خلاصة:
The communication process plays a significant role in the diffusion of educational innovations. Communication channels may have an interpersonal or mass media nature and may originate from local or transnational sources. The present research shows that these different communication channels play different roles in the process of "diffusion of innovations" in the educational system. Mass media quickly reach wide audiences, spread their information, and change weaker attitudes. In the process of diffusing educational innovations, mass media and transnational communication channels have relatively greater importance in the awareness stage, while interpersonal and local channels are more effective in the persuasion stage. Compared to late adopters, mass media and transnational communication channels have relatively greater importance for early adopters. In developing countries such as Iran, a combination of mass media and interpersonal communication is the most effective way to transfer new ideas to individuals and persuade them to use educational innovations. The stages of innovation adoption include knowledge, persuasion, decision, and conformity. This research was conducted to determine the relationship between "the extent of teachers' use of communication channels" (collective and individual) and the "adoption of educational innovations." To this end, a 42-item questionnaire was used, and the results obtained from 390 completed questionnaires by high school teachers in Tehran province during the 1382-1383 academic year showed that: 1. There is a direct relationship between the extent of teachers' use of mass communication channels and innovation knowledge. 2. There is no significant relationship between the extent of teachers' use of individual communication channels and their willingness to change. 3. There is an inverse relationship between the extent of teachers' use of mass communication channels and conformity with new educational ideas. 4. There is a direct relationship between the extent of teachers' use of individual communication and their conformity with new educational ideas. 5. There is no significant relationship between the extent of teachers' use of mass communication channels and their participation in implementing educational innovations.
ملخص الجهاز:
In developing countries such as Iran, a combination of mass media and interpersonal communications is the most effective way to transfer new ideas to individuals and persuade them to use educational innovations.
This research was conducted to determine the relationship between "the extent of teachers' utilization of communication channels" (mass and individual) and "the adoption of educational innovations.
5. There is no significant relationship between the extent of teachers' utilization of mass communication channels and their participation in implementing educational innovations.
For rural leaders in less developed countries who have less opportunity to contact mass media, traveling to the city and contacting proselytizers and people like them is an important factor in creating a change in attitude in them [Rogers and Suring] The use of a specific communication channel by opinion leaders depends on factors such as the nature of the message, its origin, and the position of these leaders within the social organization.
It was designed based on subscales of the extent of benefiting from mass and interpersonal communication channels with innovation knowledge, inclination to change, decision-making, and conformity.
Table 7 Distribution of teachers based on their level of benefit from individual communication and conformity with innovation Use of group communication channels Participation Low Medium High Total Low 43 63 29 135 11% 16.
5 percent of teachers have a low level of benefit from group communication channels but have high participation in change and implementing educational innovations.
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