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--- diffusion_theory [2015/05/18 09:14] – hkimscil
+++ diffusion_theory [2022/12/06 09:01] (current) – [Concepts and Ideas] hkimscil
@@ Line 1: / Line 1: @@
-See also Book: [[:Book:Diffusion of Innovations]]
+See also the Book: [[b:diffusion_of_innovations]]
+and Eve Rogers' speech {{youtube>j1uc7yZH6eU}}
 ====== Concepts and Ideas ======
 __Elements:__
@@ Line 12: / Line 13: @@
   * System:
     * 혁신과 전파가 이루어지는 사회의 성격도 중요한 역할을 함. 사회(시스템)가 개인(Adopters)과 채널(Channels)의 사회적 사용에 영향을 줄 뿐더러, 혁신 자체가 나타나도록 하는데에도 영향을 주기 때문에.
+__Why do certain technology spread faster than others?__ ({{:summary_diffusion_theory.pdf|Summary of Diffusion Theory}} PDF 파일 참조)
+  - Relative advantage
+  - Compatibility with existing values and practices
+  - Simplicity and ease of use
+  - Trial-ability
+  - Observable results
 __2 step flow theory vs. bullet theory AKA 피하주사 모델 (hypodermic needle model)__
   * Ohio Eerie County 연구: 대통령 선거에서의 매스미디어의 역할 (정치적 결정의 변화)
   * Mass media X :: Interpersonal O
-  * Importance of Communication channel (communication network)
+  * Importance of Communication channel = communication network
   * 개혁의 단계
-    * Knowledge  ---> Mass media
+    * Knowledge  <--- Mass media
-    * Persuasion ---> Interpersonal
+    * Persuasion <--- Interpersonal + 위의 인식된 개혁의 특성
     * Decision
     * Implementation
@@ Line 26: / Line 34: @@
 __의견지도자 (...력) = opinion leaders (or opinion leadership)__  \\
 __소시오그램 (sociogram)__ \\
-  * [[http://www.analytictech.com/networks/history.htm|Moreno developed sociometry. . . .]]
+<blockquote> Moreno developed sociometry ((see an article, [[https://www.jstor.org/stable/41719254|Moreno's Sociometry]])). He started asking people who their friends were and explored the ways in which their relations with others served as both limitations and opportunities for action and for their psychological behavior. He founded the journal sociometry which investigated the relationship between psychological well-being and "social configurations". He believed that large scale social phenomena, such as the economy and state, were sustained and reproduced over time by the small scale configurations formed by peoples patterns of friendship, dislike and other relations.
-  * Moreno, J. L. (1941). Foundations of Sociometry: An Introduction. Sociometry, 4(1), 15-35. [[http://www.jstor.org/stable/2785363|PDF]]
-  * [[http://www.hoopandtree.org/sociometry.htm|Introduction to Sociometry]] from The Hoop and the Tree
+Moreno invented the sociogram -- a diagram of points and lines used to represent relations among persons. Before that, ideas like the "social fabric" or "social network" were just vague ideas. Moreno used sociograms to identify social leaders and isolates, to uncover asymmetry and reciprocity in friendship choices, and to map chains of indirect connection. One of the configurations he observed was the sociometric star: an individual chosen by many others as a friend.<cite>[[http://www.analytictech.com/networks/history.htm|Moreno developed sociometry. . . .]]</cite></blockquote>
-  * --> Formation of groups (from [[The Hawthorne Study|The Study of Hawthorne Factory]])
+See also, Moreno, J. L. (1941). Foundations of Sociometry: An Introduction. Sociometry, 4(1), 15-35. [[http://www.jstor.org/stable/2785363|Original Article]] {{:foundations_of_sociometry.pdf|PDF file download}}
+See also, [[http://www.hoopandtree.org/cons_sociometry_introduction.pdf|Introduction to Sociometry]] from The Hoop and the Tree web site
+--> Formation of groups (from [[The Hawthorne Study|The Study of Hawthorne Factory]])
 __커뮤니케이션 네트워크 (Communication network)의 특징__: 동질성 과 이질성 (homophily and heterophily) \\
   * 동질성 :: 커뮤니케이션 효과(effects of communication)
     * 확산의 걸림돌
-    * [[Book:Diffusion of Innovations#일반화|확산 일반화]]
+    * [[b:diffusion_of_innovations#일반화|확산 일반화]]
   * 이질성 :: 확산의 잠재력
     * the Strength of Weak Ties . . . by Mark Granovetter (1973)
@@ Line 46: / Line 56: @@
   * 언어, 비언어, 관찰, 습득, 미디어 콘텐츠, 학습 . . . .
+{{ :diffusion_of_ideas.png?550|}}
 __[[:Critical Mass|Critical Mass, (결정적 다수)]]__
   * Olson --> [[:Collective Action Theory|Collective Action Theory (집단행동이론)]]
   * Network externalities (네트워크 외부성) or compatibilities (호환성)
     * the Internet vs. mobile phone
-    * SONOS . . . [[http://sonos.com|Sonos]] or [[http://www.amazon.com/gp/product/B003CP0FUU/ref=s9_al_bw_g23_i1 |Sonos at Amazon]]
     * VCR의 보급 -- Beta vs. VHS
+    * Keyboard: QWERTY vs Devorak
   * 개인적 임계점 혹은 분계점
-    * pluralistic ignorance (다원적 무지)
+    * [[https://www.google.com/search?q=pluralistic+ignorance&ei=hIWOY421Fbux2roPg8WX2AE&ved=0ahUKEwiNh7um1-P7AhW7mFYBHYPiBRsQ4dUDCA8&uact=5&oq=pluralistic+ignorance&gs_lcp=Cgxnd3Mtd2l6LXNlcnAQAzIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEMgUIABCABDIFCAAQgAQyBQgAEIAEMgQIABAeMgQIABAeSgQIQRgASgQIRhgAUABYAGDdCGgAcAF4AIAB8gGIAfIBkgEDMi0xmAEAoAECoAEBwAEB&sclient=gws-wiz-serp|pluralistic ignorance]] (다원적 무지)
   * 전략 (to reach to the Critical Mass)
@@ Line 67: / Line 78: @@
   * e.g., 미디어학과에서 (캐리어와 학업의) 진로결정에 있어서 영향력을 미치는 자는 누구인가?
-{{:diffusion_of_ideas.svg?400|}}
+{{tag>theory "two step flow" "diffusion theory" "innovation" "technology" "early adapter" "critical mass" "rogers" "univ of new mexico" "social network analysis" "univ of iowa"}}