Zusammenfassung
Die Diffusionsforschung modelliert sowohl auf der Mikroebene des einzelnen Individuums als auch auf der Makroebene der Gesellschaft den Prozess der Verbreitung von Innovationen sowie verschiedene Faktoren(gruppen), die diesen Prozess beeinflussen. Innovationen können dabei sowohl Kombinationen aus Gegenstand und damit verbundener Information, wie bspw. ein neues Blutzuckermessgerät und die Hinweise zu seiner Bedienung, oder aber nur Informationen, wie bspw. eine Impfkampagne, sein.
Notes
- 1.
Homophily bezeichnet die Ähnlichkeit von Personen hinsichtlich verschiedener Merkmale wie beispielsweise Einstellungen, Bildung und sozioökonomischem Status (Karnowski 2017).
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Karnowski, V. (2018). Die Bedeutung der Diffusionsforschung für die Gesundheitskommunikation. In: Rossmann, C., Hastall, M. (eds) Handbuch Gesundheitskommunikation. Springer Reference Sozialwissenschaften. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-10948-6_29-1
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