introduction of communication_rogers.ppt

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Introduction of communication

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Introduction

Everett Rogers(March 6, 1931 October 21, 2004)

He was a communicationscholar, writer, and teacher.

He is best known for

originating the diffusion ofinnovationstheory and for

introducing the term early

adopter.


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Introduction

Rogers was born on his family's farm in 1931

Rogers had no plans to attend university until a school

teacher drove him and some classmates to visit Iowa

State University. Rogers decided to pursue a degree inagriculture there.

He then served in the

Korean War for two years.He returned to Iowa State

University to earn a Ph.D. in

sociology and statistics in 1957.


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Introduction

In 1995, Rogers moved to the University of

New Mexico. He helped UNM launch a

doctoral program in communication and he

was Distinguished Professor Emeritus()at UNM.

Rogers suffered from kidney disease and

retired from UNM in the summer of 2004 andhe died just a few months later.


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Publications

Rogers, E. M. (1960). Social change in ruralsociety: A textbook in rural sociology. NewYork: Appleton-Century-Crofts.

Rogers, E. M. (1962). Diffusion ofinnovations. New York: Free Press.

Rogers, E. M. (1969). Modernization amongpeasants: The impact of communication. NewYork: Holt, Rinehart & Winston.

Rogers, E. M. (1986). Communicationtechnology: The new media in society. New

York: Free Press. Rogers, E. M. (1994). A history of

communication study: A biographicalapproach. New York: Free Press.


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Diffusion of innovations

Diffusion of Innovations is a theory that seeks to explain how,why, and at what rate new ideas and technology spreadthrough cultures.

Diffusion is the process by which an innovation is

communicated through certain channels over time among themembers of a social system.

Rogers (1962) espoused the theory that there are four mainelements that influence the spread of a new idea: theinnovation, communication channels, time, and a social

system. This process relies heavily on human capital.Thecategories of adopters are: innovators, early adopters, earlymajority, late majority, and laggards


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Roger's work asserts that 4 main elements influence the spread of a new

idea: the innovation, communication channels, time, and a social system. These elements work in conjunction with one another: diffusion is the

process by which an innovation is communicated through certainchannels over time among the members of a social system. Roger;s addsthat central to this theory is process.

Individuals experience 5 stages of accepting a new innovation: knowledge,

persuasion, decision, implementation, and confirmation. If the innovationis adopted, it spreads via various communication channels. Duringcommunication, the idea is rarely evaluated from a scientific standpoint;rather, subjective perceptions of the innovation influence diffusion. Theprocess occurs over time.

Finally, social systems determine diffusion, norms on diffusion, roles ofopinion leaders and change agents, types of innovation decisions, andinnovation consequences.


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Elements

The key elements in diffusion research are:

Elements Definition

Innovation Rogers defines an innovation as "an idea, practice, or object that is

perceived as new by an individual or other unit of adoption"

Communic-

ation

channels

A communication channel is "the means by which messages get from

one individual to another"

Time The innovation-decision period is the length of time required to pass

through the innovation-decision process". "Rate of adoption is therelative speed with which an innovation is adopted by members of a

social system"

Social

system

A social system is defined as a set of interrelated units that are engaged

in joint problem solving to accomplish a common goal


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Decisions

Two factors determine what type

a particular decision is:

Whether the decision is made

freely and implemented

voluntarily,

Who makes the decision.

Based on these considerations,

three types of innovation-

decisions have been identified

within diffusion of innovations.

Type Definition

Optional

Innovation-

Decision

his decision is made by an individual

who is in some way distinguished

from others in a social system.

Collective

Innovation-

Decision

This decision is made collectively by

all individuals of a social system.

Authority

Innovation-

Decision

This decision is made for the entire

social system by few individuals in

positions of influence or power


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Process

Diffusion of an innovation occurs through a fivestep process. This

process is a type of decision-making.

Stage Definition

Knowledge In this stage the individual is first exposed to an innovation but lacks information

about the innovation. During this stage of the process the individual has not been

inspired to find more information about the innovation.

