2. Theories
Diffusion of Innovations
Uses and Gratifications Theory
Moore’s Innovation Adoption Rate
The Social Theory of the Long Tail
Social Information Processing Theory
4. Diffusion of Innovations
Diffusion is the process by which an innovation is
communicated through certain channels over time
among the members of a social system (5). Given
that decisions are not authoritative or collective,
each member of the social system faces his/her own
innovation-decision that follows a 5-step process
The most striking feature of diffusion theory is that,
for most members of a social system, the
innovation-decision depends heavily on the
innovation-decisions of the other members of the
system.
6. Diffusion of Innovations
1) Knowledge – person becomes aware of an
innovation and has some idea of how it functions,
2) Persuasion – person forms a favorable or
unfavorable attitude toward the innovation,
3) Decision – person engages in activities that lead to a
choice to adopt or reject the innovation,
4) Implementation – person puts an innovation into
use,
5) Confirmation – person evaluates the results of an
innovation-decision already made.
7. Diffusion of
Innovations
Both cell phone and
computers share a
commonality under
the diffusion of
innovation because
they both are big
contributors in the
rate that new ideas
and technology
spreads through
culture.
8. USES AND GRATIFICATIONS
THEORY
Blumler and Katz’s uses and gratification theory
suggests that media users play an active role in
choosing and using the media.
Users take an active part in the communication
process and are goal oriented in their media use.
The theorist say that a media user seeks out a media
source that best fulfills the needs of the user.
Uses and gratifications assume that the user has
alternate choices to satisfy their need.
9. USES AND
GRATIFICATIO
NS THEORY
• The future of television is
steadily progressing, TV
are starting to best fulfills
the needs of the user.
• Now with just about any
flat screen TV you can
connect to the web through
your cable provider or
through modern game
systems. This make this
media device more
appealing to the users.
• This is where we are now
in 2023 I feel that things
will become more
interactive and easier to
use.
11. Social Information Processing
Theory
The Social Information Processing theory examines the nature
of online relationships formed through work, school or social
settings
Research that supports this theory indicates that even if the
initial contact between individuals is task-oriented, such as in
the case of an online group project for school, members will in
time also develop social bonds.
These bonds may take longer to develop than offline
relationships, but some research indicates that the resulting
emotional and social connection is no less significant.
Critics of the Social Information Processing theory argue that
the anonymity of computer-mediated communication leads
people to depersonalize both themselves and others.
12. Social Information
Processing Theory
• Computers stand to be one
of the key contributors in
the advancement of online
relationships.
• Various things like online
dating services and social
networks will in time also
allow others develop social
bonds.
• In the year 2023 I think
that the methods of online
interaction will change.
Advancements of video
interaction as well as
messaging will improve.
13. The Theory of
the Long Tail
The theory of the Long Tail
is that our culture and
economy is increasingly
shifting away from a focus
on a relatively small number
of "hits" (mainstream
products and markets) at the
head of the demand curve
and toward a huge number
of niches in the tail.
As the costs of production
and distribution fall,
especially online, there is
now less need to lump
products and consumers into
one-size-fits-all containers.
14. The Theory of the
Long Tail
• The term long tail has
gained popularity in recent
times as describing the
retailing strategy of selling
a large number of unique
items with relatively small
quantities sold of each.
• Think in terms of cell
phone and even better
iPhones and there
popularity.
• I feel that as we enter into
tat things will remain the
same in terms of
consumers being offered
infinite choice as far as
product like apple.
15. Sources
Anderson, C. (2009). The Long Tail, in a nutshell. Retrieved from
http://www.thelongtail.com/about.html
Blumler J.G. & Katz, E. (1974) (2001, Feburary 19). The uses of mass
communications: Current perspectives on gratifications research. Retrieved from
http://www.uky.edu/~drlane/capstone/mass/uses.htm
Daw, E. (2013, April 17). What is Social Information Processing Theory. Retrieved
from http://www.wisegeek.com/what-is-the-social-information-
processing-theory.htm
Orr, G. (2003, March 18). Diffusion of Innovations, by Everett Rogers (1995). Retrieved
fromhttp://www.stanford.edu/class/symbsys205/Diffusion%20of%20Innovations
.htm
Retrieved from http://comm303-50.weebly.com/moorersquos-innovation-
adoption-rate.html
