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- tyho, on 02/26/2009, -2/+11Speaking of talk radio (which I listen to constantly), I remain incredulous that any Democrat who professes liberal values would give a moment's thought to supporting a return of the Fairness Doctrine to muzzle conservative shows. The failure of liberals to master the vibrant medium of talk radio remains puzzling. To reach the radio audience (whether the topic is sports, politics or car repair), a host must have populist instincts and use the robust common voice. Too many Democrats have become arrogant elitists, speaking down in snide, condescending tones toward tradition-minded middle Americans whom they stereotype as rubes and buffoons. But the bottom line is that government surveillance of the ideological content of talk radio is a shocking first step toward totalitarianism.
- inactive, on 02/26/2009, -3/+11HOO- RAY until they are sneaky and use another way to try and silence the truth!
- PhoenixTx, on 02/26/2009, -1/+5I totally agree tyho.
- BillE3, on 02/26/2009, -2/+6If the radio host is liked and has a lot of listeners, they also hear the advertisements. Those listeners go out and buy from those advertisers. The radio station can charge more for advertising space and make more money on a popular host. It is self perpetuating.
The liberal hosts were not able to draw the audience and the advertisers did not see their sales go up from those radio ads. The radio station could not draw nor sell advertising space. Instead of looking at the real cause of financial problems, they cried foul and wanted to shut down the successful radio hosts.
How typical and consistent, demand entitlements for failure and punishment and exile of success. - Gandalff, on 02/26/2009, -2/+4@tyho
Agreed. I also find it odd at best why liberal radio has not caught on like wild fire since they claim to be the majority in America and to also claim Superiority in wisdom and facts.
You would think that the mediums that watch and listen to conservative radio on a daily basis and rate them according to truth and accuracy would have no problem with liberal radio competing in the free market place.
No different than McDonald's on one corner and Hardee's on the other. Should one tell the other they are not allowed to have more customers than the other out of fairness? Or do customers get to decide? - dorsey47, on 02/27/2009, -0/+1Congrats, 1st amendment!!!
- CruiserCT1, on 02/27/2009, -0/+1Yes. Tell them
- FloridaBassguy, on 02/27/2009, -0/+0WTF?
- FloridaBassguy, on 02/27/2009, -0/+0OK...Seriously WTF?
- beyondpuke, on 02/27/2009, -1/+0Why is there little to none top of the mind awareness given in arugment to this Fairness Doctrine?
When it comes to the LACK of fairness from the MediaCrats of the mainstream media.
Hollywood/Entertainment and now the "News" or the Not News is good news News Hour folk" generously display their contempt for Authority, much as their Parents with their parents of the 70's.
"The cat's in the cradle and the silver spoon, little boy blue in the man in the moon. When are you coming home Dad,I don't know when But we will have a good time then. We will have a good time then.....
http://www.youtube.com/watch?v=zlHdjjHNEC8
Two income middleclass led to disdain and contempt for parents and with that, just like "watch the way a man is with his mother, and I will show you the way he will be with his wife." If you believe in that truism than you have to admit that it the logic follows as well when you see that the respect that is not taught at home is certaintly not actualized outside the home. How would they know? Their parents simply gave their children "stuff" now enabled, they are running the country.
We are now afraid of our children. Where else in the world has that been demonstrated. Beyondpuke.com - beyondpuke, on 02/27/2009, -1/+0Newsprint lost readership due to lack of relevant content.
It is all but over for the mainstream print. Mainstream media is facing the same concern. Look how conservative like Fox overwhelmes the left.
Who wants to listen to what they have to say? Their "followers" are the irresponsible, criminal driven, evil minded and they are all out partying while wonderful programming is going on. Where are their viewers...daaah...
Soon, as the EARLY MAJORITY join with the EARLY ADOPTERS critical mass occurs, Soon the new pipeline of the TV is the WEB, bringing a new "Diffusion Innovation" to a head. See.
http://www.ciadvertising.org/studies/student/98_fa ...
Essentially a large screen computer and all media is the Web. Once the EARLY MAJORITY actualizes you will see the reality of the Web taking over and this will bring a new "Diffusion Innovation" to a head.
It's all beyondpuke.com
Diffusion of Innovation Theory
One of the greatest pains to human nature is the pain of a new idea. It...makes you think that after all, your favorite notions may be wrong, your firmest beliefs ill-founded... Naturally, therefore, common men hate a new idea, and are disposed more or less to ill-treat the original man who brings it.
-Walter Bagehot Physics and Politics
Definition of Diffusion of Innovation
In his comprehensive book Diffusion of Innovation, Everett Rogers defines diffusion as the process by which an innovation is communicated through certain channels over time among the members of a social system. Rogers' definition contains four elements that are present in the diffusion of innovation process.
