Theories of Communications Diffusion of Innovations Theory
Theories of Communications Diffusion of Innovations Theory
Theories of Communications Diffusion of Innovations Theory
OF COMMUNICATIONS
Diffusion of innovations theory
The channels of both mass media and interpersonal communication are involved
in the diffusion process. According to this theory , innovations should be widely
adopted in order to attain development and sustainability. In real life situations,
the adaptability of culture plays a very important role wherever the theory is
applied. Rogers proposed four elements of diffusion of innovations they are:
Ø Communication Channel – The communication channel takes the
messages from one individual to another. It is through the channel of
communication the Innovations spread across the people. It can take any
form like word of mouth, SMS, or any sort of literary form (Ex:Early to
bed and early to rise, makes a man healthy, wealthy and wise).
Ø Innovation – an idea, practice, or object perceived as new (mobile
phones) by individuals. It can also be an impulse to do something new or
bring some social change.
Ø Time – It refers to the length of time which takes from the people to get
adopted to the innovations. It is the time the people take to get used to
new ideas. For an example, considering the mobile phones, they take a
while to get spread among the people when they are introduced in the
market
Ø Social System – Interrelated network group joint together to solve the
problems for a common goal. Social system refers to all kinds of
components which construct the society like religion, institutions, groups
of people etc.
Roger identifies the Mechanism of Diffusion of Innovation Theory through five
following stages:
Knowledge : People get exposed to the new innovation, but they are may not
show interest in it due to lack information or knowledge about the innovation.
Persuasion : Even if they are persuaded to adopt the new innovation, they are
always seeking to get more details about the innovation.
Decision : In this stage, they analysis the positive and negative aspects of the
innovation and decide whether to accept/reject the innovation. Roger explains
“one of the most difficult stages to identify the evidence”.
Implementation : They take efforts to identify the dependence of the innovation
and collect more information about the usefulness of the innovation in order to
implement it.
Confirmation : They conform or finalize their decision and continue to use the
innovation with full potential.
Example
In the 1990’s, the mobile phones were introduced to common people , they went
in to this process and accepted finally and got used to them largely.
Gate keeping Theory
Kurt Lewin coins the word called “Gate keeping”. It’s nothing but to block
unwanted or useless things by using a gate. Here the person who make a
decision is called “Gatekeeper”. At first it is widely used in the field of psychology
and later it occupies the field of communication. Now it’s one of the essential
theories in communication studies.
The gatekeeper decides what information should move past them (through the
information “gate”) to the group or individuals beyond, and what information
should not. Gatekeepers are the at a high level, data decision makers who
control information flow to an entire social system. Based on personal
preference, professional experience, social influences, or bias they allow certain
information to pass through the their audience.
The gatekeeping theory of mass communication is a method which allows us to
keep our sanity.
N1: Texas bull fighting, N2: International terror issues,
N3: UN discussions, N4: Religious abuse on international community
Gatekeeper: Chief Editor
Selected News Items:
N2: International terror issues, N3: UN discussions,
Discarded News Items: (on popularity)
N1: Texas bull fighting
Discarded News Items: (on policy)
N4: Religious abuse on International community
Bullet or Hypodermic Needle Theory
Hypodermic Needle Theory, also known as Magic Bullet Theory (hypodermic syringe
model or transmission-belt model) was promulgated by Harold Lasswell in 1920s. It
was written in the book “Propaganda Technique” in the World War.
The theory is a linear model of communication and talks about media’s power on
audience. The message, in this theory, is said to be like a magic bullet which enters
the minds of audience and injects a particular message. The theory explains how
media controls what the audience views and listens to and the effects, which can be
immediate or later in future.
The words bullet and needle are used to show the powerlessness of the audience as
media impacts public opinion and behavior change.
The theory is said to be based on assumptions and not empirical findings. It is based
on supposition of human nature or biological nature. External stimuli are considered
to encourage instincts and reactions.
• The Frankfurt School proposed the Bullet (sometimes referred to as the
Hypodermic Needle) Theory. This is the first major communication
theory, which was developed at a time when the media was becoming a
force to be reckoned with.
• Essentially, this model holds that an intended message is directly received
and wholly accepted by the receiver. The model emerged from the
Marxist Frankfurt School of intellectuals in the 1930s to explain the rise of
Nazism in Germany.
Inoculation Theory of communication
This theory was developed by social psychologist, William J. McGuire, in 1961 to
explain more about how attitudes and beliefs change, and more importantly,
how to keep original attitudes and beliefs consistent in the face of persuasion
attempts
Inoculation theory is a social psychological/communication theory that explains how
an attitude or belief can be protected against persuasion or influence in much the same
way a body can be protected against disease–for example, through pre-exposure to
weakened versions of a stronger, future threat.[1][2] The theory uses medical inoculation as
its explanatory analogy—applied to attitudes (or beliefs) rather than to a disease. It has
great potential for building public resilience ('immunity') against misinformation and fake
news, for example, in tackling science denialism, risky health behaviours, and
emotionally manipulative marketing and political messaging.
The theory posits that weak counterarguments generate resistance within the receiver,
enabling them to maintain their beliefs in the face of a future, stronger attack. Following
exposure to weak counterarguments (e.g., counterarguments that have been paired with
refutations), the receiver will then seek out supporting information to further strengthen
their threatened position. The held attitude or belief becomes resistant to a stronger
attack, hence the medical analogy of a vaccine.
Displacement Effect Theory
According to the Freudian psychology, the displacement theory coins the idea
of the mind mechanism of keeping or disposing of information in human
mind. This unconscious process happens within and the transference of
emotions, ideas, and information happens to alleviate fretfulness.
Displacement effects theory states that the human mind has a defense
mechanism which involuntarily displaces the effects from an individual or
anything which are felt unacceptable to another situation which the mind
distinguished more acceptable. This unconscious activity which occurs in the
mind finds a satisfying alternative to the basic objective and is basically done
to relieve stress and other tensions.
The displacement effects acts like a cycle. The human mind unconsciously
finds itself a solution for the problem which causes the stress and to alleviate
the situation the displacement occurs to a situation or to an entity which can
be of little or no relevance.
Displacement effects can be seen in the situations leading to anger and this
can only be resolved through anger otherwise the effects can grow overtime.
In most of the cases the effect of the emotion is let out to the target or to a
safer alternative.