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ERIC Number: ED176402
Record Type: RIE
Publication Date: 1979-Jun-2
Pages: 20
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Dissemination by Development.
McCarthy, Martha M.; Kuh, George D.
Existing dissemination strategies are less likely to be successful if the innovation requires attitudes that are in conflict with the beliefs of a large portion of the target audience. This paper proposes a strategy for the dissemination of educational innovations that must be accompanied by substantial changes in adopters' attitudes. A critical element in the strategy is the shifting of responsibility to potential adopters for the development of materials/processes to be used in subsequent dissemination activities. A three-year networking consortia strategy using a variety of types of institutions and personnel is advocated. In addition to traditional dissemination outcomes (namely, spread through implementation), the strategy also results in a cadre of change agents in a substantial number of organizations who, because of the commitment to the innovation fostered as a result of their developmental activities, are likely to continue dissemination efforts after external funding ceases. (Author)
Publication Type: Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: N/A