Diffusion Of New Information Technologies Essay

2650 words - 11 pages

The adoption of new information technologies, ideas or innovations is a generally slow and arduous process of waiting for an entire population to comply with a proposed change. The leisurely pace with which these acceptances occur prompts scholars and practitioners to make educated predictions about its diffusion. One of the most popular adoption models is describes research that revolves around the likelihood of community acceptance of an idea or new technology. Diffusion of Innovations seeks to explain how innovations are taken up in a population and how those ideas are spread among groups (Schlein, 2010). An innovation can be any idea, behavior, or object that is perceived as new by its audience (Schlein, 2010). Over the past several decades, the theory has evolved and transformed over various fields of research. Diffusion of Innovation Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories but Rogers solidified his assertions in 2003, providing what’s considered the most comprehensive explanation and review of the voluminous literature (Frenzel, 2009). While it is rooted in studies of sociology and anthropology, business theorists seek the theory’s guidance when performing marketing and consumer behavior studies, espousing the paradigm for its application when introducing new products’ public acceptance and diffusion over time (Rahman, 2012). One is able to recognize the theory’s presence from its manifestation of the three valuable insights into the process of social change: 1, the qualities make an innovation spread 2, the importance of peer to peer conversations within their shared networks and 3, an understanding the needs of different user segments (Frenzel, 2009). This paper offers up the preliminary findings from five case studies utilizing the theory, maintaining a focus on the interpretations of theory explication (defining the theory) and their associated applied methodologies (how they attain the data, utilizing the theory). In this essay I will describe the theory of Diffusion of Innovation and show how it explains the persuasive strategies at work to gain support or acceptance of the new technology proposed in each case study.
Body 1 – Explicate Diffusion of Innovation
To present a theory one must express the core assumptions it holds. In each of the case studies, it is expected that the researcher knows the (likely) rate at which information flows through the cultural societal networks. This type of research centers on the conditions that either an increase or decrease in the likelihood of acceptance can be adopted by members of a given culture. The Diffusion of Innovation theory predicts that media as well as interpersonal contacts provide information, and influence opinion (Diker, 2011). It can be easily understood why the cultural leaders within an observed population exert a large amount of influence on an audience’s behavior via their personal connection and confidence in the community...

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