bandura pt 2

bandura pt 2 - social contacts late majority (34%) -...

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Social Cognitive Theory of Mass Communication Albert Bandura Part II
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Social Networks & Flow of Influence Communication systems promote social change through two pathways: Direct media effects Effects mediated by social networks (through opinion leaders, early adopters, word of mouth)
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Traditional Models of Socially Mediated Effects Two-step flow Media Opinion Leaders Followers Diffusion of innovations (E. Rogers, 1962) Diffusion curve (predicts rate of adoption over time) Types of adopters (predicts when a person will adopt) Characteristics of innovations that predict rate and extent of adoption (cost, complexity, availability, etc.)
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Adopter Categories (E. Rogers) innovators (2.5%) - venturesome, educated, multiple info sources, greater propensity to take risk early adopters (13.5%) - social leaders, popular, educated early majority (34%) - deliberate, many informal
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Unformatted text preview: social contacts late majority (34%) - skeptical, traditional, lower socio-economic status laggards (16%) - neighbors and friends are main info sources, may not adopt until traditional product or practice is unavailable Source: http://en.wikipedia.org/wiki/Diffusion_of_innovations Bandura: Its more complex Innovations can diffuse through direct pathway (e.g. TV evangelists, direct mail) TV has vastly expanded reach of symbolic modeling New technology allows individually tailored messages, interaction There is no single social network that serves all purposes Different innovations engage different networks New technologies enable new forms of networking Application: Online Social Networking Are ideas and behaviors spreading through online social networks? Potential for marketing and political persuasion?...
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bandura pt 2 - social contacts late majority (34%) -...

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