1. Innovation-DevelopmentInnovation-Development
ProcessProcess
Jane DeWitt
Walden University
EDUC 7101-Diffusion and Integration of
Technology in Education
October 2, 2009
Dr. Jock Schorger

2.  Feeling Overwhelmed?
 Decoding Difficulties?
 Can’t follow lectures?
 Want to review material
anywhere?
 Got an iPod?
 Have access to the
internet?
Try Podcasting

3. PodcastingPodcasting
in thein the
Educational SettingEducational Setting
 Personalized, on-
demand multi-media
content
 Encourages and
supports independent
learning
 Directly linked to
lecture activities
(Laing, Wootton & Irons, 2006)

4. Background InformationBackground Information
The “Podfather”
2003
Two Entrepreneurs
Dave Winer
and
Adam Curry
credited with the
creation of
PODCASTING
http://images.businessweek.com/ss/05/12/bestlead
ers/image/curry.jpg
http://blog.lib.umn.edu/buckn018/communication
/winer%201.jpg

5. The NeedThe Need
 Disengaged learners
 Outdated texts
 Limitations of face-to-
face learning
 Confinement related to
the conventional
learning environment
 Created a need to
provide the digital native
a format for time-shift
content that is current
and supportive of course
curriculum

6. Research: The iPodResearch: The iPod
On October 23, 2001
Project Codename Dulcimer
 Apple Computers publicly announced their
portable music digital player the iPod.
 The iPod was announced several months
after the release of iTunes, a program that
converted audio CDs into compressed digital
audio files, and could organize your digital
music collection..

7. Tony FadellTony Fadell
 The father of the iPod
 Former employee of General Magic and Phillips
 Wanted to invent a better MP3 player.
 Apple supported his project
 Went to work for Apple Computers in 2001 as an
independent contractor
 Lead a team of thirty people to develop the new
MP3 player..

8. TheThe
iPodiPod
 The first generation iPods had scroll wheels
that physically rotated.
 Post 2003 iPods (third generation) have touch
sensitive wheels.
 Fourth generation (2004) iPods have buttons
integrated onto the wheel.
http://greenisthenewinternet.com/images/1st_gen_ipod.jpg

9. PodcastingPodcasting
 September 2000- The first system that enabled the
selection, automatic downloading and storage of
serial episodic audio content on PCs and portable
devices was launched
 October 2000 - The concept of using enclosures in
RSS Feeds was proposed
 The idea was implemented by Dave Winer, a
software developer and an author of the RSS format
 Winer had received customer requests for
audioblogging and discussed idea with Adam Curry

10. PodcastingPodcasting
 January 2001 - RSS enclosure feature demonstrated
by enclosing a song in the Scripting News weblog
 June 2003 - Stephen Downes demonstrated
aggregation and syndication of audio files in his Ed
Radio application
 February 2004- The term "podcasting" was one of
several terms for portable listening to audioblogs

11. PodcastingPodcasting
 November 2004 - Podcasting networks started
to appear on the scene with podcasters affiliating
with one another
 June 2005-Apple staked its claim on the
medium by adding podcasting to its iTunes

12. Development ConcernsDevelopment Concerns
 First two years saw relatively few users
 Many developers avoided using it.
 Legal concerns regarding the audio content (Matthews,
2006)
 Winer's company incorporated the new feature in its
weblogging product, Radio Userland
 All that was needed for "podcasting" was a way to
automatically move audio files from download folder to
an audio player (either software or hardware) -- along
with enough compelling audio to make such automation
worth the trouble

13. Intended AudienceIntended Audience
 Business
 Education
 News
 Music
 Videos
 Effective tool in e-learning

14. CommercializationCommercialization
Podcasting
distribution
audience
50 million
by
end of
decade
(Matthews, 2006)

15. 1900s 1990s
2000s

16. Innovation-Decision ProcessInnovation-Decision Process
KnowledgeKnowledge
What is
Podcasting?
How does it
work?
Is it really that
easy?

