A128. Rice, R. E. (2017). Intermediality and diffusion of innovations.  Special Issue, Human Communication Research, 43(4), 531-544.


The diffusion of new media was the catalyst for reconsidering boundaries between interpersonal and mass media.  Interpersonal, mass, and new media communication play a unique role in the diffusion of innovation perspective, as both part of the process of diffusion, as well as the content of diffusion.  This essay briefly considers implications of the blurring of media boundaries and distinguishing media from their attributes -- intermediality -- for new media as process and content in five major components of this perspective: sources, rate and categories of adoption, attributes, communication networks, and consequencies. 

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