Podcast
Questions and Answers
The diffusion of innovation theory is often used by scholars and policy planners as an engine to drive development ______ studies and campaigns.
The diffusion of innovation theory is often used by scholars and policy planners as an engine to drive development ______ studies and campaigns.
communication
The diffusion of innovation theory emphasizes the role of ______ relations in mass media influence.
The diffusion of innovation theory emphasizes the role of ______ relations in mass media influence.
interpersonal
The text mentions that the diffusion of innovation theory emerged from academic discourses on mass media ______ on the audience.
The text mentions that the diffusion of innovation theory emerged from academic discourses on mass media ______ on the audience.
effects
Mass media researchers have spent much energy unravelling the facts of mass media effects from the myths and ______ surrounding it.
Mass media researchers have spent much energy unravelling the facts of mass media effects from the myths and ______ surrounding it.
The emergence of the facts of mass media effects culminated in two main schools of thought, namely, the maximum effects and the ______ effects schools.
The emergence of the facts of mass media effects culminated in two main schools of thought, namely, the maximum effects and the ______ effects schools.
While the maximum effects school assumes mass media is an all-powerful omnipotent giant, the mass media audience is analogous to a helpless robot that falls to the fist of the ______ giant.
While the maximum effects school assumes mass media is an all-powerful omnipotent giant, the mass media audience is analogous to a helpless robot that falls to the fist of the ______ giant.
The diffusion of innovation theory jettisoned the variables, all powerful and direct effect assumptions of the ______-step flow theory of the maximum effects school.
The diffusion of innovation theory jettisoned the variables, all powerful and direct effect assumptions of the ______-step flow theory of the maximum effects school.
The diffusion of innovation theory places the variable ______ influence, which is a recurring point around which the two-step flow, multi-step flow, and diffusion of innovation theories revolve.
The diffusion of innovation theory places the variable ______ influence, which is a recurring point around which the two-step flow, multi-step flow, and diffusion of innovation theories revolve.
The text describes intermediaries as steps and this notion of intermediaries explains the concept of ______-step flow theory, another name for the diffusion of innovations theory.
The text describes intermediaries as steps and this notion of intermediaries explains the concept of ______-step flow theory, another name for the diffusion of innovations theory.
The process of diffusion of innovation has five distinct stages, the first of which is the ______ stage.
The process of diffusion of innovation has five distinct stages, the first of which is the ______ stage.
The last of Rogers' five distinct stages of the process of diffusion of innovation is the ______ stage.
The last of Rogers' five distinct stages of the process of diffusion of innovation is the ______ stage.
The diffusion of innovation theory is similar to the other step-flow theories in that they seek to explain the process of information flow, especially in ______ communication.
The diffusion of innovation theory is similar to the other step-flow theories in that they seek to explain the process of information flow, especially in ______ communication.
The diffusion of innovation and other step-flow theories attempt to describe the effect of information on the ______.
The diffusion of innovation and other step-flow theories attempt to describe the effect of information on the ______.
The diffusion of innovation and other step-flow theories emphasise the role of the ______ while downplaying the role of the receiver.
The diffusion of innovation and other step-flow theories emphasise the role of the ______ while downplaying the role of the receiver.
The diffusion of innovation theory differs from other step-flow theories principally in the number of ______ in the communication process.
The diffusion of innovation theory differs from other step-flow theories principally in the number of ______ in the communication process.
The diffusion of innovation theory is a prescription for attaining a communication-______ developmental goal.
The diffusion of innovation theory is a prescription for attaining a communication-______ developmental goal.
The diffusion of innovation theory transcends an ______ concept.
The diffusion of innovation theory transcends an ______ concept.
The text states that without the diffusion of innovation theory, we would be unable to manage development ______.
The text states that without the diffusion of innovation theory, we would be unable to manage development ______.
The text mentions that the diffusion of innovation theory is indispensable to development ______ research.
The text mentions that the diffusion of innovation theory is indispensable to development ______ research.
Ryan, Gross, and Rogers postulated the diffusion of innovation theory, perhaps not imagining that it would become a reference point in development ______ research.
