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Read this article to learn about the relationship between Communication, Diffusion, and Adoption.
Communication:
1. ‘Communication is derived from Latin word ‘communis’ meaning ‘common’.
2. “Communication is the interchange of ideas between two persons, in such a way that they act on the existing knowledge to achieve some useful results. The transfer of message through suitable medium performs the communication.”
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3. It means to establish commonness between sender and receiver of message is termed as communication.
4. Communication means sharing of ideas and feelings in a mood of mutuality. It is a two way or Double way Process.
Models of Communication:
1. Shannon & Weaver Model (1949):
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Source→ Transmitter →Signal→ Receiver →Destination
2. Lasswell Model (1948):
Who say →what say →Channel→ To who concern→ under what circumstances →with what effect
3. Berlo Model (1960):
Source →Encoder→ Message→ Signal →Decoder →Receiver
4. Schramm, W. Model (1961):
Communication source → Encoder→ Signal → Decoder → Destination
5. Fano Model (1963):
Source → Source encoder → Channel encoder →Channel→ Source decoder →User
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6. Leagans Model (1963):
Communicator →Message →Channel→ Treatment →Audience→ Audience response
7. Letterer Model (1965):
Sender→ Channel→ Receiver → Noise
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8. Rogers and Shoemaker Model (1971):
Source → Message → Channel→ Receiver →Effect
9. Hertley ebrenel Model:
Communicator→ Communication→ Content→ Effect→ Intent
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10. Aristotle Model:
Speaker→ Speech→ Audience
Diffusion:
“Diffusion is the process by which an innovation is communicated through certain channels overtime among the members of a social system.”
Elements of Diffusion Process:
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(a) Innovation
(b) Communication Channels
(c) Time
(d) Social System
Adoption:
“Adoption is an Individual matter or phenomenon or behavioural socio- economical phenomenon or mental process.”
Elements of Adoption Process:
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(a) Innovation
(b) Diffusion
(c) Motivation
(d) Adoption
Stages of Adoption:
1. Awareness stage:
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Individuals know of the new idea but lacks information, which need to be provided.
2. Interest stage:
Individual becomes interested in the new idea and seeks more information.
3. Evaluation stage:
Individual evaluates the idea with information, and plans future course of action.
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4. Trial stage:
Individual uses the new idea on a small scale into to determine its utility in his own situations.
5. Adoption stage:
Individual uses new ideas continuously on a full scale.
Categories of Adopters:
1. Innovators:
Such people are called innovators who adopt immediately after getting knowledge. In India Innovators constitutes only 2.5% of the total population.
2. Early adopters:
Such people adopt through local leaders and constitute only 13.5% of the total population.
3. Early majority:
Such people adopt just before adopting the common people and not through the local leaders and constitute 34% of the total population.
4. Late Majority:
Such people adopt after seeing their relatives and neighbours and constitute 34% of the total population.
5. Laggards:
Such people adopt in the last and constitute only 16% of the total Indian population.
