The Change AgentDiffusion of InnovationsChapter 9WFED 597G Fall Semester 2011Lori Johnson-Vegas
Chapter 9 Highlights• Targeting• Change Agents as Linkers• Factors in Change Agent Success• Communication Campaigns• Homophily and Change Agent Contact• The Use of Opinion Leaders• Client’s Evaluative Ability• Centralized and Decentralized Diffusion Systems• Advantages and Disadvantages of Decentralized Diffusion
Chapter 9 SummaryThis chapter defines change agent, lists the twomain problems faced by change agents and theseven roles of the change agent. The chapter alsolists eight generalizations related to an agent’ssuccess in securing the adoption of innovations byclients. Information on centralized anddecentralized diffusion is also provided.
Chapter 9 Summary continuedTwo main problems faced by change agents:• their social marginality, due to their position midway between a change agency and their client system• information overload, the state of an individual or a system in which excessive communication inputs cannot be processed and used, leading to breakdown),
Chapter 9 Summary continuedSeven roles of the change agent:• Develop a need for change on the part of clients• Establish an information-exchange relationship• Diagnose problems• Create an intent to change in the client• Translate intention into action• Stabilize adoption and prevent discontinuance• Achieve a terminal relationship with clients
Chapter 9 Summary continuedEight generalizations• Extent of the change agent’s effort in contacting clients• A client orientation, rather than a change agency orientation• Degree to which the diffusion program is compatible with clients’ needs• Change agent’s empathy with clients• His or her homophily with clients• Credibility in the clients’ eyes• Extent to which he or she works through opinion leaders• Increasing clients’ ability to evaluate innovations
DirectionsClass participants – please review and completethe 3 of the 5 assignments included in thispresentation.
TargetingTargeting is the process of customizing the designand delivery of a communication program basedon the characteristics of an intended audience(Dearling et al., 1996). Diffusion of Innovations Chapter 9 Page 367
Assignment 1Please provide an example of when WFEDprofessionals may have been “targeted” during thediffusion of an innovation.
Communication CampaignsThe term derives from military origins and fromLatin meaning “to go to the field”. Militaryterminology, like “target”, for example, still isutilized in describing campaigns. So a campaignis purposive, intended to bring about certainspecific effects.” Diffusion of Innovations Chapter 9 pp 378-379
Assignment 2Please share a communication campaign relatedto WFED you believe was successful and explainwhy you feel that way.
The Use of Opinion LeadersOpinion Leadership is the degree to which anindividual is able to influence other individuals’attitudes or overt behavior in a desired way with arelatively high frequency. Diffusion of Innovations Chapter 9 Page 388
Assignment 3Describe a time when you were influenced by anOpinion Leader. orDescribe a time when you were used as anOpinion Leader.
More on Opinion Leaders…http://www.youtube.com/watch?v=tUE84Y22eUg
Assignment 4Rogers states, “Change agents usually posses a high degreeof expertise regarding the innovations that are beingdiffused. Change agency personnel may have a Ph.D….Their superior know-how actually poses a barrier makingit difficult for them to communicate directly with clients.” Diffusion of Innovations Chapter 9 Page 368How do you feel about the above comments?
Assignment 5Please take a moment to comment on two of thevideos included in this presentation.
What can change do for you?http://www.youtube.com/watch?v=UF8uR6Z6KLc