Gary Meyer

Diffusion Methodology: Time to Innovate?

Over the past 60 years, thousands of diffusion studies have been conducted in numerous disciplines of study including sociology, education, communication, marketing, and pubic health. With few exceptions, these studies have been driven by a methodological approach that has become institutionalized in diffusion research. This approach is characterized by the collection of quantitative data about one innovation gathered from adopters at a single point in time after widespread diffusion has occurred. This dominant approach is examined here in terms of both its strengths and weaknesses and with regard to its contribution to the collective base of understanding the diffusion of innovations. Alternative methodological approaches are proposed and reviewed with consideration for the means by which they may expand the knowledge base.

Social Marketing and Diffusion-Based Strategies for Communicating with Unique Populations: HIV Prevention in San Francisco

We conducted a 2-year investigation of the extent to which strategies based on social marketing and diffusion of innovations concepts are used in preventive health communication with unique (highly ostracized) populations. Of the 49 organizations in San Francisco that operate HIV prevention programs (N = 100), programs that most highly targeted unique populations were surveyed. Personal interviews were then conducted with 38 staff leaders who operated the most and least effective programs. Audiotapes and transcripts were content analyzed to identify the strategies used by program staff. Strategies based on social marketing concepts were more prevalent than strategies based on the diffusion of innovations: More effective programs were characterized by emphasis on homophily, audience segmentation, compatibility-based strategies, and interorganizational collaboration.

Portraying the New: Communication Between University Innovators and Potential Users

How do academics communicate their research to external constituents? As U.S. research universities seek to emphasize knowledge application through outreach, answers to this question increase in importance. This article describes an exploratory analysis of conversations between and perceptions of (1) nine university researchers investigating hazardous waste remediation and (2) sets of environmental consulting engineers, state government regulators, and industrial scientists. Implications for two types of outreach—university-based technology transfer and diffusion of innovations—are discussed.

Some Effects of Video Streaming on Educational Achievement.

Although much contemporary thinking leads to the expectation that communication technology, such as video streaming, enhances educational performance on the average, a dearth of strong evidence consistent or inconsistent with this claim precludes a thoughtful evaluation of it. A series of experiments designed to examine this proposition contributes to filling this lacuna. Third- and eighth-grade students either received or did not receive exposure to one such application, unitedstreaming™, in either their science or social studies classes (or both). Results indicated that this video-streaming application resulted in higher mean examination performance in third-grade science, third-grade social studies, and eighth-grade social studies. No differences between those exposed to this communication technology and those not exposed to it emerged in the eighth-grade science experiment.

The Impact of Video Streaming on Mathematics Performance

Relying on a series of four experiments, F. J. Boster, G. S. Meyer, A. J. Roberto, C. Inge, and R. E. Strom (2006) demonstrated that students exposed to videostreaming exhibited more improvement in examination performance than control students. In extension, this study tests the effect of using videostreaming with a very different topic (mathematics), with a very different student population (large urban), and with different grades (sixth and eighth). The results replicated Boster et al. (2006) and indicate that the mean examination performance for those in the video-streaming condition exceeds the mean examination performance of the control group.

Diffusion Theory and HIV Risk Behavior Change

Theories about social change are useful to the extent that they can lead to solutions for social problems. Diffusion of innovation theory has been applied to thousands of social change problems in various countries, often with successful results. But as with any social change theory, the application of diffusion theory can produce unsatisfactory results if the problem in question has certain characteristics which the theory does not adequately address. Typically, a theoretical model includes a variety of concepts which, by selective emphasis, allows change agents to fit the model to a particular problem, which may result in better descriptive, explanatory, and predictive ability, as well as a satisfactory solution to the social problem.

The Effects of Favor and Apology on Compliance

This study was designed to test the effects of favor and apology on compliance and to explain any potential effect via indebtedness, gratitude, and liking. Two experiments were devised to accomplish these ends. In the first experiment favor and apology were varied in the absence of a transgression to see if apologizing for not providing a favor can be used proactively to increase compliance. In the second experiment favor and apology were varied in a more common scenario, following a transgression. Results show that favor has a positive effect on compliance mediated by gratitude when using a general prosocial request and by liking when using a more altruistic request. Results also suggest that apology has a positive effect on liking and that apology has an indirect effect on compliance under certain conditions.

Promoting gun trigger-lock use: insights and implications from a radio-based health communication intervention

A radio public service announcement (PSA) focusing on the danger to children from an unlocked and loaded gun was designed and aired 340 times on three radio stations in one Michigan county. At the end of the message, individuals were given a toll-free number to call to receive a free gun trigger-lock. Three surveys were used to assess the effectiveness of this intervention: a general population telephone survey, an automated telephone survey, and a follow-up mail survey. Approximately 20 percent of individuals in the general population heard the PSA. There was a significant increase in uncued knowledge of the locking-related gun-safety practices in the treatment county between time one and time two. Further, individuals in both counties had very high levels of self-efficacy and response efficacy, moderate levels of perceived severity, and very low levels of perceived susceptibility at both points in time. Seven-hundred and ninety-nine individuals called the toll-free number to receive a free gun trigger-lock; or approximately 17 percent of gun-owning households exposed to the message. The majority of callers were males who owned guns primarily for hunting purposes and who planned to use the lock themselves. Follow-up survey results indicated that individuals were using the gun trigger-locks, and that they believed using gun trigger-locks was an easy and effective way to prevent gun injuries. Insights and practical implications of these findings are discussed.

Communication and Community in a City Under Siege The AIDS Epidemic in San Francisco

The history of urban life has been shaped and directed by the impact of disaster and disease, variables that have not disappeared in the postmodern age. Certainly, a deadly epidemic destroys and alters communication relationships while at the same time creating new communication needs and possibilities. The structure, social institutions, and policies of cities in part determine the impact and response to affliction. The authors analyze how the city of San Francisco was disrupted by the AIDS epidemic and how HIV / AIDS prevention campaigns sought to slow the epidemic. Both the epidemic and the communication response to it altered socially constructed notions about community through changes in personal behavior, interpersonal behavior, and organizational activities in San Francisco.

Bringing order to chaos: Communication and health

An ecological theory of health communication is offered that addresses how communications about health interdependently work together to influence health and/or health‐related behaviors. To explain how a multitude of variables work together in a synergistic manner, the present work borrows heavily from chaos theory. The use of chaos theory concepts represents a significant paradigm shift from previous, more reductionist, health communication perspectives. The present work (a) provides a definition of health communication, (b) offers an overall health communication framework, (c) introduces relevant chaos theory concepts into the health communication literature, and (d) illustrates how chaos theory concepts can be applied to the field of health communication in order to explain health‐related behavior. Specific operationalization procedures are suggested to test the theoretical ideas outlined.