COM 350 - Mass Media Exposure Interpersonal Communication...

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COM 350 1/18/08 The process by which an innovation is communicated through certain channels over time among members of a social system (Roger) Key Innovation Communication and channel Time Social System Innovation Idea, practice or object perceived as new Key Issues in Diffusion Uncertainty Social change Planned and spontaneous spread of ideas Diffusion History S-shaped diffusion curve Innovativeness (dependent variable) Cumulating number Differing sources and channels of communication Channels Types Mediated Interpersonal Types of Innovators
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Innovator (Venturesome) 2.5% Early adopters (respect)13.5% Early Majority (deliberate)34% Late Majority(Skeptical) 34% Laggards (traditional) 16% Characteristics of the early adopters Formal education Higher SES (social economic status)
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Unformatted text preview: Mass Media Exposure Interpersonal Communication Exposure Higher change agent contact Opinion Leader Monomorphic Polymorphic Characteristics: External communication, accessibility. SES, innovativeness Social Networks Homophily vs. heterophily Strength of weak tie Adoption Stages Knowledge Persuasion Decision Implementation Confirmation Innovation Reaction Adoption Rejection Discontinuance Adoptions Decisions optional Individual and optional Collective Authority driven Adoption Consequences Desirable vs. undesirable Direct vs. indirect Anticipated vs. unanticipated Innovation Characteristics Relative advantage Compatibility Complexity Trialability Observability...
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This essay was uploaded on 04/08/2008 for the course COM 350 taught by Professor Greer during the Spring '08 term at Point Loma.

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COM 350 - Mass Media Exposure Interpersonal Communication...

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