COMM 102 Chapter Notes - Chapter 7: Albert Bandura, Social Learning Theory, Opinion Leadership

• School: U of M
• Department: Communication Studies
• Course: COMM 102
• Professor: Scott Campbell

Document Summary

Diffusion: the process by which an innovation is communicated through certain channels over time among the members of a social system. Innovation: an idea, practice, or object perceived as new. This pattern of diffusion/adoption happens in an s-shaped curve. S-shaped curve is a distorted normal bell curve: critical mass: the point when the adoption of innovation really takes off and the s- shaped curve begins to go up sharply. The five adopter categories - the classifications of individuals within a social system on the basis of innovativeness. More cosmopolitan social relationships: early adopters. This category produces the most opinion leaders; they are sought out for information about innovations and their advice is valued: early majority. This group is key to legitimizing an innovation/showing the community that the innovation is useful and desirable: late majority. Wait until most of the community has already adopted the innovation before. Sometimes adopt innovations due to peer pressure, social pressure, or economic necessity: laggards.