DOCSLIB.ORG

Diffusion of Innovation in Health Care

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Diffusion of Innovation in Health Care diffusion fnl guts spot 5/15/02 12:08 PM Page 1 Diffusion of Innovation in Health Care Prepared for: CALIFORNIA HEALTHCARE FOUNDATION Prepared by: Institute for the Future Authors: Mary Cain and Robert Mittman May 2002 diffusion fnl guts spot 5/15/02 12:08 PM Page 2 Acknowledgments Institute for the Future (IFTF) is a nonprofit research and consulting firm founded in 1968 and dedicated to under- standing technological, environmental, and societal changes and their long-range consequences. We help public and private organizations think systematically about the future by evalu- ating long-term trends and their implications, identifying potential markets, and analyzing policy options. Our clients include Fortune 500 companies, public and private foundations, multinational corporations, and government offices and agencies. For more information about IFTF, visit our Web site at www.iftf.org. IFTF wishes to acknowledge Jody Ranck for contributions to this report as well as Susannah Kirsch, Jane Sarasohn-Kahn, and Charles Wilson, M.D. for peer review. The California HealthCare Foundation (CHCF) is an inde- pendent philanthropy committed to improving California’s health care delivery and financing systems. Our goal is to ensure that all Californians have access to affordable, quality health care. CHCF’s work focuses on informing health policy decisions, advancing efficient business practices, improving the quality and efficiency of care delivery, and promoting informed health care and coverage decisions. The iHealth Reports series focuses on emerging technology trends and applications and related policy and regulatory developments. Additional copies of this report and other publications in the iHealth Report series can be obtained by calling the California HealthCare Foundation’s publications line at 1-888-430-CHCF (2423) or visiting us online at www.chcf.org. ISBN 1-929008-97-X Copyright © 2002 California HealthCare Foundation diffusion fnl guts spot 5/15/02 12:08 PM Page 3 Contents 4 I. What Is Diffusion? 7 II. The Ten Critical Dynamics of Innovation Diffusion Relative Advantage Trialability Observability Communications Channels Homophilous Groups Pace of Innovation/Reinvention Norms, Roles, and Social Networks Opinion Leaders Compatibility Infrastructure 26 III. Epilogue 28 Endnotes diffusion fnl guts spot 5/15/02 12:08 PM Page 4 I. What Is Diffusion? “Ideas and products and HEALTH CARE IS CONSTANTLY EVOLVING. Wave messages and behaviors spread after wave of new technologies, insurance models, information systems, regulatory changes, and institutional arrangements just like viruses do.” buffet the system and the people in it. But people and institu- — Malcolm Gladwell, tions, for the most part, do not like change. It is painful, The Tipping Point difficult, and uncertain. Entire organizations in health care are devoted either to pro- moting innovations—selling the latest drug, imaging system, medical device, software package, or Internet site—or to preventing innovations from disrupting the status quo by counter-detailing, keeping drug reps away from doctors, requiring certificates of need, or disallowing reimbursement. Trying to change the pace at which new ideas about health care spread through the system is a priority of health care professionals; such changes easily have major impacts on cost, quality, and patient satisfaction. “Diffusion is the process by which an innovation is communi- cated through certain channels over time among the members of a social system.” So says Everett Rogers, who masterfully represents a vast literature that spans 50 years in his classic Diffusion of Innovations, now in its fourth edition. This report draws from that literature to describe how the dynamics of innovation diffusion play out in health care. 4 | CALIFORNIA HEALTHCARE FOUNDATION diffusion fnl guts spot 5/15/02 12:08 PM Page 5 About the Report 7. Norms, roles, and social networks. Innova- This report presents the basics of innovation tions are shaped by the rules, formal diffusion: the stages of adoption, including hierarchies, and informal mechanisms of the typical “S” curve, and the types of individuals communication operative in the social who adopt the innovation at different stages. systems in which they diffuse. The ten critical dynamics of innovation diffusion 8. Opinion leaders. Individuals whose opinions are explored: are respected (or even just listened to) by others 1. Relative advantage. The more potential the in a population affect the pace of diffusion. value or benefit anticipated from adoption of 9. Compatibility. The ability of an innovation the innovation relative to current practice, the to coexist with technologies and social pat- more rapidly it will diffuse. terns already in place improves the prospects 2. Trialability. The ability to try out an innova- for adoption/diffusion. tion without total commitment and with 10. Infrastructure. The adoption of many inno- minimal investment improves the prospects vations depends on the presence of some for adoption and diffusion. form of infrastructure or of other technolo- 3. Observability. The extent to which potential gies that cluster with the innovation. adopters can witness the adoption of an The dynamics that govern the adoption (or lack innovation by others improves its prospects of adoption) of new medical and information for diffusion. technologies in the health care industry are com- 4. Communications channels. The paths plex. This report is intended to help those frus- through which opinion leaders and others trated with the pace of adoption to understand communicate about an innovation affect how diffusion works and how to affect the pace the pace and pattern of diffusion. and style of diffusion in their own organizations. 