Diffusion of Innovations Slides Ch.1 & 2

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The document summarizes key concepts from Everett Rogers' book Diffusion of Innovations. It discusses four main elements of diffusion: the innovation, communication channels, time, and the social system. It describes how innovations diffuse through a social system via communication channels over time. Individuals make innovation decisions through a process from awareness to adoption or rejection. Innovativeness varies among members of a social system in adopting innovations.

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When mobile phones were introduced in the world markets, little did one expect that these small handheld devices would transform the world as we knew it. This small innovation transformed the lives of millions of people. A simple device which was invented basically as a vocal-communication tool got transformed into a complex gadget that facilitates almost all forms of communication now-a-days be it vocal, written or multimedia. Mobile phones have metamorphosed into smartphones which are far advanced than their predecessors. These smartphones are new innovations in themselves as with each passing day they come up with added features and uses never thought of before. With markets being flooded by these smartphones it will be occupying to study their diffusion across global markets. Indian markets in particular have been swamped by millions of smartphones each month in the last two years or so. This study is aimed to use the framework of Innovation Diffusion theory to suggest a model for the analysis of adoption and ultimately the diffusion of smartphones in India. The innovation diffusion theory in itself has developed immensely from the time of its origin (1962) till the present day. This paper will try to discuss some of the key elements of Innovation Diffusion theory.

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How should the concept of diffusion of innovations theory be applied to effectively carry out health communication? PLEASE EXPLAIN WHY YOU AGREE WITH MY CLASSMATE RESPONSE TO THE ABOVE QUESTIONS? (A MININUM OF 150 WORDS) CLASSMATE’S POST Diffusion theory was originated by Everett Rogers. Rogers defined diffusion as the process by which an innovation is communicated through certain channels over time among members of a social system. Four key elements arise from this definition: innovation, communication channels, time, and the social system. Innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption. Communication channels can be diffused through a social system via two distinct communication channels. The first channel is media. Media is a formal channel, and television, radio, Internet, and print media all serve as effective agents to convey information to people regarding a given innovation. The second channel is an interpersonal channel, which is generally a more informal channel. People's reaction can serve as a viable mechanism for transmitting information about innovations that may lead to their ultimate adoption. As diffusion is a process, it takes time. Innovations diffuse through populations at variable rates as a consequence of several factors. This process was described as comprising five discrete stages: knowledge, persuasion, decision, implementation, and confirmation. The fourth and final element of diffusion theory is the social system. Every social system is characterized by norms that define the social structure within the community and established patterns of communication. The social system sets the boundaries for diffusion and the communication structures spread information about the innovation. ...

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