ROLE OF MASS MEDIA IN DIFFUSION OF INNOVATION
ROLE OF MASS MEDIA IN DIFFUSION OF INNOVATION Diffusion of innovation is dynamic topic and is related with the study that how the innovations are made known and are spread throughout the society. It can be defined as “ THE PROCESS BY WHICH AN INNOVATION IS COMMUNICATED THROUGH CERTAIN CHANNEL OVERTIME AMOING THE MEMBERS OF SOCIAL SYSTEM” Types of Diffusion of Innovation. Centralized The process of diffusing the innovation under the supervision of the government sector. Decentralized This is not under the supervision of the government secor but is under some unit of society, any organization or by any private sector. Element of Diffusion of Innovation. There are four elements of this process 1.INNOVATION 2.CHANNEL 3.TIME 4.SOCIAL SYSTEM Innovation It can e defined as “Any idea, practice or object which is perceived as new by an individual or any other unit of adoption. For example if government decides to change its ...