Models and Techniques
The type of communication flow where mass media has a direct, immediate, and powerful effect on the audience.
What is the hypodermic needle model?
These opinion leaders know a lot about one topic.
What is a monomorphic opinion leader?
These are two types of personal networks.
What are radial personal networks and interlocking networks?
These are examples of Interactive Innovations (name 2).
What are Email, Fax, Internet, Messaging system?
Professor Hardy used to work at this company (name the whole company name, not just its acronym)
International Business Machines
The type of communication model showed that mass media was neither powerful nor as directly influential as it had previously been thought.
What is the Two Step Flow model?
These help information and knowledge diffuse through many different areas, example is how laws diffuse through the 50 states.
What are opinion leader organizations?
This group of people find it hard to communicate to each other but can be helpful and more meaningful in the diffusion process
What are heterophilous people?
This type on Innovation is “reciprocal interdependence, in which later adopters influence earlier adopters as well as the other way around”.
What is Interactive Innovation?
This consists of interconnected individuals who are linked by patterned flows of information.
What are communication networks?
These models assume that an individual's decision to adopt an innovation depends on the number of other individuals in the system who have already made the behavior change.
What are Threshold Models?
This type of measurement used to measure opinion leadership where respondents perceive themselves as the leader of the system.
What are self-designating techniques?
This network allowed for medical knowledge to diffuse through hospitals.
What are interpersonal networks?
These personal networks are more open to an individual’s environment, and hence play a more important role in the diffusion of innovations.
What are Radial Personal Networks?
Professor Hardy was a participant on the Round Table on Design under this president.
Who is Bill Clinton?
This type of measurement is used to measure opinion leadership. Members are asked, “Who is your Leader?”
What are sociometric techniques?
This is the degree to which individual acts as an opinion leader for a variety of topics.
What is a polymorphic opinion leader?
This group of people is alike in their thinking and views.
What are homophilous people?
In the case of the diffusion of an innovation, this is reached when an individual is convinced to adopt as the result of knowing that some minimum number of other individuals in the individual’s personal communication network have adopted and are satisfied with the innovation.
What are Individual Thresholds for Adoption?
A ___ occurs at the individual level of analysis, whereas the ___ ____ operates at the system level.
What are thresholds and critical mass?
This type of measurement is used to measure opinion leadership where informants are asked to designate the opinion leaders of a group.
What is an informant rating?
These people have a low threshold of resistance to adopting a new idea, and so few (or no) interpersonal network influences are needed for adoption.
What is an opinion leader?
The information-exchange potential of communication network links is negatively related to their degree of these two elements.
What are communication proximity & homophily?
In the diffusion of innovation, this occurs at the point at which enough individuals in a system have adopted an innovation so that the innovation becomes self-sustaining.
What is critical mass?
State one of the strategies for Getting to Critical Masses?
-Highly-respected individuals in a system’s hierarchy should be targeted.
- A system’s hierarchy, reward system, and regulations can encourage, or discourage, the adoption of a new idea. A system can provide special resources (incentives) for the first adopters of an innovation and thus lower individuals’ perceived efforts to adopt.
- Individuals’ perceptions of the innovation can be shaped by implying that adoption of it is inevitable, that it is very desirable, or that the critical mass has already occurred or will occur soon.
- The innovation should be introduced to members who are more innovative.
- Incentives for early adoption of the interactive innovation should be provided