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COM546 - Week 4

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Kathy Gill
Kathy Gill

Theories of adoption & diffusion.

Education
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COM546 : Frameworks and Theories: Diffusion and Adoption Kathy E. Gill 27 January 2009
Theories (recap) (1/2) Scientific Humanistic Why: Discover the “truth” Create meaning Values: Objectivity “ Emancipation” Purpose: Determine universal laws Provide rules for interpretation
Theories (recap) (2/2) Scientific Humanistic Research Methods: Quantitative: experiment, survey Qualitative: ethnography, textual analysis Judged by: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Two Theories of Mediated Communication ,[object Object],[object Object],[object Object],[object Object]
Thinking About Rogers and Christensen …
Linear innovation-diffusion theory ,[object Object],[object Object]
Elements ,[object Object],[object Object],[object Object],[object Object]
Innovation ,[object Object]
Communication ,[object Object]
Time ,[object Object]
Infographic credited to NYT
Social System ,[object Object],[object Object]
Innovation-Decision Process ,[object Object]
Rogers: Five steps of adoption ,[object Object],[object Object],[object Object],[object Object],[object Object]
Critical Mass ,[object Object]
Adopter categories ,[object Object],[object Object],[object Object],[object Object],[object Object]
Forecast: US Household Technology Adoption, 2005-2010 Forrester Reports. July 2005, Data Overview “The State Of Consumers And Technology: Benchmark 2005”
The Five-Year Forecast: Household Devices, Access July 2008 “Benchmark 2008: Forecast Growth Of Devices And Access In The US”
The Five-Year Forecast: Personal Devices July 2008 “Benchmark 2008: Forecast Growth Of Devices And Access In The US”
More than 55% of households will have a DVR by 2011? Source: Forrester’s North American Consumer Technology Adoption Study 2006 Benchmark Survey
Technological Innovations ,[object Object],[object Object]
For additional thought … ,[object Object],[object Object],[object Object],[object Object]
Thinking About Rogers and Christensen … we’ll talk about disruptive technologies
Credits ,[object Object],[object Object]

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COM546 - Week 4

  • 1. COM546 : Frameworks and Theories: Diffusion and Adoption Kathy E. Gill 27 January 2009
  • 2. Theories (recap) (1/2) Scientific Humanistic Why: Discover the “truth” Create meaning Values: Objectivity “ Emancipation” Purpose: Determine universal laws Provide rules for interpretation
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  • 5. Thinking About Rogers and Christensen …
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  • 17. Forecast: US Household Technology Adoption, 2005-2010 Forrester Reports. July 2005, Data Overview “The State Of Consumers And Technology: Benchmark 2005”
  • 18. The Five-Year Forecast: Household Devices, Access July 2008 “Benchmark 2008: Forecast Growth Of Devices And Access In The US”
  • 19. The Five-Year Forecast: Personal Devices July 2008 “Benchmark 2008: Forecast Growth Of Devices And Access In The US”
  • 20. More than 55% of households will have a DVR by 2011? Source: Forrester’s North American Consumer Technology Adoption Study 2006 Benchmark Survey
  • 21.
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  • 23. Thinking About Rogers and Christensen … we’ll talk about disruptive technologies
  • 24.