Implementing technological developments

14. Ev Rogers' Diffusion Theory
(about when technology will "take", not about how news spreads)

• Relative advantages?
• Is the innovation really better?
• Compatible with current technology?
• Easy to use?
• Reliable?
• Observability/word of mouth? Especially from
  early adapters.
  
  
• Fidler adds:
  • Bridges of familiarity (especially metaphors/icons).
  • Motivating socio-economic-cultural opportunities.
  • Suppression of radical potential.

*Report on New Media opportunities and emerging markets for Digital TV

*The Web, Despite Its Promise, Fails to Snare Iowa Voters

Study Question

What are the factors that have caused the internet to diffuse so thoroughly? [fit the facts with Rogers'/Fidler's diffusion theories above]

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Fidler Mediamorphsis