DISSEMINATION PATTERNS OF INNOVATION IN INDONESIAN OPEN AND DISTANCE HIGHER EDUCATION: AN ANALYSIS OF COMMUNICATION CHANNELS AND STRATEGIES

Abstract

This study aims to analyze the dissemination patterns of the MyUT application innovation at Universitas Terbuka (UT), with a particular focus on the communication channels and strategies employed to reach students within the context of open and distance higher education (ODHE). Employing a qualitative case study approach, data were collected through in-depth interviews, documentation, and observations involving UT staff and students from various regions. The findings reveal that the dissemination process of MyUT follows Rogers’ diffusion of innovations stages—from knowledge to confirmation—with the success of adoption strongly influenced by a combination of digital and interpersonal communication channels. Effective communication strategies were identified as multimodal and contextual approaches, involving tutors, regional staff, and student communities as change agents. Key challenges in the dissemination process include limited digital infrastructure, varying levels of technological literacy, and disparities in information access across regions. Students perceived MyUT as compatible with their needs but highlighted the necessity for more visual, interactive, and participatory communication approaches. This study underscores the importance of dialogic innovation communication that is adaptive to local contexts and reinforces community engagement in the adoption of educational technologies. The findings offer theoretical implications for innovation diffusion models in ODHE settings and practical recommendations for developing more effective and inclusive institutional digital communication strategies.