Document (#18653)

Author
Holland, M.
Title
Diffusion of innovation theories and their relevance to understanding the role of librarians when introducing users to networked information
Source
Electronic library. 15(1997) no.5, S.389-394
Year
1997
Abstract
Reviews the ideas, theories and research relating to the diffusion of innovations and seeks to place the relationship between librarians and the Internet and related networked information within the context of diffusion research. Includes a bried background to diffusion research and a description of the basic model proposed by Everett M. Rogers. Discusses the theory of change agents and change agencies with the role of the weak ties in the diffusion of ideas through communication networks. Outlines the implications of the need to achieve a critical mass in some spplications of networked communication together with theories of critical mass. Identifies the characteristics that make these technologies unique and discusses the implications for future research. Discusses the relevance of diffusion theory to librarians seeking to introduce new communication based technologies into academic departments

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