Abstract
One of the reasons that the Diffusion of Innovations is one of the most cited books in the social sciences is that Ev has been constantly reworking and expanding the framework moving his thinking in different directions. One direction has been in the application of the framework. He has taken diffusion of innovations concepts and profitably put them to work in international development with fertility and family planning as one of the more prominent areas where he and his thinking have made important contributions. More recently he has been working in the applied fields of nutrition education and substance abuse. But the diffusion of innovation framework has also evolved and expanded theoretically from early models of communication process that tended to be linear and ‘‘individual’’ to more interactive models of communication in which participants create and share information to arrive at mutual understandings of new values new concepts and new practices. (excerpt)
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