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Wie verbreiten sich Innovationen in einer Gesellschaft? Welche Rolle spielen (massenmediale) Kommunikationskanale in diesem Prozess? Welche Faktoren beeinflussen die erfolgreiche Verbreitung einer Innovation? Welche Besonderheiten treten bei der Diffusion von Medieninnovationen auf? Wie verbreiten sich Nachrichten in einer Gesellschaft? Diese Fragen werden im Rahmen der Diffusionstheorie behandelt, welche sich aus unterschiedlichen Perspektiven mit der Verbreitung von Neuerungen in einer Gesellschaft auseinandersetzt. Der vorliegende Band gibt aus kommunikationswissenschaftlicher Perspektive eine knappe, leicht lesbare Einfuhrung in die theoretischen Grundlagen, methodischen Zugange und empirischen Befunde der Diffusionstheorie. Dabei wird insbesondere auf die doppelte Natur von Kommunikation(sinnovationen) sowohl als Treiber als auch als Gegenstand der Diffusion eingegangen. Vor- und Nachteile der Diffusionstheorie werden vor dem Hintergrund verwandter Ansatze wie beispielsweise der Aneignung oder dem Technology Acceptance Model diskutiert. Das Werk eignet sich als Lehrbuch fur Studierende ebenso wie als Einstiegslekture fur Kommunikationspraktiker und andere Interessierte.
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