COMMUNICATION THEORIES II 
31-12-2020 
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SAHANA SHER 
class : BCMS-5 
Submitted To: Miss Sadia Nauman  

 
 1 
 

Research Paper: ​https://files.eric.ed.gov/fulltext/EJ1102473.pdf 

Summary And Contribution Of The Paper: 

The paper highlights that the theory is one the most popular adoption models by 
Roger which offers a tenable explanation for why some activities are adopted 
rapidly and others only with difficulty, despite strong evidence of their potential 
benefits. Some behaviours may be adopted relatively easily because of the nature of 
the behaviour itself, while others may involve a complex interplay between society 
systems, communication style and the decision-making process. There is a need to 
prospectively test the assumptions of the model in the healthcare environment with 
the correct experimental design. ​All of the disciplines as Political Science, public 
health, communications, history, economics, technology and education are defined 
to use this model as a framework.​ It advances an integrative version of innovation 
diffusion that includes the outcomes of innovation attributes, lead users, opinion 
leaders and cultural elements on innovation recognition and diffusion. Lead users 
are proposed to affect each innovation improvement and amendment. Their 
position is critical to optimize the effect of useful attributes, inclusive of relative 
advantage and complexity. also , at the same time as opinion leaders affect 
innovation diffusion, their role will be amplified at an earlier level with the intention 
to affect social attributes.The paper presents the four main elements in the diffusion 
of innovations,INNOVATION, COMMUNICATION CHANNELS, TIME, SOCIAL SYSTEM  
The ​INNOVATION-DECISION PROCESS, ATTRIBUTES OF INNOVATIONS AND RATE 
OF ADOPTION, ADOPTER CATEGORIES, AND TECHNOLOGY RELATED STUDIES 
based on Rogers Theory. The INNOVATION-DECISION process consists of 5 steps: 
Knowledge, Persuasion, Decision, Implementation, Confirmation   
The paper also explains how diffusion theory was used to determine the adoption 
patterns and characteristics of faculty who integrate computer technology for 
teaching and learning in higher education. Both the qualitative and quantitative 
methods were used to analyze the characteristics of early adopters and the 
differences between early adopters and mainstream faculty. The selected factors 
investigated were learning about technology, methods for using integrating 
technology in teaching and learning.