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15 Cards in this Set
- Front
- Back
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media tells us what to do and people tell us what to think
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agenda setting
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How we introduce something new into society, provides best approach on how to solve problems. stanford professor produced this theory and tested it to find out that this always happens when introducitng anything new. ex. introducting boiling water to people of third world nations.
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the diffusion of innovations theory
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6 phases
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awareness, interest/information, evaluation, trial, adoption, reinforcement.
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you have to get people's attnetion before you can get them to act in a particular way. individual learns a practice or idea, but lacks detail. consumer is a passive receiver of unexpected information to an actice seeker of information. they develop interest and see posibilitys
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Awareness
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people get facts, the public goes from being a passive receiver of information to an active seeker of information. they develop interest and see possibilities.
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interest/information
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Here the public tries the idea or product mentally, then weighs the alternatives.
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evaluation
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actually try the idea out. public buys it, socially acceptability, experimentation.
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trial
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full scale, continuous use of the idea. idea is adopted.
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adoption
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continued commitment and unswerving. have to remind the people what they did by using the product was the right thing to do. This step is not always included but is often seen in PR literature.
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reinforcement
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Influences of awareness and interest/information
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mass media
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influences of evaluation
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friends/neighbors
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influences of trial
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salesmen and friends/neighbors
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influences of adoption
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friends/neighbors and salesman
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Influences of reinforcement
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mass media/interactive techniques
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everything goes through the phases and some things happen quickly, but some take decades
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ex. communication devices innovate fast while the quit smoking campaign is taking decades
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