Technology, Adoption and Diffusion Of - Research Article from Encyclopedia of Communication and Information

This encyclopedia article consists of approximately 9 pages of information about Technology, Adoption and Diffusion Of.
This section contains 2,438 words
(approx. 9 pages at 300 words per page)
Buy the Technology, Adoption and Diffusion Of Encyclopedia Article

Foundations of Diffusion Theory

Diffusion of innovations is important to the study of communication because of its focus on process and what factors influence the process of communication. Specifically, diffusion is conceptualized as the process by which an innovation is communicated through channels over time among the members of a particular audience. Innovations are ideas, practices, or objects perceived as new by members of that particular audience. Thus, the theory addresses how knowledge is strategically managed to create specific effects on particular audiences.

While not using the terms of the theory as they are known today, Gabriel de Tarde (a French sociologist and legal scholar of the late nineteenth and early twentieth centuries) has been credited with the initial conceptualization of diffusion of innovations. Tarde (1903) observed many of the key factors of the theory, including the influence of public-opinion leaders as change agents upon social...

(read more)

This section contains 2,438 words
(approx. 9 pages at 300 words per page)
Buy the Technology, Adoption and Diffusion Of Encyclopedia Article
Copyrights
Encyclopedia of Communication and Information
Technology, Adoption and Diffusion Of from Encyclopedia of Communication and Information. Copyright © 2001-2006 by Macmillan Reference USA, an imprint of the Gale Group. All rights reserved.
Follow Us on Facebook