Skip to main content
SpringerLink
Log in

Diffusionstheorie

  • Chapter
  • First Online:
Handbuch Medienwirkungsforschung

Abstract

Die Diffusionstheorie beschäftigt sich mit dem Prozess der Verbreitung von Innovationen in einer Gesellschaft. Sie ist in zweierlei Hinsicht relevant für die Kommunikationswissenschaft: zum einen ist der Diffusionsprozess selbst ein maßgeblich durch massenmediale und interpersonale Kommunikationskanäle angetriebener Prozess, zum anderen stehen oftmals auch Medieninnovationen selbst im Blickpunkt von Diffusionsstudien. Medienwirkung ist die Diffusion von Innovationen dabei dahingehend, dass massenmediale Kanäle den Prozess der Verbreitung einer Innovation maßgeblich mit antreiben. Ebenso verändern (etwa technische) Innovationen Medienprodukte und -botschaften, ihre Verbreitung und damit auch ihre Wirkungspotenziale.

Die Diffusionstheorie konnte seit den 1940er Jahren eine Vielzahl an Faktoren herausarbeiten, die diesen Prozess beeinflussen und ihn auf der Mikro- wie auch auf der Makroebene modellieren. Jedoch gelingt es der Diffusionstheorie – trotz einer Vielzahl an empirischen Studien – erst in der jüngsten Vergangenheit, Kernkritikpunkte sowohl an ihrer theoretischen Konzeption als auch an der methodischen Umsetzung zu überwinden.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 89.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Similar content being viewed by others

Literaturtipps

  • Karnowski, V. (2011). Diff usionstheorien. Baden-Baden: Nomos.

    Google Scholar 

  • Meyer, G. (2004). Diff usion Methodology: Time to Innovate? Journal of Health Communication 9(Supp1), 5-69.

    Article  Google Scholar 

  • Rogers, E. M. (2003). Diff usion of Innovations (5. Aufl.). New York: Free Press.

    Google Scholar 

  • Vishwanath, A., & Barnett, G. A (Hrsg.) (2011). Th e Diff usion of Innovations. A Communication Science Perspective. New York: Peter Lang.

    Google Scholar 

Literatur

  • Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl, & J. Beckmann (Hrsg.), Springer series in social psychology: Action control. From cognition to behavior (S. 11 – 39). Berlin: Springer.

    Google Scholar 

  • Bardini, T. (1994). A Translation Analysis of the Green Revolution in Bali. Science Technology Human Values 19, 152-168.

    Article  Google Scholar 

  • Bower, J. L., & Christensen, C. M. (1995). Disruptive Technologies: Catching the Wave. Harvard Business Review 73, 43-53.

    Google Scholar 

  • Brandner, L., & Straus, M. A. (1959). Congruence versus Profi tability in the Diff usion of Hybrid Sorghum. Rural Sociology 24, 381-383.

    Google Scholar 

  • Coleman, J. (1966). Medical innovation: A Diff usion Study. Indianapolis: Bobbs-Merrill.

    Google Scholar 

  • de Certeau, M. (1988). Kunst des Handelns. Berlin: Merve.

    Google Scholar 

  • Donner, J. (2007). Th e rules of beeping: exchanging messages via intentional „missed calls“ on mobile phones. Journal of Computer-mediated Communication 13(1).

    Google Scholar 

  • Emmer, M., Kuhlmann, C., Vowe, G., & Wolling, J. (2002). Der 11. September – Informationsverbreitung, Medienwahl, Anschlusskommunikation. Media Perspektiven, 166 – 177.

    Google Scholar 

  • Festinger, L. (1976). A theory of cognitive dissonance. Stanford: Stanford University Press.

    Google Scholar 

  • Fidler, R. F. (1997). Mediamorphosis: Understanding new media. Th ousand Oaks: Pine Forge Press.

    Google Scholar 

  • Fliegel, F. C., & Kivlin, J. E. (1966). Attributes of Innovations as Factors in Diff usion. American Journal of Sociology 72, 235-248.

