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DIFFUSION NETWORK

(CHAPT 8)(EVERETT ROGERS)

1. MODELS OF MASS COMMUNICATION FLOWS

2. HOMOPHILY-HETEROPHILY IN COMMUNICATION NETWORKS

3. .MEASURING OPINION LEADERSHIP AND NETWORKS LINKS

4. MONOMORPHIC & POLYMORPHIC OPINION LEADERSHIP

5. CHARACTERISTICS OF OPINION LEADERS

6. THE CRITICAL MASS IN THE ADOPTION OF INTERACTIVEINNOVATION

7. SOCIAL LEARNING THEORY

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MODEL OF MASS COMMUNICATIONFLOWS

`

HYPODERMIC NEEDLEMODEL

TWO –STEP FLOWMODEL

INFLUENCED BY FACE-TO FACE CONTACT \WITH OTHER PEOPLESTEP 1: FROM MEDIA SOURCES TO OPINIONLEADERS (TRANSFER OF INFORMATION)STEP 2: FROM OPINION TO THEIR.

DIRECT, IMMEDIATE,POWERFUL EFFECTS ON AMASS AUDIENCE

FOLLOWERS. “COMMUNICATION MESSAGES”FLOW FROM A SOURCE-VIA MASS MEDIA

CHANNELS TO OPINION LEADERS –PASS THEM ON TO THE FOLLOWERSTHE ROLE OF DIFFERENT COMMUNICATION:.

INTUITIVE, TOO SIMPLE, TOO

MECHANISTIC

•

KNOWLEDGE OF AN INNOVATION• TO PERSUASION• DECISION TO ADOPT OR TO REJECT• IMPLEMENTATION• CONFIRMATION

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–COMMUNICATION NETWORKS

HOMOPHILY FUNDAMENTAL PRINCIPLE : HUMANCOMMUNICATION IS THAT THE EXCHANGE OF IDEAS OCCURSMOST FREQUENTLY BETWEEN INDIVIDUALS WHO ARE ALIKE.(SUPPOSED TO BE MORE EFFECTIVE

HETEROPHILYI FUNDAMENTAL PRINCIPLE : HUMANCOMMUNICATION IS THAT THE EXCHANGE OF IDEAS OCCURS

MOST FREQUENTLY BETWEEN INDIVIDUALS WHO AREDIFFERENT FROM THEMSELVES (SUPPOSED TOBE MORE IN-EFFECTIVE)HOMOPHILY AS A BARRIER TO DIFFUSION AS THERE IS NO“TRICKLE DOWN “ FROM ELITES TO NON ELITES” WITHINTHE SYSTEM

HETEROPHILY AS A DIFFUSIONS ENERGIZER AS A CHANGEAGENT COULD CONCENTRATE ATTENTION ON ONLY A FEWOPINION LEADERS NEAR THE TOP IN SOCIAL STATUS ANDINNOVAIVENESS.

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GENERALISATION OF HOPHILOUS &

HETEROPHILOUS COMMUNICATION

1. INTERPERSONAL DIFFUSION NETWORKS ARE MOSTLY HOMOPHILOUS2. WHEN INTERPERSONAL DIFFUSION NETWORK ARE HETEROPHILOUS,FOLLOWERS SEEK OPINION LEADERS OF HIGHER SOCIO ECONOMIC STATUS.

. ,FOLLOWERS SEEK OPINION LEADERS WITH MORE FORMAL EDUCATION .

4. WHEN INTERPERSONAL DIFFUSION NETWORK ARE HETEROPHILOUS,

FOLLOWERS SEEK OPINION LEADERS WITH A GREATER DEGREE OF MASSMEDIA EXPOSURE.

5. WHEN INTERPERSONAL DIFFUSION NETWORK ARE HETEROPHILOUS,FOLLOWERS SEEK OPINION LEADERS WHO ARE MORE COSMOPOLITE

6. . WHEN INTERPERSONAL DIFFUSION NETWORK ARE HETEROPHILOUS,FOLLOWERS SEEK OPINION LEADERS WITH GREATER CHANGE AGENT

CONTACT.7. WHEN INTERPERSONAL DIFFUSION NETWORK ARE HETEROPHILOUS,FOLLOWERS SEEK OPINION LEADERS WHO ARE MORE INNOVATIVE.

