DIFFUSION OF INNOVATION THEORY

 

Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories. It 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. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product.   Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible.  

Adoption of a new idea, behavior, or product (i.e., "innovation") does not happen simultaneously in a social system; rather it is a process whereby some people are more apt to adopt the innovation than others.   Researchers have found that people who adopt an innovation early have different characteristics than people who adopt an innovation later. When promoting an innovation to a target population, it is important to understand the characteristics of the target population that will help or hinder adoption of the innovation. There are five established adopter categories, and while the majority of the general population tends to fall in the middle categories, it is still necessary to understand the characteristics of the target population. When promoting an innovation, there are different strategies used to appeal to the different adopter categories.

1. Innovators - These are people who want to be the first to try the innovation. They are venturesome and interested in new ideas. These people are very willing to take risks, and are often the first to develop new ideas. Very little, if anything, needs to be done to appeal to this population.
2. Early Adopters - These are people who represent opinion leaders. They enjoy leadership roles, and embrace change opportunities. They are already aware of the need to change and so are very comfortable adopting new ideas. Strategies to appeal to this population include how-to manuals and information sheets on implementation. They do not need information to convince them to change.
3. Early Majority - These people are rarely leaders, but they do adopt new ideas before the average person. That said, they typically need to see evidence that the innovation works before they are willing to adopt it. Strategies to appeal to this population include success stories and evidence of the innovation's effectiveness.
4. Late Majority - These people are skeptical of change, and will only adopt an innovation after it has been tried by the majority. Strategies to appeal to this population include information on how many other people have tried the innovation and have adopted it successfully.
5. Laggards - These people are bound by tradition and very conservative. They are very skeptical of change and are the hardest group to bring on board. Strategies to appeal to this population include statistics, fear appeals, and pressure from people in the other adopter groups.

The stages by which a person adopts an innovation, and whereby diffusion is accomplished, include awareness of the need for an innovation, decision to adopt (or reject) the innovation, initial use of the innovation to test it, and continued use of the innovation. There are five main factors that influence adoption of an innovation, and each of these factors is at play to a different extent in the five adopter categories.

1. Relative Advantage - The degree to which an innovation is seen as better than the idea, program, or product it replaces.
2. Compatibility - How consistent the innovation is with the values, experiences, and needs of the potential adopters.
3. Complexity - How difficult the innovation is to understand and/or use.
4. Triability - The extent to which the innovation can be tested or experimented with before a commitment to adopt is made.
5. Observability - The extent to which the innovation provides tangible results.

Limitations of Diffusion of Innovation Theory

There are several limitations of Diffusion of Innovation Theory, which include the following:

• Much of the evidence for this theory, including the adopter categories, did not originate in public health and it was not developed to explicitly apply to adoption of new behaviors or health innovations.
• It does not foster a participatory approach to adoption of a public health program.
• It works better with adoption of behaviors rather than cessation or prevention of behaviors.
• It doesn't take into account an individual's resources or social support to adopt the new behavior (or innovation).

This theory has been used successfully in many fields including communication, agriculture, public health, criminal justice, social work, and marketing. In public health, Diffusion of Innovation Theory is used to accelerate the adoption of important public health programs that typically aim to change the behavior of a social system. For example, an intervention to address a public health problem is developed, and the intervention is promoted to people in a social system with the goal of adoption (based on Diffusion of Innovation Theory). The 

YOUTH CONTRIBUTION TO NATION BUILDING THROUGH VOLUNTEERISM AND PATRIOTISM

There is no denying the fact that resources, especially financial ought to be available if any volunteerism of any sort must work successful. Even though in volunteerism, those who take part are not expected to be paid but it is equally true that they must be given some sort of allowance to sustain them in terms of feeding, lodging and transportation during the volunteerism period.

 Youth in voluntary service

As part of a series of articles that looks at the role young people and for that matter the youth can play in nation building. Today’s article will take a cursory look at how the youth of mother Ghana  can contribute significantly to nation building through volunteerism and patriotism. Two key ingredients essential to nation building.

