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Cmn/225 Critical Thinking Analysis

495 Words2 Pages

Think Question #1

Sydney Martin
CMN 225: Communication in Place
September, 19th, 2015

Innovation is a natural part of human society, without it the human species wouldn’t be where it is today. But, in order for an innovation to make a significant impact on society the innovation must be spread throughout the many different cultures and societies on earth. Everett Rogers and Malcolm Gladwell both studied they way innovations are spread.The theories while, forty years apart, essentially the same. Rogers defined diffusion as “…the process by which an innovation is communicated through certain channels over time among members of a social system…” (Rogers 11). He believed there were four elements, the innovation, communication channels, time and a social system. His elements are fairly straight forward, with the exception of communication channels which Rogers defines communication channels as “…the means by which messages get from one individual to another.” (Rogers 18). Malcolm Gladwell compares the …show more content…

A network, as defined in Roger’s theory, consists of individuals similar too are to each other, both in location and characteristics. Within a network, after one individual has adopter a new innovation, the innovation is then evaluated by the others in the group (Rogers 304). If the innovation is deemed not useful after this subjective evaluation, then the innovation may fail. Roger’s networks is very similar to Gladwell’s first rule “The Law of the Few” which says that social epidemics are powered by only a small portion of people, their innovation is adopted by others because they are seen as some kind of leader to others and have qualities seen as admirable. In summary both state that diffusion is caused by only a handful of people who’s adoption of a certain innovation causes others to adopt said innovation as

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