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METHODS OF MEASURING OPINION LEADERSHIP INDIFFUSION NETWORKS

MEASUREMENTMETHODE DESCRIPTION QUESTIONASK

SOCIOMETRIC ASK SYSTEM MEMBERS TO WHOM THEY GOFOR ADVICE AND INFORMATION ABOUT ANIDEA.

WHO IS YOURLEADER ?

’ SUBJECTIVELY SELECTED KEY INFORMANTS WHO ARE LEADERS

RATINGIN A SYSTEM ARE ASKED TO DRSIGNATEOPINION LEADERS

IN THIS SYSTEM ?

SELF- ASK EACH RESPONDENT A SERIES OFUESTIONS TO DETERMINE THE DEGREE

ARE YOU

SI A I

WHICH HE/SHE PERCEIVESHIMSELF/HERSELF TO BE AN OPINIONLEADER

THIS SYSTEM?

OBSERVATION IDENTIFY AND RECORD NONE

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THEY OCCUR

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ADVANTAGES AND LIMITATIONS OF FOUR METHODS OF

MEASUREMENT ADVANTAGES LIMITATIONS

SOCIOMETRIC THE QUESTIONS ARE EASY TOADMINISTER AND ARE ADAPTABLETO DIFFERENT TYPE OF SETTINGSAND ISSUES, HIGHEST VALIDITY

-COMPLEX ANALYSIS, , REQUIRES ALARGE NUMBER OF RESPONDENTS TOLOCATE A SMALL NUMBER OF OPINIONLEADERS; NOT APPLICABLE TO SAMPLEDESIGNS WHERE ONLY A PORTION OFTHE SOCIAL SYSTEM IS INTERVIEWED

INFORMANTS’

RATING

COST AND TIME SAVINGMET-HOD COMPARED TOSOCIO-METRIC METHOD

EACH INFORMANT MUST BETHOROUGHLY FAMILIAR WITHTHE SYSTEM.

SELF-DESIGNATING

MEASURES THE INDIVIDUAL‘S PERCEPTION OPF HER/HISOPINION LEADERSHIP,

DEPENDENT UPON THE ACCURACY WITHWHICH RESPONDENTS CAN IDENTIFYAND REPORT THEIR SELF IMAGES

BEHAVIOR

OBSERVATION HIGH VALIDITY , WORKS BEST IN A VERY SMALLSYSTEM, AND MAY REQUIREMUCH PATIENCE BY THE

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MONOMORPHIC AND POLYMORPHIC OPINIONLEADERSHIP

POLYMORPHISM IS THE DEGREE TOWHICH AN INDIVIDUAL ACTS ASAN OPINION LEADER FOR AVARIETY OF TOPICSMONOMORPHISM IS THE DEGREE TOWHICH AN INDIVIDUAL ACTS ASAN OPINION LEADER FOR ONLY ASINGLE TOPIC

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EXTERNAL COMMUNICATION

ACCESSIBILITY

INNOVATIVENESS

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1. COMMUNIATION NETWORK2. THE STRENGTH OF WEAK TIES THEORY

.

4. THE CRITICAL MASS IN THE ADOPTION OF INTERACTIVEINNOVATIONS

5. BACKGROUND OF THE CONCEPT OF THE CRITICAL MASS

6. WATCHING WHILE BEING WATCHED

7. INDIVIDUAL THRESHOLDS FOR ADOPTION

8. WHY DO INDIVIDUALS ADOPT PRIOR TO THE CRITICAL MASS?9. STRATEGIES FOR GETTING TO CRITICAL MASS

10.. SOCIAL LEARNING THEORY

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COMMUNICATION

1. INTERCONNECTED INDIVIDUALS WHO ARE LINKED BY PATTERNEDFLOWS OF INFORMATION2. AN INDIVIDUALS NETWORK LINK ARE IMPORTANT DETERMINANTS

OF THE ADOPTION OF INNOVATIONS.3. THE NETWORK INTERCONNECTEDNESS OF AN INDIVIDUALINSOCIAL SYSTEM IS POSITIVELY RELATED TO THE INDIVIDUAL’S

4. INTERCONNECTEDNESS IS THE DEGREE TO WHICH THE UNITS INSOCIAL SYSTEM ARE LINKED BY INTERPERSONAL NETWORKS,5. NETWORKS PROVIDE A CERTAIN DEGREE OF STRUCTURE AND

6. COMMUNICATION STRUCTURE IS THE DIFFERENTIATED ELEMENTSTHAT CAN BE RECOGNIZED IN THE PATTERNED COMMUNICATIONFLOWS IN ASYSTEM.; CONSISTS OF THE CLIQUES WITHIN THE SYSTEM

BRIDGES AND LIAISONS.7. A PERSONAL NETWORK CONSISTS OF THOSE INTERCONNECTEDINDIVIDUALS WHO ARE LINKED BY PATTERNED COMMUNICATIONFLOWS TO A GIVEN INDIVIDUAL.

