Homophily is the degree to which a pair of individuals who communicate are similar.
Heterophily is the degree to which pairs of individuals who interact are different in certain attributes.
Ultimately, the diffusion process can occur only through communication links that are at least somewhat heterophilous
Interpersonal diffusion networks are mostly homophilous.
When heterophily occurs, it is usually in the direction of individuals seeking a greater degree of competency, but not too much greater. (查看原文)
Mass media channels are all those means of transmitting messages that
involve a mass medium, such as radio, television, newspapers, and so
on, which enable a source of one or a few individuals to reach an audience
of many. On the other hand, interpersonal channels are more
effective in persuading an individual to adopt a new idea, especially if
the interpersonal channel links two or more individuals who are nearpeers. (查看原文)
Everett M. Roggers的Diffusion of Innovations (New York: Free Press, 2003) 几乎是创新研究领域的一本圣经。此书已出中文版，译为《创新的扩散》，不过不知何故，此书知晓度并不够。至写作本评时为止，关于此书的评论，书评网豆瓣（www.douban.com）上居然一条没有。这简直...
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首先声明：一个星给中文版，英文版本身非常经典 现在的翻译问题极大，这里仅仅以第一章为例列举几个： 1、社会体系（中文第25页）。英文原文是： A social system is defined as a set of interrelated units that are engaged in joint problem solving to accomplish a commo...
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![[美] 埃弗里特·M·罗杰斯](https://img3.doubanio.com/view/personage/m/public/99f6cd6e9bd418bfe8147e2abed014cf.jpg)
埃弗里特·M·罗杰斯 作者
南桥
Kierkegaard
电子工业出版社2016版
黑色书签
电子工业出版社2016版
0 有用 Daneestone 2012-01-08 23:07:32
dry staff
0 有用 sharkwitch 2011-01-25 13:20:13
草草滚阅，总的来说，就是在说创新的扩散是一条S曲线，其它的内容就是对于这条曲线的影响。不打算再继续了，直接标读过吧。
0 有用 秋风原 2010-01-15 16:21:40
经典，不过翻译得不顺畅
0 有用 [已注销] 2013-10-24 13:43:49
唠叨。
0 有用 沉睡的历史 2016-06-29 15:52:49
创新不一定能被接受。