Diffusion of Innovations, 5th EditionNow 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. |
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User Review - Razinha - LibraryThingHindsight lesson learned and shared for future readers...unless you have to read this for academic purposes, it's probably best to read the very good summaries at the end of each chapter and then ... Read full review
Review: Diffusion of Innovations
User Review - Indra - Goodreadsdiffusion of innovations theory has been used in fields of ICT, in marketing and in developing behaviour change communications. This is a great and thorough overview. Many of the ideas in the field overlap with theories of social networks. Read full review
Contents
ELEMENTS OF DIFFUSION | 1 |
Controlling Scurvy in the British Navy | 7 |
Summary | 35 |
Copyright | |
45 other sections not shown
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Common terms and phrases
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 example experiment family-planning farm heterophilous homophily idea implementation important individual inno innovation process innovation-decision process innovation-development process innovation's Internet interpersonal channels interpersonal networks investigation laggards later adopters marketing mass media messages MR(E network links no-smoking Nokia Norplant occur opinion leaders opinion leadership organization peers percent personal computer potential adopters prevention pro-innovation bias problem QWERTY rate of adoption re-invention relative advantage research traditions respondents result Rogers role rural sociology Ryan and Gross S-shaped Santa Monica Freeway sion social system structure technological innovations tetracycline tion United users variables village Yir Yoront
References to this book
Job Creation and Destruction Steven J. Davis,John C. Haltiwanger,Scott Schuh No preview available - 1998 |
Bibliographic information
| Title | Diffusion of Innovations, 5th Edition |
| Author | Everett M. Rogers |
| Edition | 5, illustrated |
| Publisher | Free Press, 2003 |
| ISBN | 0743222091, 9780743222099 |
| Length | 576 pages |
| Subjects | › › Business & Economics / General Business & Economics / Marketing / General Computers / Social Aspects / General Social Science / General Social Science / Sociology / Rural |
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