Diffusionstheorie

How is information about new developments propagated in society? What role do (mass media) communications channels play in this process? Which factors influence the successful diffusion of innovations? Which distinctive features emerge when information about media innovations is propagated? This book addresses these questions in the context of the diffusion of innovations theory, which deals with how information about new developments is propagated in society. It provides a concise and highly readable introduction to the basic theories, methodological approaches and empirical findings of the diffusion of innovations theory from the perspective of communication science. In particular, it discusses the dual function of communication (and conveying information about innovations) as both the driving force behind and the object of diffusion. It also examines the advantages and disadvantages of the diffusion of innovations theory with regard to related approaches, such as appropriation or the technology acceptance model. This book is both an ideal textbook for students and an introductory guide for practitioners and other readers interested in communications.