A101. Rice, R. E. (2009). Diffusion of innovations: Theoretical extensions. In R. Nabi & M. B. Oliver (Eds.), Handbook of media effects (pp. 489-503). Thousand Oaks, CA: Sage.


Probably the most cited, summarized, and applied communication theory is the Diffusion of Innovations (DOI), which integrates both mass media, interpersonal and network communication in explaining how new ideas, practices, products, and technologies diffuse through a social system over time.  Because of this widespread familiarity, Figure serves to summarize the main components in this theory.  This chapter will, instead, explore theoretical extensions to each of these components.  A particularly intriguing aspect of this theory is that it includes media (traditional and new) both as channels for communication about an innovation, as well as an innovation itself – that is, the content or object of communication about innovation.  

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