5. Homophilous groups. Innovations spread faster among homophilous groups (those with similar characteristics) than among hetero- philous groups (those that differ in important ways). 6. Pace of innovation/reinvention. Some innovations are relatively stable and do not evolve much while they diffuse. Others evolve much more rapidly and are altered by users along the way. Diffusion of Innovation in Health Care | 5 diffusion fnl guts spot 5/15/02 12:08 PM Page 6 Defining Innovation Diffusion Stakeholders In Health Care An outgrowth of sociology, diffusion research Medical and information technology adoption first looked at how agricultural innovations spread decisions differ when made by individuals or from farmer to farmer. The first researchers in organizations. Beyond that distinction, the this discipline sought to explain why one farmer number of stakeholders potentially affected by would know about and adopt use of a certain any technology adoption decision varies greatly. pesticide while his neighbor didn’t. The master of Once a clinician decides to use a new device this research is Everett Rogers, of the University or piece of technology, the clinician must often of New Mexico, who has studied the dynamics consider not only the impact on the patient of the diffusion of innovations for most of his and on the practice but also what it means for 45-year career. His classic text, The Diffusion of reimbursement, health care policy, and the Innovations, summarizes and interprets decades organization in which the clinician works. A short of diffusion research, identifying basic patterns, list of stakeholders involved in a technology categories of adopters, and factors that influence adoption decision are: the decision to adopt. I The policy makers and regulators who Two definitions create a lens through which evaluate the safety and efficacy of to view technology diffusion in health care. the technology; Diffusion is the process by which an innovation is I The payer, such as Medicare or other communicated through certain channels over insurer, who decides whether payment will time among members of a social system. be made for use of the technology; (Rogers, 5) An innovation is an idea, practice, or object that is perceived as new by an individual I The provider organization (in the form of or some other unit of adoption. (Rogers,11) physicians and hospitals) that must decide Though often described as bureaucratic and whether to provide the technology and then incrementally changing, health care is also a very also get the proper training and education dynamic and innovative field. Around the globe, to use it appropriately; research scientists, private industries, academics, I The patient who must know enough and governmental and nongovernmental about the technology to give consent for agencies work to create new ways to provide its use; and better care, find cures, and improve health. I The vendor company that researches, develops, and sells the technology. Change Agents The vendor representative often plays an impor- tant role in innovation diffusion as the change agent. A change agent is an individual who influ- ences clients’ innovation-decisions in a direction deemed desirable by a change agency (Rogers, 27). For example, there are almost 60,000 phar- maceutical sales representatives who are perfect examples of change agents. Their job is to influence physician decisions in favor of using their drug over another by providing the physician educational materials, free samples, junkets, etc., in an effort to win them over. 6 | CALIFORNIA HEALTHCARE FOUNDATION diffusion fnl guts spot 5/15/02 12:08 PM Page 7 II. The Ten Critical Dynamics of Innovation Diffusion 1. Relative Advantage The decision to adopt a technology is influenced by (1) the
Load more

Recommended publications
  • Diffusion of Innovations in Service Organizations: Systematic Review and Recommendations
    Diffusion of Innovations in Service Organizations: Systematic Review and Recommendations TRISHA GREENHALGH, GLENN ROBERT, FRASER MACFARLANE∗,PAULBATE, and OLIVIA KYRIAKIDOU∗ University College London; ∗University of Surrey This article summarizes an extensive literature review addressing the question, How can we spread and sustain innovations in health service delivery and or- ganization? It considers both content (defining and measuring the diffusion of innovation in organizations) and process (reviewing the literature in a sys- tematic and reproducible way). This article discusses (1) a parsimonious and evidence-based model for considering the diffusion of innovations in health service organizations, (2) clear knowledge gaps where further research should be focused, and (3) a robust and transferable methodology for systematically re- viewing health service policy and management. Both the model and the method should be tested more widely in a range of contexts. Key Words: Diffusion of innovation, systematic review, implementation. his article summarizes the findings of a systematic literature review of the diffusion of service inno- T vations. The United Kingdom Department of Health explic- itly commissioned this work, which was carried out between October 2002 and December 2003, for its National Health Service’s exten- sive modernization agenda (UK Department of Health 2001). Our review, which supplements and extends previous overviews and meta- analyses (Damanpour 1991, 1992, 1996; Granados et al. 1997; Meyers, Sivakumar, and Nakata 1999; Rogers 1995; Tornatsky and Klein 1982; Address correspondence to: Trisha Greenhalgh, University College London, Room 403, Holborn Union Building, Highgate Hill, London N19 5LW, United Kingdom (e-mail: [email protected]). The Milbank Quarterly, Vol.