    Article  Google Scholar 

  • Fliegel, F. C., Kivlin, J. E., & Sekhon, G. S. (1968). A cross-national Comparison of Farmers’ Perceptions of Innovations as related to Adoption Behavior. Rural Sociology 33, 437-449.

    Google Scholar 

  • Hall, S. (1980). Encoding / Decoding. In S. Hall, D. Hobson & A. Lowe (Hrsg.), Culture, media, language: Working papers in cultural studies; 1972 – 79 (S. 128 – 138). London: Routledge.

    Google Scholar 

  • Hightower, J. (1973). Hard tomatoes, hard times. Cambridge: Schenkman.

    Google Scholar 

  • Jensen, J. (1991). Redeeming modernity: Contradictions in media criticism (2. Aufl.). Newbury Park: Sage.

    Google Scholar 

  • Kaplan, A. W. (1999). From passive to active about solar electricity: innovation decision process and photovoltaic interest generation. Technovation 19, 467-481.

    Article  Google Scholar 

  • Karnowski, V., von Pape, T., & Wirth, W. (2006). Zur Diff usion Neuer Medien. Kritische Bestandsaufnahme aktueller Ansätze und Überlegungen zu einer integrativen Diff usionsund Aneignungstheorie Neuer Medien. Medien & Kommunikationswissenschaft 54, 56–74

    Google Scholar 

  • Karnowski, V., von Pape, T., & Wirth, W. (2011). Overcoming the binary logic of adoption: On the integration of diff usion of innovations theory and the concept of appropriation. In A. Vishwanath, & G. Barnett (Hrsg.), Th e Diff usion of Innovations. A Communication Science Perspective (S. 57 – 75). New York: Peter Lang.

    Google Scholar 

  • Katz, E. (1961). Th e Social Itinerary of Technical Change: Two Studies on the Diff usion of Innovation. Human Organization 20, 70-82.

    Google Scholar 

  • Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler, & E. Katz (Hrsg.), Th e uses of mass communications. Current perspectives on gratifi cations research (S. 19 – 32). Beverly Hills: Sage.

    Google Scholar 

  • Klapper, J. T. (1961). Th e eff ects of mass communication. Glencoe: Free Press.

    Google Scholar 

  • Lansing, J. S. (1991). Priests and programmers. Princeton, NJ: Princeton Univ. Press.

    Google Scholar 

  • Lasswell, H. D. (1948). Th e structure and formation of Communication in Society. In L. Bryson (Hrsg.), Th e Communication of Ideas. (S. 37 – 51). New York: Harper and Brothers.

    Google Scholar 

  • Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). Th e People’s Choice. How the Voter Makes Up His Mind in a Presidential Campaign. New York: Duell, Sloan, and Pearce.

    Google Scholar 

  • Lin, C. A. (1998). Exploring personal computer adoption dynamics. Journal of Broadcasting & Electronic Media 42, 95-112.

    Article  Google Scholar 

  • Markus, M. L. (1987). Toward a „Critical Mass“ Th eory of Interactive Media: Universal Access, Interdependence and Diff usion. Communication Research, 14, 491-511.

    Article  Google Scholar 

  • Marsden, P. V., & Podolny, J. (1990). Dynamic Analysis of Network Diff usion Processes. In J. Weesie, & H. Flap (Hrsg.), Social Networks Th rough Time. Utrecht: ISOR.

    Google Scholar 

  • McMaster, T., & Wastell, D. (2005). Diff usion – or delusion? Challenging an IS research tradition. Information Technology & People 18, 383-404.

    Article  Google Scholar 

  • Melkote, S. R., & Steeves, H. L. (2001). Communication for development in the third world: Th eory and practice for empowerment (2. Auflage). Th ousand Oaks: Sage.

    Google Scholar 

  • Oulette, J. A., & Wood, W. (1998). Habit and Intention in Everyday Life: Th e Multiple Processes by Which Past Behavior Predicts Future Behavior. Psychological Bulletin 124, 54-74.

    Article  Google Scholar 

  • Pope, A. (1712). An essay on criticism. London: W. Lewis.

    Google Scholar 

  • Rogers, E. M., & Shoemaker, F. (1972). Communication of Innovations (2. Aufl.). New York: Free Press.

