Extending the Diffusion Model in Risk Communication: A Case Study of Risk in a Public Health Campaign

Abstract

Everett Rogers' (2003) diffusion model provided a theoretical framework through which to measure change among publics. However, use of Rogers' diffusion model can lead to research shortcomings such as lack of consequence research, change agent tendencies, proinnovation bias, and inadequate research methods. Through new model development, the current study introduced a specific data analysis process that distinctly measured and merged a relationship between communication, outreach, and scientific effects. The application of a public health campaign served to test the new model's ability to overcome previous diffusion research shortcomings. Using an integrated approach of diffusion and gap analysis, the study investigated and quantified effects of risk communication. This new model has value in that it supports the collaborative efforts of multi-disciplinary projects, while promoting and strengthening the position of each discipline through joint research. The model serves to help researchers seek, find, and work within a respected and common ground platform.