Everett M. Rogers

""Social Change in Rural Society"" is a comprehensive textbook that explores the dynamics of social change in rural communities. Written by Everett M. Rogers, a renowned sociologist and expert in rural sociology, the book provides an in-depth analysis of the social, economic, and cultural factors that shape rural life and influence social change.The book covers a wide range of topics, including the history of rural sociology, the impact of technology on rural communities, the role of social institutions in rural life, and the challenges faced by rural communities in the modern world. It also examines the impact of globalization, urbanization, and environmental change on rural societies.Throughout the book, Rogers draws on a wealth of empirical research and case studies to illustrate key concepts and theories. He also provides practical guidance for students and researchers interested in conducting their own studies of rural communities.Overall, ""Social Change in Rural Society"" is an essential resource for anyone interested in understanding the complex dynamics of rural life and the forces that shape social change in these communities.Sociology Series.This scarce antiquarian book is a facsimile reprint of the old original and may contain some imperfections such as library marks and notations. Because we believe this work is culturally important, we have made it available as part of our commitment for protecting, preserving, and promoting the world's literature in affordable, high quality, modern editions, that are true to their original work.

Now in its fifth edition, Diffusion of Innovations is a classic work on the spread of new ideas. In this renowned book, Everett M. Rogers, professor and chair of the Department of Communication & Journalism at the University of New Mexico, explains how new ideas spread via communication channels over time. Such innovations are initially perceived as uncertain and even risky. To overcome this uncertainty, most people seek out others like themselves who have already adopted the new idea. Thus the diffusion process consists of a few individuals who first adopt an innovation, then spread the word among their circle of acquaintances—a process which typically takes months or years. But there are exceptions: use of the Internet in the 1990's, for example, may have spread more rapidly than any other innovation in the history of humankind. Furthermore, the Internet is changing the very nature of diffusion by decreasing the importance of physical distance between people. The fifth edition addresses the spread of the Internet, and how it has transformed the way human beings communicate and adopt new ideas.

From Simon & Schuster, History of Communication Study is Everett M. Rogers' in-depth and fascinating biographical approach.Everett Rogers' History of Communication Study offers an in-depth treatise on the history of human communication with archival interviews and research of those who have studied it as an intrical part of the social sciences.

What is the biggest social problem in the news today? Who makes issues newsworthy and important? Why do some issues receive more attention than others? Social issues that are widely recognized in the media's agenda often demand attention on the public agenda and in turn, slide up the policy agenda, creating policy changes. James W. Dearing and Everett M. Rogers's research on social issues that hit the top of the media agenda--the war on drugs, drunk driving, the Exxon Valdez, AIDS, and the Ethiopian famine--provides important theoretical and practical insight into the agenda-setting process and its role in effecting social change. This reader-friendly volume introduces students to an important area of communication research and offers them direction for further inquiry. Researchers and professionals in political and mass communication, media studies, research methods, and marketing will appreciate this volume's insightful approach to agenda-setting and policy. "Agenda-Setting is a very useful introduction to the topic as well as a through review of the stream of research. . . . This book introduces a number of ideas that are useful in public relations strategic planning such as the concept of an issue life cycle. A lag/lead analysis of issue development is discussed that would also prove useful to campaign planners. The concept of framing is introduced as a technique that brings meaning to an issue." --Public Relations Review "Authors James W. Dearing and Everett M. Rogers explain the importance of the agenda-setting hypothesis in mass communication research and suggest how research can be advanced in the future. . . . In the book's most impressive character, the authors raise 12 research issues to advance agenda-setting, including the need for more international, comparative approaches. A very complete list of references and a separate list of suggested readings are helpful to scholars. Highly recommended for all serious collections in journalism, mass media, mass communication, political science, and public policy research." R. A. Logan in Choice

