具體描述
Diffusion of Innovations, 5th Edition
內容簡介
Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. It has sold 30,000 copies in each edition and will continue to reach a huge academic audience.
In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances--a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990s, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.
媒體推薦
Engineering Management Society Holds several important lessons for anyone planning the introduction of new ideas in a firm....Introduces the latest and probably some of the best thinking in that area. -- Review
作者簡介
Dr. Everett M. Rogers is Distinguished Professor in the Department of Communication and Journalism at the University of New Mexico (UNM), where he teaches and conducts research on the diffusion of innovations. He also holds courtesy appointments in the UNM Center on Alcoholism and Substance Abuse Addictions, where he conducts research on preventing drunk driving, and in the UNM Center for Prevention Research, where he conducts research on the sustainability of public health innovations. Rogers also is currently involved in research projects on bridging the digital divide in New Mexico and on how Indian audiences give meaning to health content in Hollywood soap operas such as The Bold and the Beautiful. Currently in his forty-fifth year of university teaching, Rogers has taught at Ohio State University, Michigan State University, the University of Michigan, Stanford University, and the University of Southern California, and at the National University of Colombia (Bogotá), the University of Paris, the University of Bayreuth (Germany), and Nanyang Technological University (Singapore).
The four previous editions of Diffusion of Innovations have received various awards. In 1990, the Institute for Scientific Information designated Diffusion of Innovations as a "Citation Classic" on the basis of the large number of citations (approximately 7,000) that it received in articles published in social science journals. This book was selected by Inc. magazine in 1996 as one of the ten classic books in business and in 2000 was designated as a "Significant Journalism and Communication Book of the Twentieth Century" by Journalism and Mass Communication Quarterly. It was also awarded the first Fellows Book Award in the Field of Communication by the International Communication Association's fellows in 2000.
目錄
Contents
Preface
CHAPTER 1. ELEMENTS OF DIFFUSION
CHAPTER 2. A HISTORY OF DIFFUSION RESEARCH
CHAPTER 3. CONTRIBUTIONS AND CRITICISMS OF DIFFUSION RESEARCH
CHAPTER 4. THE GENERATION OF INNOVATIONS
CHAPTER 5. THE INNOVATION-DECISION PROCESS
CHAPTER 6. ATTRIBUTES OF INNOVATIONS AND THEIR RATE OF ADOPTION
CHAPTER 7. INNOVATIVENESS AND ADOPTER CATEGORIES
CHAPTER 8. DIFFUSION NETWORKS
CHAPTER 9. THE CHANGE AGENT
CHAPTER 10. INNOVATION IN ORGANIZATIONS
CHAPTER 11. CONSEQUENCES OF INNOVATIONS
Glossary
Bibliography
Name Index
Subject Index
文摘
Chapter 1
ELEMENTS OF DIFFUSION
There is nothing more difficult to plan, more doubtful of success, nor more dangerous to manage than the creation of a new order of things....Whenever his enemies have the ability to attack the innovator, they do so with the passion of partisans, while the others defend him sluggishly, so that the innovator and his party alike are vulnerable.
Niccolò Machiavelli, The Prince (1513)
Getting a new idea adopted, even when it has obvious advantages, is difficult. Many innovations require a lengthy period of many years from the time when they become available to the time when they are widely adopted. Therefore, a common problem for many individuals and organizations is how to speed up the rate of diffusion of an innovation. The following case illustration provides insight into some common difficulties facing diffusion campaigns.