Persuasion In this stage the individual is interested in the innovation and actively seeks

information/detail about the innovation

Decision In this stage the individual takes the concept of the change and weighs the

advantages/disadvantages of using the innovation and decides whether to adopt

or reject the innovation.Due to the individualistic nature of this stage Rogers

notes that it is the most difficult stage to acquire empirical evidence

Implement-ation

In this stage the individual employs the innovation to a varying degree dependingon the situation. During this stage the individual determines the usefulness of the

innovation and may search for further information about it.

Confirmati-

on

In this stage the individual finalises his/her decision to continue using the

innovation. This stage is both intrapersonal and interpersonal, confirmation the

group has made the right decision.


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Adopter categories

Rogers defines an adopter category as a classification of individuals withina social system on the basis of innovativeness.

In the book Diffusion of Innovations, Rogers suggests a total of five

categories of adopters in order to standardize the usage of adopter

categories in diffusion research. The adoption of an innovation follows an

S curve when plotted over a length of time. The categories of adopters are:innovators, early adopters, early majority, late majority, and laggards .

In addition to the gatekeepers and opinion leaders who exist within a

given community, there are change agents from outside the community.

Change agents essentially bring innovations to new communitiesfirst

through the gatekeepers, then through the opinion leaders, and so onthrough the community.


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Early adopter

An early adopter or lighthouse customer is an

early customer of a given company, product,

or technology; in politics, fashion, art, and

other fields, this person would be referred to

as a trendsetter. The term originates from

Everett Rogers' Diffusion of Innovations (1962).


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Typically this will be a customer who, in

addition to using the vendor's product or

technology, will also provide considerable and

candid feedback to help the vendor refine itsfuture product releases, as well as the

associated means of distribution, service, and

support


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Early adopters as shown in the Rogers'

bell curve


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The relationship is synergistic, with the customer having early

(and sometimes unique, or at least uniquely early) access to an

advantageous new product or technology, but he also servesas a kind of guinea pig.

In exchange for being an early adopter, and thus being

exposed to the problems, risks, and annoyances common to

early-stage product testing and deployment, the lighthouse

customer is sometimes given especially attentive vendor

assistance and support, even to the point of having personnel

at the customer's work site to assist with implementation. The

customer is sometimes given preferential pricing, terms, and

conditions, although new technology is very often expensive,so the early adopter still often pays quite a lot.


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The vendor, on the other hand, benefits from receiving early

revenues, and also from a lighthouse customer's endorsement

and assistance in further developing the product and its go-to-market mechanisms. Acquiring lighthouse customers is a

common step in new product development and implementation.

The real-world focus that this type of relationship can bring to a

vendor can be extremely valuable.

Early adoption does come with pitfalls: early versions of

products may be buggy and/or prone to malfunction.

Furthermore, more efficient, and sometimes less expensive,

versions of the product usually appear a few months after the

initial release (Apple iPhone). The trend of new technologycosting more at release is often referred to as the "early adopter

tax".


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How were his ideas important for

development communication?

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How was the Diffusion of Innovations important

for development communication?

Before 1962, most diffusion studies was going

on in the United States and Europe. In the 1960

s,before the first edition and the second edition

of this book published, diffusion research did alot of investigation and study in Latin America,

Africa and Asia's developing countries .

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Early adopters are who affected bythe innovator and then followedthem..they are the leaders of related

groups and have their own ideas.They respect by the people. They can

keenly feel the actions of the

"innovator", see the value, and beganto follow suit.


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The early adopters are fashion-crowd who concerned more

about the new things, but they also willing to try a new way

of life, and they are susceptible to the influence of the mass

media., Their greatest features is often opinion leaders

temperament cautious characteristics and leadership have a

decisive impact on the subsequent adoption.. Therefore,

they have far-reaching impact on the promotion of

innovation .Early adopters have passion for work,interpersonal relationships and influence, which making it

serve a set term of office of the innovative media "the best

candidate.


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Early adopters made the necessary preparations

for later takeoff. This seemingly "weak"

groups can play a significant role in

human-to-human transmission and to

persuade others to accept innovation. InRogers' view, the "early adopters" is who

willing to lead the acceptance and use of

innovative things and taking risks somepeople who are willing to.


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Early adopters not only have strong enduranceinnovative early shortcomings, but also be

able to expand itself and in groups of

opinion leaders who "lobbying" to acceptas well as the adoption of innovative

products. After the rapid outward

diffusion of innovation through these

opinion leaders.

introduction of communication_rogers.ppt

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