| This research seeks to introduce theoretical substance to a mass communications phenomenon devoid of it. Simply stated, diffusion of innovations theory is co-opted from sociology/social psychology and tested as a media content creation and marketing theory. Focusing on radio programming, this theory test transitions through five phases of innovation-development as it creates and markets a national radio program.; In phase one, a need for a national radio book discussion program was recognized. This need was confirmed via a survey of 121 book discussion members throughout the United States. Phase two examined the primary social system of radio listeners (i.e., book discussion members) and the secondary social system of public radio program directors to design a show that met this programming need. Book discussion members representing 23 book groups in 9 states were surveyed, observed, and interviewed to identify previous practices, norms, social structure, communication behavior, innovation-decision types, demographic/socioeconomic/psychographic characteristics, personality variables, and likes/dislikes. Also, 214 public radio program directors were surveyed to identify new programming decision-makers, innovation-decision types, needs, programming problems, previous practices, norms, and demographics. Phase three embraced this applied research to conceptualize and create Book Discussion With Dr. Todd Lindsay. The show was then tested and refined in a recursive process until primary social system approval was garnered. Phase four commercialized and diffused the new show to 577 potential radio stations. Finally, phase five documented the number of adopters, assessed this theory test's success, reported program directors' rationales for adoption and non-adoption, and reported this researcher's insights.; Applying diffusion of innovations theory to radio programming introduces theoretical substance to a mass communications phenomenon previously devoid of it by demonstrating that diffusion of innovations can be employed as a valuable formative theory for radio program creation and marketing. Although Book Discussion With Dr. Todd Lindsay was only adopted by two radio stations and failed to create a national radio program, these research findings do suggest that more successful tests of this theory are possible if diffusion of innovations is reconceptualized to include the concepts of a bifurcated social system, diffusion divides, creator/distributor clout, money, creativity, and serendipity.*; *This dissertation is multimedia (contains text and other applications not available in printed format). The CD requires the following system requirements: Windows MediaPlayer or RealPlayer. |
