In Everett Rogers's diffusion of innovation theory, communication is central as it is thought that new innovations create uncertainty among potential adopters unsure of the outcomes of
adoption, who then seek subjective information about the innovation from their social network, and a socially constructed meaning of the innovation thereby emerges as individuals exchange
information about the innovation. Responding to Rogers's call in the last edition of Diffusion of Innovations (2003) for improving the methods and models of the past and broadening the
conception of the diffusion of innovations, Vishwanath (communication, U. of Buffalo) and Barnett (communication, U. of California at Davis), present 10 papers providing a communications
perspective on diffusion theory. The papers identify shortcomings in the theoretical models and research methodologies of mainstream diffusion scholarship (such as a focus on technology over
the diffusion of information, culture, and behavior or a bias towards the adoption of innovation over its re-invention or rejection) and seek to provide a broader perspective and new approaches
for understanding diffusion. Annotation 穢2011 Book News, Inc., Portland, OR (booknews.com)