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THE STRENGTH OF WEAK TIES THEORY

WEAK VS STONG TIES DIMENSION IS PRECISELY DEFINED ASCOMMUNICATION PROXIMITY, THE DEGREE TO WHICH TWOINDIVIDUALS IN A NET WORK HAVE OVERLAPPING PERSONALCOMMUNICATION NETWORKS.

WEAK TIES ARE LOW IN COMMUNICATION PROXIMITY BECAUSETHEY CONNECT TWO INDIVIDUALS WHO DONOT SHARE NETWORKLINKS WITH A COMMON SET OF OTHER INDIVIDUALS

THE INFORMATION EXCHANGE POTENTIAL OF COMMUNICATIONNETWORK LINKS IS NEGATIVELY RELATED TO THEIR DEGREE OF –

COMMUNICATION PROXIMITY; HOMOPHILY

THEY CONNECT TWO INDIVIDUALS WHO DONOT SHARE NETWORKLINKS WITH A COMMON SET OF OTHER INDIVIDUALS

INDIVIDUALS ARE IDENTIFIED BELONG TO CLIQUES ON THE BASIS OFCOMMUNICATION PROXIMITY, THE DEGREE TO WHICH TWO LINKEDINDIVIDUALS IN A NETWORK HAVE PERSONAL COMMUNICATIONNETWORKS THAT OVERLAP

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IS THE DEGREE TO WHICH TWO INDIVIDUALS HAVEOVERLAPPING PERSONAL COMMUNICATION NETWORKS

A B

C

DC-D HAVE HIGH

COMMUNICATION

A-B HAVE LOWCOMMUNICATION

PROXIMITY

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CHANNELS FOR ITS FLOW OF INFORMATION BETWEENCLIQUES IN NET WORK.

BRIDGETIE

WEAK TIE/LAW PROXIMITY

STRONG TIE/HIGH PROXIMITY

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WHO IS LINKED TO WHOM IN NETWORKS

INDIVIDUALS TEND TO BE

CLOSE TO THEM IN PHYSICAL

RELATIVELY HOMOPHILOUS IN

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INDIVIDUAL THRESHOLDS FOR ADOPTION

A THRESHOLD IS THE NUMBER OF OTHER INDIVIDUALSWHO MUST BE ENGAGED IN AN ACTIVITY BEFORE A GIVENINDIVIDUAL WILL JOIN THAT ACTIVITY.A TRESHOLD IS REACHED WHEN AN INDIVIDUAL ISCONVINCED TO ADOPT AS THE RESULT OF KNOWING THATSOME MINIMUM NUMBER OF OTHER INDIVIDUALS IN THE,THEIR USE OF INNOVATION.THRESHOLD MODELS ASSUME THAT AN INDIVIDUALDECISIO TO ADOPT A I OVATIO DEPE DS O THENUMBER OF OTHER INDIVIDUALS IN THE SYSTEM WHOHAVE ALREADYMADE THE BEHAVIOR CHANGE

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THE CRITICAL MASS IN THE ADOPTION OF

THE CRITICAL MASS OCCURS AT THE POINT AT WHICH ENOUGH INDIVIDUALS HAVEADOPTED AN INNOVATION SO THAT THE INNOVATION’S FURTHER RATE OF ADOPTIONBECOMES SELF-SUSTAINING.

