Diffusion Of Innovation
Diffusion of innovation and persuasion Diffusion, What is it?
“Diffusion is the process by which an innovation
is communicated through certain channels over time among the members of a social system.”
“Diffusion
is a special type of communication concerned with the spread of messages perceived (or understood) as new ideas”
2
Main Elements of Diffusion
1.
2.
3.
4.
An innovation
Channels of communication
The spread and speed of the idea over time
The social network and individuals who influence the spread of the idea
An Innovation: technologies, namely a design or idea that reduces the uncertainty in cause-effect relationships achieving a desired outcome
3
Technologies
An Innovation: technologies, namely a design or idea that reduces the uncertainty in cause effect relationships achieving a desired outcome. These consist of;
hardware, namely a tool that embodies a particular technology
And, software the knowledge base for the tool.
4
Characteristics of Innovation – adoption rates
Rates of adoption of an innovation are determined by;
Relative advantage
Compatibility
Complexity
Trialability
Observability
5
Main Elements of Diffusion – communication channels
1.
2.
3.
4.
An innovation
Channels of communication
The spread and speed of the idea over time
The social network and individuals who influence the spread of the idea
Mass media creates knowledge of an innovation but interpersonal communication is the best influence on its adoption.
6
Channels of communication
Mass media creates knowledge of an innovation but interpersonal communication is the best influence on its adoption.
Evaluation is seldom scientific but based on subjective experience And importantly peer-experience, the terms heterophily and homophily help describe this phenomena
Lobbyists are often used because they are homophilious with the adopters.
7
Main Elements of Diffusion - spread
1.
2.
3.
4.
An innovation
Channels of communication
The spread and
“Diffusion is the process by which an innovation
is communicated through certain channels over time among the members of a social system.”
“Diffusion
is a special type of communication concerned with the spread of messages perceived (or understood) as new ideas”
2
Main Elements of Diffusion
1.
2.
3.
4.
An innovation
Channels of communication
The spread and speed of the idea over time
The social network and individuals who influence the spread of the idea
An Innovation: technologies, namely a design or idea that reduces the uncertainty in cause-effect relationships achieving a desired outcome
3
Technologies
An Innovation: technologies, namely a design or idea that reduces the uncertainty in cause effect relationships achieving a desired outcome. These consist of;
hardware, namely a tool that embodies a particular technology
And, software the knowledge base for the tool.
4
Characteristics of Innovation – adoption rates
Rates of adoption of an innovation are determined by;
Relative advantage
Compatibility
Complexity
Trialability
Observability
5
Main Elements of Diffusion – communication channels
1.
2.
3.
4.
An innovation
Channels of communication
The spread and speed of the idea over time
The social network and individuals who influence the spread of the idea
Mass media creates knowledge of an innovation but interpersonal communication is the best influence on its adoption.
6
Channels of communication
Mass media creates knowledge of an innovation but interpersonal communication is the best influence on its adoption.
Evaluation is seldom scientific but based on subjective experience And importantly peer-experience, the terms heterophily and homophily help describe this phenomena
Lobbyists are often used because they are homophilious with the adopters.
7
Main Elements of Diffusion - spread
1.
2.
3.
4.
An innovation
Channels of communication
The spread and