A presentation that I did on 02-Nov-2020 within the "Seminar in Communication Theories and Literature" course under the supervision of Dr. Shahira Fahmy @ The American University in Cairo. Dr. Everette Rogers is inspirational and Innovator himself!
A theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations
Diffusion and Adoption of Agricultural InnovationsDr- Heba Nour
Diffusion process - Adoption Process - Adopter Categories
- Characteristics of Innovation - Rate of Adoption - Variable Determining the Rate of Adoption
A theory that seeks to explain how, why, and at what rate new ideas and technology spread. Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations
Diffusion and Adoption of Agricultural InnovationsDr- Heba Nour
Diffusion process - Adoption Process - Adopter Categories
- Characteristics of Innovation - Rate of Adoption - Variable Determining the Rate of Adoption
this ppt discussed five attributes of innovation i.e. relative advantage, compatability, complexity, observability, and trialability along with few cases from book "diffusion of innovations" by E.M.Rogers
Diffusion of Innovations - A Summary 2009 - Les RobinsonBTO Educational
A summary of Diffusion of Innovations
Les Robinson
Fully revised and rewritten Jan 2009
Diffusion of Innovations seeks to explain how innovations are taken up in a population.
An innovation is an idea, behaviour, or object
that is perceived as new by its audience.
Diffusion of Innovations offers three valuable insights into the process of social change:
- What qualities make an innovation spread successfully.
- The importance of peer-peer conversations and peer networks.
- Understanding the needs of different user segments.
These insights have been tested in more than 6000 research studies and field tests, so they are amongst the most reliable in the social
sciences.
This presentation is about diffusion of innovation in agriculture sector with animated pics, videos that makes then easy to understand. This presentation is well prepared and high quality rate.
Contact Email: mzeeshan_93@yahoo.com
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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The Forgotten Secret Weapon of Digital Marketing: Email
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Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
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Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
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Understanding
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Key Benefits:
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The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
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CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
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Challenges and Ethical Considerations:
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Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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Key Takeaways:
- New framework for examining and safeguarding an online reputation
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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2. The American University in Cairo
Mass Communication Theory and Literature - JRMC 5200-1
Course Instructor: Dr. Shahira Fahmy
Presentation by: Christine Saad Eskander Guirguis – ID: 800170215
4. • "How did I get trapped into this business? It happened very easily I can
tell you that, and very naturally. I had grown up on an Iowa farm as I
said; I was puzzled, I had NOTICED the same thing that Ryan and
Gross found in their study. My father and other neighboring farmers
were very reluctant in adopting agricultural innovations“ (Rogers, 2004).
• In 1854 speech by Louis Pasteur: application of science is impossible
without pure research and theory building (Koelbing,1969).
“Chance, by the way, favours the prepared mind only”
(Koelbing, 1969).
• Ex. Telegraph (Hans Oersted), Penicillin (Alexander Fleming), X-Rays
(Wilhem Rontengen) … etc. (Pearce, 1912; Neil, 2017).
“Chance Only Comes to Prepared Minds”
5. 1st : Diffusion theory
main elements
Innovation Communication
Channels
Over time
In a social
System
Diffusion (of innovation): it is a
special type of communication where
messages exclusively about
innovations, i.e. new ideas, are
communicated through channels
among members of a social system
over time.
1
2
3
4
Rogers about the Hybrid Corn study by
Ryan and Gross in 1943:
“one of the most influential diffusion
studies of all time”.
Why?
6. Diffusion theory main elements, continued
“An innovation is an idea, practice, or
object that is perceived as new by an
individual or other unit of adoption.”
The process by which individuals within a
community create and exchange information
to reach common understanding through
communication channels (interpersonal &
Mass Media) were messages go back and
forth between the members.
Set of interrelated units that are
engaged in joint problem solving to
accomplish a common goal.
1. Innovation-decision process: (Knowledge,
Persuasion, Decision, Implementation and
Confirmation).