Indeed, Volunteerism is used globally as a tool for developing active citizens, fostering national cohesion, and creating opportunities for skills development and application among the young people. There is the need to make volunteerism attractive to young people and inspire patriotism to contribute to building mother Ghana.

Indeed, if there is any group of people that are active, energetic, strong and filled with all the energy, it is the youth .but many of the times the potential, skills or this exceptional and much talked about energy is not harnessed to promote development or growth.

I must say without any iota of doubt in my mind that one way this energy and skills and potential of the youth can be used effectively is through volunteerism.

Indeed, many will argue that there is already a sort of volunteerism in place for the youth of Ghana through the establishment of the national service scheme (NSS). A compulsory six months attachment or service to the nation after tertiary education. Yes, this to some extent enables majority of the youth to contribute their quota to the service and development of their nation but it has many challenges and loopholes which must be addressed. The kind of volunteerism am talking about should be holistic and not restricted to only the tertiary sector but at all levels of the educational spectrum. Now this article will explore how the youth can contribute to building our nation Ghana through volunteerism and volunteerism and what role the government can play to ensure that this becomes a reality.

To promote volunteerism and patriotism among the youth of Ghana. The Government  in collaboration with other stakeholders will have to take the following measures;

First and foremost, resources ought to be allocated to youth volunteerism .

Secondly, facilitate private sector support for youth volunteerism. The private sector must also be roped in any attempts to promote volunteerism and nation building. The private sector must be encouraged to support youth volunteerism initiatives financially and in kind. It is not a hidden fact that this sector has a huge financial muscle and potential that is capable of supporting youth volunteerism across the nation.

Also, efforts must be made by the government to include youth volunteerism in all levels of the educational programmes. The current situation in our nation is that only those who finish tertiary engage in the national service. This trend must be reversed to include all levels of the educational spectrum, those at the secondary level and other levels must be encouraged to take part in volunteering activities during the holidays, particularly the long vacs and the ministry of education must take charge to inculcate this as part of the curricula such that extra grade points or marks could be obtained by those who engage in such initiatives. 

Then again, inculcate the spirit of patriotism and volunteerism

Lastly, Develop leadership potentials among the youth through volunteerism.

THE ROLE OF GHANAIAN YOUTH IN AGRICULTURAL DEVELOPMENT

YOUTH IN AGRICULTURE AT BANVIM,NORTHERN REGION

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Agriculture, is undoubtedly Ghana’s most important and dominant economic sector with huge potential,employing more than half the population on formal and informal basis  and accounting for almost half of Gross Domestic Product (GDP) and export earnings.The sector in this regard contributes significantly to reducing poverty and achieving economic growth.

The sector which is divided into five sub-sectors(cocoa, crops other than livestock, fisheries and forestry) though, it is bedeviled with a lot of challenges such as low productivity,little or no access to credit or financial resources and modern technologies  and  post harvest losses among others, it still contributes tremendously to economic and national development and growth.

This article, I must say will explore the role the youth of Ghana can play to reverse this seemingly unfortunate trend and what specific contribution they make in that regard.

Indeed, it is not a hidden fact that when agriculture is mentioned, many of today’s youth shy away from it, obviously because of reasons best known to them. Indeed, many are those who attribute this profession to the illiterates and the downtrodden in society. They do not see it as a job for the graduate and do not think that by their actions they are contributing negatively to the reduction in production of food for the sustenance of the Ghanaian people and the economy.

 Arguably, agriculture provides for a majority of Ghana’s population. Increased productivity in agriculture ensures food security and contributes immensely to the health and well-being of the people.

My question is what we do as a country to reverse this seemingly threatening attitude of the youth to agriculture? What do we do to encourage them to engage in agriculture?

