Diffusion of Innovation and Globalization of New Media in Third World Countries

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International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue IX, September 2021 | ISSN 2454–6186

Diffusion of Innovation and Globalization of New Media in Third World Countries

Barigbon Gbara Nsereka, Ph.D
Associate Professor, Department of Mass Communication
Rivers State University, Port Harcourt, Nigeria

IJRISS Call for paper

Abstract: New information and communications technologies are among the driving forces of globalization, bringing people together and giving decision-makers unprecedented new tools for development. Through the use of the Internet, webcasting, e-mail, video conferencing, video news release, social media platforms, blogs and other social networking sites, political, cultural and socio-economic messages are built both online and offline and supports that push debates and social movements are reinforced. This paper notes that the newness characteristic of an innovation adoption is related to the knowledge, persuasion, and decision steps of Rogers’ diffusion of the innovation theory process. The paper further contends that globalization of media and the increasing use of new media technologies are reconstructing the nature of the relationship that existed between the media and developing countries. The world is becoming digitalized but because of low diffusion and utilization of new media technologies, the developed nations have advanced into technological revolution, leaving the Third World countries to plod along. This paper identifies several challenges distressing the primary diffusion process of new media innovation in developing countries like Nigeria. Nonetheless, it concludes that so long as the new media plays positive roles in the advancement of global media communication, there is hope for media development in Third world countries.

Key Words: Developing countries, New media, Innovation, Globalization, Third world


Diffusion of innovations, new technology and new ideas from a socio-economic perspective provokes profound changes in society and the economy. The diffusion of any innovation refers to the spread of the innovation or ideas through diffusion channels to reach new users (Lechman, 2015), and it depends on the effectiveness of communication channels and social attitude. When people learn about an innovation that they think may have important consequences for them or those they serve, uncertainty typically leads to a search for further information, and exploration. Based on Everett Rogers’ review, campaigns to spread innovations often target particular messages to the degree of innovativeness (or readiness to change) of potential adopters on the basis of data from evaluations. Innovativeness reflects individual thresholds for change (Dearing & Cox, 2018).
Development in Third world countries and the diffusing new media technologies largely influence the globalization process. It is widely accepted that globalization has opened an unprecedented era in human history. This process of globalization has further increased the role of mass media in