Course Description
Students will develop a better understanding of the factors that influence changes in social systems. Students will analyze several examples of diffusion and determine how each represents the theory base supporting the process of diffusion.
Athena Title
DIFFUSION OF INNOVA
Equivalent Courses
Not open to students with credit in ALDR 8030
Non-Traditional Format
The course will be taught fully at a distance - all of the class sessions will be delivered via technology, including Powerpoint, Internet, e-mail, web pages, WebCt, or other computer software. This course does not require students to travel to a classroom for instruction; however, students may be required to travel to a site to attend an orientation or exam.
Semester Course Offered
Offered summer semester every year.
Grading System
A - F (Traditional)
Course Objectives
After successful completion of this course, the student will be able to: 1. Analyze the diffusion process of various innovations and determine possible catalysts and inhibitors associated with the process. 2. Identify and describe members of society in relation to the role that they play in the diffusion process. 3. Apply the theory base posited by Rogers to predict the success of planned diffusion. 4. Evaluate members of a social system and classify them in the appropriate categories of adopters. 5. Recognize the value of various communication resources in the diffusion of innovations. 6. Appreciate their role as well as the role of others in successfully implementing positive change. 7. Recognize the importance of various attributes of an innovation and their effect on the adoption process. 8. Students will be required to identify and employ peer- reviewed research concerning attempts at diffusion of various innovations that will be synthesized into literature reviews to illustrate the theory base of the course. Students will also be required to analyze and evaluate current attempts of diffusion through the lens of the diffusion theory base and predict success or failure rates based on the literature. Multiple writing intensive projects will be assigned to accomplish this purpose. Students will be required to follow the guidelines set forth by the American Psychological Association when preparing the aforementioned papers.
Topical Outline
I. Elements of Diffusion a. The Innovation b. Communication Channels c. Time d. A Social System II. Attributes of Innovations a. Relative Advantage b. Compatibility c. Complexity d. Trialability e. Observability III. Adopter Categories a. Innovators b. Early Adopters c. Early Majority d. Laggards IV. History of Diffusion Research a. Communication b. Marketing c. Geography d. Sociology V. The Decision Process a. Knowledge Stage b. Persuasion Stage c. Decision Stage d. Implementation Stage e. Confirmation Stage VI. Communication Channels a. Mass Communication b. Personal Communication c. Cosmopolite and Localite Channels VII. Change Agents a. Change Agents b. Homophily and Heterophily c. Critical Mass VIII. Consequences of Innovations a. Classification b. Equilibrium