Unraveling Diffusion Innovations Theory By: Tammy Beach Patricia Hartley Missy Hampton-Hogan Jeanie Robinson

What is the Diffusion Innovations Theory? The manner in which a new technological idea, artifact, or technique migrates from creation to use.

The manner in which a new technological idea, artifact, or technique migrates from creation to use.

5 Stages of Diffusion Innovators: 2.5% of the change happens at this point. Early Adopters: 13.5% Early Majority: 34% Late Majority: 34% Laggards: 15%

Innovators: 2.5% of the change happens at this point.

Early Adopters: 13.5%

Early Majority: 34%

Late Majority: 34%

Laggards: 15%

Innovators Venturesome More intense education Higher social economic status The ability to understand and apply complex technical knowledge The ability to cope with a high degree of uncertainty about the innovation

Venturesome

More intense education

Higher social economic status

The ability to understand and apply complex technical knowledge

The ability to cope with a high degree of uncertainty about the innovation

Early Adopters Respected by peers Vested member of the staff Natural leadership ability Role model for others to follow Few media literacy skills

Respected by peers

Vested member of the staff

Natural leadership ability

Role model for others to follow

Few media literacy skills

Early Majority Interacts frequently with others Have to think things through They LOOK before they LEAP. One of the largest categories

Interacts frequently with others

Have to think things through

They LOOK before they LEAP.

One of the largest categories

Late Majority Succumb to pressure from peers to make changes Very skeptical Extremely cautious Have to see the economic necessity Many fall into this category as well

Succumb to pressure from peers to make changes

Very skeptical

Extremely cautious

Have to see the economic necessity

Many fall into this category as well

Laggards Always makes reference to what has always been done…refers to the past. Not media literate Keeps to oneself Wary of the innovators Debate over new technology/ideas Very limited resources

Always makes reference to what has always been done…refers to the past.

Not media literate

Keeps to oneself

Wary of the innovators

Debate over new technology/ideas

Very limited resources

Sigmoid Curve It models the S-curve of growth. The initial stage of growth is approximately exponential; then, as saturation begins, the growth slows, and at maturity, growth stops. S-Curve

It models the S-curve of growth. The initial stage of growth is approximately exponential; then, as saturation begins, the growth slows, and at maturity, growth stops.

S-Curve

How does this apply to Media Literacy?

Application #1 Provides the framework for why certain people adopt media literacy while others do not. The theory explains and predicts why or why not media literacy is spread.

Provides the framework for why certain people adopt media literacy while others do not.

The theory explains and predicts why or why not media literacy is spread.

Application #2 Media technology is constantly changing. Must have a solid understanding of how to introduce new ideas.

Media technology is constantly changing.

Must have a solid understanding of how to introduce new ideas.

Application #3 Provides several models on how to spread media literacy. Helps understand who needs to be reached first and how it will then spread to others.

Provides several models on how to spread media literacy.

Helps understand who needs to be reached first and how it will then spread to others.

Resources http://en.wikipedia.org/wiki/Diffusion_of_innovation http://en.wikipedia.org/wiki/Image:Logistic-curve.svg http://www.istheory.yorku.ca/diffusionofinnovations.htm http://www.westga.edu/~byates/applying.htm

http://en.wikipedia.org/wiki/Diffusion_of_innovation

http://en.wikipedia.org/wiki/Image:Logistic-curve.svg

http://www.istheory.yorku.ca/diffusionofinnovations.htm

http://www.westga.edu/~byates/applying.htm