Difussion and Innovation Minority Youth Substance Abuse Solution In the article by Robertson (1967), the issue of how innovation can occur is discussed. The article looks at the continuous innovation, dynamically continuous innovation, and discontinuous innovation. Diffusion is described as occurring in an orderly sequence. Those who innovate can be first to the market or to the target audience with their ideas. They can be second and expand on the initial innovation, or they can continue the first innovation; or they can be last or be innovative by discontinuing the previous innovation. Diffusion can occur in a predictable manner according to the description of innovation offered by Robertson (1967). Personal influence and social integration all play a part in how diffusion occurs, however—and this is something that is born out in the study of modern influencers on social media (Freberg, Graham, McGaughey & Freberg, 2011). As Rogers and Scott (1997) point out, innovations are communicated via culture, community and social groups. This is the essence of diffusion. In Robertson’s (1967) article, the diffusion of innovation...
The principle that will be applied form the diffusion of innovation model is the principle that the easier the message the easier it is for the message to be adopted by the target population. As the target population for this public health campaign is minority youths, the message should be simplified and communicated using simple means that will appeal to modern youth—and this means that social media, Facebook and Twitter are necessary to use.References
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Robertson, T. S. (1967). The process of innovation and the diffusion of innovation. Journal of marketing, 31(1), 14-19.
Rogers, E. M., & Scott, K. L. (1997). The diffusion of innovations model and outreach from the National Network of Libraries of Medicine to Native American communities. Retrieved March, 22, 2006.
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