Table of Contents
Last updated February 19, 2001
SPRING 2001 THEORY WORKBOOK
DIFFUSION OF INNOVATION THEORY
Explanation of Theory:
In the Diffusion Innovation theory, communicators in society with a message influence/encourage people that have strong opinions through the media to influence the masses.
Theorists: P. Lazarsfeld, B. Berelson, and H. Gaudet
Lazarsfeld, P., Berelson, B., Gaudet, H. (1944) "The People's Choice." New York: Duell, Sloan and Pearce.
I think the Diffusion of Innovations does a good job of explaining how ideas are spread and is accurate in its conclusions.
Ideas and Implications:
The Diffusion of Innovations is useful to apply in situations when trying to explain how ideas are spread through our society from the media.
An applicable example to help illustrate Diffusion of Innovations involves Christmas time specials on TV programming. These programs on harmful/popular toys influence either the opinion of and/or the decision of whether to purchase a specific toy to many shoppers.
Parcel, G.S., Vries, H., Dijkstra, M. (1993). "The linkage approach applied to a school-based smoking prevention program in the Netherlands." Journal of Health.
Pandey, S., Yadama, G.N. (1992). "Community development programs in Nepal: a test of diffusion of innovation theory." Social Service Review.
Mahajon, V., Muller, E., Srivastava, R.K. (1990). "Determination of adopter
categories by using innovation diffusion models." Journal of Marketing
Location in Eight (8) Primary Communication Theory Textbooks:
Anderson, R., & Ross, V. (1998). Questions of communication: A practical introduction to theory (2nd ed.). New York: St. Martin's Press. N/A
Cragan, J. F., & Shields, D.C. (1998). Understanding communication theory: The communicative forces for human action. Boston, MA: Allyn & Bacon. pp. 10, 13, 14, 19, 20, 21, 27, 33, 175-207, 310, 311
Griffin, E. (2000). A first look at communication theory (4th ed.). Boston, MA: McGraw-Hill. pp. N/A
Griffin, E. (1997). A first look at communication theory (3rd ed.). New York: McGraw-Hill. pp. 374.
Infante, D. A., Rancer, A. S., & Womack, D. F. (1997). Building communication theory (3rd ed.). Prospect Heights, IL: Waveland Press. pp. 362-363.
Littlejohn, S. W. (1999). Theories of human communication (6th ed). Belmont, CA: Wadsworth. pp. 341
West, R., & Turner, L. H. (2000). Introducing communication theory: Analysis and application. Mountain View, CA: Mayfield. N/A
Wood, J. T. (1997). Communication theories in action: An introduction. Belmont, CA: Wadsworth. N/A.