商品簡介
In Everett Rogers's diffusion of innovation theory, communication is central as it is thought that new innovations create uncertainty among potential adopters unsure of the outcomes of adoption, who then seek subjective information about the innovation from their social network, and a socially constructed meaning of the innovation thereby emerges as individuals exchange information about the innovation. Responding to Rogers's call in the last edition of Diffusion of Innovations (2003) for improving the methods and models of the past and broadening the conception of the diffusion of innovations, Vishwanath (communication, U. of Buffalo) and Barnett (communication, U. of California at Davis), present 10 papers providing a communications perspective on diffusion theory. The papers identify shortcomings in the theoretical models and research methodologies of mainstream diffusion scholarship (such as a focus on technology over the diffusion of information, culture, and behavior or a bias towards the adoption of innovation over its re-invention or rejection) and seek to provide a broader perspective and new approaches for understanding diffusion. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)
作者簡介
Arun Vishwanath is Associate Professor of Communication at the University at Buffalo. His research focuses on the cognitive, affective, and behavioral determinants of technology adoption. His research looks at how individuals conceptualize new innovations and the role of interpersonal and mass mediated messages in the adoption and utilization of innovations.
George A. Barnett is Professor of Communication at the University of California, Davis. His research interests focus on social and cognitive system dynamics, and the examination of social and communication networks and how they change over time as a function of perturbations in the system in which they are embedded.
