Abstract
The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. The role of generational differences in influencing the adoption and non-adoption of these technologies is also explored. Drawing on the rich insights of qualitative data, the researcher adopts a multi-method approach comprising seventeen interviews with academic and professional experts and four focus group discussions among different generations to collect first-hand insights on AI adoption in the present time. AI was itself used for qualitative data analysis, including generating and categorizing codes, themes, and excerpts. The findings of the study provide updated insights into the elements of the diffusion process, establishing potential grounds for modernizing the theory. Reasons for non-AI adoption and future perspectives on AI technologies are also highlighted. Overall, the study offers a theoretical contribution to the literature on technology and innovations adoption.
School
School of Global Affairs and Public Policy
Department
Journalism & Mass Communication Department
Degree Name
MA in Journalism & Mass Communication
Graduation Date
Winter 1-31-2025
Submission Date
9-12-2024
First Advisor
Shahira S. Fahmy
Committee Member 1
Rasha Allam
Committee Member 2
Ronald Rice
Extent
94p.
Document Type
Master's Thesis
Institutional Review Board (IRB) Approval
Approval has been obtained for this item
Recommended Citation
APA Citation
ElShabassy, A. K.
(2025).Revisiting the Diffusion of Innovations Theory in the Digital Era: Adoption of Artificial Intelligence in Social Media [Master's Thesis, the American University in Cairo]. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/2414
MLA Citation
ElShabassy, Aliaa Khaled. Revisiting the Diffusion of Innovations Theory in the Digital Era: Adoption of Artificial Intelligence in Social Media. 2025. American University in Cairo, Master's Thesis. AUC Knowledge Fountain.
https://fount.aucegypt.edu/etds/2414
Included in
Communication Technology and New Media Commons, Interpersonal and Small Group Communication Commons, Mass Communication Commons, Social Media Commons