Innovations (Rogers, 2003)
Innovation is an idea, practice or object that is perceived as new by an individual or other
unit of adoption. It matters little, so far as human behaviour is concerned, whether or not an
idea is ‘objectively’ new as measured by the lapse of time since its first discovery. The
perceived newness of the idea for the individual determines his or her reaction to it.
→ If an idea seems new to the individual, it is an innovation.
Diffusion
“The process by which an innovation is communicated through certain channels over time
among the members of a particular social system”.
Social change
Diffusion is a kind of social change. Social change is the process by which alteration occurs in
the structure and function of a social system.
- For example: the innovation of the use of smartphones.
Diffusion versus dissemination
- Diffusion: spontaneous spread (example, ink in a glass of water).
- Dissemination: active directed and managed approach to distribute/spread
innovation (communicating).
Communication
Communication is a process in which participants create and share information to reach
mutual understanding.
- Two-way process of a conversation.
- In diffusion communication involves a new idea (uncertainty).
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