Media Diffusion

A threshold model that explains how media/innovation use develops in a community.

Keywords: Innovation Diffusion/Media Choice and Adoption/Critical Mass

• Markus (1987) describes diffusion and adoption of interactive media systems in terms of critical mass.
• Markus (1990) describes critical mass theory for interactive media, which directs attention away from the individual to the community level of analysis.
• Oliver, Marwell, and Teixeira (1985) explains critical mass theory.
• Valente (1991) describes thresholds for critical mass in innovation diffusion.
• Rogers (1983) describes the diffusion of innovations.
• Rogers (1986) describes impacts of innovations.
• Grantham and Vaske (1985) summarizes factors affecting diffusion/adoption of the technology.
• Leonard-Barton (1988) describes role of implementation process in innovation diffusion.
• Markus (1987) describes diffusion and adoption of interactive media systems in terms of critical mass.
• Markus (1990) describes critical mass theory for interactive media, which directs attention away from the individual to the community level of analysis.
• Miles (1992) reviews issues of applying CMC to publishing and interpersonal communication on national scales (Britain, France).
• Thompson (1975) describes idea of "electronic hallway" as facilitating group formation and operation.
• Turoff (1989)
• Korzenny (1978) presents a theory for electronic closeness in organizations.
• Alexander, Penley, and Jernigan (1991) explores the effects of differences in how managers choose media.
• Ebadi and Utterback (1984) describes how communication affects technology use.