation
continues use, quit, recreate innovation
Continuous use, integration of
innovation
22. The corresponding Classic Bell-Shaped Adopters Curve
Many studies have looked at how these groups differ:
Innovators are highly cosmopolite and open to new things.
Early adopters tend to be opinion leaders.
Early majority provide โlegitimizationโ of the innovation.
Late majority are skeptical.
Laggards put trust in the status quo.
32. ๏ฝ Rogers originally identified key social
indicators (demographics) as related to
innovativeness:
โฆ SES (socio-economic status)
โฆ Education
๏ฝ Atkin, Neuendorf, & Jeffres (1998;
2003), studying adoption of audio
information services and digital TV, identified
a trend:
โฆ Attitudinal and communication variables more
important than demographics
โฆ WHY???
โฆ Hardware vs. software??
33. ๏ฝ Blake et al. (2004 โ 2009) identified national
or cultural differences in factors that seem to
affect adoption of online shopping; e.g.:
โฆ In Poland, โperceived newnessโ is a positive factor
โฆ In Greece, online shopping is seen as highly
compatible with past practices (catalog shopping)
34. ๏ฝ Opinion Leadership was first identified by
Lazarsfeld, Berelson, and Gaudet in their
1944 book The Peopleโs Choice (see also
textbook)
โฆ Reported on first (1940) in a series of studies of
voters in Erie County, Ohio (why Erie County??)
โฆ Unexpectedly found a Two-Step Flow of
communication about the presidential race. . .
๏ Mass Media ๏ Opinion Leaders ๏ Opinion Followers
โฆ A combination of media and interpersonal channels
resulted in information and influence re the election
35. ๏ฝ Opinion leadership is the degree to which an
individual is able to influence othersโ
attitudes or behaviors informally
๏ฝ Opinion leaders exist at โall levelsโ (textbook)
๏ฝ Opinion leaders may be monomorphic or
polymorphic
๏ฝ Opinion leaders tend to:
โฆ Be more exposed to all forms of communication
(media and interpersonal)
โฆ Have higher SES (socio-economic status)
โฆ Be more innovative
36. ๏ฝ A change agent is an individual who
influences clientsโ innovation-decisions in a
direction deemed desirable by a change
agency
๏ฝ Change agents are more successful if they:
โฆ Have homophily with the targeted โclientsโ
โฆ Have credibility with the targeted โclientsโ
โฆ Use opinion leaders to reach others
37. ๏ฝ Desirable vs. Undesirable
๏ฝ Anticipated vs. Unanticipated
๏ฝ Examples of Undesirable, Unanticipated
Consequences:
โฆ Clipper ships and the Irish Potato Famine
โฆ The Learning Gap (e.g., Sesame Street)
โฆ . . . And the Knowledge Gap (Jeffres et al., 2003)
โฆ . . . And The Digital Divide
โฆ Birth control (Idiocracy video)
40. ๏ฝ 2006 satiric science fiction film, directed and
co-produced, co-written by Mike Judge (Beavis
and Butt-Head, Office Space)
๏ฝ Controversy over its โreleaseโ (a true case study in
Gatekeeping!!)
โฆ No trailers or ads were released, and only 2 still photos
โฆ Theatrically released by 20th-Century Fox to fulfill contractual
obligations to the producersโin only 7 cities, at 130 theaters
โฆ Speculation and criticism in the media noted that Fox may have
wanted to โburyโ the film due to:
๏ its cautionary tale about low-intelligence dysgenics
๏ its anti-corporate message
โฆ Its eventual 2007 release to DVD made it a cult favorite