    [Show full text]
  • Fall 2011, KER202 Martin Hilbert Office Hours: by Appointment; Mhilbert [At] Usc.Edu
    CMGT 582- Communication for International Development Fall 2011, KER202 Martin Hilbert Office hours: by appointment; mhilbert [at] usc.edu Course description: This course builds on two main concepts: Development: We are usually quick to note that we live in a global communication landscape, but we all too often do not pay enough attention to the fact that 82% of this world is living in conditions that are quite different from ours: the developing world. Half of the human population lives with less than US$2.50 per day, making that a monthly income of less than US$75 for every second member of our global information society. This does not only matter for those who are poor, but shapes the global communication landscape as a whole. We still start with reviewing the multiple dimensions of development. We will discuss questions like: What is development? Is poverty merely a matter of economic well-being? What are the driving forces behind development? What are the dynamics and interplay between developed and developing societies? What is and what can the international community (like the United Nations, World Bank, global NGOs) do about it? We will spend most of the time discussing the question: What is the role of communication as a building block for the development of a society? Digital innovation: At the same time, the introduction of digital ICT (Information and Communication Technologies) changes the lives of all people around the globe (directly or indirectly). In less than two decades, 2 out of 5 people worldwide have linked up through the Internet, and 4 out of 5 have connected with mobile telephony.
    [Show full text]
  • Diffusion of P2 Innovations Pollution Prevention Review / Winter 1998 / 3 Exhibit 1
    ,+ I. P r, c DIFFUSION OF P2 INNOVATIOHS How does pollution prevention While most private belts, buying insur- and public sector compare with other innovative ance, and emergency agencies agree that planning may be un- preventing pollution ideas? pleasant and theirre- makes much more sults may not be eas- sense than alterna- ily observed. They tive waste management strategies, most would also also tend to have a relatively slow rate of adoption. agree that pollution prevention technology is dif- fusing at a rate far slower than would be expected. Rogers (1995) states: This is particularly true given the advantages and benefits that P2 offers. mhe relative advantage of preventive in- This article, through comparison of pertinent novations is difficult for change agents to literature regarding the diffusion of innovations, demonstrate to their clients, because it attempts to offer some explanations for this rela- occurs at some future, unknown time. tively slow rate and some insights on speeding up Individuals have difficulties in perceiving the P2 diffusion process. the relative advantage of preventive in- novations because the sought-after con- Prevention Is Hard to Sell sequence is distant in time, and so the rela- According to Rogers (1995), a preventive inno- tive advantage of a preventive innovation vation is an idea that an individual adopts at one is a delayed reward. In contrast, point in time in order to lower the probability that nonpreventive innovations tend to pro- some future unwanted event will occur. The un- vide a desired outcome in the near future. wanted future event might not have happened any- way, even without adoption of the preventive inno- P2 innovations have been diffusing relatively vation, so the benefits of adoption may not be clear slowly, in part because they are frequently per- cut.
    [Show full text]
  • Listening to Everett Rogers: Diffusion of Innovations and WAC Stephanie Vanderslice University of Central Arkansas
    22 Language and Learning Across the Disciplines Listening to Everett Rogers: Diffusion of Innovations and WAC Stephanie Vanderslice University of Central Arkansas In “The Future of WAC” (1996), Barbara E. Walvoord suggests framing the history and future of the writing-across-the-curriculum move- ment according to social movement theory (58), explaining that WAC qualifies as a movement because of its “change agenda and its collective nature—faculty talking to one another, moving to effect reform” (58). Con- sequently, she proposes that her evaluation of WAC’s progress at the 25 year mark and her re-envisioning of its future within this movement frame will uniquely reveal its “characteristics, strengths, and problems in ways that may help us think creatively about them” (61). Certainly creativity may be the order of the day as the WAC move- ment, in spite of its successes, struggles to maintain its vitality and visibil- ity against the perennially resistant landscape of academe. Such resis- tance, educational reform scholar Parker J. Palmer reminds us, (though few at the front lines of the WAC movement need reminding) will remain an essential feature of the academy as long as teaching “retains low status... tenure decisions favor those who publish, [and] scarce dollars. .always go to research” (10). These conditions result in a “constitutional gridlock” which breeds the “mood of resignation. .and despair” so familiar to those seeking reform (10). Walvoord’s review of WAC’s progress from a social movement per- spective turns the literature in an important direction. By providing the template of social movement theory against which to examine their suc- cesses and failures, WAC proponents are forced to take a more analytical approach to their subject, an approach that transcends the more anec- dotal “what works and what doesn’t” scholarship that has dominated writing-across-the-curriculum, especially in its early and middle years.
