Diffusion of Innovations

By: Amber Ward, Jaquoy Castelli, Kaelynn Studebaker, Meredith Law,

Raquel Blamires

IntroductionTerm Definition

Diffusion The process by which a new idea, object, or practice filters through various channels in a community over time

Innovations

The new ideas, objects, or practices that are to be adopted

Theory Indicates that this model has been tested thoroughly

•The idea of this theory deals with the dissemination of new ideas and their adoption by people in a systematic manner•It is a tool for social change

Historical Background•Can be traced back to the 1900s

• Gabriel Tarde, French sociologist, wrote The Laws of Imitation• Described how innovations (new ideas, concepts, etc.) are

accepted• Georg Simmel, German philosopher, introduced the

concept of a stranger• A member of a system but not strongly attached to it

•Empirical work began with hybrid seed corn study

• Sociologists Bryce Ryan and Neal Gross at Iowa State University• Tried to find out how long it would take farmers to fully

adopt or accept the innovation (the use of the hybrid corn seed)

• Took an estimated 12 years for full diffusion

Historical BackgroundPopular in rural

sociology from 1940’s to 1950’s

Everett RogersPursued the theory in

Doctorate degree1962- wrote the book,

Diffusion of Innovations 2003- 5th edition of book

Foremost authority on this theory

The diffusion model has now been around for a long time, almost 60 years. Is diffusion dead or dying? It is not declining. The number of diffusion publications completed per year continues to hold steady. Unlike most models of human behavior that begin to fade after some years of use, the diffusion model continues to attract interest from scholars.

Innovation• An idea, practice or product that

is perceived as new

Attributes of Innovation

Innovation

Perceived Relative Advantage

Compatibility

Complexit

y

Dem

onstrabili

ty

Cost

Rev

ersi

bili

ty

Perva

siven

e

ss

Reinvention

Clarity of Results

TIMEFacilitate adoption of

new innovations over time

The interval between becoming aware of an idea and adopting the idea

Communication ChannelsLinks between those who possess the know-

how regarding the innovation and those who have not yet adopted that innovation

Types of Communication ChannelsMass-mediaInterpersonalInteractive Communication

Facilitate adoption from person to person

Use homophilous agentsUse social networksUse change agentsUse opinion leaders

SocialSystem People in society connected by a common goal

Go Sun Smart (GSS)Reducing UVR exposure and sunburns Target: Ski Resort Employees

Diffusion of Innovations in Action!

Innovation- Employees Wear: Sunglasses, Hats, and

Sunscreen

Communication Channels- E-mail

Time-Dec thru March

Social System-

Managers=Change Agents

Ski Patrollers=Opinion Leaders

ConclusionSummary: Diffusion of

innovations deals with adoption of new ideas and practices over a period of time.

Four main constructs: 1. Innovation-9 attributes

2.Communication Channels 3. Time 4. Social System

STRENGTHS

WEAKNESSES

Has existed for over 100 years

Thoroughly tested and refined

Offers several advantages in guiding the adoption of something new or novel

Diffusion occurs slowlyComplex process

occurring across multiple levels and settings

Not very useful for current problems that everyone is already knowledgeable about