2. Innovativeness: earliness/lateness.
3. Full adoption within a community.
The Innovation
Communication Time
7. What facilitates/hinders the diffusion of an innovation?
Uncertainty/
Unpredictability
Homogeneous/
Homophilous
Characteristics of
Innovation
8. What facilitates/hinders the diffusion of an innovation?
Continued,
• Perceived benefit versus perceived cost.
• This is tackled by a Technology which is an action that targets to reduce the uncertainty of
the innovation through the Hardware (innovation design) and the Software or the information
about the innovation which doesn’t only aim at reducing the uncertainty around an innovation
but also reduces uncertainty in the future and thus improves life in general.
Ex.: - Cost of the hybrid corn in the Great Depression.
- In 1996-97 only 16% of the U.K households owned
mobile phone, a decade later the figured jumped to
80% mobile phone ownership.
Why? Vodafone non-contract service.
1. Uncertainty/ unpredictability:
9. What facilitates/hinders the diffusion of an innovation?
Continued,
2. Characteristics of Innovation:
• Relative Advantage of the Innovation: the more the perceived desired outcome or advantage the
speeder the rate of adoption.
• Compatibility: how compatible/congruent/ consonant is
the innovation is with the social system it diffuses in.
This is related in part to the taboo innovations and
how they are made acceptable in the society through
well-designed communication. Ex.: Indian birth control campaign.
• Complexity: how difficult or easy an innovation is to understand. Ex.: Peru boiling water campaign.
• Triability: the degree to which an innovation can be tried on small scale before the actual adoption.
10. What facilitates/hinders the diffusion of an innovation?
Continued,
3. How Homophilous the social system is:
• “Homophily” is the degree to which individuals who
interact together are similar in attributes like beliefs,
education, social status, and the like. Rogers say “more
effective communication happens when two individuals
are homphilous.
• “Heterophily” on the other hand, means how different
the individuals communicating together are.
Therefore, Extreme homophily means no diffusion of
innovation takes place and extreme heterophily means
hindrance to the communication process. The solution is
something in between.
11. Innovation-decision process
1. Knowledge: awareness of the innovation and how it functions.
4. Implementation: when an individual adopts the innovation.
2. Persuasion: forming a favorable or unfavorable attitude towards the
innovation.
3. Decision: engagement in innovation-related activities that lead to
the adoption or the rejection of the innovation.
5. Confirmation: reinforcement of innovation adoption decision.
Note
Discontinuation might occur if the individual becomes dissatisfied by the innovation or the innovation has
become replaced by another one.
12. Q. After watching Elon Musk’s
conference last August and have
become more informed now, how
likely are you willing to undergo a
brain chip implantation surgery? If
yes, why? If no, do you have other
reasons besides uncertainty?
13. 2nd: Diffusion Main Players
Change Agent: is the one who
communicates the innovation and
facilitates the process of its
adoption by the members of a
community. They act as linkers,
who also conveys the individuals’
feedback to the change agency.
Change Agency: is the source of
the innovation, the most innovative
member in a society and are
viewed as deviant, dubious and of
low credibility, therefore have
limited ability to affect others.
Opinion Leader: informal leaders within a
social system, have the ability to influence
other individuals’ attitudes and behaviors,
have high social accessibility, conformity
to the system’s norms and technical
competence. They affect collective rather
than individual decisions.
14.
15. Opinion leadership
Polymorphic
The degree of the ability of the
individual to lead the public
opinion in a variety of topics.
Monomorphic
The tendency of an individual
to act as an opinion leaders in
one single topic.
16. It is not necessary that all
innovations have change
agencies, some innovations
actually are decentralized
and unplanned. Example:
leaders-free revolutions
where the potential adopters
are solely responsible for the
self-management of the
diffusion of innovation.
18. Innovativeness
• It is how early an individual is likely to adopt an innovation in comparison to other individuals
within a social system.
• Innovativeness is a central theme in the “Diffusion of Innovation”:
“We know more about Innovativeness than any other concept in diffusion research”
(Rogers, 1983, p. 242)
• Why Innovativeness is so important?