    [Show full text]
  • 18. Innovation and Diffusion
    Hall on Diffusion 8 October 2003 18. Innovation and Diffusion Bronwyn H. Hall1 1 Hall on Diffusion 8 October 2003 18.1. Introduction In 1953, a young female Macaque monkey in the south of Japan washed a muddy sweet potato in a stream before eating it. This obvious improvement in food preparation was imitated quickly by other monkeys and in less than 10 years it became the norm in her immediate group; by 1983, the method had diffused completely. In 1956, the same monkey innovated again, inventing a technique in which handfuls of mixed sand and wheat grains were cast upon the sea, so that the floating cereal could be skimmed from the surface. Again, by 1983, this method of gleaning wheat had diffused almost completely throughout the local populations of Macaques.2 Besides the obvious fact that humankind does not have a monopoly on innovation, these examples illustrate a couple of things about the diffusion of innovations: first, when they are clearly better than what went before, new ideas of how to do things will usually spread via a “learning by observing” process, and second, the process can take some time; in these cases it took thirty years, and the life cycle of the Macaque monkey is somewhat shorter than ours (Kawai, Watanabe, and Mori 1992). Turning to the world of humans, it is safe to say that without diffusion, innovation would have little social or economic impact. In the study of innovation, the word diffusion is commonly used to describe the process by which individuals and firms in a society/economy adopt a new technology, or replace an older technology with a newer.
    [Show full text]
  • An Empirical Analysis of the Factors Affecting the Adoption and Diffusion of GBTS in the Construction Market
    sustainability Article An Empirical Analysis of the Factors Affecting the Adoption and Diffusion of GBTS in the Construction Market Wei Wang 1, Shoujian Zhang 2 , Yikun Su 3,* and Xinyang Deng 4 1 School of Management, Harbin Institute of Technology, Harbin 150001, China; [email protected] 2 School of Civil Engineering, Harbin Institute of Technology, Harbin 150001, China; [email protected] 3 School of Civil Engineering, Northeast Forestry University, Harbin 150040, China 4 State Grid Liaoning Electric Power Company Limited Economic Research Institute, Shenyang 110015, China; [email protected] * Correspondence: [email protected] Received: 25 February 2019; Accepted: 21 March 2019; Published: 25 March 2019 Abstract: This study focuses on better development of green buildings. The key to the sustainable development of the construction industry is to popularize and promote the spread of green building technologies (GBTS) in the construction market. This study integrates the technology acceptance model (TAM) and the innovation diffusion theory (IDT) to analyze and construct the theoretical model of developers’ GBTS adoption behavior from three dimensions, including the individual factor, product factor and interface factor. This paper discusses the mechanism of GBTS adoption and diffusion in the construction market. The data are collected by questionnaire, and the structural equation model (SEM) is used for empirical analysis. The results show that the developers’ perceived usefulness (PU) and perceived ease of use (PEOU) of GBTS, developers’ innovativeness and sense of community at the individual level, competitive advantage at the product level, as well as government structural guarantees and relevant stakeholders at the interface level have a significant positive impact on the adoption of GBTS by developers.