The four main elements are:
(1) innovation - an idea, practices, or objects that is perceived as knew by an individual or other unit of adoption.
(2) communication channels - the means by which messages get from one individual to another.
(3) time - the three time factors are:
(a) innovation-decision process
(b) relative time with which an innovation is adopted by an individual or group.
(c) innovation's rate of adoption.
(4) social system - a set of interrelated units that are engaged in joint problem solving to accomplish a common goal.
Make a better mousetrap, and the world will beat a path to our door.
-Ralph Waldo Emerson
Background on Diffusion of Innovation
The original diffusion research was done as early as 1903 by the French sociologist Gabriel Tarde who plotted the original S-shaped diffusion curve. Tardes' 1903 S-shaped curve is of current importance because "most innovations have an S-shaped rate of adoption". (Rogers, 1983) The variance lies in the slope of the "S". Some new innovations diffuse rapidly creating a steep S-curve; other innovations have a slower rate of adoption, creating a more gradual slope of the S-curve. The rate of adoption, or diffusion rate has become an important area of research to sociologists, and more specifically, to advertisers.
In the 1940's, two sociologists, Bryce Ryan and Neal Gross "published their seminal study of the diffusion of hybrid seed among Iowa farmers" renewing interest in the diffusion of innovation S-curve. The now infamous hybrid-corn study resulted in a renewed wave of research. "The rate of adoption of the agricultural innovation followed an S-shaped normal curve when plotted on a cumulative basis over time". This rate of adoption curve was similar to the S-shaped diffusion curve graphed by Tarde forty years earlier.
Ryan and Gross classified the segments of Iowa farmers in relation to the amount of time it took them to adopt the innovation, in this case, the hybrid corn seed. The five segments of farmers who adopted the hybrid corn seed, or adopter categories are:
(1) innovators,
(2) early adopters,
(3) early majority,
(4) late majority, and
(5) laggards.
"The first farmers to adopt (the innovators) were more cosmopolite (indicated by traveling more frequently to Des Moines) and of higher socioeconomic status than later adopters". One of the most important characteristics of the first segment of a population to adopt an innovation, the innovators, is that they require a shorter adoption period than any other category. Rogers identifies several additional characteristics dominant in the innovator type:
(1) venturesome, desire for the rash, the daring, and the risky,
(2) control of substantial financial resources to absorb possible loss from an unprofitable innovation.
(3) the ability to understand and apply complex technical knowledge, and
(4) the ability to cope with a high degree of uncertainty about an innovation.
Characteristics Rogers identified in the Early Adopters:
(1) integrated part of the local social system,
(2) greatest degree of opinion leadership in most systems,
(3) serve as role model for other members or society,
(4) respected by peers, and
(5) successful.
Characteristics Rogers identified in the Early Majority:
(1) interact frequently with peers,
(2) seldom hold positions of opinion leadership,
(3) one-third of the members of a system, making the early majority the largest category.
(4) deliberate before adopting a new idea.
Characteristics Rogers identified in the Late Majority:
(1) one-third of the members of a system,
(2) pressure from peers,
(3) economic necessity,
(4) skeptical, and
(5) cautious.
Characteristics Rogers identified in the Laggards:
(1) possess no opinion leadership,
(2) isolates,
(3) point of reference in the past,
(4) suspicious of innovations,
(5) innovation-decision process is lengthy, and
(6) resources are limited.
Although additional names and titles for the adopters of an innovation have been used in other research studies, Everett Rogers labels for the five adopter categories are the preferred or standard for the industry. Moreover, the specific characteristics that Rogers' identifies for each adopter category is of significance to advertisers interested in creating an integrated marketing plan targeting a specific audience.
Ideas confine a man to certain social groups and social groups confine a man to certain ideas. Many ideas are more easily changed by aiming at a group than by aiming at an individual.
-Josephine Klein, Working with Groups: The Social Psychology of Discussion and Decision
The Adoption Process
In his book Diffusion of Innovations, Rogers defines the diffusion process as one "which is the spread of a new idea from its source of invention or creation to its ultimate users or adopters". Rogers differentiates the adoption process from the diffusion process in that the diffusion process occurs within society, as a group process; whereas, the adoption process is pertains to an individual. Rogers defines "the adoption process as the mental process through which an individual passes from first hearing about an innovation to final adoption".
Five Stages of Adoption
Rogers breaks the adoption process down into five stages. Although, more or fewer stages may exist, Rogers says that "at the present time there seem to be five main functions". The five stages are:
(1) awareness,
(2) interest,
(3) evaluation,
(4) trial, and
(5) adoption.
