創新的擴散（第五版）

創新擴散理論是傳播效果研究的經典理論之一，是由本書作者EM·羅傑斯於20 世紀60 年代提出的一個關於通過媒介勸服人們接受新觀念、新事物、新產品的理論，側重大眾傳播對社會和文化的影響。 本書闡述了創新過程中的各個環節，如創新產品產生的過程、創新決策過程、創新產品傳播的進程、創新接受者的種類、創新的影響等。本書是對創新擴散理論最權威的闡述，是創新研究領域的一本聖經，幾乎適用於任何創新和革新，人們在生產、生活中的創新及產品和推廣都與該理論息息相關。 ^[1] 

目 錄

第一章 擴散的要素 ······················································ 001

秘魯小村落的燒開水計劃：失敗的擴散 ··············· 003

一、什麼是擴散 ······················································ 007

英國海軍控制壞血病的創新擴散 ························ 009

德沃夏克鍵盤的失敗擴散 ································· 010

二、創新擴散的四大要素 ································· 013

愛荷華州雜交水稻的擴散 ································· 033

小結 ···························································· 037

第二章 擴散的研究史 ······································ 041

一、起源於歐洲 ············································· 044

二、擴散研究傳統 ·········································· 047

巴厘島的神奇水稻：水神與計算機高度一致 ········· 053

現代數學在匹茲堡地區的擴散 ··························· 064

幼兒園在全世界的擴散 ···································· 065

哥倫比亞大學藥物擴散研究 ······························ 067

台中的田野實驗 ············································· 073

舊金山的“遏制艾滋病”運動 ······························· 075

“9·11”恐怖襲擊新聞擴散 ·································· 082

電動車擴散中意見領袖和專家的作用 ·················· 089

“自由之夏”的招募網絡 ····································· 094

三、擴散研究的類型學 ···································· 097

小結 ···························································· 102

第三章 擴散研究的貢獻和批判 ·························· 103

一、擴散研究的現狀 ······································· 105

二、對擴散研究的批判 ···································· 108

埃及村莊飲用純淨水的研究 ······························ 109

印度及中國的重男輕女案例 ······························ 118

小結 ···························································· 136

第四章 創新的產生 ········································· 137

一、創新-發展的過程 ······································ 139

東芝公司的第一台筆記本電腦 ··························· 146

為什麼冰箱會嗡嗡響 ······································· 149

賽格威的分類 ················································ 150

探索未來的施樂帕洛阿爾託研究中心 ·················· 155

探索華法林滅鼠藥的意外收穫 ··························· 160

二、社會經濟地位、平等與創新-發展 ················· 162

加州的硬西紅柿 ············································· 162

三、追蹤創新-發展過程 ··································· 165

四、農業推廣模型 ·········································· 168

小結 ···························································· 170

第五章 創新-決策的過程 ·································· 173

一、創新-決策過程的一個模式 ·························· 175

二、認知階段 ················································ 177

三、説服階段 ················································ 182

四、決策階段 ················································ 184

五、執行階段 ················································ 186

印第安平原人對馬文化的再發明 ························ 196

六、確認階段 ················································ 197

吸煙的終止 ··················································· 200

化肥禁用與有機農業的興起 ······························ 202

七、這些階段都會出現嗎 ································· 203

關於四環素的創新-決策過程中的傳播渠道 ··········· 210

八、各階段的傳播渠道 ···································· 213

九、以採用者類型來看待溝通渠道 ····················· 219

小結 ···························································· 224

第六章 創新的屬性及採用率 ····························· 227

説唱樂——黑人音樂在美國白人中的擴散 ·············229

一、採用率 ··················································· 231

閉門造車的土壤測試包 ···································· 236

二、相對優勢 ················································ 239

三、兼容性 ··················································· 251

太陽能發電的成與敗 ······································· 258

大家都愛“不説話的好媳婦” ······························· 259

四、複雜性 ··················································· 270

五、可試性 ··················································· 271

六、可觀察性 ················································ 272

手機和生活形態的改變 ···································· 272

小結 ···························································· 279

第七章 創新性及採用者分類 ····························· 281

哥倫比亞農村的農業創新-擴散研究 ···················· 283

一、採用者的分類標準 ···································· 287

對創新永遠都説“不”的人 ·································· 301

二、採用者特性的比較 ···································· 305

香港手機落後者 ············································· 311

小結 ···························································· 315

第八章 擴散網絡 ············································ 317

現代數學教育的意見領袖 ································· 319

一、大眾傳播流向模型 ···································· 322

二、擴散網絡中的同質性和異質性 ····················· 325

三、如何找出意見領袖 ···································· 328

讓電子遊戲大賣的“酷小狗” ······························· 332

抗英行動中最知名的“報馬仔” ···························· 334

新藥物擴散網絡 ············································· 346

四、擴散網絡 ················································ 351

在多米尼加共和國建立光伏擴散網絡 ·················· 352

約翰·斯諾博士與倫敦的霍亂蔓延 ······················· 357

五、臨界大多數造成的引爆點 ··························· 364

請問你的傳真號碼是多少 ································· 366

互聯網的擴散 ················································ 367

沉睡效應 ······················································ 375

小結 ···························································· 383

第九章 創新推廣人員 ······································ 387

一、設定目標 ················································ 390

印度尼西亞避孕計劃行動 ································· 395

可持續性的問題：尼日利亞“雞博士”的故事 ·········· 400

二、傳播活動 ················································ 402

埃及嬰幼兒脱水夭折事件 ································· 405

美國巴爾的摩針頭交換計劃 ······························ 411

三、創新採納示範的效果 ································· 413

農業推廣服務中心案例 ···································· 416

四、“中心化”和“非中心化”擴散系統 ···················· 420

小結 ···························································· 424

第十章 組織內創新 ········································· 427

一、決策類型 ················································ 429

二、組織的創新性 ·········································· 434

三、組織的創新過程 ······································· 443

採納新的通信技術的過程 ································· 444

美國洛杉磯聖地摩尼卡高速公路鑽石車道

有效卻被喊停的創新 ······································· 455

小結 ···························································· 458

第十一章 創新的結果 ······································ 459

北極的雪地摩托車革命 ···································· 461

一、結果研究 ················································ 464

二、結果的三種方向 ······································· 467

ORT：結果引發的結果 ···································· 470

土著人與鋼斧 ················································ 474

三、創新的形式、功能和意義 ··························· 475

愛爾蘭的土豆災荒 ·········································· 477

四、動態的平衡 ············································· 478

滅蚊計劃的故事 ············································· 478

五、創新加劇不公平？ ···································· 482

六、傳播效果的差距 ······································· 484

數字鴻溝 ······················································ 493

小結 ···························································· 495

創新擴散大家談···············································497