What is the biggest social problem in the news today? Who makes issues newsworthy and important? Why do some issues receive more attention than others? Social issues that are widely recognized in the media's agenda often demand attention on the public agenda and in turn, slide up the policy agenda, creating policy changes. James W. Dearing and Everett M. Rogers's research on social issues that hit the top of the media agenda--the war on drugs, drunk driving, the Exxon Valdez, AIDS, and the Ethiopian famine--provides important theoretical and practical insight into the agenda-setting process and its role in effecting social change. This reader-friendly volume introduces students to an important area of communication research and offers them direction for further inquiry. Researchers and professionals in political and mass communication, media studies, research methods, and marketing will appreciate this volume's insightful approach to agenda-setting and policy. "Agenda-Setting is a very useful introduction to the topic as well as a through review of the stream of research. . . . This book introduces a number of ideas that are useful in public relations strategic planning such as the concept of an issue life cycle. A lag/lead analysis of issue development is discussed that would also prove useful to campaign planners. The concept of framing is introduced as a technique that brings meaning to an issue." --Public Relations Review "Authors James W. Dearing and Everett M. Rogers explain the importance of the agenda-setting hypothesis in mass communication research and suggest how research can be advanced in the future. . . . In the book's most impressive character, the authors raise 12 research issues to advance agenda-setting, including the need for more international, comparative approaches. A very complete list of references and a separate list of suggested readings are helpful to scholars. Highly recommended for all serious collections in journalism, mass media, mass communication, political science, and public policy research." R. A. Logan in Choice

Shaken by the dramatic inroads made by Japanese competitors into high-tech electronics, a number of U.S. electronic firms joined forces in 1982 to form the first U.S. for-profit research consortium: MCC (Microelectronics and Computer Technology Corp.). Since then more than 200 other consortia have been formed in a variety of industries. The authors describe MCC's formation, the problems it encountered, and its progress from its rocky inception under Admiral Bobby Inman through its recent past under Dr. Craig Fields. At the same time, they examine the crucial role that public/private alliances at the local level played in the choice of Austin, Texas as the site for MCC and, more generally, in the rise of Texas high-tech industry and the emergence of Austin as a computer and technology center. The authors also address the important management issues that this very new kind of business organization raises. These include questions about the ability of competing companies to work together successfully; about their ability to transfer R&D findings to members; and about the implications of these consortia for national and international competitiveness.

Advances in health care have made extraordinary changes in the life expectancy and level of vitality of the average American. Still, according to the U. S. Surgeon General, a full one-half of all premature deaths are due to lifestyle and, therefore, preventable. This important collection presents a comparative synthesis of what works and what does not in mass media health campaigns. High priority is given to coverage of substance abuse prevention campaigns, but programs on AIDS, smoking, teenage pregnancy, heart disease, Alzheimer's Disease, and vehicle seat belt use are also reviewed. Designing Health Communication Campaigns deepens our understanding of how to design, implement, and evaluate mass media campaigns by highlighting the contributions of media experts who add a human element to the various campaign experiences they describe. This work is indispensable in a fast-evolving field where it serves as both a reference and a concordance for interpreting many other analytic sources. Campaign designers, researchers, communications scholars and graduate students as well as policymakers and program funders will find the book to be valuable in helping make critical decisions about effective mass communication campaigns. "This volume is valuable because it emphasizes actual experiences, and is thus recommended as an adjunct to classic texts in the field. Graduate; faculty; professional." --Choice

The Series in Communication Technology and Society is an integrated series centering on the social aspects of communication technology. Written by outstanding communications specialists, it is designed to provide a much-needed interdisciplinary approach to the study of this rapidly changing field. The industrial nations of the world have become Information Societies. Advanced technologies have created a communication revolution, and the individual, through the advent of computers, has become an active participant in this process. The "human" aspect, therefore, is as important as technologically advanced media systems in understanding communication technology. The flagship book in the Series in Communication Technology and Society, Communication Technology introduces the history and uses of the new technologies and examines basic issues posed by interactive media in areas that affect intellectual, organization, and social life. Author and series co-editor Everett M. Rogers defines the field of communication technology with its major implications for researchers, students, and practitioners in an age of ever more advanced information exchange. CONTENTS The Changing Nature of Human Communication What Are the New Communication Technologies? History of Communication Science Adoption and Implementation of Communication Technologies Social Impacts of Communication Technologies New Theory New Research Methods Applications of the New Communication Technologies