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Diffusion of Innovations, 5th Edition

Amazon.com Price:  $23.09 (as of 08/05/2019 19:22 PST- Details)

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Description

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 by way of communication channels through the years. Such innovations are to begin with perceived as uncertain and even risky. To triumph over this uncertainty, the general public are looking for out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a couple of individuals who first adopt an innovation, then spread the word among their circle of acquaintances—a process which most often takes months or years. But there are exceptions: use of the Internet in the 1990s, for instance, may have spread more all of a sudden 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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