A C ITICAL ASS O I I I UAL UST A O T A I T ACTI CO U ICATIOTECHNOLOGY BEFORE IT HAS UTILITY FOR THE AVERAGE INDIVIDUAL IN THE SYSTEMWITH EACH ADDITIONAL ADOPTER, THE UTILITY OF AN INTERACTIVECOMMUNICATION TECHNOLOGY INCREASES FOR ALL ADOPTERS.INTERACTIVITY IS THE DEGREE TO WHICH PARTICIPANTS IN COMMUNICATIONPROCESS CAN EXCHANGE ROLES IN, AND HAVE CONTROLL OVER THEIR MUTUALDISCOURSEMUTUAL DISCOURSE IS THE DEGREE TO WHICH A GIVEN COMMUNICATION ACT IS

BASED ON A PRIOR SERIES OF COMMUNICATION ACTSEXCHANGE OF ROLES MEANS THE EMPATHIC ABILITY OF INDIVIDUAL A TO TAKE THEPOSITION OF INDIVIDUAL BHAVING CONTROL MEANS THE EXTENT TO WHICH AN INDIVIDUAL CAN CHOOSE THETIMING, CONTENT, SEQUENCE OF A COMMUNICATION ACT, SEARCH OUT ALTERNATIVECHOICES, ENTER THE CONTENT IN TO STORAGE FOR OTHER USERS, AND PERHAPSCREATE NEW COMMUNICATION CAPABILITIES

INTERACTIVE COMMUNICATION TECHNOLOGIES FCILITATE MULTIDIRECTIONALINFORMATION EXCHANGES.A RECIPROCAL INTERDEPENDENCE MEANS NOT ONLY DO EARLIER ADOPTERS INFLUENCELATER ADOPTERS, BUT LATER ADOPTERS ALSO INFLUENCE EARLIER ADOPTERS,

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CRITICAL MASS

THE CRITICAL MASS ORIGINATED IN PHYSICS, WHERE IT WASDEFINED A THE AMOUNT OF RADIOACTIVE MATERIAL NECESSARYTO PRODUCE A NUCLEAR REACTION.

L L H HNECLEAR FISSION BECOMES SELF-SUSTAININGTHE PRINCIPLE OF CRITICAL MASS IS SO SIMPLE THAT IT IS NOWONDER THAT IT SHOWS UP IN EPIDEMIOLOGY, FASHION,SURVIVAL AND EXTINCTION OF SPECIES, LANGUAGE SYSTEMS,RACIAL INTEGRATION, JAYWALKING, PANIC BEHAVIOR,POLITICAL MOVEMENTSINDIVIDUAL BEHAVIOR IN A SYSTEM SO SEEMINGLY ILLOGICALTHE BASIC REASON IS EACH INDIVIDUAL ACTS IN WAYS THATARE RATIONAL IN PURSUING INDIVIDUAL GOALS WITHOUTFULLY CONSIDERING THAT HE OR SHE MIGHT BEDISADVANTAGING THE SYSTEM AT THE COLLECTIVE LEVEL.

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WATCHING WHILE BEING WATCHED

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WHY DO INDIVIDUALS ADOPT PRIOR TO

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STRATEGIES FOR GETTING TO CRITICALMASS

AN ORGANIZATION HIERARCHY, REWARD SYSTEM,AND REGULATIONS CAN ENCOURAGE, ORDISCOURAGE, THE ADOPTION OF A NEW IDEA. THEORGANIZATION CAN PROVIDE RESOURCES FOR THEADOPTION OF AN INTERACTIVE TECHNOLOGY, THUS

’ADOPTING.SHAPING INDIVIDUAL’S PERCEPTION OF THEINNOVATIONINTRODUCING THE INNOVATION TO INTACTGROUPS IN THE SYSTEM WHOSE MEMBERS ARELIKELY TO ADOPT AT ONCE.

PROVIDE INCENTIVES FOR EARLY ADOPTION OF THEINTERACTIVE INNOVATION, AT LEAST UNTIL THECRITICAL MASS IS REACHED.

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SOCIAL LEARNING THEORY

THE CENTRAL IDEAL OF SOCIAL LEARNING THEORYIS THAT,AN INDIVIDUAL LEARNS FROM ANOTHER

,

MEASURE MORE EXACTLY WHAT THE INDIVIDUALLEARNS THROUGH THE NETWORKAND NOT THEAGREGATEFOCUS MORE CENTRALLY ON BEHAVIOR CHANGE ASPROCESS, NOT ON TIME AS VARIABLE IN BEHAVIORCHANGEIT IS RECOGNIZED THAT THE INDIVIDUAL DOESNOT ALWAYS EXACTLY MIMIC THE MODEL ( ASIMPLIED BY RE-INVENTION)

ASPECTS OF BEHAVIOR CHANGE, EMPHASIZINGINTERPERSONAL INFORMATION EXCHANGE AS THEBASIS FOR BEHAVIOR CHANGE.

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