Innovation Study Paper

The book

Using the material from Rogers, especially chapters 4-9 and 11, you should create an innovation to study.

Specifically, each student is charged with creating a communication program that is intended to change the knowledge, attitudes, behaviors or values of a target group. The specific content of the program should be discussed along with the intended delivery system (one-on-one communication, lecture, interactive activities, mass media, print media, etc.). The target audience for the messages should be described as well as the planned change or outcome that is expected. Illustrate the concepts from Rogers with specific details from research sources. In discussing adopters be sure to look at the networks that might be used and also indicate the number and describe the potential adopters.

Since you are proposing an innovation you will not know whether it will ultimately succeed or fail and certainly won’t know what the long-range consequences will be. You should predict what you think will happen and give a fairly extensive rationale for your forecasts. In addition to materials from chapter 4, you should use concepts from other chapters where appropriate. Concepts that may be useful would be: adopter category, change agent roles, diffusion networks, innovation attributes, opinion leadership, factors in change agent success, centralized and decentralized systems, reinvention, and various types of consequences.

Papers should be 10-12 pages 15 references. All sources used in the paper must be peer reviewed by experts. All books published by major publishing houses, and scholarly journals are peer reviewed. When using web sources you may only use those in which it is indicated on the site that the information published is peer reviewed. You will know that peer review is exercised because editors or reviewers will be listed on the site. For example, see the following website:

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