Diffusion of Innovations by Everett M. Rogers
Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. It has sold 30,000 copies in each edition and will continue to reach a huge academic audience.
In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances--a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.
Diffusion of Innovations
Diffusion of innovations is 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 ; the book was first published in , and is now in its fifth edition The origins of the diffusion of innovations theory are varied and span multiple disciplines. Rogers proposes that four main elements influence the spread of a new idea: the innovation itself, communication channels , time, and a social system. This process relies heavily on human capital.
This is a great and thorough overview. Many of the ideas in the field overlap with theories of social networks. Everett M. Diffusion of Innovations, 5th Edition. Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas.
In this renowned book, Everett M. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea.
five conversations you must have with your son
Rogers in , is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses or spreads through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. Adoption means that a person does something differently than what they had previously i. The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible.
Diffusion of Innovations , by Everett Rogers The idea suggests that, for good or bad, change can be promoted rather easily in a social system through a domino effect. The tipping point idea finds its origins in diffusion theory, which is a set of generalizations regarding the typical spread of innovations within a social system. What I find in this comprehensive and even-handed treatment is an insightful explanation of the conditions that indicate that an innovation will reach the much-hyped tipping point. In this review, I will outline these basic characteristics of an innovation and its context that correlate with its diffusion. Furthermore, I will show the ways in which these understandings improve our capacity to take efficacious action to speed it up.