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Diffusion of Innovations, 5th Editionby Everett M. Rogers
Synopses & Reviews
Now in its fifth edition, andlt;Iandgt;Diffusion of Innovationsandlt;/Iandgt; is a classic work on the spread of new ideas.andlt;BRandgt;andlt;BRandgt;In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication and Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintancesand#8212;a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.
First appearing in the 1980s, this comprehensive reference covers the history of the spread of new ideas, for academics and professionals alike.
Includes bibliographical references (p. 477-535) and indexes.
About the Author
Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations. He also holds courtesy appointments in the UNM Center on Alcoholism and Substance Abuse Addictions, where he conducts research on preventing drunk driving, and in the UNM Center for Prevention Research, where he conducts research on the sustainability of public health innovations. Rogers also is currently involved in research projects on bridging the digital divide in New Mexico and on how Indian audiences give meaning to health content in Hollywood soap operas such as The Bold and the Beautiful. Currently in his forty-fifth year of university teaching, Rogers has taught at Ohio State University, Michigan State University, the University of Michigan, Stanford University, and the University of Southern California, and at the National University of Colombia (Bogotá), the University of Paris, the University of Bayreuth (Germany), and Nanyang Technological University (Singapore).
The four previous editions of Diffusion of Innovations have received various awards. In 1990, the Institute for Scientific Information designated Diffusion of Innovations as a "Citation Classic" on the basis of the large number of citations (approximately 7,000) that it received in articles published in social science journals. This book was selected by Inc. magazine in 1996 as one of the ten classic books in business and in 2000 was designated as a "Significant Journalism and Communication Book of the Twentieth Century" by Journalism and Mass Communication Quarterly. It was also awarded the first Fellows Book Award in the Field of Communication by the International Communication Association's fellows in 2000.
Table of Contents
CHAPTER 1. ELEMENTS OF DIFFUSION
CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH
CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH
CHAPTER 4. THE GENERATION OF INNOVATIONS
CHAPTER 5. THE INNOVATION-DECISION PROCESS
CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION
CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES
CHAPTER 8. DIFFUSION NETWORKS
CHAPTER 9. THE CHANGE AGENT
CHAPTER 10. INNOVATION IN ORGANIZATIONS
CHAPTER 11. CONSEQUENCES OF INNOVATIONS
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