Student Version Original Source Material
A communication channel is the means
by which messages get from one
individual to another. The nature
of the information-exchange relationship
between a pair of individuals determines
the conditions under which a source will
or will not transmit the innovation to the
receiver and the effect of such a transfer.
Rogers places great importance on the
sharing of information about an
innovation. He defines a communication
channel as "the means by which
messages get from one individual to
another" (p. 18). He describes two
general media channels of
communication: mass media and
interpersonal; and two scopes of
channels: localite and cosmopolite.
References:
Rogers, E. M. (2003). Diffusion of
innovations (5th ed.). New York: Simon
& Schuster
References:
Rogers, E. M. (2003). Diffusion of
innovations (5th ed.). New York: Simon
& Schuster.