17. http://nkilkenny.wordpress.com/2007/01/06/

18. Innovation-Decision ProcessInnovation-Decision Process
PersuasionPersuasion
 Combines iPod and broadcasting
 Ease of publication
 Ease of subscription
 Ease of use across multiple environments
 Anywhere, anytime mobile learning
 Provides 21st
century learning

19. Innovation-Decision ProcessInnovation-Decision Process
DecisionDecision
 Most homes have a
personal computer
 Access to the internet
 Surf the World Wide Web
 Download information or
music
 Read or write blogs
 Tap into podcasts
 Adopt the innovation

20. Innovation-Decision ProcessInnovation-Decision Process
ImplementationImplementation
Dive InDive In
 Create digital content
 Give students the digital tools to get the content
 Play it back…Anytime Anywhere
 Reference information
 Read/write blogs
 Stay competitive
 Raise school profile

21. Innovation-Decision ProcessInnovation-Decision Process
ConfirmationConfirmation
 Teachers and students share in creation of
podcast
 Students create podcasts to review material
 Podcasts provide alternate learning environment
for those unable to attend brick-n-mortar school
 Students share globally
 Teachers and students are developing 21st
century skills

22. http://www.skydeckcartoons.com/brandcamp/070226.adoption.jpg

23. Wikipedia.org

24. Predicted Growth of Podcast Users between 2004 and 2010
Source: TDG Press Release (2007)

25. PerceivedPerceived
AttributesAttributes
ofof
iPods andiPods and
PodcastingPodcasting
in thein the
EducationalEducational
SettingSetting

26. As educators we need a repertoire of
teaching strategies that span the
repertoire of needs that our
students have.
(Dede, Laureate Education Inc., 2008)

27. Podcasting has been adopted byPodcasting has been adopted by
innovators and early adopters, but isinnovators and early adopters, but is
just beginning to be used by the earlyjust beginning to be used by the early
mainstream audienceaudience
….James Lewin, 2009

28. Who are the Innovators?Who are the Innovators?
 Adam CurryAdam Curry
 Tristan LouisTristan Louis
 Dave WinerDave Winer
 Collaborated in 2001Collaborated in 2001
 Used RSS technology and their mediaUsed RSS technology and their media
content to provide the first podcastcontent to provide the first podcast
prototypeprototype

29. Who were the Early Adopters?Who were the Early Adopters?
 Web bloggers desiring a way to stream audible
blogs
 Professionals
 People in the field of technology
 News media personnel
 College Professors
 Students

30. Why Adopt?Why Adopt?
Relative AdvantageRelative Advantage
According to Rogers, the idea of relative advantage
is the degree to which an innovation is perceived
as better than the idea it supersedes.
Expressed as:
 Economic Profitability
 Social Prestige
(Rogers, 2003, p.229).

31. Who Podcasts?Who Podcasts?
 49% female, 51% male.% female, 51% male.
 All ages. More listeners 55+ than in the 18-24 ageAll ages. More listeners 55+ than in the 18-24 age
group.group.
 Well-educated. Twice as many podcast users haveWell-educated. Twice as many podcast users have
advanced degrees as others.advanced degrees as others.
 Well-to-do. Podcast users are twice as likely to haveWell-to-do. Podcast users are twice as likely to have
incomes over 100K and nearly twice as likely to haveincomes over 100K and nearly twice as likely to have
incomes between 75K and 100K.incomes between 75K and 100K.
 Wired – spending more than 50% more time online.Wired – spending more than 50% more time online.
 More than twice as likely to own an iPod or otherMore than twice as likely to own an iPod or other
portable media player.portable media player.
 More than twice as likely to own video gamingMore than twice as likely to own video gaming
systems.systems.

32. Who are the Laggards?Who are the Laggards?
 People not “connected”People not “connected”
 People fearful of downloading materialPeople fearful of downloading material
 K-12 School Administrators concerned with liabilityK-12 School Administrators concerned with liability
issuesissues
 Parents concerned about safety and content ofParents concerned about safety and content of
material downloadedmaterial downloaded
 Instructors not comfortable with integratingInstructors not comfortable with integrating
technologytechnology

34. Moving the Laggards into theMoving the Laggards into the
Podcasting EraPodcasting Era
 Compatibility…The perception of podcasting
needs to be consistent with the existing values,
past experiences, and needs of potential
adopters
 Trialability…Allow potential adopters the
opportunity to experiment with podcasting to
better determine that it can be a valuable
educational tool..
(Rogers, 2003)(Rogers, 2003)

35. Adoption of InnovationAdoption of Innovation
Decentralized Diffusion Approach
The integration of iPods and Podcasting will diffuse
into the middle school environment via a peer
network in a relatively spontaneous fashion.
Innovations diffused in this
manner are more likely to
fit the users’ needs and
problems, allowing the
users a sense of control and
able to make key decisions.
(Rogers, 2003, p.398)

36. Key Change AgentsKey Change Agents
 Technology Instructors
 Media Center Specialist
 Innovative Instructors
currently utilizing
technology in
the classroom

