Diffusion of innovation Technological aspect of communication technology Technological aspect of communication technology Diffusion of communication technology Diffusion of communication technology Effects of communication technology on society and individual Effects of communication technology on society and individual

Diffusion of innovation: … Is a process by which ideas are communicated via various channels, over time, among people who belong to a given social system. (widening communication) … Is a process by which ideas are communicated via various channels, over time, among people who belong to a given social system. (widening communication) Usually applied to diffusion of new technology/ideas in a society Usually applied to diffusion of new technology/ideas in a society Assumption that there is a pattern to the way new ideas/new technologies are accepted by a community Assumption that there is a pattern to the way new ideas/new technologies are accepted by a community

Diffusion process/Opinion leaders Mass media and voting behavior Mass media and voting behavior Personal contacts were more influential than media in influencing the study (Erie county study) Personal contacts were more influential than media in influencing the study (Erie county study) Opinion leaders Opinion leaders Status Status Gender Gender Age etc. Age etc. Also relative to group they belong. Also relative to group they belong.

Diffusion process/Opinion leaders Homophily: degree to which pairs who interact are similar, in certain attributes such as beliefs, values, education or social status. Homophily: degree to which pairs who interact are similar, in certain attributes such as beliefs, values, education or social status. Heterogeneity: degree to which pairs of individuals who interact are different in certain attributes (the mirror opposite of homophily) Heterogeneity: degree to which pairs of individuals who interact are different in certain attributes (the mirror opposite of homophily)

Change agent Change agent, a professional person who attempts to influence adoption decisions in a direction that he or she feels desirable. Change agent, a professional person who attempts to influence adoption decisions in a direction that he or she feels desirable. Often change agent will use local opinion leaders to assist in diffusing an innovation to prevent the adoption of what may be seen as harmful innovation. Often change agent will use local opinion leaders to assist in diffusing an innovation to prevent the adoption of what may be seen as harmful innovation. Sales people? Dealers of new products? Sales people? Dealers of new products? However, when gate keeper is a commercial change agent, his integrity is questioned by the people he seeks to change. However, when gate keeper is a commercial change agent, his integrity is questioned by the people he seeks to change.

Change agent Who/what is more effective? Mass media or people? Who/what is more effective? Mass media or people? Mostly a combination of both. Mostly a combination of both. In some cases, mass media fills interpersonal needs In some cases, mass media fills interpersonal needs

Findings about opinion leadership: Personification of values--- who one is Personification of values--- who one is Competence---what one knows Competence---what one knows Strategic social location (position) ---whom one knows Strategic social location (position) ---whom one knows

Diffusion process Knowledge Knowledge Trial or persuasion stage: begin to try out and thinking about new technology Trial or persuasion stage: begin to try out and thinking about new technology Decision making Decision making Implementation, put the technology Implementation, put the technology Confirmation Confirmation

DOI research focuses on Communication channels, which and how Communication channels, which and how Awareness, how do people get information, and become aware of new technologies Awareness, how do people get information, and become aware of new technologies Criteria for decision making Criteria for decision making Characteristics of potential adopters Characteristics of potential adopters Potential advantages of new technologies Potential advantages of new technologies Complexity of what is being adopted Complexity of what is being adopted Costs (relative-comparative and monetary-specific dollar terms) Costs (relative-comparative and monetary-specific dollar terms) Who is promoting the technology Who is promoting the technology

Characteristics of potential adopters Innovators Innovators Early adopters Early adopters Early majority Early majority Late majority Late majority Later adopters Later adopters Laggards Laggards

Outcome considerations Time of adoption Time of adoption Percent of adoption Percent of adoption Classic DOI graph/curve Classic DOI graph/curve

Time after tech is introduced Number of people using the tech

Critical mass Radioactive material needed to set chain reaction Radioactive material needed to set chain reaction Number of people who have to be involved in a social movement that are required before it takes over a community/society/country Number of people who have to be involved in a social movement that are required before it takes over a community/society/country

Markus propositions Predict reaching critical mass in adoption of a new tech Predict reaching critical mass in adoption of a new tech All or nothing proposition (either adopted by all or no one gets to use the technology) All or nothing proposition (either adopted by all or no one gets to use the technology) The lesser the demands that a tech makes on the resources of an individual the higher the chances of tech being adopted The lesser the demands that a tech makes on the resources of an individual the higher the chances of tech being adopted Greater heterogeneity in a community facilitates the adoption of a tech (think concentration of wealth) Greater heterogeneity in a community facilitates the adoption of a tech (think concentration of wealth) Early adoption by high resource individuals increases the likelihood of the technology being adopted. Early adoption by high resource individuals increases the likelihood of the technology being adopted.