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回顾2008年,可以发现党报没有轰轰烈烈的和全局性、根本性的创新,但局部的创新一直没有停止。一些创新做法在缓慢地扩散,有的甚至出现退步性的“反复”。美国传播学者埃弗雷特·罗杰斯于1962年提出“创新扩散”(DiffusionofInnovation)理论,其核心观点是:一种新的观点、思想、技术一旦被引入到一个社会系统,就会在这个社会系统中从一个决策单位(个人、家庭、集体)不断传到下一个单位。
Looking back at 2008, we can find that there is no vigorous, comprehensive and fundamental innovation in the party newspaper. However, some innovations have not stopped. Some innovative approaches are slowly proliferating, and some even appear to be “retrograde”. The American communication scholar Everett Rogers put forward the theory of “DiffusionofInnovation” in 1962. The core point of view is that a new viewpoint, idea and technology once introduced into a social system will be in this Social system from a decision-making units (individuals, families, collectives) continue to spread to the next unit.