Rogers’s adopter categories describe relative timing: innovators, early adopters, early majority, late majority, and laggards. They are positions in diffusion, not enduring personalities or moral rankings, and their use should preserve legitimate reasons for delayed adoption, rejection, and differences in opportunity or fit.
- FamilyModel
- Category of its source unitTheories & Explanatory Models
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Model
In this series, Model names the editorial family primarily used to understand and explain communication: theories, frameworks, effects, traditions, principles and other conceptual resources. It is an umbrella for a route into the field, not a claim that every included object is a predictive model.
Editorial orientation · Category
Theories & Explanatory Models
Explains how or why a communication process works by relating mechanisms, conditions or variables. Its value is an account that can guide inquiry into what produces an outcome, rather than a name for the outcome alone.