Diffusion Innovations (Chinese Edition) - Softcover

E.M. Rodgers

Softcover

ISBN 10: 7121277492 ISBN 13: 9787121277498

Publisher: Publishing House of Electronics Industry, 2016

Synopsis

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 via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintancesa process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly 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.

About this title

Product Description

创新扩散理论是传播效果研究的经典理论之一，是由本书作者E.M.罗杰斯于20世纪60年代提出的一个关于通过媒介劝服人们接受新观念、新事物、新产品的理论，侧重大众传播对社会和文化的影响。本书阐述了创新过程中的各个环节，如创新产品产生的过程、创新决策过程、创新产品传播的进程、创新采用者的种类、创新的影响等。本书是对创新扩散理论ZUI**的阐述，是创新研究领域的一本圣经，几乎适用于任何创新和革新，人们在生产、生活中的创新及产品和推广都与该理论息息相关。创新领域只有2本书，一本是创新的扩散，另一本是补充创新的扩散！经济发展的底层动能：一是创新，二是创新的扩散！2016必读的经典，风靡全球50年！第YI章扩散的要素秘鲁小村落的烧开水计划：失败的扩散一、什么是扩散英国海军控制坏血病的创新扩散德沃夏克键盘的失败扩散二、创新扩散的四大要素爱荷华州杂交水稻的扩散小结第二章扩散的研究史一、起源于欧洲二、扩散研究传统巴厘岛的神奇水稻：水神与计算机高度一致现代数学在匹兹堡地区的扩散幼儿园在全世界的扩散哥伦比亚大学药物扩散研究台中的田野实验旧金山的"遏制艾滋病"运动"9·11"恐怖袭击新闻扩散电动车扩散中意见领袖和专家的作用"自由之夏"的招募网络三、扩散研究的类型学小结第三章扩散研究的贡献和批判一、扩散研究的现状二、对扩散研究的批判埃及村庄饮用纯净水的研究印度及中国的重男轻女案例小结第四章创新的产生一、创新-发展的过程东芝公司的第YI台笔记本电脑为什么冰箱会嗡嗡响赛格威的分类探索未来的施乐帕洛阿尔托研究中心探索华法林灭鼠药的意外收获二、社会经济地位、平等与创新-发展加州的硬西红柿三、追踪创新-发展过程四、农业推广模型小结第五章创新-决策的过程一、创新-决策过程的一个模式二、认知阶段三、说服阶段四、决策阶段五、执行阶段印第安平原人对马文化的再发明六、确认阶段吸烟的终止化肥禁用与有机农业的兴起七、这些阶段都会出现吗关于四环素的创新-决策过程中的传播渠道八、各阶段的传播渠道九、以采用者类型来看待沟通渠道小结第六章创新的属性及采用率说唱乐--黑人音乐在美国白人中的扩散一、采用率闭门造车的土壤测

Edition details

• Publisher: Publishing House of Electronics Industry
• Publication date: 2016
• Language: Chinese
• ISBN 10: 7121277492
• ISBN 13: 9787121277498
• Binding: Paperback
• Edition number: 1
• Number of pages: 512