Diffusion of innovation theory. Explain how the theories work and applied in New Media Technology and Innovation (NCMI)

Diffusion of Innovation Theory

The Diffusion of Innovation theory is also known as DOI theory originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system (Sphweb.bumc.bu.edu, 2015). This theory developed by Gabriel Tarde, French Sociologist in 1903 and popularized by Everett Rogers in 1964 and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius. Tarde also the first person who developed s curve, then continues by Ryan and Gross in 1943 who introduced the adopter categories. Unfortunately world knows Rogers as the development of diffusion of innovation theory rather than Tarde, the one who developed the idea first. In simple terms, the diffusion of innovation refers to the process that occurs as people adopt a new idea, product, practice, philosophy, and so on (Kaminski, 2011).

In diffusion of innovation theory, Rogers developed five established adopter categories, which are: innovators, early adopters, early majority, late majority, and laggards

Five established adopter categories

1. Innovators

Also know as technology enthusiast, approximately 2.5% of individuals who first adopted the innovation. Characteristics: adventurous, risk-taking, mobile, intelligent, high economic capacity. As we know only a few of people that can adopt an innovative product. Let's take the google glass from google as the example. Google knows that smart glasses have a big opportunity in the future. They are taking risks to invent the prototype of google glass to fullfil the future technology and product need. They also have the high economic capacity to produce google glass, because to produce google glass is not cheap this is happening because they need money to research about the technology that used to build google glass.

2. Early adopters

Also know as visionaries, only 13.5% which became the forerunner in innovation acceptance. Characteristics: the exemplary (opinion leaders), role models,  the respected, high access in. As we know at the first google glass is the first smart glasses in the world and become the leader in the smart glasses development. It is the same thing as samsung as the forerunner of smart television.   

3. Early Majority

Known as a pragmatist and 34% of the early followers. Characteristics: deliberate contact, opinion leader, avoid risk, thoughtful, high internal interaction. We know that Sony is the pioneer of smart watch and then samsung also made smart watch that we know samsung gear. But the even samsung made samsung gear not many costumers buy it. 

4. Late Majority

34% who follow the end of the acceptance of innovation. Characteristics: skeptical, receive due consideration of economic or social pressure, too cautious. This is also known as conservatives. Continuation of samsung smart watch is Apple as a main competitor of Samsung also begin to create a smart watch, then they are competing to sell smart watches.

5. Laggards

16% last is the conservative / traditional. Characteristics: traditional, isolated, limited insight, not opinion leaders, limited resources. Known as skeptics.

Element of diffusion

Elements of the theory of diffusion of innovation consist of Innovation, adopters, communication channels, time and social system

• Innovation
• Adopters
• Communication channels are can through social media and mass media to promote the product of new media technology. Such as samsung use social media, television commercial and billboard to promote samsung smart tv.
• Time, many companies need a lot of time to adopt the product before created the prototype. such as google need a lot of time to research about google glass.
• Social system is the combination of external influences (how they you mass media communication or another platform to promote their product) and internal influence (strong and weak social relationships, distance from opinion leaders)

Adoption process

There are also have 5 stages of  the adoption process: knowledge, persuasion, decision, implementation and confirmation.

• Knowledge or also known as awareness stage is when people directed to understanding the existence and the advantages / benefits and how an innovation function. Such as when google glass created, some of people try to understand the function and advantages of using google glass.
• Persuasion or interest stage is when people form a good or bad attitude. Such as google let people judge about the google glass weather is good or bad.
• Decision or evaluation stage appears when people involved in activities that lead to the election of the adoption or rejection of an innovation. Then, for the first launch for google glass, they are only sale to the exclusive people to know about they are rejecting google glass or not. 
• Implementation or trial stage is when people define the use of an innovation.
• Confirmation or adoption stage is when people seeking to strengthen against the decision of acceptance or rejection of innovations that have been made previously.

Innovation characteristic

Observability, Relative Advantage, Compatibility, Trialability, and Complexity is characteristic of innovation. 

References

Kaminski, J. (2011). Theory in Nursing Informatics Column. 6th ed. [ebook] Available at: http://cjni.net/journal/?p=1444 [Accessed 10 May 2015].

Sphweb.bumc.bu.edu, (2015). Diffusion of Innovation Theory. [online] Available at: http://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/SB721-Models/SB721-Models4.html [Accessed 10 May 2015].

Examine how YouTube has become a powerful space that afford new ways to consume, create and share music, information, education, etc. Elaborate with relevant example.

