DIFFUSION AND ADOPTION
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new
ideas and technology spread through cultures.
Four main elements influencing the spread of a new idea:
1. The innovation itself,
2. Communication channels,
3. Time,
4. Social system.
Element Definition
Any idea, practice, or object that is perceived as new by an individual or
Innovation
other unit of adoption could be considered as an innovation
Adopters are the minimal unit of analysis. In most studies, adopters are
Adopters individuals, but can also be organizations (businesses, schools, hospitals,
etc.), clusters within social networks, or countries.
Diffusion, by definition, takes place among people or organizations.
Communication Communication channels allow the transfer of information from one unit
channels to the other. Communication patterns or capabilities must be established
between parties as a minimum for diffusion to occur.
The passage of time is necessary for innovations to be adopted; they are
Time rarely adopted instantaneously.
Farmers, new ideas, extension officers, rural development
The social system is the combination of external influences (mass media,
organizational or governmental mandates) and internal influences. There
Social system
are many roles in a social system, and their combination represents the
total influences on a potential adopter.
, Diffusion occurs through a five–step decision-making process. It occurs through a series of
Communication channels over a period of time among the members of a similar social
system.
Five stages of the adoption process
Stage Definition
The individual is first exposed to an innovation, but lacks information about
Knowledge the innovation. During this stage the individual has not yet been inspired to
find out more information about the innovation.
The individual is interested in the innovation and actively seeks related
Persuasion
information
The individual takes the concept of the change and weighs the
Decision advantages/disadvantages of using the innovation and decides whether to
adopt or reject the innovation. This stage requires empirical evidence.
The individual employs the innovation to a varying degree depending on the
Implementation situation. During this stage the individual also determines the usefulness of
the innovation and may search for further information about it.
The individual finalizes his/her decision to continue using the innovation.
Confirmation This stage is both intrapersonal (may cause cognitive dissonance) and
interpersonal, confirmation whether has made a right decision or not.
Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new
ideas and technology spread through cultures.
Four main elements influencing the spread of a new idea:
1. The innovation itself,
2. Communication channels,
3. Time,
4. Social system.
Element Definition
Any idea, practice, or object that is perceived as new by an individual or
Innovation
other unit of adoption could be considered as an innovation
Adopters are the minimal unit of analysis. In most studies, adopters are
Adopters individuals, but can also be organizations (businesses, schools, hospitals,
etc.), clusters within social networks, or countries.
Diffusion, by definition, takes place among people or organizations.
Communication Communication channels allow the transfer of information from one unit
channels to the other. Communication patterns or capabilities must be established
between parties as a minimum for diffusion to occur.
The passage of time is necessary for innovations to be adopted; they are
Time rarely adopted instantaneously.
Farmers, new ideas, extension officers, rural development
The social system is the combination of external influences (mass media,
organizational or governmental mandates) and internal influences. There
Social system
are many roles in a social system, and their combination represents the
total influences on a potential adopter.
, Diffusion occurs through a five–step decision-making process. It occurs through a series of
Communication channels over a period of time among the members of a similar social
system.
Five stages of the adoption process
Stage Definition
The individual is first exposed to an innovation, but lacks information about
Knowledge the innovation. During this stage the individual has not yet been inspired to
find out more information about the innovation.
The individual is interested in the innovation and actively seeks related
Persuasion
information
The individual takes the concept of the change and weighs the
Decision advantages/disadvantages of using the innovation and decides whether to
adopt or reject the innovation. This stage requires empirical evidence.
The individual employs the innovation to a varying degree depending on the
Implementation situation. During this stage the individual also determines the usefulness of
the innovation and may search for further information about it.
The individual finalizes his/her decision to continue using the innovation.
Confirmation This stage is both intrapersonal (may cause cognitive dissonance) and
interpersonal, confirmation whether has made a right decision or not.
