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Technology Managemente

Diffusion of Innovations - Chapter 1:Elements of Diffision
by

María Gabriela

on 19 April 2013

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Transcript of Technology Managemente

Technology Management Diffusion of Innovations
Everett M. Rogers Diffusion Communication CASE OF STUDY Innovation Understanding Water Boiling Campaign CHAPTER 1

ELEMENTS OF DIFFUSION GROUP #9 PERIOD OF TIME AVAILABILITY ADOPTION Diffusion Campaigns Process Participants

2 Individuals Share Information 2 Way process of
Convergence Mutual Understanding Complementing
Diffusion meaning... Spreading
Ideas Planed or
Spontaneous Spread Members of a
Social System Uncertainty Channels New Ideas Alteration


Social Change Adoption Rate Background Individuals: Culture Environment Location: Perú
Actors:
Public Health Service
Los Molinas Village
Problem: Incidence of Typhoid - lack of understanding about relationship sanitation to illness Aspects . . Custom-Oriented Adopter . . Persuader Adopter 40 years old
Sick
"Cold quality of unboiled
water criteria Marginal social acceptance
Acceptance to the authority
Useful knowledge Rejector Why bothering about tiny
animals that she cannot
see, hear or touch. Peasants
Work in local plantations
Results in 3 housewifes Sources of water
Seasonal irrigation ditch
Spring
Public Well (long distance) Learn from childhood to
dislike boiled water
Tolerate if flavoring
Apathy to authority
Hot and Cold criteria Indigenous Knowledge
System Values
Beliefs
Past Experiences Social process Willingness
Critical Mass
Self-sustaining Concentrate Innovation
oriented
Client-Oriented Village opinion leaders
Change Agent RESULTS
Innovation Failure
Considered as culturally Inappropriate
Message did not suit the community needs
They could not/did not need to understand
the message (Germs Theory)
Full transcript