ERIC Number: ED260412
Record Type: Non-Journal
Publication Date: 1985-Aug
Reference Count: N/A
The Paradox of the Diffusion of Innovations Research: Creating More Communication Bottlenecks Than Breaking Them.
Melkote, Srinivas R.; Babbili, Anantha S.
The paradox of the diffusion of innovations research is that in its efforts to find ways and means of breaking the communication constraint in Third World countries, it has generated many bottlenecks that cumulatively constitute the major constraint: lack of an efficient system for delivering adequate and reliable information, knowledge, and skills of a quality that rural people can understand and use to increase their productivity. For example, obsession with effects of mass media on behavior alteration through increased exposure to media gives little consideration to the content of the messages to which the audience is exposed. Among the other bottlenecks generated by diffusion research are (1) inadequate consideration of media message content and differences in their use and perception by the audiences; (2) the assumption that adoption of nontraditional innovations is advantageous to all potential users; (3) the misalignment between what the communication theorists define and what the researcher actually measures; and (4) lack of knowledge about the shortcomings and deficiencies of the source or initiator of the innovation. It would seem that diffusion research has created more bottlenecks to the diffusion of information rather than identifying and breaking communication constraints. (HOD)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A