This collection of 10 original essays honors the intellectual legacy of Prof Everett M Rogers (1931–2004), a pioneering and distinguished teacher—scholar of diffusion of innovations, communication networks, and social change. Well-known colleagues and contemporaries write on topics that not only piqued Rogers' curiosity, but to which he made seminal and lasting contributions. The concluding chapter documents Rogers' life journey from his modest farm boy beginnings in Iowa, through his distinguished academic career, to his final return to the farm.

On Integrating Social Cognitive and Social Diffusion Theories1

On integrating social cognitive and social diffusion theories

In the days before the Internet and pdf files, one of the signs that someone, somewhere, read the arcane and tortured texts that we call scholarship, was the postcard. Active scholars kept a stack of them nearby in case they saw a reference to a journal article that they wanted to read. I distinctly remember the heady feeling when two of Al Bandura's handwritten request cards showed up in my faculty mailbox within a couple of weeks of each other. My work couldn't be completely without worth, I reasoned, if Al Bandura saw fit to request a copy.


Once Ev got me enthused about entertainment-education, Al Bandura's work loomed large. ...

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