Literary Analysis Essay on "Diffusions of Innovations"

Introduction

"A Summary of Diffusion of Innovation" is an article by Les Robins that summarizes Everett Rodgers' book, "Diffusions of Innovations." Rodgers book explains how different people with different historical backgrounds perceive and interpret innovation. According to the author, the diversity regarding comprehension of change as a concept by a diverse people contributes to the effectiveness of some compared to others. Therefore, the writer uses his book as a platform to expound on the causes of such cases which seem to bring confusion in the community.

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Moreover, the piece seeks to explain and define the concept of innovation regarding its meaning, assimilation, and interpretation. Also, it highlights the qualities as well as traits that make an innovative idea preferred and adopted effectively compared to others. Importantly, Robins compiles all these tenets into his article in which this paper seeks to annotate as well as explaining.

According to Robins, Rodgers defines innovation as an idea, an object or behavior that the audience perceive as new (2009). More so, he further states that these aspects might be introduced to the audience to replace the existing ones or to establish a new project. Furthermore, he says how Rodgers breaks down the diffusions of innovation into three essential aspects which include innovation qualities, peer networks and understanding needs of all consumers without basing on the differences (Robins, 2009). Notably, the three classification aspects summarize Rodgers' approach to understanding how individuals with different mindset assimilate innovation.

Nevertheless, Robins explains what makes change valuable by highlighting its most preferred traits. The first characteristic is Relative Advantage which implies the suitability of the innovative approach (Robins, 2009). Audiences embrace changes that will benefit them. Moreover, they desire ideas that compatible with the existing ones so that they do not experience hurdles while switching to them. Chiefly, they should be simple in that the adopters will not feel complicated while transiting to them

The "Peer Network" ideology directs the marketing methods of the new take. Robins interprets Rodgers explanation regarding the relevance of this insight by stating that sharing innovative ideas is the same as disseminating information; thus, it requires several mediums to successfully reach the receivers of the message (Robins, 2009). According to Robins, this approach of dissemination enables a new idea, product or aspect beat uncertainty which in turn assures the innovator that the audience has received the message (2009). The transmission of the innovative issues is accomplished using the mass media which cut across the cultural, political geographical as well as economic variations. Apart from the mass media, a creative thinker can also use personal communication means of sharing the idea which is the most effective medium of all.

Chiefly, individuals who wish to share their new ideas ought to understand the needs of each user segment. As stated by Robinsons, each group has its traits as well as ways of doing things (2009). Therefore, the person must have vast knowledge about the differences among the divisions to be able to craft innovative messages that fit all. Moreover, he/she must familiarize with the adoption level of each member of the audience. For instance, there are those with high adaptability levels and those with slow. This way prepares the innovator of the outcome regarding the embracement of his/her approaches as he/she will know what to expect based on the adaptability rate of the receivers.

My Reflection on the Reading

I think Robins' efforts in explaining and summarizing Rodgers' work successful. His article explains the topic using concise but simple language that increases the readers' understanding of the concept. In my view, one can perceive Rodgers' book, "Diffusion on Innovation," as a short piece despite its huge volume. More so, I find Robins' work of summarizing "Diffusion of Innovation" relevant as people find a difficult time in grasping the concept of innovation. Importantly, the digital era we are in today requires innovative approaches to practices regarding all aspects of life. This reality enables me to prove the relevance of Robins' summary on Rodgers' book.

Notably, I agree with Robins' interpretation of Rodgers text. I read Rodgers' book and found out that the summary by Robinsons was correct. According to Rodgers, diffusion of innovativeness depends majorly on three aspects which include quality, dissemination and the satisfaction of people needs (2000). In my view, these aspects are mentioned by Robinson while interpreting "Diffusion of Innovation." Robinsons outlines the qualities that make a new idea or concept spread in which I find all correct. In my view, people dislike practices that are complicated to be implemented especially when they are new. They prefer when the approaches are simplified to be compatible with the existing ones so that they do not experience a hard time while adopting as explained by Robinson.

Moreover, I agree with Robinson that personal means of disseminating new ideas are more effective than any other medium. I think that, in this type of communication, the innovator gets the first-hand impression of the audience regarding the new idea. More, so I also feel that he/she has a better opportunity in convincing the listeners or the readers to adopt the change compared to mass media. However, I find peer communication ineffective as it cannot reach a diverse audience regarding culture and geographical placations. In my view, people need to share their innovative through digital means such as the internet to successfully achieve out to a broad audience.

In terms of structure and organization of the paper, I find Robinsons' article orderly arranged. As a reader, I was able to access information easily as every piece is organized under its topic compared to the case with the book, "Diffusion of innovation." In my view, the book is too big to read, and it can cause the reader to lose the morale of finishing it. Therefore, the article, "A Summary of Diffusion of innovation," simplifies the book by narrowing but explaining the concept in detail. As a reader, I find Robinson's piece well-elaborated and at the time concise.

Generally, I think that Robinson Summary was in line with the host source, Diffusion of Innovation. Importantly, I believe that the discussed subject is critical to society regarding social, political and economic development. There are so many productions of innovative ideas thanks to the advancement of technology. However, not all are adopted as some are more liked than others. Therefore, in my view, this topic will enable the readers to understand the differences concerning the acceptability and adaptability of change by people. Nevertheless, I find the article helpful for innovators while coming up with new ideas through learning the quality traits of the innovative ones. Besides, I also think that the material will enable them to acquire skills that will facilitate the dissemination of the innovativeness.

References

Robinson L. (2009). A Summary of Diffusion of Innovation. Changeology. Green Books, Totnes.

Rodgers E. (2000). Diffusion of Innovation (5th Edition). Free Press, New York.