This is a blog about my teaching, research and service with some occasional personal comments thrown in. These are my notes on a variety of topics. If you want to follow my blog posts on a specific topic, then see the Table of Contents in the right-hand column. While I try to work in the realm of facts, logic and moral absolutes, if there are any opinions expressed here, they are my own. -WilliamHartPhD
CHARACTERISTICS OF INNOVATIONS
The characteristics (or attributes) of innovations, as perceived by individuals, help to explain their rate of adoption. Characteristics of innovations are one important set of variables influencing the rate of adoption.
Relative Advantage
Relative advantage is the degree to which an innovation is perceived as being better than the idea it supersedes
e.g. economic profitability, decrease in discomfort, savings in time and effort, immediacy of reward
Compatibility
Compatibility is the degree to which an innovation is perceived as consistent with existing values, past experiences, and needs of potential adopters.
Example: rap music and the role of MTV in making rap accessible and acceptable for all youth (Black & White).
Complexity
Complexity is the degree to which an innovation is perceived as relatively difficult to understand and use.
Example: DOS vs. Windows
Trialability
Trialability is the degree to which an innovation may be experimented with on a limited basis.
Observability
Observability is the degree to which the results of an innovation are visible to others.
Examples: solar panels & DBS, PrimeStar, DISH and the like
Given the above, how could diffusion of innovations (a communication theory) be used in development work?
Dr. Wilbur Schramm
Founder of the social science study of communication (late 40s-50s) and key founder of development communication.
1950s:
Post-WWII & Cold War -- Newly independent nations struggling (the “terrible ascent”)
1960s:
Schramm: How to help them? His answer: w/ mass media - “the great multiplier.” Need to bring in mass media technology.
1970s:
Many countries implemented mass media programs.
1980s:
1) Concern with “Neo-imperialism”
Hamid Mowlana
2) Mowlana: users of mass media blind to the importance of traditional forms of communication in some societies/cultures. “Technology vs. Tradition” (Mowlana)
1990s:
Use of mass media to aid in development, but w/ caution regarding culture. Example: AIDS/HIV education in radio program in Tanzania & TV soap opera in China (Rogers)
2000s:
New issues and use of new communication technologies
(Sources: based on Mowlana, 1996, 1997, Stevenson, 1993, Rogers, 1997)
Now back to the 40s and 50s...
Coming out of World War II the U.S. was in good shape (economically, politically, etc.), but many of the nations of Europe faced problems.
Some of the series is available online. As you watch the clips below pay close attention to the Marshall Plan. What relationship does it have to development communication?
U.S. provided $$ and expertise in "reconstructing" Europe. U.S. foreign policy (lead by Truman) changed isolationism to “active leadership.” The U.S. offered the Marshall Plan* (more on Marshall Plan from CNN).
See the clips 0:00 to 1:20 and from 20:28 to 27:46
Why should the U.S. help European countries after WWII?
humanitarian concerns (White Man’s Burden again?)
stop spread of communism!
Truman Doctrine: to defend freedom & democracy worldwide.
Edward T. Hall
After reconstructing Europe Truman offered the world “the benefits of our [U.S.] scientific advances and industrial progress… for the improvement and growth of underdeveloped areas.”
This was called the Point Four Program. (Director, Edward Hall)
One of the key tasks taken on by Hall was teaching U.S. diplomats intercultural communication skills. The formal study of intercultural communication can be traced back to Hall and this program. Hall has been called the founding father of intercultural communication study.
The government lacked knowledge on how to develop nations, so they turned to academia. Development theories were developed in economics, psychology, political science, sociology, and communication. For example, Wilbur Schramm offered his theory/approach to development. By the mid-70s, development programs were recognized an ineffective. Schramm, Rogers and others recognized the faults.
Everett M. Rogers
What was wrong? According to Rogers (1976)
The old way of doing development programs had the following errors:
They assume infinite economic growth, ignore problems like population growth, pollution, etc., and do not take into account the "quality of life."
They emphasize technology and capital rather than labor, thus encouraging economic dependence on advanced countries. Low priority to agriculture.
It blames the developing countries for their failings, ignoring external factors beyond their control.
It takes an ethnocentric (Western) bias by emphasizing the modernization of "traditional" individuals.
(Sources: International Encyclopedia of Communication, "Development Communication," 1989; "Marshall Plan" Britannica Online.].).
The Television Academy Foundation is now accepting applications for the Summer 2012 Internship Program. Visit our website at http://www.emmysfoundation.org/internship-programs for more information. The postmark deadline is March 15, 2012.
"The TV Academy Foundation's summer Student Internship Program provides over 40 industry-wide internships to college and graduate students from across the country, and has been hailed for more than a decade as one of the top ten internships in the country. The program gives college students in-depth exposure to professional television production during an eight-week summer period in Los Angeles."
. (See also background 
