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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