CARR, DOUGLAS JOHN; PHD
 
                         UNIVERSITY OF MISSOURI - COLUMBIA, 1990
 
                         JOURNALISM (0391); INFORMATION SCIENCE (0723); MASS COMMUNICATIONS (0708)
 

                         The degree to which a set of independent variables explains the rate of adoption of an innovation was
                         explored using network television newsroom adoption of computers as the test environment. The set of
                         five variables were perceived attributes of the innovation, types of decision-making, communication
                         channels, nature of social system and efforts of change agents. Three hypotheses were drawn from
                         Rogers' discussion of variables that may affect adoption rate. The first hypothesis, that early and late
                         adopters of an innovation have different perceptions of that innovation, was not supported. The second,
                         that the relative contributions of the five variables to the rate of adoption may be determined, also was not
                         supported. The third, that perceived attributes account for the greatest percentage of relative
                         contribution, was supported. With nearly complete awareness of the innovation within the television
                         news market, penetration has yet to reach 25 per cent throughout the country. Stations in the top 50
                         markets have shown the greatest penetration at 75 percent. Results of this study support the
                         identification of an emerging alternative to the dominant paradigm of development in the area of
                         technology. Twenty years ago, capital-intensive, labor-saving technology was a main element of the
                         development paradigm. Now there appears to be greater emphasis on appropriate technology. This
                         study indicates that even though computers are perceived as appropriate to broadcast newsgathering,
                         their adoption rate is relatively slow. This study supports the idea that no matter the degree of influence
                         of news directors and station managers, television newsrooms will adopt computers only when they can
                         afford them or when they cannot afford to be without them.

Social Systems Simulation Group P.O. Box 6904 San Diego, CA  92166-0904 Roland Werner, Principal Phone/FAX  (619) 660-1603