In the awareness stage "the individual is exposed to the innovation but lacks complete information about it". At the interest or information stage "the individual becomes interested in the new idea and seeks additional information about it". At the evaluation stage the "individual mentally applies the innovation to his present and anticipated future situation, and then decides whether or not to try it". During the trial stage "the individual makes full use of the innovation". At the adoption stage "the individual decides to continue the full use of the innovation".
Why is the Adoption Process of any relevance to advertisers? The purpose of marketing and advertising is to increase sells, which hopefully results in increased profits. It is through analyzing and understanding the adoption process that social scientists, marketers and advertisers are able to develop a fully integrated marketing and communication plan focused at a predetermined stage of the adoption process.
Be not the first by who the new is tried, nor the last to lay the old aside.
-Alexander Pope, An Essay on Criticism, Part II
Rejection and Discontinuance
Of course, as Rogers points out, an innovation may be rejected during any stage of the adoption process. Rogers defines rejection as a decision not to adopt an innovation. Rejection is not to be confused from discontinuance. Discontinuance is a rejection that occurs after adoption of the innovation.
Rogers synopses many of the significant research findings on discontinuance. Many "discountenances occur over a relatively short time period" and few of the "discountenances were caused by supersedence of a superior innovation replacing a previously adopted idea". One of the most significant findings was research done by Johnson and Vandan Ban (1959):
The relatively later adopters had twice as many discountenances as the earlier adopters. Previous researchers had assumed that later adopters were relatively less innovative because they did not adopt or were relatively slow to adopt innovations. This evidence suggests the later adopters may adopt, but then discontinue at a later point in time.
Rogers identifies two types of discontinuance:
(1) disenchantment discontinuance - a decision to reject an idea as a result of dissatisfaction with it's performance, and
(2) replacement discontinuance - a decision to reject an idea in order to adopt a better idea.
One must learn by doing the thing, for though you think you know it, you have no certainty until you try.
-Sophocles, 400 BC
The Innovation - Decision Process
Rogers defines the innovation-decision process as the "process through which an individual (or other decision making unit such as a group, society, economy, or country) passes through the innovation-decision process".
There are five stages in the Innovation-Decision Process:
(1) from first knowledge of innovation,
(2) to forming an attitude toward the innovation,
(3) to a decision to adopt or reject,
(4) to implementation of the new idea,
(5) to confirmation of this decision.
It should be noted that prior conditions affect the innovation-decision process. Prior conditions such as:
(1) previous practice,
(2) felt needs/problems,
(3) innovativeness, and
(4) norms of the social systems.
The first stage of the innovation-decision process entails seeking one or more of three types of knowledge about the innovation. Rogers describes these as:
Awareness knowledge is information that an innovation exists.
How-to-knowledge consists of the information necessary to use an innovation properly, and
Principles knowledge consists of information dealing with the functioning principles underlying how the innovation works.
Rogers states that awareness and knowledge of an innovation can be made most efficiently through mass media. It will be interesting in twenty years or so, to ascertain if mass media will still be considered the most efficient means to create product awareness and knowledge.
The following chart identifies seven characteristics consistently found in `early knowers'. These characteristics should be taken into consideration when targeting the early or late knowers segment of the population.
1 Earlier knowers of an innovation have more formal education than later knowers.
2 Earlier knowers of an innovation have higher socioeconomic status than late knowers.
3 Earlier knowers of an innovation have more exposure to mass media channels of communication than later knowers.
4. Earlier knowers of an innovation have more exposure to interpersonal channels than later knowers.
5. Earlier knowers of an innovation have more change agent contact than later knowers.
6. Earlier knowers of an innovation have more social participation than later knowers.
7 . Earlier knowers of an innovation have more cosmopolite than later knowers.
The knowledge stage of the innovation-decision process is of great value to advertisers because at this vulnerable stage of the innovation-decision process, advertisers are able to create an impressionable impact on their target audience. Advertisers should focus their efforts on creating awareness and knowledge when promoting a new product or innovation.
Consequences of Innovations
Before concluding our discussion on the innovation-decision process, it is important to consider the consequences or changes that occur to an individual or to a social system as a result of the adoption or rejection of an innovation. Rogers identifies three consequences or changes:
(1) Desirable versus undesirable consequences
(2) Direct versus indirect consequences, and
(3) Anticipated versus unanticipated consequences.
Diffusion research is emerging as a single, integrated body of concepts and generalizations, even though the investigations are conducted by researchers in several scientific disciplines.
-Everett M. Rogers with F. Floyd Shoemaker (1971), Communications of Innovations: A Cross-Cultural Approach
For the most part, the world of advertising is concerned with the diffusion of innovation process in terms of how such research studies can facilitate product adoption and therefore market segmentation. But it should be mentioned that additional research exists on the diffusion of innovation theory in other scientific disciplines, such as economic dev
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