COM546 - Week 4

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Theories of adoption & diffusion.

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  • COM546 - Week 4

    1. 1. COM546 : Frameworks and Theories: Diffusion and Adoption Kathy E. Gill 27 January 2009
    2. 2. Theories (recap) (1/2) Scientific Humanistic Why: Discover the “truth” Create meaning Values: Objectivity “ Emancipation” Purpose: Determine universal laws Provide rules for interpretation
    3. 3. Theories (recap) (2/2) Scientific Humanistic Research Methods: Quantitative: experiment, survey Qualitative: ethnography, textual analysis Judged by: <ul><li>Explains data </li></ul><ul><li>Predicts future </li></ul><ul><li>Testable hypothesis </li></ul><ul><li>Practicality </li></ul><ul><li>Explains human behavior </li></ul><ul><li>Clarifies values </li></ul><ul><li>Consensus </li></ul><ul><li>Ability to reform society </li></ul>
    4. 4. Two Theories of Mediated Communication <ul><li>Shannon-Weaver </li></ul><ul><ul><li>“ Transmission model” or “ hypodermic model </li></ul></ul><ul><li>Osgood & Schramm </li></ul><ul><ul><li>“ Circular model” that stresses the social nature of communication </li></ul></ul>
    5. 5. Thinking About Rogers and Christensen …
    6. 6. Linear innovation-diffusion theory <ul><li>The process by which an innovation is communicated through certain channels over time among the members of a social system . </li></ul><ul><ul><ul><li>Rogers, 1995, page 5 </li></ul></ul></ul>
    7. 7. Elements <ul><li>Innovation </li></ul><ul><li>Social system </li></ul><ul><li>Time </li></ul><ul><li>Communications channels </li></ul>
    8. 8. Innovation <ul><li>An idea, practice, or object that is perceived as new by an individual or other unit of adoption </li></ul>
    9. 9. Communication <ul><li>A process in which participants create and share information with one another in order to reach mutual understanding </li></ul>
    10. 10. Time <ul><li>Source </li></ul>
    11. 11. Infographic credited to NYT
    12. 12. Social System <ul><li>A set of interrelated units that are engaged in joint problem-solving to accomplish a common goal. </li></ul><ul><li>Members or units of a social system may be individuals, informal groups, organizations, and/or subsystems. </li></ul>
    13. 13. Innovation-Decision Process <ul><li>The mental process through which an individual passes : from knowledge to forming an attitude toward the innovation (adopt, reject) </li></ul>
    14. 14. Rogers: Five steps of adoption <ul><li>Knowledge </li></ul><ul><li>Persuasion </li></ul><ul><li>Decision (adopt or reject) </li></ul><ul><li>Implementation </li></ul><ul><li>Confirmation </li></ul>
    15. 15. Critical Mass <ul><li>Rogers (1995) : &quot;the critical mass occurs at the point at which enough individuals have adopted an innovation so that the innovation's further rate of adoption becomes self-sustaining.” </li></ul>
    16. 16. Adopter categories <ul><li>Innovators </li></ul><ul><li>Early adopters </li></ul><ul><li>Early majority </li></ul><ul><li>Late majority </li></ul><ul><li>Laggards </li></ul>
    17. 17. Forecast: US Household Technology Adoption, 2005-2010 Forrester Reports. July 2005, Data Overview “The State Of Consumers And Technology: Benchmark 2005”
    18. 18. The Five-Year Forecast: Household Devices, Access July 2008 “Benchmark 2008: Forecast Growth Of Devices And Access In The US”
    19. 19. The Five-Year Forecast: Personal Devices July 2008 “Benchmark 2008: Forecast Growth Of Devices And Access In The US”
    20. 20. More than 55% of households will have a DVR by 2011? Source: Forrester’s North American Consumer Technology Adoption Study 2006 Benchmark Survey
    21. 21. Technological Innovations <ul><li>Hardware - the tool that embodies the technology as a material or physical object. </li></ul><ul><li>Software - the knowledge base for the tool </li></ul>
    22. 22. For additional thought … <ul><li>Increasing capacity w/out adding wires (telegraph). Parallels today? </li></ul><ul><li>Grey v Bell …. Jobs v Gates? …. ? v Google? </li></ul><ul><li>What is today’s “railroad” sector? </li></ul><ul><li>Price models: Bell’s renting the phone, IBM’s renting the mainframe, cellphone contracts … what do they have in common? </li></ul>
    23. 23. Thinking About Rogers and Christensen … we’ll talk about disruptive technologies
    24. 24. Credits <ul><li>Presentation by Kathy E. Gill, [email_address] , @kegill CC share-and-share alike, non-commercial use </li></ul><ul><li>“ S-curve” from http://www.ofcom.org.uk/research/cm/cm05/overview05/keycomms/ </li></ul>

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