Everett M. Rogers

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The present paper draws on the diffusion of innovations model to derive a series of strategies for speeding up the spread and implementation of new ideas in preventing addiction. Preventive innovations usually require an action at one point in time in order to avoid an unwanted future condition. Hence, preventive innovations diffuse rather slowly, in part(More)
An entertainment-education radio soap opera introduced in Tanzania in 1993 was evaluated by means of a field experimental design in which the radio program was broadcast by seven mainland stations of Radio Tanzania. An eighth station broadcast alternative programming from 1993 to 1995, its listenership serving as a comparison area in which contemporaneous(More)
The diffusion of innovations model (DIM) and complex adaptive systems theory (CAS) can be employed together in the construction of predictive or applied hybrid models of induced change in population behavior. In such interventions, differentiated heterogeneous zones may act as catalysts for the adoption of innovation. The present study explores the actual(More)
The authors draw on (1) the hierarchy-of-effects (HOE) model, (2) the stages-of-change (SOC) model, (3) social learning theory (SLT), and (4) the diffusion of innovations (DOI) to synthesize a staged model through which communication messages have effects on individual behavior change by stimulating (1) involvement with media characters and role modeling of(More)
Four case studies of the adoption of work-site AIDS programs are investigated, two of which were modifications of the Centers for Disease Control and Prevention's Business Responds to AIDS (BRTA) program. AIDS work-site programs were mainly initiated by the four study companies as a result of the efforts of a champion (defined as an individual who gains(More)
An electronic communication system, especially if it is designed to accommodate open access via public terminals can allow information-disadvantaged groups (such as the homeless, and women) to exchange relevant information and engage in political action. The Public Electronic Network (PEN), a free computer-based messaging system available to Santa Monica,(More)
Entertainment-education is the process of designing and implementing an entertainment program to increase audience members' knowledge about a social issue, create more favorable attitudes, and change their overt behaviors regarding the social issue. The results of a field experiment in Tanzania to measure the effects of a long-running(More)