    [Show full text]
  • A Summary of Diffusion of Innovations
    Les Robinson | Phone 0414 674 676 | Email [email protected] Web www.enablingchange.com.au | Blog http://enablingchange.posterous.com A summary of Diffusion of Innovations Les Robinson Fully revised and rewritten Jan 2009 Diffusion of Innovations seeks to explain how innovations are taken up in a population. An innovation is an idea, behaviour, or object that is perceived as new by its audience. Diffusion of Innovations offers three valuable insights into the process of social change: - What qualities make an innovation spread successfully. - The importance of peer-peer conversations and peer networks. - Understanding the needs of different user segments. These insights have been tested in more than 6000 research studies and field tests, so they are amongst the most reliable in the social sciences. What qualities make innovations spread? Diffusion of Innovations takes a radically different approach to most other theories of change. Instead of focusing on persuading individuals to change, it sees change as being primarily about the evolution or “reinvention” of products and behaviours so they become better fits for the needs of individuals and groups. In Diffusion of Innovations it is not people who change, but the innovations themselves. Why do certain innovations spread more quickly than others? And why do others fail? Diffusion scholars recognise five qualities that determine the success of an innovation. This work is licensed under the Creative Commons Attribution-Noncommercial-No Derivative Works 2.5 Australia License. To view a copy of this license visit http://creativecommons.org/licenses/by-nc-nd/2.5/au/deed.en Attribution should be made to “Les Robinson www.enablingchange.com.au”.
    [Show full text]
  • Linking Resilience Theory and Diffusion of Innovations Theory to Understand the Potential for Perennials in the U.S
    View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by Digital Repository @ Iowa State University Natural Resource Ecology and Management Natural Resource Ecology and Management Publications 2009 Linking Resilience Theory and Diffusion of Innovations Theory to Understand the Potential for Perennials in the U.S. Corn Belt Ryan C. Atwell Iowa State University Lisa A. Schulte Iowa State University, [email protected] Lynne M. Westphal United States Forest Service Follow this and additional works at: http://lib.dr.iastate.edu/nrem_pubs Part of the Agriculture Commons, Forest Sciences Commons, and the Natural Resources Management and Policy Commons The ompc lete bibliographic information for this item can be found at http://lib.dr.iastate.edu/ nrem_pubs/8. For information on how to cite this item, please visit http://lib.dr.iastate.edu/ howtocite.html. This Article is brought to you for free and open access by the Natural Resource Ecology and Management at Iowa State University Digital Repository. It has been accepted for inclusion in Natural Resource Ecology and Management Publications by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. Linking Resilience Theory and Diffusion of Innovations Theory to Understand the Potential for Perennials in the U.S. Corn Belt Abstract In the last 200 yr, more than 80% of the land in the U.S. Corn Belt agro-ecosystem has been converted from natural perennial vegetation to intensive agricultural production of row crops. Despite research showing how re-integration of perennial vegetation, e.g., cover crops, pasture, riparian buffers, and restored wetlands, at strategic landscape positions can bolster declining regional ecosystem functions, the amount of land area devoted to row crop production in the Corn Belt continues to increase.
    [Show full text]
  • The Intellectual Structure and Substance of the Knowledge
    Implementation Science BioMed Central Research article Open Access The intellectual structure and substance of the knowledge utilization field: A longitudinal author co-citation analysis, 1945 to 2004 Carole A Estabrooks*1, Linda Derksen2, Connie Winther3, John N Lavis4, Shannon D Scott5, Lars Wallin6 and Joanne Profetto-McGrath7 Address: 1Faculty of Nursing, Third Floor Clinical Sciences Building, University of Alberta, Edmonton, Alberta, Canada, 2Department of Sociology, Vancouver Island University, Nanaimo, British Columbia, Canada, 3Department of Pediatrics, Faculty of Medicine, University of Alberta, Edmonton, Alberta, Canada, 4Department of Clinical Epidemiology and Biostatistics and Department of Political Science, McMaster University, Hamilton, Ontario, Canada, 5Faculty of Nursing, University of Alberta, Edmonton, Alberta, Canada, 6Department of Neurobiology, Care Sciences and Society, Division of Nursing, Karolinska Institute and Clinical Research Utilization (CRU), Karolinska University Hospital, Stockholm, Sweden and 7Faculty of Nursing, University of Alberta, Edmonton, Alberta, Canada Email: Carole A Estabrooks* - [email protected]; Linda Derksen - [email protected]; Connie Winther - [email protected]; John N Lavis - [email protected]; Shannon D Scott - [email protected]; Lars Wallin - [email protected]; Joanne Profetto-McGrath - [email protected] * Corresponding author Published: 13 November 2008 Received: 19 December 2007 Accepted: 13 November 2008 Implementation Science 2008, 3:49 doi:10.1186/1748-5908-3-49 This article is available from: http://www.implementationscience.com/content/3/1/49 © 2008 Estabrooks et al; licensee BioMed Central Ltd. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
    [Show full text]
