JMC 1100 1st Edition Lecture 7Media Uses and EffectsDiffusion of innovationsMedia TodayI. Walking guy gets his cara. 19 year old college students, makes donation pageb. Where did the rest of the money go? II. “Upskirting” the Issuea. Not considered a crimeb. Difference between legal and not illegali. Legal- wont get in trouble with the law, society is okayii. Not illegal- no rules but not okay with societyc. How does it not qualify as child porn?i. Laws as written did not cover this issueLast TimeI. ExperimentsII. Margin of Error (Give or Take)III. Correlation vs. Causalitya. Causality – gold standardTodayI. How we adopt innovationII. Which adopter are you?III. How innovation is spreada. Started right in IowaInnovation of Diffusion Research Starts in IowaI. ISU researches conducta. Iowa Hybrid Seed Corn Studyi. Brand new hybrid corn seed, available in 1928ii. Increase corn yields and withstand droughtII. By 1941 the corn had been adopted by almost 100% percent of Iowa farmersa. Took farmers 13 years to adopt new seed innovationi. Stunned researchers III. But why didn’t people adopt it quickly?So, what happened?I. Researches plotted adoptions trends and found patterns of adoption1. Mass media initial information sourceThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.i. What if they don’t produce2. Interpersonal conversations lateri. Talked to friends3. Difficult to change habits, farmers skepticali. Watched others use seedsEverett Rogers (1931-2004)I. Grew up on farm in Carroll, IowaII. Got an agriculture degree from Iowa StateIII. Wondered why his dad was open to advances in machinery but not hybrid corn?IV. Wrote a book- Diffusion of InnovationsV. Innovation is…a. An idea, practice, or object perceived as new by an individual VI. Diffusion is…a. How society members communicate an innovation through certain channels over timeVII. Diffusion is influenced by:a. When a person learns about the innovationb. When you actually adopt the innovation i. Ex: downloading an appc. When the person interacts with others in a social networki. Ex: Bragging about the new IPhone, openly discussingHow do we make adoptions decisions? 5 stages of adoption1. Knowledgea. First we are exposed to an innovations existence and start to understand how it functionsi. Snap chat, and how it works2. Persuasiona. We form a favorable or unfavorable attitude toward the innovation i. Volt is better for the environment and saves gasii. Non-hybrids less expensive to fix and better for long distance3. Decisiona. We take actions that help us choose to adopt or reject innovationi. Talk with family/ friendsii. Look at the marketiii. Test drive a few cars4. Implementationa. We put innovation to usei. Start using product in daily lifeii. Talk to other people about it5. Confirmationa. We seek reinforcement for our decisioni. Look for support in our social groupsii. Get to use carpool laneiii. Gov. incentives for hybrid ownersCommon Pattern to AdoptionI. Few people start and then BANG innovationWho is Adopting?1. Innovatorsa. Venturesomeb. Ready to try new thingsc. Usually in a cliqued. Multicultural group2. Early Adoptersa. Usually opinion leadersb. More local/less multiculturalc. Very willing to try new innovationsd. Well respected in their communities 3. The Early Majoritya. Don’t like to adopt right awayb. Like to deliberate before deciding c. Legitimize an innovationd. Show the usefulness of an innovation4. The Late Majoritya. Skeptical and cautious b. Wait until most people have adoptedc. Often influenced by peer/social pressurei. Will rely on others5. The Laggardsa. Tied to the pastb. Traditionalc. Reluctant to try new thingsd. Sometimes can take so much time the innovation becomes outdatedImplicationsII. Media messages influence people differentlya. Support for limited effects and opinion leadersIII. Applications beyond theorya. Marketing/advertising/PRb. Political campaigns/ policyc. Health and
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