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Entertainment-education may be unique in its ability to stimulate interpersonal communication about an innovation Singhal and Rogers, 1999.
SITUATIONAL VARIABLES AND INTERPERSONAL NEWS DIFFUSION In addition to perceived salience, the degree to which an individual learns about a news event from interpersonal communication channels depends on such situational variables as time of day and whether or not he or she is at home or at work.
This heavy dependence on interpersonal communication in Saucío seemed to slow the diffusion process, especially that of the first two innovations, a process that began during the 1930s.
Or perhaps the change agent is a peer-educator/opinion leader and can thus encourage interpersonal communication from near peers.
Tarde’s key word, “imitation,” implies that an individual learns about an innovation by copying someone else’s adoption of the innovation, implying that diffusion is a social process of interpersonal communication networks.