The Diffusion of Innovations: A Communication Science Perspective

George A. Barnett (Ed.)

ISBN 10: 1433110830 / ISBN 13: 9781433110832

Published by Peter Lang Publishing Inc, 2011

About this Item

Suitable for those wishing to study trends in diffusion research, including diffusion scholars, marketers of ideas and products, communication and management consultants, this book brings together noted diffusion scholars and presents a communication perspective for the study of the diffusion process. Editor(s): Vishwanath, Arun; Barnett, George A. Num Pages: 239 pages, 99, graphs. BIC Classification: GTC; JHBL; KJ. Category: (P) Professional & Vocational. Dimension: 157 x 230 x 19. Weight in Grams: 472. . 2011. First printing. Hardcover. . . . . Books ship from the US and Ireland.

Seller Inventory # V9781433110832

Bibliographic Details

• Title: The Diffusion of Innovations: A Communication Science Perspective
• Publisher: Peter Lang Publishing Inc
• Publication Date: 2011
• Language: English
• ISBN 10: 1433110830
• ISBN 13: 9781433110832
• Binding: Hardcover
• Condition: New

About this title

Synopsis

In the last edition of the Diffusion of Innovations, Everett Rogers challenged diffusion scholars to move beyond the methods and models of the past, recognize the limitation of prior approaches, and broaden the conceptions of the diffusion of innovations. This book answers that call. It brings together noted diffusion scholars and presents a communication perspective for the study of the diffusion process. Using approaches ranging from mathematical modeling and multidimensional scaling to network analysis and agent-based modeling, chapters critically examine the current theoretical and methodological approaches in diffusion research and present novel ways to understand the process. Each chapter expands the scope of diffusion theory and lays the groundwork for the next generation of scholarship. The book is a must-read for anyone wishing to study trends in diffusion research, including diffusion scholars, marketers of ideas and products, communication and management consultants, policy makers, and individuals and organizations working on changing the status quo. It is recommended as a supplementary text for upper-level undergraduate and graduate courses in communication, business and management, information science, and sociology.

About the Author

Arun Vishwanath is Associate Professor of Communication at the University at Buffalo. His research focuses on the cognitive, affective, and behavioral determinants of technology adoption. His research looks at how individuals conceptualize new innovations and the role of interpersonal and mass mediated messages in the adoption and utilization of innovations.
George A. Barnett is Professor of Communication at the University of California, Davis. His research interests focus on social and cognitive system dynamics, and the examination of social and communication networks and how they change over time as a function of perturbations in the system in which they are embedded.