Diffusion Theory: VCR and VHS

Roger's Diffusion of Innovations (or Ideas) Theory

The diffusion theory is a useful tool that allows us to determine how innovation and ideas caught on and became accepted by the majority. This includes the breakdown the milestones, key dates and events, and levels of penetration of the innovations and ideas in society over time. Using the theory, we can map out types of people that make up the different divisions including pioneers, early adopters, late majority, late adopters and laggards in. Essentially, it helps us to determine why certain innovations and ideas were adopted and why people decide or decide not to hop on the bandwagon. 

The Diffusion of Innovations Theory and VCR Technology

During the experimental phase, Sony built on the pre-existing technology by Ampex, the 1956 VRX-1000 VTR, to develop a video and audio recording technology that could be used by the masses. Unlike Ampex's VTR which cost $50,000, Sony came out with a more financially accessible VCR for home-use in 1975, the Betamax. The pioneers in this phase include Sony and their lead of technological engineers in Japan. In the early stages of the Betamax's release, early adopters included news distributors, porn and gambling entities and their consumers which used the communication technology to conduct business more efficiently. 

During the take-off phase in the early 80's, the invention of the JVC VHS videotape became the new trend following the Betamax which eventually lost popularity. The VHS became an American staple for "prime time anytime" entertainment. The 1984 case of Universal Studios vs. Sony Corporation of America was an event in which the court ruled that recording of TV programs on Betamax was "fair use" of copyright. Once Sony won the case, Americans did not hesitate to buy a VCR or VHS because their uses were not limited.

Into the maturation phase, the critical masses were using Sony VCR and JVC VHS. Almost every family and middle-age adult had a Blockbuster card and would go to rent tapes on the weekends to watch with families and friends. Late majority in this case were young adults that could not afford the technology.

Finally, in the maturation phase late adopters eventually give in to purchasing a VHS. These individuals were of older generations that did not feel the need to hop on the bandwagon because they were not as technologically savvy or were content with broadcast TV.  In 1988, Blockbuster had expanded across the nation to become the nation's leading video tape distributor and rental service. Laggards were the people that lived in geographical locations with not a lot of commerce. 

Reflection

As  a young child, I remember growing up watching Disney movies the JVC VHS. The benefit of using this technology as a child include educational instruction. The negative side of using VHS was that a lot of my childhood was spend inside watching recorded movies. Also, I began to soak in cultural norms and expectations from watching children's programs that at the time were not as politically correct as today's programs. Before the VHS, children did not watch a ton of TV because they could only watch it at specific times when programs were aired. I believe that the VHS ushered in a new era of binge watching TV programs in youth. Likewise, many parents and grandparents might have been hesitant to purchase VHS because they did not want their children to be molded by the technology. Therefore, they could have been late on adopting the VHS or laggards as the technology could threaten their way of parenting. 

Sources

https://southtree.com/blogs/artifact/the-rise-and-fall-of-the-vhs

https://www.theatlantic.com/technology/archive/2012/01/the-court-case-that-almost-made-it-illegal-to-tape-tv-shows/251107/

https://www.history.com/this-day-in-history/first-blockbuster-store-opens