37. Effecting Positive Social ChangeEffecting Positive Social Change
1.1. Develop a need for change-Develop a need for change- the media specialist canthe media specialist can
initiate change by pointing out new alternatives thatinitiate change by pointing out new alternatives that
create a more learner centered classroom duringcreate a more learner centered classroom during
orientationorientation
2.2. Establish an Information ExchangeEstablish an Information Exchange
Relationship-Relationship- Once the need for change has beenOnce the need for change has been
created, the media specialist can begin to developcreated, the media specialist can begin to develop
rapport with key instructors within the buildingrapport with key instructors within the building
3.3. To Diagnose Problems-To Diagnose Problems- Key staff members canKey staff members can
help determine why existing alternatives do not meethelp determine why existing alternatives do not meet
their needstheir needs

38. 4.4. Create an Intent to Change in the Client-Create an Intent to Change in the Client- TheThe
key staff members develop an action plan tokey staff members develop an action plan to
motivate interests in using iPods and Podcastingmotivate interests in using iPods and Podcasting
5.5. Translate an Intent into Action-Translate an Intent into Action- Key membersKey members
build near-peer support groups to begin using iPodsbuild near-peer support groups to begin using iPods
and Podcasting, allowing time to teach interestedand Podcasting, allowing time to teach interested
facultyfaculty
6.6. Stabilize Adoption and Prevent DiscontinuanceStabilize Adoption and Prevent Discontinuance
Key members reinforce those members that haveKey members reinforce those members that have
begun using the new technologybegun using the new technology
7.7. Achieve a Terminal Relationship-Achieve a Terminal Relationship- Key members,Key members,
through training and support create self-sufficientthrough training and support create self-sufficient
usersusers

39. Critical Mass occurs at theCritical Mass occurs at the
point at which enoughpoint at which enough
individuals in a systemindividuals in a system
have adopted anhave adopted an
innovation so that theinnovation so that the
innovation’s further rateinnovation’s further rate
of adoption becomesof adoption becomes
self-sustainingself-sustaining
(Rogers, 2003, p.363)(Rogers, 2003, p.363)
http://rumorsweretrue.files.wordpress.com/2006/11/flashrave.jpghttp://rumorsweretrue.files.wordpress.com/2006/11/flashrave.jpg

40. While the iPod and PodcastingWhile the iPod and Podcasting
have attained critical mass inhave attained critical mass in
society they have not fully metsociety they have not fully met
their potential in the educationaltheir potential in the educational
environment.environment.
 Target highly respected staff
members in the initial
implementation of the iPod and
Podcasting technology.
 Make it interactive and keep the
members engaged
 Make the iPod and Podcasting a
desirable commodity
http://www.pakalil.com/blog/wp-
content/uploads/2007/10/motivation-circle.png

41. Defining the NeedDefining the Need
Action and reaction,Action and reaction,
ebb and flow, trialebb and flow, trial
and error, change -and error, change -
this is the rhythmthis is the rhythm
of living. Out ofof living. Out of
our over-our over-
confidence, fear;confidence, fear;
out of our fear,out of our fear,
clearer vision, freshclearer vision, fresh
hope. And out ofhope. And out of
hope, progress.hope, progress.
Bruce Barton

42.  Anywhere, Anytime Access to
Learning
 Creates 21st
Century Learners
 Eliminates outdated texts
 Allows for collaboration
 Meets ADA guidelines by providing
material in varying sources
 Optimizes study time

43. Education is not the filling of a pail, but
the lighting of a fire.
William Butler Yeats

44. ReferencesReferences
Beam, A. (2006, May 26). bickering among the 'pod squad. The Boston Globe,
Retrieved from
http://www.boston.com/news/globe/living/articles/2005/05/26/bickering_amon
.
Bellis, M. (2009). The History of apple computers. Retrieved from
http://inventors.about.com/od/cstartinventions/a/Apple_Computers.htm.
Bellis, M. (2009). History of mp3. Retrieved from
http://inventors.about.com/od/mstartinventions/a/MPThree.htm..
Laing, C., Wootton, A., & Irons, A. (2006). Ipod! ulearn!. Current Developments in
Technology-Assisted Education, Retrieved from
http://www.formatex.org/micte2006/pdf/514-518.pdf
Matthews, K. (2006). Research into podcasting technology including current andMatthews, K. (2006). Research into podcasting technology including current and
possible future uses. http://mms.ecs.soton.ac.uk/2007/papers/32.pdf.possible future uses. http://mms.ecs.soton.ac.uk/2007/papers/32.pdf.

45. ReferencesReferences
http://en.wikipedia.org/wiki/Audioblogginghttp://en.wikipedia.org/wiki/Audioblogging
http://en.wikipedia.org/wiki/RSS