speed of innovation in doi
TRANSCRIPT
Group members:Le Thi Van An - s3260612Doan Thi Cam Nhung - s3297019
Lecturer:Duong Trong Hue
The application of the
speed of Innovation in DOI
Activity
5 Characteristics of Innovation
http://www.google.com.vn/imgres?q=student+question&um=1&hl=vi&sa=N&rlz=1R2ADSA_enVN358&tbm=isch&tbnid=UbREyHU28J6R1M:&imgrefurl
Relative advantage – is the _______ to which an innovation is perceived as ______ than the idea it supersedes. The degree of relative advantage may be measured in economic terms, but ______________, convenience, and ____________ are also important factors.
Compatibility – is the degree to which an innovation is perceived as being __________
with the ________ values, ______ experience, and ______ of potential adopters.
Complexity – is the degree to which an innovation is perceived as _________ to
understand and use.
Trialability – is the degree to which an innovation may be _____________ with
on a limited basis.
Obserability – is the degree to which the results of an innovation are ______ to
others. The _______ it is for individuals to see the results of an innovation, the ______ likely they are to adopt it.
REVIEW
degree better
social prestige satisfaction
consistent
existing past needs
difficult
experimented
visible
easier more
Rogers (2003)
Case study: HIV/AIDS prevention
HIV/AIDS prevention
Needle exchange
ABCs(Abstinence, Being
faithful, and Condom use)
Source: http://www.expandmywealth.com/ Source: ecardmedia.eu
HIV/AIDS
HIV/AIDS
HIV/AIDS HIV
/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
HIV/AIDS
> 90 percent in the developing world (Globalhealth.org)
85% of HIV transmission is heterosexual (Sharma 2010)
Case study: HIV/AIDS prevention
➯ Importance of ABCs as the preventive innovation
What is a preventive innovation?
“An idea that an individual adopts at one point in time in order to lower the probability that some future unwanted event may occur.”
Rogers (2003)
Case study: HIV/AIDS prevention
ABCs• An preventive innovation aiming to reduce the spread of
HIV/AIDS
• Created by the Filipino Secretary of Health
• Prevent HIV/AIDS based on sexual transmission
A – Abstain: abstain from sex
B - Being faithful: being faithful if you not abstain
C – Condom: Use condom if you are not faithful
(‘The ABC of HIV prevention’ n.d.)
Case study: HIV/AIDS prevention
STOP AIDS
In 1984, the campaign developed in San Francisco Target gay community Using influential membership within gay population to spread HIV
information Success - achieved 30.000 gay men participated within 3 years
(‘About Stop AIDS’ 2011)
http://www.dipity.com/lguerrac/personal/
Case study: HIV/AIDS prevention
DOI and the success of the campaign
• Opinion leaders/ early adopters
• Communication channels
• Characteristics of the SF’s gay community
Case study: HIV/AIDS prevention
Topic for discussion:
Do you think that ABCs will be successful when it comes to developing countries? Give your answer base on the 5 elements of the innovation in DOI theory.
Case study: HIV/AIDS prevention
Evaluation based on the 5 elements:
• Relative Advantage
• Compatibility
• Complexity
• Triability
• Observability
Case study: HIV/AIDS prevention
Reference‘ABC of HIV prevention’ n.d., International HIV and AIDS charity, viewed 18 August 2011, <http://www.avert.org/abc-hiv.htm>.
‘About Stop AIDS’ 2011, STOP AIDS project, viewed 18 August 2011, <http://stopaids.org/about>.
AVERTing HIV and AIDS, AIDS, viewed 14 August 2011, <http://www.avert.org/aids.htm>. AVERTing HIV and AIDS, AIDS Timeline, viewed 14 August 2011, <http://www.avert.org/aids-timeline.htm>.
Bertrand, J 2004, ‘Diffusion of Innovation and HIV/AIDS’, Journal of Health Communication, vol. 9, pp. 113-121.
Global Health Council, The Impacts of HIV/AIDS, viewed 15 August 2011, <http://www.globalhealth.org/hiv_aids/?gclid=CML4qq_v1aoCFaQF4godeFJf6Q#top>.
Rogers, M 2003, Diffusion of Innovations,5th edn, Free Press, New York, pp. 229-258.
Sharma, S 2010, ‘HIV/AIDS’, E-medicine Health, 7 July, viewed 15 August 2011, <http://www.emedicinehealth.com/hivaids/article_em.htm>.