  • Measuring the Perceived Attributes of Innovation: a Study of Capacitive Switch Technology in Industrially Designed User Interface Controls Aaron B
    Eastern Michigan University DigitalCommons@EMU Master's Theses, and Doctoral Dissertations, and Master's Theses and Doctoral Dissertations Graduate Capstone Projects 7-19-2011 Measuring the perceived attributes of innovation: A study of capacitive switch technology in industrially designed user interface controls Aaron B. Stachewicz Follow this and additional works at: http://commons.emich.edu/theses Part of the Science and Technology Studies Commons Recommended Citation Stachewicz, Aaron B., "Measuring the perceived attributes of innovation: A study of capacitive switch technology in industrially designed user interface controls" (2011). Master's Theses and Doctoral Dissertations. 359. http://commons.emich.edu/theses/359 This Open Access Dissertation is brought to you for free and open access by the Master's Theses, and Doctoral Dissertations, and Graduate Capstone Projects at DigitalCommons@EMU. It has been accepted for inclusion in Master's Theses and Doctoral Dissertations by an authorized administrator of DigitalCommons@EMU. For more information, please contact [email protected]. Measuring the Perceived Attributes of Innovation: A Study of Capacitive Switch Technology in Industrially Designed User Interface Controls by Aaron B. Stachewicz, PMP, CMfgE Dissertation Submitted to the College of Technology Eastern Michigan University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY Area of Concentration: Engineering Management Dissertation Committee: Polly Buchanan, PhD - Chair Daniel Fields, PhD - Member Phillip Cardon, PhD - Member Thomas A. Schmitt, PhD - Member July 19, 2011 Ypsilanti, Michigan ii Dedication I dedicate this work to those who are still trying to answer the hardest question in the academic community: What do you want to be when you “grow up”? This age-old question perplexes the young and old.
    [Show full text]
  • Diffusion of Innovations 1 Diffusion of Innovations
    Diffusion of innovations 1 Diffusion of innovations Diffusion of Innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. The concept was first studied by the French sociologist Gabriel Tarde (1890) and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius.[1] Its basic epidemiological or internal-influence form was formulated by H. Earl Pemberton,[2] who provided examples of institutional diffusion such as postage stamps and compulsory school laws. The diffusion of innovations according to Rogers. With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. In mathematics the S curve is known as the logistic function. History In 1962 Everett Rogers, a professor of rural sociology published Diffusion of Innovations. In the book, Rogers synthesized research from over 508 diffusion studies and produced a theory for the adoption of innovations among individuals and organizations. The book proposed 4 main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system. That is, diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. Individuals progress through 5 stages: knowledge, persuasion, decision, implementation, and confirmation. If the innovation is adopted, it spreads via various communication channels. During communication, the idea is rarely evaluated from a scientific standpoint; rather, subjective perceptions of the innovation influence diffusion. The process occurs over time. Finally, social systems determine diffusion, norms on diffusion, roles of opinion leaders and change agents, types of innovation decisions, and innovation consequences.
    [Show full text]
  • Provincializing Hegemonic Histories of Media and Communication Studies: Towards a Genealogy of Epistemic Resistance in Africa
    Wendy Willems Provincializing hegemonic histories of media and communication studies: towards a genealogy of epistemic resistance in Africa Article (Accepted version) (Refereed) Original citation: Willems, Wendy (2014) Provincializing hegemonic histories of media and communication studies: towards a genealogy of epistemic resistance in Africa. Communication Theory. pp. 1-18. ISSN 1468-2885 (In Press) © 2014 International Communication Association This version available at: http://eprints.lse.ac.uk/57528/ Available in LSE Research Online: August 2014 LSE has developed LSE Research Online so that users may access research output of the School. Copyright © and Moral Rights for the papers on this site are retained by the individual authors and/or other copyright owners. Users may download and/or print one copy of any article(s) in LSE Research Online to facilitate their private study or for non-commercial research. You may not engage in further distribution of the material or use it for any profit-making activities or any commercial gain. You may freely distribute the URL (http://eprints.lse.ac.uk) of the LSE Research Online website. This document is the author’s final accepted version of the journal article. There may be differences between this version and the published version. You are advised to consult the publisher’s version if you wish to cite from it. Provincializing hegemonic histories of media and communication studies: towards a genealogy of epistemic resistance in Africa Wendy Willems Department of Media and Communications, London School of Economics and Political Science, London, United Kingdom Department of Media Studies, University of the Witwatersrand, Johannesburg, South Africa Original citation: Willems, W.
    [Show full text]