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Diffusionstheorie

Autor:innen:
Verlag:
 2017

Zusammenfassung

Wie verbreiten sich Innovationen in einer Gesellschaft? Welche Rolle spielen (massenmediale) Kommunikationskanäle in diesem Prozess? Welche Faktoren beeinflussen die erfolgreiche Verbreitung einer Innovation? Welche Besonderheiten treten bei der Diffusion von Medieninnovationen auf? Wie verbreiten sich Nachrichten in einer Gesellschaft?

Diese Fragen werden im Rahmen der Diffusionstheorie behandelt, welche sich aus unterschiedlichen Perspektiven mit der Verbreitung von Neuerungen in einer Gesellschaft auseinandersetzt. Der Band gibt aus kommunikationswissenschaftlicher Perspektive eine knappe, leicht lesbare Einführung in die theoretischen Grundlagen, methodischen Zugänge und empirischen Befunde der Diffusionstheorie. Dabei wird insbesondere auf die doppelte Natur von Kommunikation(sinnovationen) sowohl als Treiber als auch als Gegenstand der Diffusion eingegangen. Vor- und Nachteile der Diffusionstheorie werden vor dem Hintergrund verwandter Ansätze wie beispielsweise der Aneignung oder dem Technology Acceptance Model diskutiert.

Das Werk eignet sich als Lehrbuch für Studierende ebenso wie als Einstiegslektüre für Kommunikationspraktiker und andere Interessierte.


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Bibliographische Angaben

Copyrightjahr
2017
ISBN-Print
978-3-8487-2249-5
ISBN-Online
978-3-8452-6341-0
Verlag
Nomos, Baden-Baden
Reihe
Konzepte. Ansätze der Medien- und Kommunikationswissenschaft
Band
6
Sprache
Deutsch
Seiten
116
Produkttyp
Lehrbuch

Inhaltsverzeichnis

KapitelSeiten
  1. Titelei/Inhaltsverzeichnis Kein Zugriff Seiten 1 - 10
      1. Innovations-Entscheidungs-Prozess Kein Zugriff
      2. Diffusionskurven und Übernehmerkategorien Kein Zugriff
      1. Eigenschaften einer Innovation Kein Zugriff
      2. Innovations-Entwicklungs-Prozess Kein Zugriff
      1. Der Einfluss verschiedener Kommunikationskanäle im Innovations-Entscheidungs-Prozess Kein Zugriff
      2. Homophily und Heterophily im Diffusionsprozess Kein Zugriff
      3. Die Rolle neuer Medien Kein Zugriff
    1. Soziale Systeme Kein Zugriff
      1. Anthropologie Kein Zugriff
      2. Soziologische Ursprünge: Gabriel de Tarde und Georg Simmel Kein Zugriff
      3. Agrarsoziologie Kein Zugriff
    1. Konsolidierung zu einem Forschungsfeld Kein Zugriff
      1. Mögliche Übernehmerebenen und Einflüsse Kein Zugriff
      2. Adoptionsformen Kein Zugriff
      3. Diffusion – Verschiedene Arten von Innovationen Kein Zugriff
      4. Kommunikation – Der Einfluss sozialer Netzwerke Kein Zugriff
    1. Klassische Vorgehensweise Kein Zugriff
    2. Kategorisierung von Übernehmern Kein Zugriff
    3. Skalen zur Erfassung der wahrgenommenen Eigenschaften der Innovation Kein Zugriff
      1. Untersuchungen des zeitlichen Verlaufs von Diffusionsprozessen Kein Zugriff
      2. Netzwerkanalysen Kein Zugriff
    1. Diffusion und Übernahme von Medieninnovationen Kein Zugriff
    2. Diffusion von Nachrichten Kein Zugriff
    3. News Sharing Kein Zugriff
    1. Innovationspositivismus Kein Zugriff
    2. Einzelverschuldens-Bias Kein Zugriff
    3. Dichotomie Übernahme vs. Ablehnung einer Innovation Kein Zugriff
    4. Linearer Diffusionsverlauf Kein Zugriff
    5. Induktiver Erkenntnisgewinn Kein Zugriff
    6. KAP-Gap Kein Zugriff
    1. Theory of Planned Behavior Kein Zugriff
    2. Uses-and-Gratifications-Approach Kein Zugriff
    3. Technology Acceptance Model Kein Zugriff
    4. Aneignungsforschung und Domestication Kein Zugriff
    5. Mobile Phone Appropriation Modell Kein Zugriff
    6. Bass-Modell Kein Zugriff
  2. "Top Ten" der Forschungsliteratur Kein Zugriff Seiten 88 - 89
  3. Literatur Kein Zugriff Seiten 90 - 116

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