 Youth using irrigation to enhance agric production

In an interview with Alberta Nana Akyaa Akosa, Exhibition Director of the National food and Agric show(FAGRO) on what can be done to encourage the youth to develop interest in agriculture  she indicated “that she strongly believes that there is the need to develop strong strategic interventions and approaches that will attract the youth to this sector, particularly youth in informal sector, the provision of resources for the participation of the youth in modern agriculture she said  should be a priority of the government and that the youth should take advantage of this where necessary to promote agriculture”

Indeed, I absolutely agree with her on the views expressed above. If as a nation we want the youth to be active participants in agriculture, then we must make it a national priority by investing hugely, in the provision of significant resources that will make it easier for them to participate. This should not be treated lightly at all, because the business of agriculture to a larger extent is capital intensive and one needs to have resource like land, equipments, fertilizers and access to water among others to ensure that he or she can be successful in such a venture.

We must as a nation, equally promote the participation of the youth in modern agriculture as a viable career opportunity for the youth and as economic and business option. The time where we promote the white color jobs as the only lucrative jobs available to the detriment of agricultural jobs should be a thing of the past. We must let the youth know that agriculture pays and really pays well. People who decide to pursue agriculture at the secondary, college and university levels as a course and career path must be given special incentives to encourage them and others to walk that path.

Then again, it is important to encourage people who are successful or people who make giant strides in agriculture to give open or public testimony of how agriculture is rewarding. This I strongly believe will serve as an antidote to encourage the youth to take up careers in agriculture.

It is my candid opinion that if efforts are not put in place to promote agriculture among the youth. The agricultural sector will be incapable of safeguarding income, employment and food supply and therefore unable to contribute in reducing poverty among the rural population thereby falling short of its current potential.

It is an undenying fact,that agriculture consitute a central objective of the Ghana Poverty Reduction Strategy (GPRS),whose main goal is to make Ghana become a middle income country by 2015.This dream is however a mirage than a reality given our current circumstances. For me however,I am highly optimistic that this strategy can be achieved through a vibrant,modernized and competitive agriculture industry of which the youth of Ghana have a centre role to play in ensuring that Ghana get positive results from this growing industry.

By Steve Kubate Salifu, the writer is a freelance Journalist and the Director of Media Relations of IHAV foundation.

s.ksteve2020@gmail.com

HOW CITIZEN JOURNALISTS USE OF SOCIAL MEDIA AFFECT THE ACTIVITIES OF TRADITIONAL MEDIA

 GHANA INSTITUTE OF JOURNALISM

COURSE; INTRODUCTION TO NEW MEDIA

LECTURER; MR. KODWO JONAS ANSON BOATENG

                  NAME                                                                                   

  1. PWABERI DENIS WEDAM                                                       

  2 .KUUPUOLO EVA                                                                 

         3 .AGBEMAVA MABEL                                                              

  4. AZIZ FUSENA                                                                         

  5. STEPHEN Y.S.K SALIFU                                                   

                            DATE OF SUBMISSION; 23^RD OCTOBER, 2013.

Introduction

  Technology has modified and transformed many aspects of human life including the media. The technological transition from web 1.0 to web 2.0 has brought in its wake the invention of  highly accessible internet platforms called social media where interested  people link up, connect and share information with one another anywhere, anytime using mobile communication network and devices. The use of such platforms as twitter, facebook,blogger, digg and delicious make the transfer of texts, photos, audio, video and information in general increasingly fluid among internet users.(socialmediadefined.com/what-is-social-media) The increased level of interactivity  allows every member of the public to take part in the collection, processing and dissemination of news information, thus making them citizen journalists. It makes the once dormant audience play active roles in the manufacture of news information. Jay Rosen defines citizen journalism as ‘when the people formerly known as the audience employ their press tools they have in their possession to inform one another’ (Wikipedia).

