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Component Content Management: Shaping the Discourse through Innovation Diffusion Research and Reciprocity

Component content management (CCM) is profoundly changing technical communication (TC) work, yet TC scholars have been largely absent from the CCM discourse that is shaping that work. This article explores the notion of reciprocity as a way for scholars to gain agency in the CCM discourse. The author argues that innovation diffusion studies can provide rich opportunities for enacting reciprocity. She offers her own CCM diffusion study to demonstrate the potential value of this model.