Mass Communication Talk

Chapter#10: AUDIEMEDIA AND SOCIETY: THE ROLE OF MEDIA IN THE SOCIAL WORLDNCE THEORIES: USES, RECEPTION, AND EFFECTS Information (Innovation) Diffusion Theory In 1962, Everett Rogers information/ innovation diffusion theory Theory that explains how innovations are introduced and adopted by various communities Meta Analysis Identifies important consistencies in previous research findings on a specific issue and systematically integrate them into a fuller understanding Early Adopters In information/ innovation diffusion theory, people who adopt an innovation early, even before receiving significant amounts of information Change agents In information/ innovation diffusion theory, those who directly influence early adopters and opinion leaders Strengths Weakness 1. Integrates large amount of empirical findings into useful theory 2. Provides practical guide for information campaigns in United States and abroad 1. Is linear and source-dominated 2. Underestimates power of media, especially  contemporary media 3. Stimulates adoption by groups that don’t understand or want the innovation Social Marketing Theory […]