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Lecture 29

JOUR 601 Lecture 29: Everett Rogers Lecture

Course Code
JOUR 601
Robin Blom

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Everett Rogers Lecture
Critical Mass: the point at which enough individuals have adopted an innovation that the
innovation’s further rate of adoption becomes self-sustaining
It is the tipping point.
Adopter categories: classifications of individuals on the basis of their innovativeness (relative
time of adoption)
Opinion leadership is focused among the early adopters, not the innovators
Innovators are not looked at as the appropriate models by the rest of the system
Rapid Diffusion of the Internet
One of the fastest rates of diffusion of any innovation in the history of mankind from 1989 to
In 2002: there were 450+ million users worldwide
61% of adults in the US are users, while 39% are not. This acts as a digital divide.
The internet changed as it was diffused, adding WWW, commercial services, and so on. It
illustrates the critical mass.
Reinvention: the degree to which an innovation is changed or modified during the process of
its diffusion
Ideal for the core elements to be and stay constant, while peripheral elements are changing
One of the problems with the internet diffusion is what we call the digital divide.
Digital divide: the gap that exists between individuals advantaged by the internet and those
disadvantaged by the internet. Some people don’t have access to internet as well.
Characteristics of internet users:
- Urban
- Well-educated
- Anglo
- Higher income
- Computer owners
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