Differential Effects of Information Channels in the Process of Innovation Diffusion

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Abstract
The inadequacy of our present conceptualization of the part played by channels of communication in the diffusion of innovations is explored. Present thought distinguishes two types of communication channels: (1) the mass media, versus (2) interpersonal channels. The inadequacy of this conceptualization—especially in underdeveloped areas—is outlined and rectified by introducing an intermediate type of communication channel: the local media. Using data gathered in El Salvador, each of the three types of communication channels is placed in a structural model involving antecedent demographic considerations and consequent variables measuring participation in the adoption process. Comparisons of the structural coefficients associated with each type of communication channel, not only distinguish the different part played by the three types of channels, but also confirm the importance of the local media in the diffusion of innovations.

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