Diffusion of Innovations, 5th Edition

Name: Diffusion of Innovations, 5th Edition
Availability: InStock
Rating: 8.3 (66 reviews)
ISBN: 9780743222099

Everett M. Rogers

出版社

Free Press

出版时间

2003-08-05

ISBN

9780743222099

评分

★★★★★

标签

传播学 Innovation 创新学术

书籍介绍

这本书最耐人寻味的地方，在于它戳破了一个常识性的误解：新事物的流行，靠的不是科学论证和客观数据。读者反复提到的

AI导读

核心看点

经典著作，系统阐述新观念如何通过传播渠道在社会系统中扩散。
分析创新采纳者的分类，揭示从早期采用者到落后者的扩散规律。
探讨同质性、意见领袖及大众媒体在加速或阻碍创新扩散中的作用。

读者共识

创新扩散领域的圣经级教材，理论框架严谨且经典。
结构清晰，部分章节易读，但整体篇幅较长略显枯燥。
理论价值极高，但直接应用于商业实践需灵活转化。

精彩摘录

"Homophily is the degree to which a pair of individuals who communicate are similar. Heterophily is the degree to which pairs of individuals who interact are different in certain attributes. Ultimately, the diffusion process can occur only through communication links that are at least somewhat hetero"
"Mass media channels are all those means of transmitting messages that involve a mass medium, such as radio, television, newspapers, and so on, which enable a source of one or a few individuals to reach an audience of many. On the other hand, interpersonal channels are more effective in persuading an"
"The results of various diffusion investigations show that most individuals do not evaluate an innovation on the basis of scientific studies of its consequences, although such objective evaluations are not entirely irrelevant, especially to the very first individuals who adopt. Instead, most people d"
"To the extent that the units in a social system are not all identical in their behavior, structure then exists within the system. We define structure as the patterned arrangements of the units in a system. This structure gives regularity and stability to human behavior in a social system; it allows "
"In any system, naturally, there may be both innovative opinion leaders and also leaders who oppose change. These influential persons can lead in the promotion of new ideas, or they can head an active opposition. In general, when opinion leaders are compared with their followers, we find that they (1"
"Diffusion research began before the academic field of communication research got underway. A focus on human communication as a scientific field of study was not fully appreciated until an influential book, The Mathematical Theory of Communication, was published by Claude E. Shannon and Warren Weaver"
"Diffusion is the process in which an innovation is communicated through certain channels over time among the members of a social system. It is a special type of communication, in that the messages are concerned with new ideas. Communication is a process in which participants create and share informa"
"Diffusion is a special type of communication in which the messages are about a new idea. This newness of the idea in the message content gives diffusion its special character. The newness means that some degree of uncertainty is involved in diffusion. Uncertainty is the degree to which a number of a"