Diffusion of Innovation A theory to help explain the role of communication is spreading technological inventions.

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Presentation transcript:

Diffusion of Innovation A theory to help explain the role of communication is spreading technological inventions

How did it develop?  Several theorists contributed to understanding how technology diffuses into a society.

Gabriel Tarde (1903)  Came up with the notion of the “technology S-Curve” Lag Phase Exponential Growth Equilibrium phase

Ryan and Gross (1943)  Adopter categories Innovators Early adopters Early/Late Majorities Laggards

Katz and Lazarsfeld (1955)  Two Step Flow of Communication

Everett M. Rogers ( )  Diffusion of Innovations the process by which an innovation is communicated through certain channels over time among the members of a social system

Rogers’ (1995) Diffusion of Innovation Awareness - the individual is exposed to the innovation but lacks complete information about it Interest - the individual becomes interested in the new idea and seeks additional information about it Evaluation - individual mentally applies the innovation to his present and anticipated future situation, and then decides whether or not to try it Trial - the individual makes full use of the innovation Adoption - the individual decides to continue the full use of the innovation

Diffusion of Innovation A theory to help explain the role of communication is spreading technological inventions