Diffusion of Innovations, 5th Edition: Edition 5

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Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas.

In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances—a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.
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About the author

Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations.

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Additional Information

Publisher
Simon and Schuster
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Published on
Aug 16, 2003
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Pages
576
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ISBN
9780743258234
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Language
English
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Genres
Business & Economics / General
Business & Economics / Marketing / General
Computers / Social Aspects
Social Science / Sociology / Social Theory
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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