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Diffusionstheorien

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Verlag:
 16.02.2011

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 vorliegende 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

Erscheinungsjahr
2011
Erscheinungsdatum
16.02.2011
ISBN-Print
978-3-8329-4269-4
ISBN-Online
978-3-8452-6033-4
Verlag
Nomos, Baden-Baden
Reihe
Konzepte. Ansätze der Medien- und Kommunikationswissenschaft
Band
6
Sprache
Deutsch
Seiten
107
Produkttyp
Lehrbuch

Inhaltsverzeichnis

KapitelSeiten
  1. Titelei/Inhaltsverzeichnis Kein Zugriff 1 - 10
  2. Grundzüge der Theorie Kein Zugriff 11 - 32
  3. Entwicklungsgeschichte Kein Zugriff 33 - 48
  4. Forschungslogik der Methode Kein Zugriff 49 - 58
  5. Empirische Befunde Kein Zugriff 59 - 68
  6. Kritik Kein Zugriff 69 - 73
  7. Verwandte Ansätze Kein Zugriff 74 - 83
  8. „Top Ten“ der Forschungsliteratur Kein Zugriff 84 - 85
  9. Literatur Kein Zugriff 86 - 104
  10. Bildnachweise Kein Zugriff 105 - 106
  11. Bisher in der Reihe erschienene Bände Kein Zugriff 107 - 107

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Cover des Buchs: Medienrezeption
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Volker Gehrau, Helena Bilandzic, Holger Schramm, Carsten Wünsch
Medienrezeption

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