Aligning adoption messages with audiences' priorities: A mixed-methods study of the diffusion of enterprise architecture among the US state governments

Abstract

Prior studies on the diffusion of complex Information Systems (IS) innovations have leaned on the rhetoric of persuasion perspective to formulate rhetorical strategies that can persuade adopters to engage in adoption behaviors. Yet, most of them ignore the shifting priorities and changing identity of the audience. To address this gap, we extend the perspective by examining how innovators need to evolve the adoption message of an innovation by aligning it with the audience's diverse and shifting priorities (and related identities). We trace rhetorical changes that the National Association of State CIOs (NASCIO) introduced to promote the diffusion of enterprise architecture (EA) between 2000 and 2012 among the 50 US states. We conduct a mixed methods analysis: first we qualitatively discern changes in the content of the rhetoric (message change); then we use a latent semantic analysis to measure the frame resonance between NASCIO's shifting rhetoric and the audience's changing priorities (alignment with audience priorities). Our findings highlight the importance of: 1) frame ambiguity that renders a complex IS innovation appealing to varied audiences over its diffusion trajectory; and 2) listening to the community members' priorities and aligning the adoption message with their dominant beliefs. Our analysis posits the rhetoric of identification as a complementary lens to account for the co-evolution of shared priorities and identity alignments between innovators and their audiences.