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2019•Unpublished venueOpen access

Diffusion of Innovations 1

Everett M. Rogers, Arvind Singhal, Margaret M. Quinlan

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Abstract

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.

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What this paper is about

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.

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OpenAlex reports 37199 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

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 concepts: Glossary, Innovation diffusion, Diffusion, Index (typography), Diffusion of innovations, Subject (documents), Early adopter, Knowledge management

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