Unraveling Diffusion Innovations Theory By: Tammy Beach Patricia Hartley Missy Hampton-Hogan Jeanie Robinson
What is the  Diffusion Innovations Theory? <ul><li>The manner in which a new technological idea, artifact, or technique mi...
5 Stages of Diffusion <ul><li>Innovators: 2.5% of the change happens at this point. </li></ul><ul><li>Early Adopters: 13.5...
Innovators <ul><li>Venturesome </li></ul><ul><li>More intense education </li></ul><ul><li>Higher social economic status </...
Early Adopters <ul><li>Respected by peers </li></ul><ul><li>Vested member of the staff </li></ul><ul><li>Natural leadershi...
Early Majority <ul><li>Interacts frequently with others </li></ul><ul><li>Have to think things through  </li></ul><ul><ul>...
Late Majority <ul><li>Succumb to pressure from peers to make changes </li></ul><ul><li>Very skeptical </li></ul><ul><li>Ex...
Laggards <ul><li>Always makes reference to what has always been done…refers to the past. </li></ul><ul><li>Not media liter...
Sigmoid Curve <ul><li>It models the S-curve of growth. The initial stage of growth is approximately exponential; then, as ...
How does this apply to  Media Literacy?
Application #1 <ul><li>Provides the framework for why certain people adopt media literacy while others do not. </li></ul><...
Application #2 <ul><li>Media technology is constantly changing. </li></ul><ul><ul><li>Must have a solid understanding of h...
Application #3 <ul><li>Provides several models on how to spread media literacy. </li></ul><ul><ul><li>Helps understand who...
Resources <ul><li>http://en.wikipedia.org/wiki/Diffusion_of_innovation   </li></ul><ul><li>http://en.wikipedia.org/wiki/Im...
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Unraveling Diffusion Innovations Theory

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  • Videos and movies is our technological example.
  • Sony, Disney, Fox
  • People who transitioned easily with each new phase of technology and pointed out the positive aspects for the new technologies’ use. People who are willing to take risks.
  • Will not do it on their own, but if someone comes to them and show them HOW or WHY they are willing to implement it.
  • Forced acceptance. VHS movies became too expensive or unavailable, so the change to DVD’s was forced.
  • Wait until it is mandated to implement, then only use when administration or other visitor are in the room. They are still reluctant to use the technology.
  • When sales begin, they are slow for price reasons or reluctance to accept then the become the thing to have so sales soar. After some time, sales slow down due to a new innovation. Finally, the sales almost or do stop. (i.e. Beta Max and 8 Track Tapes)
  • Unraveling Diffusion Innovations Theory

    1. 1. Unraveling Diffusion Innovations Theory By: Tammy Beach Patricia Hartley Missy Hampton-Hogan Jeanie Robinson
    2. 2. What is the Diffusion Innovations Theory? <ul><li>The manner in which a new technological idea, artifact, or technique migrates from creation to use. </li></ul>
    3. 3. 5 Stages of Diffusion <ul><li>Innovators: 2.5% of the change happens at this point. </li></ul><ul><li>Early Adopters: 13.5% </li></ul><ul><li>Early Majority: 34% </li></ul><ul><li>Late Majority: 34% </li></ul><ul><li>Laggards: 15% </li></ul>
    4. 4. Innovators <ul><li>Venturesome </li></ul><ul><li>More intense education </li></ul><ul><li>Higher social economic status </li></ul><ul><li>The ability to understand and apply complex technical knowledge </li></ul><ul><li>The ability to cope with a high degree of uncertainty about the innovation </li></ul>
    5. 5. Early Adopters <ul><li>Respected by peers </li></ul><ul><li>Vested member of the staff </li></ul><ul><li>Natural leadership ability </li></ul><ul><li>Role model for others to follow </li></ul><ul><li>Few media literacy skills </li></ul>
    6. 6. Early Majority <ul><li>Interacts frequently with others </li></ul><ul><li>Have to think things through </li></ul><ul><ul><li>They LOOK before they LEAP. </li></ul></ul><ul><li>One of the largest categories </li></ul>
    7. 7. Late Majority <ul><li>Succumb to pressure from peers to make changes </li></ul><ul><li>Very skeptical </li></ul><ul><li>Extremely cautious </li></ul><ul><li>Have to see the economic necessity </li></ul><ul><li>Many fall into this category as well </li></ul>
    8. 8. Laggards <ul><li>Always makes reference to what has always been done…refers to the past. </li></ul><ul><li>Not media literate </li></ul><ul><li>Keeps to oneself </li></ul><ul><li>Wary of the innovators </li></ul><ul><li>Debate over new technology/ideas </li></ul><ul><li>Very limited resources </li></ul>
    9. 9. Sigmoid Curve <ul><li>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. </li></ul><ul><li>S-Curve </li></ul>
    10. 10. How does this apply to Media Literacy?
    11. 11. Application #1 <ul><li>Provides the framework for why certain people adopt media literacy while others do not. </li></ul><ul><ul><li>The theory explains and predicts why or why not media literacy is spread. </li></ul></ul>
    12. 12. Application #2 <ul><li>Media technology is constantly changing. </li></ul><ul><ul><li>Must have a solid understanding of how to introduce new ideas. </li></ul></ul>
    13. 13. Application #3 <ul><li>Provides several models on how to spread media literacy. </li></ul><ul><ul><li>Helps understand who needs to be reached first and how it will then spread to others. </li></ul></ul>
    14. 14. Resources <ul><li>http://en.wikipedia.org/wiki/Diffusion_of_innovation </li></ul><ul><li>http://en.wikipedia.org/wiki/Image:Logistic-curve.svg </li></ul><ul><li>http://www.istheory.yorku.ca/diffusionofinnovations.htm </li></ul><ul><li>http://www.westga.edu/~byates/applying.htm </li></ul><ul><li>    </li></ul>

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