What is Diffusion?
How does normal communication differ from diffusion?
⁃ Diffusion is the process by which a new idea is communicated through certain channels over time among members of a social system
How to define an innovation?
An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
Communication process involves:(4)
- An innovation
- An individual or other unit of adoption that has knowledge of, or has experienced using, the innovation.
- Another individual or other unit that does not yet have knowledge of, or experience with the innovation.
- A communication channel connecting the two units.
The time dimension is involved in diffusion in -
- The innovation-decision process
- The innovativeness of an individual or other unit of
adoption
- An innovation’s rate of adoption in a system
What is a social system?
A social system is defined as a set of interrelated units that are engaged in joint problem solving to accomplish a common goal.
Diffusion is a _______ process
⁃ Social Change
An innovation decision process is a
⁃ Information seeking and information processing process
A communication channel is the means by:
By which messages get from one individual 27 to another.
Five main step of innovation process:
- knowledge
- persuasion
- decision
- implementation
- confirmation
How the system’s social structure affects diffusion?
- The effect of norms on diffusion
- The roles of opinion leaders and change agents
- Types of innovation-decisions
- The consequences of innovation
What are the elements of diffusion?
⁃ Innovation
⁃ Communication Channels
⁃ Time
⁃ Social Systems
What are the perceived attributions of innovation?
⁃ Relative Advantage
⁃ Compatibility
⁃ Trialibility
⁃ Observability
What is the advantage and function of Mass media channel?
Mass media channels are usually the most rapid and efficient means of informing an audience of potential adopters about the existence of an innovation
—that is, to create awareness-knowledge.
When an innovation-decision become more complex?
When an innovation-decision is made by a system, rather than by an individual, the decision process is more complicated because a number of individuals are involved.
When opinion leaders are compared with their followers，they are-
- More exposed to all forms of external communication and thus are somewhat more cosmopolite
- Have somewhat higher socioeconomic status,
- More innovative
What is the rate of diffusion
⁃ The amount of time between a new idea becoming available and being adopted
Technology is a mixture of
⁃ Hardware & Software Systems
When we need to use interpersonal channels?
Interpersonal channels are more effective in persuading an individual to accept a new idea, especially if the interpersonal channel links two or more individuals who are similar in socioeconomic status, education, or other important ways.
What is Innovativeness?
Innovativeness is the degree to which an individual or other unit of adoption is relatively earlier in adopting new ideas than the other members of a system.
Which is the most uncommon decision in most organizations?
A. Optional decisions
B. Collective decisions
C. Authority decisions
A. Optional decisions
Diffussion is the process by which(4)
- An innovation
- Is communicated through certain channels
- Over time
- Among the members of a social system
Newness could be in terms of
⁃ knowledge, persuasion or decision to adopt.
How Heterophily influence commnication?
This difference frequently leads to ineffective communication as the two individuals do not speak the same language.
Classifications of members of a social system on the basis of innovativeness includes -
- innovators
- early adopters
- early majority
- late majority
- laggards
Describe why change agent like to use opinion leaders in a social system as their lieutenants in diffusion activities
Change agents are usually professionals with a university degree in a technical field, which means that change agents are heterophilous from their typical clients. Opinion leader is homophilous with the average client and thus provide one means of bridging the heterophily gap between professional change agents and their client audience. Therefore, opinion leaders are better at communications and can influence people easier by their interpersonal communication networks.