JMC 1100 Lecture Notes - Lecture 4: Opinion Leadership, Pencil, Everett Rogers

• School: University of Iowa
• Department: Journalism & Mass Communication
• Course: JMC 1100
• Professor: Rachel Young

Document Summary

Please bring your student id and a number 2 pencil. People"s choice study media content reinforced existing political attitudes. An idea, practice, or object perceived as new by an individual. The process by which an innovation is communicated through certain channels over time among members of a social system. An innovation spreads throughout society in a predictable pattern the s-curve. Background: hybrid seed corn: hybrid seed was a new idea; became available in 1928. Iowa state researchers studied innovation patterns of farmers. By 1941, the corn had been adopted by almost 100% of iowa farmers: so, it took 13 years to adopt this new seed innovation . They discovered: hybrid corn was expensive, farmers weren"t used to new practices, emotional attachment to old practices. Father of diffusion of innovations: everett rogers (1931-2004) Grew up on family farm in carroll, iowa. Went to iowa state for an agricultural degree.