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Development communication has evolved as a significant field that uses communication processes, strategies, and media tools to promote social change, economic development, and community participation. Different models of development communication have emerged based on different assumptions about the role of communication in development. Among the major models, the Diffusion of Innovations model and the Participatory Communication model are two important approaches that have influenced development practices across the world. While the Diffusion model emphasizes the transfer of information and adoption of new ideas through communication channels, the Participatory Communication model focuses on dialogue, community involvement, and collective action for social transformation. The Diffusion of Innovations model was developed by Everett Rogers in 1962 and became one of the most influential theories in development communication. This model explains how new ideas, technologies, practices, and innovations spread within a social system over time. According to Rogers, communication plays a central role in informing people about innovations and encouraging their adoption. The model assumes that development can be achieved by introducing modern ideas and technologies to people, especially in developing societies, and persuading them to adopt these innovations. The diffusion process involves several stages: knowledge, persuasion, decision, implementation, __________ _______ ____ ____ ___ ____ _______ __________.
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