Because, it is all about Persuasibility of the the Change Agent. According to Oliver, Raney and
Bryant (2019, chp.4, p.5), “Persuasion” (2nd step in the Innovation decision process) targets
behavioral change which is the ultimate goal of Diffusion process (Rogers, 1983, p. 242).
19. Early Adopters (13.5%): a.k.a localites, more integrated into the local system than
the innovators. They have the highest degree of opinion leadership (in most not all
systems (Rogers, 1983, p.259)) and members of a society count them as an
informed individual in their society so they look up to him/her as a role model and a
source of credible information.
Innovators (2.5%): a.k.a venturesome and cosmopolites (global citizen). They are
risk takers and actively engaging in new innovations. They are of high socio-
economic class; therefore, they aren’t afraid of financial losses.
Early Majority (34%): a.k.a deliberate they are a linking point between the
high level of innovativeness of the 2 previous categories and the following
categories, since they don’t easily adopt an innovation like the early
adopters and innovators but they more likely to adopt an innovation faster
than the following categories.
Adopters
20. Late Majority (34%): a.k.a. skeptical. Adoption of innovation may be out of
necessity to possess or as a result of peer pressure. They decide to adopt after
most of the members in the same social system have already adopted the
innovation. They are cautious and respond to the peer pressure after they check the
availability of their scarce resources.
Laggards (16%): they are the most localite individuals and the last to adopt any
innovations, sometimes they do adopt an innovation after it becomes no more an
innovation and gets displaced by newer innovations. They are the most suspicious
regarding any innovation and they make decisions on purely rational standpoints.
They are fixed in the past and look “on the rear-view mirror”.
Adopters
Continued,
21.
22. Factors Influencing Adoption Decision
• Dogmatism and Fatalism are negatively
related to innovativeness.
• Socio-economic class is positively related to
innovativeness.
(Knowledge gap/Digital Divide?)
23. Points of Criticism
• Pro-innovativeness bias: the assumption that an
innovation should be diffused and adopted by all members
of a social system is criticized.
• Individual-blame bias: blaming someone for not adopting
an innovation while not blaming this on their social system.
• Recalling problem: inaccuracies may happen due to some
people aren’t not able to accurately recall when they
adopted an innovation.
• Equality issue: innovation adoption makes people of higher
innovativeness more able to access many facilities and
resources than the less innovative.
24. Diffusion
of
Innovation
in
Points Central thesis: Diffusion is a special type of communication where messages exclusively about innovations,
i.e. new ideas, are communicated through channels among members of a social system over time.
Kinds of evidence that developed and supported the thesis: 155 interviews (PhD). Then, meta-analysis of
empirical research findings to reach general theoretical conclusion.
Major terms/concepts: Innovation/ Diffusion/ Communication Channels/ Social System/ Change Agency/
Change Agent/ Opinion Leader(ship)/ Homophily/ Heterophily/ Innovativeness/ Innovators/ Early Adopters/
Early Majority/ Late Majority/ Laggards.
Main Assumptions: Diffusion process consists of 4 main elements/ It passes through 5 stages/ Factors
facilitating or hindering diffusion/ Diffusion main actors/ Different rates of adoption among different groups
(innovativeness).
1
2
3
4
Limitations: Biases (Pro-innovativeness, Individual blame, recalling problem, equality issue), cross-sectional
studies, and an innovation should reach to a maturity phase so that individuals of a social system can be
divided on a bell shaped graph.
5
Contribution(s): Extending the Diffusion of Innovation theory outside the agricultural innovations (from
“cocoon to butterfly”).
6
25. Diffusion
of
Innovation
in
Points Relationship between this theory and other theories/models: 2-step flow of comm. → multi-step flow of
comm. Within social networks.
Modernization theory (Thussu, 2002, P.57) (and similar related theories like Cultural Imperialism).
Digital Divide : the socio-economic imperative of the innovation adopters widens their gap.
Problems/Questions suggested: Network communication analysis to study how the diffusion occurs among
social networks.
Longitudinal Studies tracing the change in innovativeness over a period of time.
More realistic and less normative model of the Adopters.
7
8
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