YouTube is a free video hosting website based on San Bruno, California, United States. YouTube allows members to store and serve video content for free. YouTube members can post their own video for free and the visitors can share YouTube videos on a variety of web platforms such as Facebook, website, and many more by using a link or by embedding HTML code. YouTube itself founded by Chad Hurley, Steve Chen, and Jawed Karim in 2005. Before they founded YouTube, they are PayPal employees. Chad Hurley had studied design at Indiana University of Pennsylvania. On the other hand Steve Chen and Karim studied computer science together at the University of Illinois at Urbana-Champaign.

Nowadays, YouTube becomes the second largest search engine in the world. YouTube itself has already transformed from only ordinary free video sharing website to search engines via the website or also know as an internal search engine because only search in YouTube itself not in another website just link Google.com or Ask.com. YouTube transfer the way Netizen searching information. Netizen means a combination of two words Networking and Citizen means citizen in the networking world. YouTube allowed the members to share anything in video format, but not related to ethnicity, religion, race, and inter-group relations to avoid conflicts. Many YouTube members are also known as YouTubers post video about hair do tutorial, make up tutorial, cooking tutorial, and other do it yourself tutorial even tutorial about how to sew.

On the same way many Youtubers posts about education information Such as post about how the universe builds, about the history of a country and many things. Youtubers also post about their talent. Such post when they are singing or anything. Some of Youtuber has also become real singer. For the example is Justin Bieber, firstly he posts a video about his voice, then many people like, comment and sharing about his video then he become real singer and succeed.

On the other hand, many artists like Taylor swift and Zedd promote their latest music on YouTube. Zedd promote their new single featuring Selena Gomez also on YouTube. Commonly the artists made their official account on YouTube. Not only artists, but also production house and even television channel also post their latest programs and event on YouTube. This is how and why YouTube becomes a powerful space. Because everything can find on YouTube, free to post and YouTube also easy to operate.

References

Mushroomnetworks.com, (2015). YouTube: The 2nd Largest Search Engine (Infographic). [online] Available at: http://www.mushroomnetworks.com/infographics/youtube---the-2nd-largest-search-engine-infographic [Accessed 10 May 2015].

Ohmyall.com, (2015). [online] Available at: http://ohmyall.com/wp-content/uploads/2015/04/SP-15.jpg [Accessed 10 May 2015].

Patri, N. (2015). Pass with Flying Colours: DO YOU THINK YOU TUBE IS A POWERFUL TOOL IN TODAY'S SOCIETY?. [online] Passwithflyingcolours.blogspot.com. Available at: http://passwithflyingcolours.blogspot.com/2012/03/do-you-think-you-tube-is-powerful-tool.html [Accessed 10 May 2015].

Rainwater, B. (2015). Is YouTube Really the Second Largest Search Engine?. [online] Paceco.com. Available at: http://www.paceco.com/youtube-search-engine-myth/ [Accessed 10 May 2015].

Social Media Today, (2013). The Second Largest Search Engine [INFOGRAPHIC]. [online] Available at: http://www.socialmediatoday.com/content/second-largest-search-engine-infographic [Accessed 10 May 2015].

YouTube, (2015). DIY-Basic Sewing Tutorial: The Basic Top. [online] Available at: https://www.youtube.com/watch?v=mVk618EVF0Y [Accessed 10 May 2015].

YouTube, (2015). With You - Chris Brown Cover - Justin singing. [online] Available at: https://www.youtube.com/watch?v=eQOFRZ1wNLw [Accessed 10 May 2015].

Discuss any industry that applies real time transmission.

Communications technology today has changed the mindset of most people around the world, especially in developed countries. As well as new media breakthrough product. One of the new media products is real time transmission. As we can see nowadays real time transmission can find in many products and services. Such as use in Skype video call application. However many industries also used this technology to support their performance. For example real time transmission used in media organization for broadcasting and news, education field for online study, airline systems, Public Relation need, and advertisement. On the same side, medical field also used this technology to improve their performance. Along with the Cyber networking era, health field also do not want to miss with that progress. The medical world has developed e-health or telemedicine or telehealth as remote health care facilities. Telemedicine, telehealth and e-health now is the latest breakthrough from the medicine field. 

the concept of telemedicine

 The Telemedicine itself involves the use of modern information technology, especially two way interactive audio or video communications, computers and telemetry, to deliver health service to remote patients and to facilitate information exchange between primary care physicians and specialist at some distance and each other (Darkins and Cary, 2000). Telemedicine most beneficial for people living in isolated communities and remote areas and are being implemented in almost all the medical domain. Telehealth has a terminology that is more extensive than with telemedicine, which is limited only by the interaction of the patient and the doctor or nurse only through long-distance communication. Telehealth is defined as the integration of communication systems for the purpose of promotion and prevention while integrating telemedicine communication system with curative intent (WHO, 1997 in Maheu et al, 2001).

