Diffusion Of Innovations Theory1

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Diffusion Of Innovations Theory1

  1. 1. Diffusion of Innovations Theory By: Ann Crosby
  2. 2. What is Diffusion of Innovations (DOI)? <ul><li>A process where new innovations are communicated by certain groups to a society over time. </li></ul><ul><li>First modern example by Ryan and Gross </li></ul><ul><li>Textbook by Everett Rogers </li></ul><ul><li>(&quot;Diffusion of innovations,&quot; 2010) </li></ul>
  3. 3. Types of Adopters <ul><li>Innovators: pioneers </li></ul><ul><li>Early Adopters: leaders </li></ul><ul><li>Early Majority: thoughtful </li></ul><ul><li>Late Majority: skeptical </li></ul><ul><li>Laggards: fearful </li></ul>
  4. 4. Steps in the DOI Process <ul><li>Knowledge: introduced to new product </li></ul><ul><li>Persuasion: initial feelings about the product </li></ul><ul><li>Decision: use the product or not </li></ul><ul><li>Implementation: use new product </li></ul><ul><li>Confirmation: ceases or continues to use the product </li></ul><ul><li>(Furneaux, 2005) </li></ul>
  5. 5. What to consider about the innovation: <ul><li>Relative Advantage: how much better is it? </li></ul><ul><li>Compatibility: meet a need or improve an existing product </li></ul><ul><li>Complexity: easy to use? </li></ul><ul><li>Trialability: way to try it out </li></ul><ul><li>Observability: can you see results? </li></ul><ul><li>(Clarke, 2009) </li></ul>
  6. 6. DOI one more time… See the Theory in Action DOI in a nutshell DOI cartoon
  7. 7. How will you use DOI? <ul><li>How could this theory help you get your staff to adopt a new technology such as social book marking? </li></ul><ul><li>Who would be your innovators and early adopters? </li></ul><ul><li>How would you address this issues of complexity and trialability? </li></ul>
  8. 8. How does this relate to Instructional Technology? <ul><li>Understand why certain technologies are adopted while others or not. Just don’t blame the teachers. </li></ul><ul><li>Be able to utilize this theory in introducing and adopting new technologies in your own school. </li></ul><ul><li>Create a model to use in systematically implementing new innovations in the future. </li></ul><ul><li>Can you utilized DoI to adapt a new innovation? Try it! </li></ul><ul><li>(Yates, 2001) </li></ul>
  9. 9. References <ul><li>  </li></ul><ul><li>Diffusion of innovations. (2010). Wikipedia . Retrieved (2010, June 29) from http://en.wikipedia.org/wiki/Diffusion_of_inno vation </li></ul><ul><li>Fishburne, T. (Artist). (2007). Brand camp . [Web]. Retrieved from www.skydeckcartoons.com/brandcamp/07022 6.adoption.jpg </li></ul>
  10. 10. References cont. <ul><li>Furneaux, B. (2005, October). Theories used in IS research: diffusion of innovations . Retrieved from http://www.istheory.yorku.ca/diffusionofinno vations.htm </li></ul><ul><li>Rogers, E. (Ed.). (2003). Diffusions of innovations . (5 th ed.). New York: Free Press. </li></ul><ul><li>  Walczyk, D. (Producer). (2008). The Diffusion and adoption of innovations . [Web]. Retrieved from http://www.slideshare.net/mediaeco/diffusion -of-innovation </li></ul>
  11. 11. References cont. <ul><li>Yates, B. (2001, May). Applying diffusion theory: adoption of media literacy programs in schools . Retrieved from http://www.westga.edu/~byates/applying. htm </li></ul><ul><li>  </li></ul>

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