Examines adaptation as a dynamic diffusion of innovations process in which adopters change innovations according to their individual needs. Adaptation may be explained by three factors: (a) the differing interpretation of innovation components by individual adopters, (b) an individual's level of adopter innovativeness or readiness to accept change and [c] the generative learning process whereby an individual relates new information prior knowledge and experience. Adaptation may occur unconsciously at the beginning of the diffusion process. Those who study the adaptation process should begin at the initial awareness state when potential adopters are forming their opinions and ideas about an innovation. Author uses an example involving a group of Kalahari bushmen first considering a sample of soft drink that they are told can quench thirst.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 162 Document Number: C26637
Notes:
Conference paper, Society for the Study of Social Problems. 2 pages., "The lines between art photography, documentary, and photojournalism have increasingly blurred since the early 1980s." Author cites Dorothea Lange's "Migrant Mother" image [disseminated through the Farm Security Administration] as an emblematic piece of concerned photography "now ubiquitous in realms quite removed from social concern for poverty."
Online via UI Library electronic subscription., Authors used the Positive Deviance approach to identify the effective communication practices of rural women entrepreneurs in Uttar Pradesh, India, who succeed against overwhelming odds. A variety of participatory processes and liberating structures - improv theater, personal storytelling, discovery and action dialogues, and card-sorting games - were used to identify the highly uncommon practices of these entrepreneurs.
Angulo, Ana M. (author), Gil, Jose M. (author), and Gracia, Azucena (author)
Format:
Book chapter
Publication Date:
1997
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C20445
Notes:
Pages 275-294 in Berend Wierenga, Aad van Tilburg, Klaus Grunert, Jan-Benedict E.M. Steenkamp and Michel Wedel (eds.), Agricultural marketing and consumer behavior in a changing world. Kluwer Academic Publishers, Boston, Massachusetts. 314 pages.
