Diffusion of Innovations 1

Диффузия инноваций 1
Everett M. Rogers, Arvind Singhal, Margaret M. Quinlan
2019-03-14
SCID:  54.1/8448uymw Discuss with AI
communication effectscommunication platformsdiffusion of innovationsdiffusion researchrural sociology
Abstract (AI)
This chapter presents a theoretical and methodological approach to the study of communication and its effects through the diffusion of innovation from a communication approach. It demonstrates through the history of diffusion research how diffusion of innovations occurs and how it impacts communication outcomes. Based on rural sociology of the 1930s and 1940s, the impact of communication platforms and an “inside out” approach are introduced as ways to test and evaluate communication change through message and source strategies.
Key Findings
1
A historical review of diffusion research explains how innovation diffusion occurs and shapes communication outcomes.
2
Communication platforms and an “inside out” approach are introduced for testing and evaluating communication change.
3
Message and source strategies are identified as key dimensions for assessing communication change.
4
The approach builds on rural sociology from the 1930s and 1940s to examine diffusion processes.
5
The chapter develops a theoretical and methodological framework for studying communication effects through diffusion of innovations.
Research Object

diffusion of innovations through communication

Research Subject

communication effects and outcomes of diffusion, including the roles of communication platforms, messages, and sources

Publication Details
Publication Date
2019-03-14
Journal
Publisher
ISSN
Cited by
37124
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Author Information
Authors
Everett M. Rogers
Arvind Singhal
Margaret M. Quinlan
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