基本信息
齣版社: Free Press; Original (2003年8月5日)
平裝: 576頁
語種： 英語
ISBN: 0743222091
條形碼: 9780743222099
商品尺寸: 15.5 x 3.8 x 23.5 cm
商品重量: 630 g
ASIN: 0743222091
用戶評價
從內容的廣度和深度來看，這本書展現齣的知識體係的完整性是令人印象深刻的。它似乎囊括瞭從理論源頭到最新實踐的各個關鍵節點，構建瞭一個非常堅固的知識框架。我特彆欣賞作者在處理跨學科概念時的那種遊刃有餘。它不拘泥於單一的學科視角，而是將社會學、心理學、市場營銷乃至技術傳播等多個維度的洞察力融為一爐，構建瞭一個多維度的分析工具箱。對於任何想要係統性理解一個事物如何從無到有、從小範圍擴散到大規模普及的讀者來說，這裏提供的分析框架無疑是非常有力的武器。它不僅僅告訴你“是什麼”，更重要的是，它教會你“為什麼”以及“如何”去預測和引導這些過程。這種百科全書式的廣度，配上深入骨髓的專業度，使得這本書的參考價值極高，可以成為案頭常備的工具書。
評分這本書的實操指導價值，遠超我最初的預期。很多理論書籍讀完後，常常會有一種“學瞭一堆道理，卻不知從何下手”的空虛感。然而，這本書似乎深知讀者的這種睏惑，它在理論講解之後，總是緊接著提供一套清晰的、可操作的分析步驟和評估工具。舉例來說，在分析某個創新進入市場的階段時，書中提供的矩陣和模型，幾乎可以立刻被應用到手頭正在進行的項目中去進行校驗和優化。它不是空泛地談論“成功要素”，而是具體到在特定的時間點上，應該關注哪些關鍵的早期采納者群體，如何調整溝通策略來跨越鴻溝。這種“即插即用”的特性，讓閱讀過程充滿瞭生産力，讓人感覺自己正在進行的不是一種被動的知識接收，而是一種主動的、實時的能力提升。
評分閱讀體驗的流暢性，很大程度上取決於作者的敘事能力和邏輯構建。這本書的行文風格，帶著一種學者特有的嚴謹與清晰，但又巧妙地融入瞭許多富有洞察力的行業實例。它不像某些教科書那樣枯燥乏味，反而像是一位經驗豐富的導師，循循善誘地引導你進入一個全新的思維領域。每當我們開始接觸一個新概念時，作者總能提供一個非常貼切的、現實生活中的場景作為切入點，這種“具象化”的處理方式，使得抽象的理論不再高懸於空，而是立刻紮根於我們日常所見的現象之中。接著，作者會不急不緩地剖析背後的驅動因素和作用機製，論證過程層層遞進，環環相扣，讓人在不知不覺中就接受瞭那些原本可能需要多次研讀纔能消化的知識點。這種敘述的節奏感，掌控得恰到好處，既有足夠的深度，又保持瞭足夠的開放性，讀完一個章節後，總會留下一些值得反復咀嚼的思考餘地。
評分這本書的裝幀設計著實讓人眼前一亮，初拿到手時，那種沉甸甸的質感和封麵材質的觸感，就讓人感覺這是一本值得細細品讀的重量級著作。內頁的紙張選擇也十分考究，既保證瞭閱讀時的舒適度，又不至於讓眼睛感到疲勞。排版布局上，看得齣設計者在細節之處下瞭不少功夫，字體大小和行間距的把握恰到好處，即使是麵對大段的理論闡述，也顯得清晰有序，讓人能專注於內容的本身。特彆是那些圖錶和案例的呈現方式，設計得非常直觀和現代化，將復雜的模型和數據用視覺化的方式呈現齣來，極大地提升瞭閱讀的效率和趣味性。這樣的用心，不僅僅是形式上的包裝，更是對閱讀體驗的一種尊重，讓我對接下來將要探索的內容充滿瞭期待。翻開扉頁，仿佛已經能感受到作者在梳理這些知識體係時所投入的巨大心血，這種對品質的追求，在如今這個追求快速消費的時代，顯得尤為珍貴。
評分這本書最讓我感到震撼的是它所蘊含的哲學思考深度。它探討的並非僅僅是技術或産品的傳播，而是人類社會在麵對新事物時的心理抗拒、群體動力學以及文化適應的本質。在閱讀過程中，你會不斷地被引導去反思我們習以為常的接受新事物的模式。作者似乎在暗示，所有的“擴散”背後，其實都是深層次的人類行為和認知模式的體現。這種超越錶象的洞察，讓這本書的價值不再局限於商業或技術領域，而是觸及到瞭社會科學的更深層麵。它提供瞭一種全新的“透鏡”，讓我能夠以一種更宏大、更具曆史感的視角去看待我們身邊每天都在發生的細微變化，從而獲得一種對社會動態發展更深刻的理解和敬畏之心。
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