Diffusion of Innovations: Communication Evolution and Influences

摘要

Diffusion of innovations research has altered the research trajectories of those in the field of communication. In this article, the authors briefly explore the evolution of diffusion research, in terms of theoretical influences and applied research advances, and then address how the evolution of diffusion of innovations provided the impetus for a communication discipline identity search. An explication of how diffusion of innovations can be viewed as mechanistically affecting media convergence is presented. This piece closes with a call to return to diffusion research, especially given the face of current communication vehicles and media convergence.