EVERETT ROGERS

- Everett Rogers

Everett Rogers was one of the most important and influential figures that changed the way people think about mass communication . His primary contribution to the development of mass communication theory comes from his writing of a book known as Diffusion of Innovations . Rogers ' work has been recognized by scholars and communicators worldwide for its progressive nature . Though that is recognized as Rogers ' most famous work of his career , he also did extensive research on things like the public health message campaign . In regards to Rogers ' work on this Thomas

E . Backer writes , The models and the works of campaign researchers such as Charles Atkin , Everett Rogers , and Brian Flay have all provided strong campaign planning models for practitioners (Backer . Those things are characteristic of the work that Rogers has completed in helping to build modern communications theory

There are some varying opinions within the communications world on Rogers ' research , but the level of respect is there because of how much work he has completed . A .J . Schuler tends to agree that Rogers ' most important findings on adoption are , for the most part , quite comprehensive and correct . He writes , To build a change coalition plan your communications campaign with the different kinds of change groups in mind . Depending on the issue , we can all be parts of any of these groups (Schuler . Andrew Waterman takes this a step further in once again agreeing with Rogers ' assertions . In his review of Diffusion of Innovations , Waterman praises the theory as being something of a foundation for future innovative thought . In that review , Waterman writes , This work , combined with the growing body of literature on networks , allows us to begin to offer detailed answers to many questions : How quickly do people integrate new technologies into their day-to-day lives ? How do people typically get jobs ? How can medicine and information about health be introduced effectively to indigenous communities ? How can political candidates win their elections (Waterman

The previous quote from Waterman gives an indication about why Rogers work was so influential . In short , he created a theory that could explain mass communication in a number of different settings , all of which are detailed in the Waterman quote . It deals with both the practical , everyday application of mass communication theory , as well as the more advanced type of communication such as that seen in presidential campaigns

The basic premise behind Rogers ' hypothesis was that people who have the same sort of culture will be most likely to discuss and ultimately adopt the same kind of innovation without a given community . In to find data for his study , Rogers ' completed a comprehensive interpersonal study of many different groups of people . He spent time studying their habits , their cultural factors , and above that , how they dealt with certain new introductions into their culture . Though his research methods are commendable and have been brought up by many communications theorists , it was his findings that have made him so famous . What he found was that people are...