DIFFUSSION IN INNOVATION
Definition
Diffusion is the process by which an innovation is communicated through certain channels
over time among the members of a social system (Everett Roger, 1961). An Innovation is an
idea, practice, or object perceived as new by an individual or other unit of adoption (Rogers,
2003).
Theory
The diffusion of innovation theory analysis how the social members adopt the new innovative
ideas and how they made the decision towards it. Both mass media and interpersonal
communication channel is involved in the diffusion process. The theory heavily relies on
Human capital. According to the theory , innovations should be widely adopted in order to attain
development and sustainability. In real life situations the adaptability of the culture played a very
relevant role where ever the theory was applied. Rogers proposed four elements of diffusion of
innovations they are:
•Innovations – an idea, practice, or object perceived as new by an individual. It can also be
an impulse to do something new or bring some social change
•Communication Channel – The communication channels take the messages from one
individual to another. It is through the channel of communication the Innovations spreads
across the people. It can take any form like word of mouth, SMS, any sort of literary form etc
•Time – It refers to the length of time which takes from the people to get adopted to the
innovations in a society. It is the time people take to get used to new ideas. For an example
consider mobile phones it took a while to get spread among the people when it is introduced
in the market
•Social System – Interrelated network group joint together to solve the problems for a
common goal. Social system refers to all kinds of components which construct the society
like religion, institutions, groups of people etc
Who made the decision to accept the innovation? Rogers says that in a social system there are
three ways the decisions are taken. He suggested the three ways considering the ability of people
to make decisions of their own and their ability to implement it voluntarily, the three ways are as
follows.
•Optional – Individuals made a decision about the innovation in the social system by
themselves
•Collective – The decision made by all individuals in the social system
•Authority – Few individuals made the decision for the entire social system
Further Roger identifies the Mechanism of Diffusion of Innovation Theory through five
following stages
