创新的扩散（第五版）

• 少谈主义

  2020-12-14
  Diffusion is a kind of social change, defined as the process by which alteration occurs in the structure and function of a social system. When new ideas are invented, diffused, and adopted or rejected, leading to certain consequences, social change occurs. Of course, such change can happen in other ways, too; for example, a political revolution, a natural event such as a drought or an earthquake, or a government policy.
• 少谈主义

  2020-12-14
  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 alternatives are perceived with respect to the occurrence of an event and the relative probability of these alternatives. Uncertainty implies a lack of predictability, of structure, of information. Information is a means of reducing uncertainty. Information is a difference in matter-energy that affects uncertainty in a situation where a choice exists among a set of alternatives. A technological innovation embodies information and thus reduces uncertainty about cause-effect relationships in proble...
• 少谈主义

  2020-12-14
  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 information with one another in order to reach a mutual understanding. This definition implies that communication is a process of convergence (or divergence) as two or more individuals exchange information in order to move toward each other (or apart) in the meanings that they give to certain events.
• 少谈主义

  2020-12-14
  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 (1949); these scholars identified the key concept of information and proposed a simple model of communication. Then the field of communication research, organized especially around studying the effects of mass communication, began to grow. At first, established scientists from political science, sociology, social psychology, and other social science fields were attracted to communication research. Soon, departments of communication were established at many universities and began producing Ph.D....
• 枣子

  2011-11-26
  To the extent that the units in a social system are not all identical intheir behavior, structure then exists within the system. We definestructure as the patterned arrangements of the units in a system. Thisstructure gives regularity and stability to human behavior in a socialsystem; it allows one to predict behavior with some degree of accuracy.
• 枣子

  2011-11-16
  The results of various diffusion investigations show that most individualsdo not evaluate an innovation on the basis of scientific studiesof its consequences, although such objective evaluations are not entirelyirrelevant, especially to the very first individuals who adopt.Instead, most people depend mainly upon a subjective evaluation ofan innovation that is conveyed to them from other individuals likethemselves who have previously adopted the innovation. This dependenceon the communicated experience of near-peers suggests that theheart of the diffusion process is the modeling and imitation by potentialadopters of their network partners who have adopted previously
• 枣子

  2011-11-16
  Mass media channels are all those means of transmitting messages thatinvolve a mass medium, such as radio, television, newspapers, and soon, which enable a source of one or a few individuals to reach an audienceof many. On the other hand, interpersonal channels are moreeffective in persuading an individual to adopt a new idea, especially ifthe interpersonal channel links two or more individuals who are nearpeers.
• 让心飞一会儿

  2011-06-27
  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 heterophilousInterpersonal diffusion networks are mostly homophilous.When heterophily occurs, it is usually in the direction of individuals seeking a greater degree of competency, but not too much greater.