DIFFUSION OF INNOVATIONS THEORY

DIFFUSION OF INNOVATIONS theory

The concept of diffusion of innovations usually refers to the spread of ideas from one society to another or from a focus or institution within a society to other parts of that society. Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system (Rogers, 2003). An innovation is an idea, practice, or object perceived as new by an individual or other unit of adoption. The diffusion process typically involves both mass media and interpersonal communication channels. And, in today’s world, information technologies such as the Internet and cell phones – which combine aspects of mass media and interpersonal channels, represent formidable tools of diffusion (Morris & Ogan, 1996).

The study of the diffusion of innovations in its present-day form can be traced from the theories and observations of Gabriel Tarde, a French sociologist and legal scholar (Rogers, 2003). Tarde originated such key diffusion concepts as opinion leadership, the S-curve of diffusion, and the role of socioeconomic status in interpersonal diffusion, although he did not use such concepts by these names. Such theoretical ideas were set forth by Tarde (1903) in his book, The Laws of Imitation.

The basic research paradigm for the diffusion of innovations can be traced to Bryce Ryan and Neal C. Gross’s classic 1943 study of the diffusion of hybrid seed corn among Iowa farmers. This investigation was grounded in previously conducted anthropological diffusion work, which Ryan had studied while earning his doctoral degree at Harvard University, prior to becoming a faculty member in rural sociology at Iowa State University, where Gross was a graduate student.

During the 1950s many diffusion studies were conducted, particularly by rural sociologists at land-grant universities in the midwestern United States. They were directly influenced by the Ryan and Gross investigation. As soon as communication study began to be institutionalized, this new breed of scholars became especially interested in the diffusion of news events, particularly through an influential study by Paul J. Deutschmann and Wayne A. Danielson (1960).

Four Main Elements in the Diffusion of Innovations

Ø  Innovation

Rogers offered the following description of an innovation: “An innovation is an idea, practice, or project that is perceived as new by an individual or other unit of adoption” (Rogers, 2003, p. 12).  The newness characteristic of an adoption is more related to the three steps (knowledge, persuasion, and decision) of the innovation-decision process.

Ø  Communication Channels

For Rogers (2003), communication is “a process in which participants create and share information with one another in order to reach a mutual understanding” (p. 5). This communication occurs through channels between sources. Rogers states that diffusion is a specific kind of communication and includes these communication elements: an innovation, two individuals or other units of adoption, and a communication channel. Mass media and interpersonal communication are two communication channels. While mass media channels include a mass medium such as TV, radio, or newspaper, interpersonal channels consist of a two-way communication between two or more individuals.

Ø  Time

According to Rogers (2003), the time aspect is ignored in most behavioral research. He argues that including the time dimension in diffusion research illustrates one of its strengths. The innovation-diffusion process, adopter categorization, and rate of adoptions all include a time dimension.

Ø  Social System

Rogers (2003) defined the social system as “a set of interrelated units engaged in joint problem solving to accomplish a common goal” (p. 23). Since diffusion of innovations takes place in the social system, it is influenced by the social structure of the social system.

The Innovation-Decision Process

Rogers (2003) described the innovation-decision process as “an information-seeking and information-processing activity, where an individual is motivated to reduce uncertainty about the advantages and disadvantages of an innovation” (p. 172). For Rogers (2003), the innovation-decision process involves five steps: (1) knowledge, (2) persuasion, (3) decision, (4) implementation, and (5) confirmation.

Attributes of Innovations and Rate of Adoption

Rogers (2003) described the innovation-diffusion process as “an uncertainty reduction process” (p. 232), and he proposes attributes of innovations that help to decrease uncertainty about the innovation. Attributes of innovations includes five characteristics of innovations: (1) relative advantage, (2) compatibility, (3) complexity, (4) trialability, and (5) observability. The rate at which people adopt innovations appears to be normally distributed. Rogers categorized adopters as follows:  (1) Innovators    (2) Early adopters      (3) Early majority       (4) Late majority and laggards.

Diffusion of innovations permits culture to evolve more rapidly than would be possible if each society had to evolve their own innovations. The acquisition of ideas from other societies is extremely important to the evolution of complex adaptive strategies.