NewMedia%26SocialChange.2.10.09

NewMedia%26SocialChange.2.10.09 - way, alienated residents...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
New Media and Social Change 2.10.09 The Diffusion of Innovation: The Power of Social Networks Diffusion of Innovation (Everett Rogers) “Communication for Social Change” Case Study from reading: “water boiling” in Los Molinos, Peru What is an “innovation”? What “innovation” was introduced in Los Molinos In this case study, what is understood as “social change”? Who adopted the innovation and who did not? Why did the diffusion of this particular innovation fail? Can you think of other solutions to the problems faced by the residents of Los Molinos? How to be a professional “change agent”? Innovations; major change in thinking or behavior Boiling water; addressing poor health conditions Local health worker sponsored by government Social change; boiling water, changing a practice Adopted; sick, outsiders Not adopted; middle and lower class Failed; change agent didn’t understand hot/cold superstition Fail; used technology terms to explain germs, information not communicated in an accessible/ meaningful
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: way, alienated residents of Los Molinos Didnt reach out to opinion leader, wrong access point Other solutions; deeper problem of infrastructure, or filtration system, nobody willing to finance filtration system Boiling water is not the real solution What is the problem? How effective can you actually be with an information campaign Governments strategy fails Diffusion is a process by which an innovation is communicated through certain channels (media and interpersonal channels) over time among members of a community of a social system Technology is a physical object and the practice of using it What is communication in the context of Los Molinos? Communication is about persuasion Diffusion process; innovators, early adopters, early majority, late majority, laggards How is our understanding of innovation formed? What factors effect our understanding?...
View Full Document

This note was uploaded on 04/15/2009 for the course COMM 397M taught by Professor Fuentes during the Spring '08 term at UMass (Amherst).

Ask a homework question - tutors are online