Research interests

The Role of Reinvention of Information in the Formation of Critical Mass in Online Settings

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According to the Diffusion of Innovations theory, diffusion within a social system follows an S-shaped curve in which smooth continuous progression takes place from one adoptive segment to another. Critical mass, according to Rogers (1995) is a point in time in which the rate of the adoption rate is fastest, i.e. the number of new adopters is increasing most rapidly. This point occurs when about 16% of the individuals in the social system have adopted an innovation.  Critical Mass Theory (Oliver et al. 1985) on the other hand, suggests that reaching the critical mass point does not necessarily imply vast diffusion. The dynamics leading towards this point have implications regarding the outcome that follows the critical mass point and thus affect overall diffusion. In order to better understand the factors that contribute to critical mass formation and it's sustainability I offer the process approach offered by Critical Mass Theory. Observing the participatory culture characterizing the web, I introduce the factor of reinvention from Diffusion of Innovations theory (Rogers, 1962) as a contributor to the diffusion of information online.

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