Ryan, Gross, and Rogers postulated the diffusion of innovation theory, perhaps not imagining that it would become a reference point in development ______ research.
Flashcards
Diffusion of Innovation Theory
Diffusion of Innovation Theory
A theory that explains how, why, and at what rate new ideas and technology spread through cultures.
Role of Interpersonal Relations
Role of Interpersonal Relations
The idea that interpersonal relationships and communication channels are key in influencing adoption of new ideas.
Maximum Effects School
Maximum Effects School
The incorrect assumption that mass media is an all-powerful force that can directly influence a passive audience.
Limited Effects School
Limited Effects School
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One-Step Flow Theory
One-Step Flow Theory
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Two-Step Flow Theory
Two-Step Flow Theory
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Multi-Step Flow Theory
Multi-Step Flow Theory
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Innovator
Innovator
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Change Agent
Change Agent
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Gatekeeper
Gatekeeper
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Followers
Followers
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Knowledge Stage
Knowledge Stage
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Persuasion Stage
Persuasion Stage
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Decision Stage
Decision Stage
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Implementation Stage
Implementation Stage
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Confirmation Stage
Confirmation Stage
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Innovators (Adoption)
Innovators (Adoption)
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Early Adopters
Early Adopters
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Early Majority
Early Majority
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Late Majority
Late Majority
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Laggards
Laggards
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Study Notes
Diffusion of Innovation Theory
- Serves as a driver for development communication studies and campaigns
- Focuses on interpersonal relations within mass media influence
- Highly regarded by researchers and development program planners
Theory's Popularity
- Has been referred to by other names including:
- Multi-step flow theory
- Diffusion of innovation and development theory
- Innovation-diffusion theory
- Information/innovation diffusion theory
- Its popularity indicates its significance, uniqueness, longevity, and relevance in development communication research
- Emerged from discussions about mass media effects on audiences
- Understanding media effects is crucial when studying this theory
Media Effects Debate
- The effect of media has been debated since Orson Welles' "War of the Worlds" broadcast in 1938
- The broadcast was a dramatization of aliens from Mars invading Earth
- Researchers have worked to distinguish media effects from related myths
- Two main perspectives on media effects emerged:
- Maximum effects
- Limited effects
Maximum Effects School
- Mass media is seen as an all-powerful force
- Audiences are considered helpless against it
- Media messages flow directly from source to receiver
Limited Effects School
- Determination of media effects should be scientific
- Based on research of Welles' 1938 broadcast, only 16.7% of listeners were frightened by the broadcast
- This led to limited effects theories, including the diffusion of innovations theory
Core Principles
- Rejects the "all-powerful" notion of the one-step flow theory from the maximum effects school
- Focuses on interpersonal influence
- Revolves around the two-step flow, multi-step flow, and diffusion of innovation theories
Basic Assumption
- Desired social changes happen when innovators introduce ideas to influential community members
- Ideas spread through interpersonal communication among those influential individuals
- Information passes through intermediaries before reaching the final audience
- This explains the concept of multi-step flow theory
Intermediaries
- Change agent
- Gatekeeper
- Followers
Stages of Innovation Diffusion
- Knowledge
- Persuasion
- Decision
- Implementation
- Confirmation
Adopter Categories
- Innovators
- Early adopters
- Early majority
- Late majority
- Laggards
Similarities
- The theory aims to explain the process of information flow, especially in interpersonal communication
- Describes the impact of information on the receiver
- Highlights the sender's role but minimizes the receiver's role
- Views the audience as passive recipients of information
- Subscribes to the linear information flow model
Differences
- Differs in the number of steps in the communication process compared to other step-flow theories
- One-step flow has one step, two-step flow has two steps
- Diffusion of innovation theory (multi-step flow) involves multiple steps
- Provides a way to achieve communication-driven development goals
- Other theories describe communication in different situations
Conclusion
- The theory is a practical guide for using communication to progress
- Association with development communication is based on the compatibility between theory and practice
- Indispensable for development communication research
- Aids in understanding communication processes and contexts to manage development effectively
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