Diffusion of Innovations, 5th Edition

This must-read classic, now in its fifth edition, delves into the fascinating subject of how new ideas spread via communication channels over time. Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explores how innovations are initially perceived as uncertain and even risky, until a few individuals first adopt them and then spread the word among their circle of acquaintances. The book also examines exceptions such as the rapid spread of the Internet, which has transformed the way human beings communicate and adopt new ideas.