Definitions

from Wiktionary, Creative Commons Attribution/Share-Alike License

  • n. Collectively, the communications media, especially television, radio, and newspapers, that reach the mass of the people.

Etymologies

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Examples

  • Earlier knowers of an innovation, when compared to later knowers, are characterized by more formal education, higher social status, greater exposure to mass media channels of communication, greater exposure to interpersonal channels of communication, greater change agent contact, greater social participation, and greater cosmopoliteness Generalizations 5-1 to 5-7.

    Diffusion of Innovations

  • We categorize communication channels as (1) interpersonal versus mass media and (2) localite versus cosmopolite.

    Diffusion of Innovations

  • Later adopters do not need to rely so much on mass media channels because an ample storehouse of interpersonal, local experience has accumu lated in their system by the time they decide to adopt.

    Diffusion of Innovations

  • The news event studies helped illuminate the broader issue of the inter-media process through which mass media messages stimulate interpersonal communication, which in turn motivates attitude change and overt behavior change.

    Diffusion of Innovations

  • He directs the Communications Research Group in Great Britain and has been studying the effects of mass media on violent behavior for several decades.

    Grand Theft Childhood

  • Copp and colleagues 1958, p. 70 found that A temporal sequence is involved in agricultural communication in that messages are sent out through mass media directed to awareness, then to groups, and finally to individuals.

    Diffusion of Innovations

  • The meta-research on twenty-three different innovations in ten nations mentioned previously showed that if cosmopolite interpersonal and mass media channels are combined to form a category of cosmopolite channels, in the developing nations the percentage of such channels was 81 percent at the knowledge stage and 58 percent at the persuasion stage.

    Diffusion of Innovations

  • These meta-research data suggest that the role played by mass media channels in developed countries (creating awareness-knowledge) is perhaps partly replaced by cosmopolite-interpersonal channels in developing countries (where the mass media are less pervasive).

    Diffusion of Innovations

  • Figure 5-2a shows the number of new adopters per time unit is due to mass media channels and to interpersonal communication, with the later much more important.

    Diffusion of Innovations

  • Examples of such individual-blame variables that have been correlated with individual innovativeness in past diffusion investigations include formal education, size of operation, income, cosmopoliteness, and mass media exposure see Chapter 7.

    Diffusion of Innovations

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