    Google Scholar 

  • Rogers, E. M. (1958). A Conceptual Variable Analysis of Technological Change. Rural Sociology 23, 136-145.

    Google Scholar 

  • Rogers, E. M. (1962). Diff usion of Innovations. New York: Free Press.

    Google Scholar 

  • Rogers, E. M. (2003). Diff usion of Innovations (5. Aufl.). New York: Free Press.

    Google Scholar 

  • Rogers, E. M., & Seidel, N. (2002). Diff usion of News of the Terrorist Attacks of September 11, 2001. Prometheus, 20, 209-219.

    Article  Google Scholar 

  • Ryan, B. (1948). A Study in Technological Diff usion. Rural Sociology, 13, 273-285.

    Google Scholar 

  • Silverstone, R., & Haddon, L. (1996). Design and the domestication of information and communication technologies: Technical change and everyday life. In R. Mansell, & R. Silverstone (Hrsg.), Communication by design: Th e politics of information and communication technologies (S. 44 – 74). Oxford: Oxford University Press.

    Google Scholar 

  • Singhal, A. (2011). Turning Diff usion of Innovations Paradigm on Its Head. In A. Vishwanath, & G. A. Barnett (Hrsg.), Th e Diff usion of Innovations: A Communication Science Perspective (S. 193 – 205). New York: Peter Lang.

    Google Scholar 

  • Strang, D., & Tuma, N. B. (1993). Spatial and Temporal Heterogeneity in Diff usion. American Journal of Sociology, 99, 614-639.

    Article  Google Scholar 

  • Valente, T. W. (2005). Network models and methods for studying the diff usion of innovations. In P. J. Carrington, J. Scott, & S. Wasserman (Hrsg.), Models and methods in social network analysis (S. 98 – 116). Cambridge: Cambridge University Press.

    Google Scholar 

  • Valente, T. W. (2006). Communication Network Analysis and the Diff usion of Innovations. In A. Singhal, & J. W. Dearing (Hrsg.), Communication of Innovations. A Journey with Ev Rogers (S. 61 – 82). London: Sage.

    Google Scholar 

  • von Pape, T. (2009). Media Adoption and Diff usion. In T. Hartmann (Hrsg.), Media Choice: A Th eoretical and Empirical Overview (S. 274 – 292). London: Routledge.

    Google Scholar 

  • Walsh, S. T., & Linton, J. D. (2000). Infrastructure for emergent Industries based on discontinuous innovations. Engineering Management Journal, 12, 23.

    Google Scholar 

  • Wang, F.-Y., Zeng, D., Carley, K. M., &Mao, W. (2007). Social Computing: From Social Informatics to Social Intelligence. IEEE Intelligent Systems, 22,79-83.

    Google Scholar 

  • Wirth, W., von Pape, T., & Karnowski, V. (2008). An Integrative Model of Mobile Phone Appropriation. Journal of Computer-Mediated Communication, 13, 593-617.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Institut für Kommunikationswissenschaft und Medienforschung, Ludwig-Maximilian-Universität München, München, Deutschland

    Dr. Veronika Karnowski

Authors
  1. Dr. Veronika Karnowski
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Veronika Karnowski .

Editor information

Editors and Affiliations

  1. Ilmenau, Thüringen, Germany

    Wolfgang Schweiger

  2. Inst. f. Kommunikationswiss. u. Medienf., Univ. München, Oettingenstr. 67, München, 80538, Germany

    Andreas Fahr

Rights and permissions

Reprints and permissions

Copyright information

© 2013 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Karnowski, V. (2013). Diffusionstheorie. In: Schweiger, W., Fahr, A. (eds) Handbuch Medienwirkungsforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18967-3_27

Download citation

  • DOI: https://doi.org/10.1007/978-3-531-18967-3_27

  • Published:

  • Publisher Name: Springer VS, Wiesbaden

  • Print ISBN: 978-3-531-18158-5

  • Online ISBN: 978-3-531-18967-3

  • eBook Packages: Humanities, Social Science (German Language)

Publish with us

Policies and ethics

Search

Navigation