JMC 1100 Lecture Notes - Lecture 2: Everett Rogers, Mass Media
13 Mar 2018
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Two step flow: mass media, opinion leaders, general public. No effect on soldiers because of ceiling effect. Alteration of opinion vs. stabilization of opinion. Innovation- an idea, practice, or object perceived as new by an individual. The process by which innovation is communicated through certain channels over time among member of a social system. Innovation spreads throughout society in a predictable pattern- the s-curve. Example: technology over time and smart phones. The original example- iowa hybrid corn seed study. Hybrid seed was a new idea; became available in 1928. By 1941 the corn had been adopted by almost 100% of iowa farmers. When a person learns about the innovation. When the person interacts with others in a social network. Adopter categories: the classifications of individuals within a social system on the basis of innovativeness. Want to see the usefulness of the innovation. Takes so much time the innovation becomes outdated.
