Theoretical Background and research questions/hypothesis:The Centers for Disease Control and Prevention’s
Methods:NCIPC’s framing initiative was evaluated using a multi-tier research approach incorporating both quantitative and qualitative methods. Methods included: (1) Quantitative baseline and follow-up assessments completed by NCIPC staff and partners prior to and eight months after the training,
Results:Assessment findings revealed statistically significant increases in individuals’ use and positive perceptions of the framing guide and frame. Significantly more individuals post training were in the confirmation stage of adoption and reported regular use of the frame. Regular use was correlated with perceptions of innovation attributes as theorized in Diffusion of Innovations Theory—relative advantage, compatability, observability, complexity, and trialability, significantly predicted use of the frame and guide, accounting for nearly 40% of the variance. “Compatibility” had the strongest relationship to regular use. Interviews revealed that individuals perceived the guide and frame positively, although use and adoption varied greatly. Findings suggested that other structural and social factors, as identified by the Diffusion of Innovations Theory, affected adoption of the guide and frame. Factors hindering adoption included internal political organizational factors, organizational tensions, and lack of communication and strategic coordination. The “type of innovation decision”
Conclusions:Participants perceived the frame and coordinated communication positively and significantly more were coordinating communication in the post-training analysis. The Diffusion of Innovations attributes were significantly related to innovation adoption.
Implications for research and/or practice:Diffusion of Innovations Theory provides a good framework for planning and evaluating communication innovations. An evaluation of this type is best enhanced by a multi-method, multi-phase approach that can explore additional structural and social factors affecting innovation adoption.