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| A theory which explains how, why, and at what rate new ideas and technology spread through cultures |
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An idea, practice or object that is perceived as new by an individual or other unit of adoption |
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| The process by which an innovation is communicated through channels over time |
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| 5 stages of adoption process: Stage 1 |
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Knowledge: Exposure without Information |
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| 5 stages of adoption process: Stage 2 |
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s
Persuasion: interested in, and seeks out information
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| 5 stages of adoption process: Stage 3 |
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Decision: weigh advantages/ disadvantages to using innovation
Result: adopt or reject
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| 5 stages of adoption process :stage 4 |
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Implementation: begins to use innovation, determines usefulness of innovation |
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| 5 stages of adoption process: Stage 5 |
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Confirmation:
-finalize decision to keep using innovation
-may use the innovation at its useful potential |
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Yellow line:Line that indicates the market share of particular technology such as tv overtime |
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| when the momentum adoption becomes self-sustaining |
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rate of adoption (S curve:
blue line |
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adoption
First ppl to adopt is the innovators themselves
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rate of adoption (S curve:
Innovators: |
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risk takers, tend to be some of the youngest in age, and finically stable highest SES, most disposable income |
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rate of adoption (S curve:
Early adopter |
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| :young and wealthy, functions as opinion leaders, opinion makers |
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rate of adoption (S curve:
Early majority: |
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opinion followers slighty above average SES, but not opinion leaders, have contact with the opinion leaders but not themselves are opinion leaders |
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rate of adoption (S curve
Late majority: |
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adopt after the average person have adopted, includes people who see technology with an critical eye skeptical about benefits, low Ses, |
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rate of adoption (S curve
Laggards: |
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| have aversion to change innovation, older than most, low SES |
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when the momentum adoption becomes self-sustaining
adoption of new technology, when momentum become self -sustaining |
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the audience as “adopters,” : |
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Audience are adopters
Audience is seen as a market |
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| revisiting MOCIAAM: how technology moves from allocutive pattern |
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Definition
being supplemented or replaced by 2 other patterns |
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when reciever seek out what they want and when they want |
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gatekeepers of new technology: |
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| we become our own gatekeepers(select info. and keep track/ edited it for us) |
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| “By creating all these options, they had done a favor for customers with varied tastes. However, by vastly expanding the range of choices, they had also created a new problem that needed to be solved |
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state taste for monopoly:
Network effects:
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| as more people use it the more useful it become/ more powerful |
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state taste for monopoly:
2.Economy of scale: |
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added cost it would take to make a new customer a client
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state taste for monopoly:
took control of all levels (fb bought instagram)
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took control of all levels (fb bought instagram)
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state taste for monopoly:
5. State taste for monppoly:
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government/state has taste for the monopolies
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models of fragmentation (unitary model, |
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zero fragmentation none what so ever |
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models of fragmentation
pluralism model: |
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common cultural core but attracted to different part to that core (3channels: ppl who watch in day/ ppl who watch at night)same messages but diff. times of the day |
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We still have core mainstream but all
More indivualized things we go after |
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everyone tends to their own needs
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