C61. Rice, R. E. (2011). Diffusion of innovations. Oxford Bibliographies Online (Communication).  DOI:10.1093/OBO/9780199756841-0045 (27 pp.) http://www.oxfordbibliographiesonline.com/view/document/obo-9780199756841/obo-9780199756841-0045.xml?rskey=UuawJE&result=2&q=


Diffusion is the process through which an innovation (an idea, product, technology, process or service) spreads (more or less rapidly, in more or less the same form) through mass and digital media, interpersonal and network communication, over time, through a social system, with a wide variety of consequences (positive and negative). Underlying the components of the diffusion process is the extent to which various actions, perceptions, communication processes and sources, social norms and structures sufficiently reduce the potential adopter’s uncertainty regarding the innovation. The sections provide annotated citations for a very small set of publications on the major components of the diffusion of innovations model: General, Journals, Communication in the Diffusion Process; The Role of the Social System(s) in the Diffusion Process; The Innovation Development Process; Potential Adopters; Initiation and Implementation Processes at Individual and Organizational Level; Innovation Characteristics; Adopter Categories; Forms of Adoption; Diffusion of an Innovation through a Social System Over Time; Consequences; and Critiques.