![创新的扩散 - [美] 埃弗雷特·M. 罗杰斯](https://static.book345.com/covers/s/9787801095312.jpg)
书籍介绍
这本书最耐人寻味的地方，在于它反复戳破一个乐观假设：创新并不会自然扩散。秘鲁人宁肯不烧开水也不愿改变取水习惯，英国海军迟迟不肯喝柠檬汁防坏血病，德夫瑞克键盘设计精良却无人采用——这些案例共同指向一个反直觉的结论：再好的东西，若没有合适的传播机制，照样胎死腹中。罗杰斯由此把目光从'创新本身'转向'人如何接受创新'，揭示出真正驱动采纳的并非科学研究或客观成效，而是身边'相似之人'的主观示范与模仿。这一转向颇具启发性：它提醒营销者、政策制定者乃至内容创作者，说服的关键往往不在信息质量，而在传播者与被传播者之间的'相似性'与'适度差异'。当然，其实证主义框架与略显干涩的叙述，也令部分读者感到隔阂。
作者简介
埃弗雷特·罗杰斯（Everett M. Rogers），新墨西哥大学新闻与传播系教授、系主任。曾任国际传播协会会长。他的著作包括《传播研究史》（1994），《传播技巧》（1986）。
AI导读
核心看点
- 提出创新扩散五大要素，解析新观念传播机制
- 揭示不确定性如何驱动个体收集信息并决策
- 打破创新必然被接受的偏见，强调社会系统影响
读者共识
- 创新扩散领域的经典圣经，学术价值极高
- 逻辑清晰但文字晦涩，翻译质量参差不齐
- 实证主义色彩浓厚，适合系统性深入研究
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"
目录
用户评论
创新如何在公司内部\社会扩散
这学期传播学导论的收获
唠叨。
a must reading
我的想法是，这样一本介绍得很详细的书，不知道如何还能做进一步研究……典型的实证主义……
没有什么晦涩的东西，并且实用，好。
这是一本严谨的学术著作，阅读中间总是被罗杰斯严密的论证和细节处所震撼。
作者将从传播的视角来界定扩散。扩散是一种特殊类型的传播，它所传播的内容是新观念。
创新的扩散有四项要素：1.创新2.时间3.传播渠道4.社会系统。除此之外，作者也强调了创新的结果也是创新扩散重要的研究领域。
如果将其与传播学的5W框架来对比，传播者-渠道-内容-受众-效果五个要素都被囊括在创新扩散五要素内（传播者和受众都属于“社会系统”要素）。
由此，“时间”这个要素就被作为创新扩散过程最具独特性的影响因素。时间维度下包括三个研究领域和重要成果：1.个体创新决策过程2.创新采纳速度（S形曲线）3.创新精神与采纳者的分类。
适合销售负责人开给手下销售/技术支持团队的必读书目，案例都很精彩
又是书目之一
打扫卫生去了···读了！
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