DIFFUSION OF INNOVATION

• Diffusion is a kind of social change, define as the process by which alteration occurs in the structure and function of a social system

• When “new ideas” are invented, diffused, and are adopted or rejected, leading to certain consequences, social change occurs.

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CROSS CULTURAL COMMUNICATION

Diffusion of Innovation Stages (Rogers et al)

•A WARENESS•I NTEREST•E VALUATION•T RIAL•A DOPTION

Perceived Characteristics of the Innovation•RELATIVE ADVANTAGE•OBSERVABILITY•TRIALABILITY•INCOMPATIBILITY•COMPLEXITY

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STAGES in the INNOVATION-DECISION PROCESS : 5 steps

1. KNOWLEDGE: occurs when an individual / Dec-Making unit, in exposed to the innovation’s existence.

2. PERSUASION: occurs when an individual forms a favorable or unfavorable attitude toward the innovation

4Cont’d

STAGES in the INNOVATION-DECISION PROCESS

3. DECISION occurs when an individual

engages in activities that lead to a choice

to adopt or reject the innovation

4. IMPLEMENTATION occurs when an

individual puts an innovation into use

5Cont’d

STAGES in the INNOVATION-DECISION PROCESS

5. CONFIRMATION occurs when an individual seeks reinforcement of an innovation decision that has already been made, but he or she may reverse this previous decision if exposed to conflicting messages about the innovation

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STAGES in the INNOVATION-DECISION PROCESS

Cont’d

Communication Channels

KNOW-LEDGE PERSUA-SION DECISIONPRIORCONDITION1.Previous practice2.Felt needs /problems3.Innovative ness1.Norms of the soc.system

Charact. Of the Decision making unit:1.Soc—econ,2.Personality3.Commucation behavior

Perceived Charact of the Innovation:1Relative advantage2.Compatibility3.Complexity4.Trialability5.Observability

1.Adoption

2.Rejection

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STAGES in the INNOVATION-DECISION PROCESSCOMMUNICATION CHANNELS

IMPLEMENTATION CONFIRMATIONDECISION

Continued AdoptionLater Adoption

DiscontinuanceContinued Rejection

Adoption

Rejection

Two Types of Discontinuance

1. REPLACEMENT Discontinuance – in order to adopt a better idea that supersedes it.

2. DISENCHANTMENT Discontinuance, is decision to reject an idea as a results because the innovation is inappropriate for the individual or dissatisfaction with its performance.

misuse of an innovation -- functioned disadvantageously …. Later adopters.

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PRIOR CONDITION

1.Previous practice/s

2.Felt needs /problems

3.Innovativeness

4.Norms of the social system10

Characteristics Of the Decision making unit:

1.Socio-economic characteristics2.Personality variables.. caring, openness, fairness, etc. begin at early life! 3.Communication behavior

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Perceived Characteristics of the Innovation

1. RELATIVE ADVANTAGE

2. OBSERVABILITY

3. TRIALABILITY

4. INCOMPATIBILITY

5. COMPLEXITY

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The Hierarchy-of-Effects & the Stages-of Change Correspond to Stages in the Innovation-Decision

Process (Rogers, 2003).

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Stages in the Innovation-Decision Process

Hierarchy- of-Effects

Prochaska’s Stages –of - Change

I. Knowledge Stage 1. Recall of Information 2. Comprehension of messages 3. Knowledge or skill for effectiveness adoption of the innovation

I. Precontemplation

II. Persuasion Stage 4. Liking the innovation 5. Discussion of the new behavior with other 6. Acceptance of the message about the innovation

II. Contemplation

continued

The Hierarchy-of-Effects & the Stages-of Change Correspond to Stages in the

Innovation-Decision Process (Rogers, 2003).

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Stages in the Innovation-Decision Process

Hierarchy- of-Effects

Prochaska’s Stages –of - Change

IV. Implementation Stage 11. Acquisition to seek additional information about the innovation. 12. Use the innovation on a regular basis 13. Continued use of the innovation

IV. Action

V. Confirmation Stage 14. Recognition of the benefit of using the innovation. 15. Integration of the innovation into one’s ongoing routine. 16. Promotion of the innovation to others.

V.. Maintenance

Five Stages-of-Change (S-O-C),Prochaska, DiClemente, and

Norcross, 1992

1. Precontemplation, when an individual is aware that a problem exists and begin to think about overcoming it.

2. Contemplation, when an individual is aware that a problem exists and is seriously thinking about overcoming it but has not yet made under commitment to take action.

15continued

Five Stages-of-Change (S-O-C),Prochaska, DiClemente, and Norcross,

1992

3. Preparation, the stage at which an individual

intends to take action in the immediate future

but has not yet done it.

4. Action, when an individual changes behavior in

order to overcome the problem.

5. Maintenance, the stage at which an individual

consolidates and continues the behavior

change that was made previously.

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TUGAS INDIVIDU

• CARI DAN JELASKAN KATEGORI ADOPTER DALAM DIFUSI INOVASI

• DIKUMPULKAN SAAT UTS KOMUNIKASI KESEHATAN

Daftar Pustaka

• Rogers, M. Everett, 1983.DIFFUSION OF INNOVATIONS. Third edition. The Free Press. A Division of Macmillan Publishing Co., Inc. New York.

• Rogers, M. Everett, 2003.DIFFUSION OF INNOVATIONS. Fifth edition. The Free Press. A Division of Simon & Schuster, Inc. New York, NY 10020

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AWARENESSKNOWLEDGE

Individu menyadari

bahwa dirinya berisiko tinggi

menderita DM, individu

belum mengetahui dengan jelas bagaimana

cara pencegahan-

nya

INTERESTPERSUASION

Individu tidak ingin terkena DM sehingga

mencari informasi mengenai

cara pencegahan-

nya

EVALUATIONDECISION

Individu menimbang-nimbang mengenai keuntungan dan

kerugian jika dia mempraktekkan perilaku

yang bisa menghindarkannya dari penyakit DM , yakni :

- Pemeriksaan gula darah rutin-Menjaga pola makan melalui: mengurangi absorpsi gula/mengganti dengan gula rendah kalori, mengurangi makanan berBTM, bersoda-Berolahraga secara teratur

EVALUATIONDECISION

Individu menimbang-nimbang mengenai

keuntungan dan kerugian jika dia mempraktekkan

perilaku yang bisa menghindarkannya dari

penyakit DM , yakni :- Pemeriksaan gula darah rutin-Menjaga pola makan melalui: mengurangi absorpsi gula/mengganti dengan gula rendah kalori, mengurangi makanan berBTM, bersoda-Berolahraga secara teratur

TRIALIMPLEMEN

TATION

Individu melaksanakan perilaku dalam

kurun waktu tertentu untuk selanjutnya

akan dipertimbang-

kan lagi apakah perilaku

tersebut akan dilanjutkan atau

tidak

ADOPTIONCONFIRMA

TION

Individu mengkonfirmasi bahwa perilaku berkontribusi

positif terhadap dirinya (kadar

gula darah normal) sehingga

individu akan melanjutkan

perilaku tersebut