EADS, GERALD MILTON, II; PHD
KANSAS STATE UNIVERSITY, 1984
EDUCATION, ADMINISTRATION (0514)
Diffusion Theory postulates Complexity, Trialability, Relative Advantage, Observability,
and Compatiblity
as the five characteristics of an innovation most important in explaining how
rapidly it is adopted. Ten
paragraphs were developed presenting various aspects of Community Education
either favorably or
unfavorably according to each of the five attributes. Thirty-two sets of five
paragraphs, representing all
possible combinations of the more or less favorable portrayals of the attributes,
were presented as
cohesive descriptions of the target concept. Each subject read one of these
descriptions, then rated
Community Education using a twenty-item semantic differential. University students
in teacher training,
teachers, and school administrators served as subjects. Analysis of covariance
was performed on the
data from each group using prior attitude toward Community Education as a covariate.
Higher ratings
were obtained from students and administrators who read descriptions containing
the favorable
Compatibility paragraph. No significant results were found in the teacher sample.
The four-factor
interaction of Complexity, Trialability, Relative Advantage and Compatibility
was significant in the
administrator sample. An interaction of the first three attributes was significant
only when Compatibility
was presented unfavorably. Analysis of that interaction revealed that all possible
two-factor interactions
were significant when any third attribute was presented unfavorably and when
either Compatibility or
Complexity, as a fourth factor, was also presented unfavorably. Each attribute
in the four-factor
interaction produced higher ratings when presented favorably and combined with
the unfavorable
representations of the remaining three attributes. Complexity, Trialability
and Relative Advantage were
significant in the opposite direction when any one of the remaining attributes
was presented favorably.
The four-factor interaction in the administrator sample was interpreted as an
artifact of the experimental
presentation of Compatibility as it affected the relative perception of the
other characteristics. The
interaction results were suggested to have little practical applicability. The
attribute of Compatibility was
portrayed such that Commmunity Education programs would either support, in the
favorable condition,
or threaten the retention of authority by school administrators. It was suggested
that proposing the
sharing of power with the public as a necessary condition in implementing Community
Education may
hinder adoption of the innovation in the schools.
Social
Systems Simulation Group
P.O. Box 6904 San Diego, CA 92166-0904 Roland Werner, Principal Phone/FAX (619) 660-1603 |