The latest one from medicine field is e-health which is the improvement of telemedicine or telecare. E-health or electronic health is a health service that can access via an internet connection. E-health term itself is coming in 1999. E-health is an electronic health service based on internet connection. E-Health services consisting of 5C: content, connectivity, commerce, community, and clinical care. Some of them put computer application as the additional. E-health illustrate the internet ability that enables to deliver health care information trough health tool that. E-health have 3 benefits. First is lowering health care costs, Improve the delivery of health resources and Reduce isolation and worries for professionals. 

E-health equipments

However, there are many positive impacts that cause by telemedicine, telehealth and e-health such as the patient can take care of their self, health caring become more efficient and save cost and also time. In the future, there will probably be many more products and services developed from medicine field.

References

Darkins, A. and Cary, M. (2000). Telemedicine and telehealth. New York: Springer Pub Co.

News-Medical.net, (2010). Telemedicine Benefits. [online] Available at: http://www.news-medical.net/health/Telemedicine-Benefits.aspx [Accessed 6 May 2015].

Vsee.com, (2015). [online] Available at: http://vsee.com/img/telemedicine/telemedicinewithouttagline.jpg [Accessed 5 May 2015].

YouTube, (2015). Introduction to Telehealth. [online] Available at: https://www.youtube.com/watch v=luClBI57BPM [Accessed 6 May 2015].

How animation contribute to business and economic of creative mediaindustry to date?

Animation is moving image. Animation also known as cartoon. Long time ago animation made from collection of picture, image and illustration that take in slow motion picture. But as time goes by animation made rapidly progress. The moving of the movement look smoother and smoother. Nowadays, cartoon not look at of age limit. Not only children like watching cartoon but also the adults. Both of them watching cartoon with many reason and one of the reason is to get entertain. However, animation take contribution in business and economic of creative media industry today. Business and economic, they are related to each other. Nowadays, there are many animation company. one of the biggest animation company is Walt Disney.

In business side, animation potentially high selling power and one of the profitable industry and promising. This happen because animation are increasingly rapidly in demand and of course this is become a distinct advantage in business class, because they can sell in higher price and also earn more profit. Because of that, many companies competing to produce unique animation to sell to the public. Just same like movie, if the animation was success they will produce the another one that related to the animation character. Such as the merchandise, toy, t-shirt, poster, sticker, action figure and many more. Even some of animation can produces in advance such as make the movie that related to that. Such as Japanese cartoon, Naruto, animation about ninja story. 

Japanesse animation: Naruto

First Naruto appear in comic book format, because many people like Naruto, then the animation series come. After that because the successful of the series, they made the movie. Or if the animation is the series animation it will make the movie. Some of them also turn into the comic book. Then because of the successful, it will makes opportunities for another business such as create the merchandise about it. Thus, animation become very promising business in creative media industry. Naruto also have their own game in playstation and pc game.

Naruto shipuden: Ultimate Ninja storm

On the other hand, animation also take contribution in economic side. Animation can increase the economic side because the animation is quite high sales. This is happen because animation open link to another business. So, it will make economic profit increase. The economic growth because the animation it self also sell the merchandise. So, people who like that animation can buy the merchandise. For the example the cars. It is animation story about the racing car. When the film launch they also launch the merchandise such as the toys dolls and t-shirt. Then the film was successed and the merchandise was also sold out at the same time. Few years after that they make the sequel.

The cars merchandise

However, in the end animation take contribution in business and economic of creative media industry today and become demand in the society. because economic and business become symbioses mutualism and cannot divide by each other.

References:

Animationconfabulation.files.wordpress.com, (2015). [online] Available at: https://animationconfabulation.files.wordpress.com/2013/03/cropped-animation-confabulation-header2.png [Accessed 16 Apr. 2015].

Denslow.com, (2015). What is animation?. [online] Available at: http://www.denslow.com/articles/whatis.html [Accessed 20 Apr. 2015].

Disneystore.com, (2015). Cars | Disney Store. [online] Available at: http://www.disneystore.com/cars/mn/1000012/ [Accessed 16 Apr. 2015].

Narutoultimateninja.net, (2015). [online] Available at: http://narutoultimateninja.net/pics/naruto-games.gif [Accessed 16 Apr. 2015].

YouTube, (2015). Cars Trailer. [online] Available at: https://www.youtube.com/watch?v=WGByijP0Leo [Accessed 16 Apr. 2015].