Essay on Adoption of Cellular Phone Technology

3805 Words Feb 6th, 2014 16 Pages
Pakistan Journal of Social Sciences (PJSS) Vol. 29, No. 2 (December 2009), pp. 377-386

Adoption of Cellular Phone Technology in Urban Pakistan: A Diffusion of Innovation Approach
Muhammad Ashraf Khan
Chairman, Department of Mass Communication, Bahauddin Zakariya University, Multan, Pakistan Email : ashraf_1963@yahoo.com

Aqsa Iram Shahzadi Khan
Lecturer, Department of Mass Communication, Bahauddin Zakariya University, Multan, Pakistan Email : mrsaqsairam@yahoo.com

Abstract
This paper focuses on the theory of adoption of cellular phone as an innovation and its diffusion and penetration in the Pakistani society and to confirm Roger’s theory of diffusion of innovation. More specifically, the study aims to test if five categories
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A new industrial revolution is about to begin. Due to the breakthrough of mobile communication innovations together with development in other communication technologies, mobile technology diffusion is starting to replace existing industrial processes with more efficient ones. Rogers (1976) says that an innovation is an idea, practice, or object that is perceived as new. Diffusion is the process by which an innovation is communicated through certain channels, over time among the members of a social system. He has

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identified five sequential stages awareness interests, evolution, trial and adoption. And the process of adopting an innovation follows five groups of people innovators, early adopters, early majority, late majority and laggards. This study attempts to testify the Roger’s theory of diffusion of innovation in Pakistani society with reference to cellular phone, and about the role played by advertisement in this respect.

II. Literature Review
Shahid (1994) writes that as consumers of mass communication, we are constantly exposed to material that both informs and persuades information about new discoveries in technology, products designed to make our life easier, inventions and other innovative procedures. The process of diffusion is defined as the acceptance, over time, of some specific item-an idea or practice, by

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