"In the 1971 edition of Communication of Innovations: A Cross-Cultural Approach, research had almost quadrupled, and its nature had become more varied and more involved with developing countries, necessitating a change in generalization about the theory." (Eleanor Blum, Frances G. Wilhoit: Mass medi
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a bibliography. 3rd ed. Urbana: University of Illinois Press, 1990 Nr. 363)
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"Am Beispiel der Farm-Radio-Foren in Indien, der Radio-Klubs in der Republik Niger und Landfunkforen in Ghana wird die Bedeutung von Meinungsführern und der kollektiven Rezeption gezielter Kommunikationsangebote im Modernisierungsprozeß der Armen Welt untersucht. Dabei wird deutlich, dass für ein
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en erfolgreichen Einsatz der Massenkommunikationsmittel im gesellschaftlichen Modernisierungsprozeß die folgenden drei wesentlichen Bedingungen erfüllt sein müssen: 1. entwicklungskonforme, soziale Aktivierung der Rezipienten, 2. systematische Rückkopplung zwischen Programmgestaltern und Rezipienten und 3. spezifischer Programmzuschnitt auf die vorrangingen Entwicklungsbedürfnisse der Gesellschaft." (Vorwort, Seite 7)
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"In the pages that follow are listed the 489 bibliographical items on the diffusion of innovations. Some of the major works are briefly annotated." (Page 3)
"In 1963 when Rogers published the first edition of Diffusion of Innovations, summarizing and evaluating research results on the spread of ideas, his literature search revealed about 500 studies ranging from "new drugs among physicians to hand tools among primitive tribes to hybrid corn among farmer
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s." These he described and synthesized, along with unpublished research and personal discussions with American and European researchers in the area. Many of the studies involved cultures other than Western, and many were done by scholars in anthropology, sociology and related disciplines. Rogers concluded his survey with this statement: "This book is the first of two volumes. The second volume, co-authored with Shoemaker, can perhaps be written in ten or fifteen years after the leads for research suggested here have been followed and expanded upon." (Eleanor Blum, Frances G. Wilhoit: Mass media bibliography. 3rd ed. Urbana: University of Illinois Press, 1990 Nr. 362)
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