Diffusion Of Innovation Theory

This section is to serve two purposes: to set the theoretical basis for the study into perspective by making a comparative analysis of the various views on this subject matter in order to determine the extent of the gap in theory and application. The reviews concentrated in the following areas; theoretical framework, review of relevant Literature and review of related empirical studies.

2.1 Theoretical Framework

Various models and theories have been developed empirically to analyze the role of social media in creating environmental awareness. Some of these theories are reviewed below. Two key theories formed the foundation for this study. They are:

• Diffusion of Innovation Theory.

• Uses and Gratification Theory.

2.1.1 Diffusion of Innovation

It is a theory that seeks to explain how, why and at what rate new ideas and technology spread through cultures. Adoption of a new idea, behavior, or product does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others. Everett Rogers, a professor of rural sociology popularized the theory in his 1962 book; Diffusion of innovation. The categories of adopters are; innovators, early adopters, early majority, late majority, and laggards (Rogers, 1962, p. 150). The change agent centres on the condition which increases or decreases the likelihood that a new idea would be adopted or not. That is to say, they help the audience in deciding on the best idea to adopt by influencing their opinion about a particular situation. Good hart et al1975 and Bar wise et al 1982 think that a great deal of media use is actually habitual and unselective. It relates the usefulness of the media and the extent to which it can affect

It was originated in the 1970 by Blumler and Katz as a reaction to traditional mass communication research emphasizing the sender and the message. It focuses on ‘what people do with the media’ rather than ‘what the media does to the people’.

It discusses how users deliberately choose media that will satisfy given needs and allows one to enhance knowledge, relaxation, social interaction, diversion or escape.

Uses and Gratification theory also called functional theory is concerned with the social and psychological origin of needs, which generate expectation of the mass media which leads to different patterns of media exposure, resulting in need gratification and other consequences, mostly unintended ones. (Kats, 1974, p.20). It is purely audience centered and addresses needs like surveillance, excitement, guidance, relaxation, tension release, socialization, escape and integration. To be able to gratify these needs, it must be able to realize that the mass media audience may belong to the low, middle or high post brow group. (Savary and Carico,