Diffusion Innovation Theory: Cable TV

 

Diffusion Innovation Theory: Cable TV

Rodgers' Diffusion of Innovations is considered a strong theory because it helps us ask why specific technologies are approved and why others are not. Not too long ago, I did a presentation about the history of cable television and went into the specifics as to how this invention started, the benefits, and the negative effects. Using Diffusion of Innovations, I will piece in how the theory fits with cable television. 

In the way the theory is designed, it goes from pioneers, early adopters, early majority, late adopters, and laggards. For pioneers, John Walson Sr. would fit in because he is known as one of the first cable operators in the United States. Walson constructed an antenna tower so the people in Mahanoy City can watch tv. Mahanoy City is one of the first communities to have cable was very experimental because the area the people were in was far from the antenna towers. Walson building one close to the town helped the people watch cable and boosted his business sales up. Going into the next point, the early adopters would be the people who received cable after Walson built the tower. Due to this successful change in their lives, they appreciated Walson's efforts by purchasing tv sets while enjoying the programs that were now offered to them.

Next is the early majority. At the moment when cable television was becoming more widespread around the nation, cable operators wanted to expand their skills by having broadcast signals to reach 100 miles away. Cable viewers would then have more programming options and more people would subscribe to cable because of more entertainment options. The late majority would be the people who were unfamiliar with how cable television works especially those who are older. While everyone else is adapting to cable tv are how it functions, people who are older do not really understand how it operates, hence why they are hesitant to buy. After knowing the expansion of the programs cable has, the late majority decides to get into it and learn more.

Lastly, we have the laggards. Laggards would be the people who did not want to subscribe to cable tv and stick with over-the-air broadcasting. The success of cable tv affected broadcasters to either lower their program or get rid of their service altogether. Laggards like to stick to what they know and despite not choosing to subscribe to cable tv, the programs that they were used to were being pushed to the curb because of cable.