The Integration of Diffusion of Innovation Through Information and Technology Utilized by Small Market TV Station Employees: A Qualitative Case Study

The purpose of this qualitative case study was to examine the integration of the diffusion of innovation through core skills, information, and technology used in newsroom operations. The problem was the lack of understanding of the policies and procedures in TV newsrooms and the skills needed to succeed in the field. Studies conducted in the past twenty to forty years in the United States examine the work routines and skills of employees. Since then, innovation and technology has transformed the way the news industry works from the collection of information to how news is disseminated to audiences on-air and online. The diffusion of innovation transforms the way news is gathered and shared with audiences. The qualitative case study used field observation at a small market TV station to examine how information, innovation, and technology are communicated and adapted by employees through their own skills and experiences. Twenty-seven semi-structured interviews were conducted with employees at the observation site, another station in the same market, and other stations in the central part of the US. Data was transcoded and coded thematically through MAXQDA 24 to address four research questions. The results show determination of adaptability in an employee’s position and age is a key factor in station and newsroom technology and innovation.