Health Sciences 4202A/B Chapter Notes - Chapter 9: Mass Media, Homophily, Searching For A Former Clarity
13 Dec 2016
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Document Summary
The diffusion of innovations theory is a model that has been thoroughly tested. The hallmark of the diffusion of innovations theory is that it deals with the dissemination of new ideas and their adoption by people in a systematic manner. It is a tool for social change, once a new idea is infused into a community, change becomes inevitable. The term diffusion refers to the process by which a new idea, object, or practice filters through various channels in a community over time. It is a special form of communication in which the idea that is being conveyed is new. The term innovations refers to the new ideas, objects, or practices that are to be adopted. An innovation refers to an idea, practice, or product (including services) that is perceived as new by an individual or other unit of adoption. It does not matter how long this idea, practice, or product has been around.
