Akademik Veri Yönetim Sistemi
World Conference on Technology, Innovation and Entrepreneurship, İstanbul, Türkiye, 28 - 30 Mayıs 2015, ss.1553-1562
Although it's known that communication started with human existence, its becoming a scientific discipline coincide with early 20th century. Because mass media became common in these years and made its presence felt especially via press during World War One. The need of researching the effect of mass media has a great share in communication to become a discipline. The years between 1920-1940, as well as its problematical sides, are known as "strong effect" period. Even such similes like "hypodermic needle" or "magic bullet" were used for this period. Nevertheless, after understanding that the effect is not strong as predicted with a research performed during 1940 presidential election in USA, "limited effect" period started in communication science history. The next process belonged to a period which shaped around the idea that audience is active and central. "Adoption of innovation model", discussed in this study, is one of the theories that showed up in this period. Communication scientist Everett Rogers firstly presented this model in his book named "Diffusion of Innovations", published in 1962. The theory is predicated on the fact that "mass media has a significant effect on diffusion of innovations through society, however this effect is not so strong and it's important to figure out which of individual impact, presence of social conditions and mass media has the biggest effect". Besides, by means of the development of Information and Communication Technologies (ICT), it's also a fact that we are transforming into networked information societies. Within this scope, the aim of this study is researching impacts to readiness levels of countries in the areas of social and economic issues, individual and business usage and digital content of decision making factors presented in the context of Diffusion of Innovations Theory and trying to comment the gained statistical results. (C) 2015 The Authors. Published by Elsevier Ltd.