            Setting this innovation in the era of the traditional media, also known as legacy media, which only consisted of old traditional means of communication and expression that have existed since before the advent of the new media of the internet industries, its effects are obvious. It affects the traditional media houses as well as their production because of manner in which citizen journalists use the social media to disseminate information, interact freely, and give instantaneous feedback, without one person controlling the entire activity. Having established a premise with the overview of social media, citizen journalist/journalism and traditional media, the document continues to take a critical look at how twitter, facebook, blogger and other social media affect the activities of television, newspaper, radio and other traditional media production and of course to consider how the latter have positioned and are positioning itself .

Body

     First and foremost, citizen journalists’ use of the social media has lessen the power the traditional media had to play their gate keeping and agenda setting roles. The “autocratic” power that traditional media houses had in choosing news worthy and salient issues, have been “democratized” by citizen journalists who engage in journalistic practices. The effect is that the traditional media does no longer have that sole power to tell the public what is news, because the agenda is sometimes set by the audiences per their contributions on the social platform. Likewise with the salient issues because a great deal of the news information comes from the public.

     Again, by the use of the social media by citizen journalists, there has emerged a new orientation about the timeliness of news, so that the public does not consider news from the traditional media as timely. Before a traditional media house sends a reporter to an incident scene to cover a story and then pass through an editorial process before it is aired, a citizen journalist by the use of the social media might have broken that same story long before the reporter even got to the scene. For instance, I got to know about the Achimota Melcom collapse on facebook before hearing on radio, television and newspapers.

     Also, citizens’s use of the social media for journalistic purposes has also affected the public’s patronage for the traditional media for various reasons;

i.Unlike the social media where audience or the public can always archive for information they have missed, information on the traditional media, except newspapers is transient and fleeting; once you miss it, you can’t get it again.

ii.Whereas citizen journalists use social media to give first hand information in its virgin form, the traditional media gives second or third hand information that is often edited.

iii.When it comes to the issue of proximity, citizen journalists using the social media are closer both geographically and culturally and they offer more insights into the stories they cover than traditional media reporters who may not have any relation with an issue to be reported. These are just a few of the numerous reasons that account for the public perception of the traditional media as less effective as compared to the new media of citizen journalism

iv) Again citizen journalists use of social media segments the audience by offering alternative dimensions. This is to say, diverse information on the social platform allows the audience to choose topics or subjects of interests. For instance there are blogs on fashions, entertainment, food and nutrition. The traditional media on the other hand are restricted to their programme line up.

v) Inasmuch as the traditional media is limited in reaching the audience, the social media has a wide reach and gets to audiences worldwide.

       Moreover, though positive, the use of social media by citizen journalists also affects the quality of news produced by traditional media by way of their contribution. A traditional media house trying to be first in news may break a story without the necessary details to back the story. Citizen journalists through the social media may contribute pictures and videos to support that story.

Conclusion

      The traditional media houses see these activities of the citizen journalist as a threat to their course, hence the strategies they are putting in place to meet the changing trend. The traditional media too must behave like the hunter to be able to keep up the pace.

                Already the traditional media has recognized the good works of citizen journalists in news production and they are strategically incorporating the citizen journalist into their media houses. It is now very common to find traditional media join the social media to allow the public also contribute to their programmes.

              There is also an introduction of phone-in and texting in order to connect to the audience and share views, comments and feedbacks.

             The traditional media are strategizing to meet the changing trends by joining the social media. This aids in overcoming the issues of timeliness and fleeting information. Examples are myjoyonline.com, and citifmonline.com

          Finally, they give out programme outlines by categorizing activities of the day and allotting times they will be broadcast for audiences to choose their preferences.

 REFERENCES

Jay Rosen (14). "A Most Useful Definition of Citizen Journalism". Press Think. Retrieved 21 May 2012

Anderson, P. (Feb. 2007)What is Web 2.0? Ideas, Technologies and Implications for Education (JISC Technology & Standards Watch).

H. Kietzmann, Jan; Kristopher Hermkens (2011). "Social media? Get serious! Understanding the functional building blocks of social media". Business Horizons 54: 241–251.

Dan Gillmor, We the Media: Grassroots Journalism by the People, for the People (O’Reilly Media, 2004)