· 2019· Book chapter
Diffusion of Innovations 1
- 37,204citations
- 2019year
Short summary
This chapter outlines a theoretical and methodological framework for studying how innovations spread through communication, drawing on historical diffusion research.
AI-generated from the title and abstract; the full text is not read.
Key points
- Presents a theoretical and methodological approach to studying diffusion of innovation.
- Examines the history of diffusion research to understand spread and impact.
- Incorporates rural sociology insights and an "inside out" approach.
- Focuses on message and source strategies for evaluating communication change.
AI-generated from the title and abstract; the full text is not read.
Abstract
This chapter presents a theoretical and methodological approach to the study of communication and its effects through the diffusion of innovation from a communication approach. It demonstrates through the history of diffusion research how diffusion of innovations occurs and how it impacts communication outcomes. Based on rural sociology of the 1930s and 1940s, the impact of communication platforms and an “inside out” approach are introduced as ways to test and evaluate communication change through message and source strategies.
The authors' abstract, as published at the source., 2019 · DOI ↗
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Field: General Economics, Econometrics and Finance
General Economics, Econometrics and FinanceEconomics, Econometrics and Finance