Two Types of Diffusion
• Expansion
– Stays strong in the core
• Relocation
–Gets weaker in the core
Expansion Diffusion
• EXPANSION DIFFUSION
– Spread of an innovation/idea … in such a way
that the # of those influenced grows
continuously larger, resulting in an expanding
area of adoption.
(de Blij/Murphy – 7th ed., page R-20)
Expansion Diffusion
• This occurs when an idea or trait
spreads from one place to another.
Kinds of Expansion Diffusion
1. Hierarchal Diffusion – spread of an idea through
an established structure usually from people or
areas of power down to other people or areas
– Urban areas to other urban areas and then spread to
surrounding areas
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Rap music
High-end fashion trends
– Wealthy people to middle class to lower class
•
Any technological invention
Expansion Diffusion
2. Contagious Diffusion – spread of an
idea/trait/concept through a group of people or
an area equally without regard to social class,
economic position or position of power.
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Flu epidemic
Gossip in school??
Your book says information on the web is
Contagious… do you agree???
Diagram of Contagious Diffusion
• ‘A’ is a diagram of
contagious diffusion.
Notice virtually all ‘adopt.’
• ‘B’ is a diagram of
hierarchical diffusion.
Notice the leapfrogging
over some areas.
Expansion Diffusion
• Stimulus Diffusion – the spread of an underlying
principle even though the new groups “remix”
your idea
OR
• Stimulus Diffusion - involves the transfer of an
underlying concept or idea, without the specific
accompanying traits due to some cultural or other
barrier to the movement of the idea
Stimulus Diffusion ex. (Michael Ayres)
• McDonald’s in India  “Maharaja Mac”
• Sesame Street  OVER 30 Countries have adopted
principles of this show
Coca Cola and its
different tastes
around the world
http://www.youtube.com/watch?v=1VM2eL
hvsSM
RELOCATION DIFFUSION
Sequential diffusion process in which the items
being diffused are transmitted by their carrier
agents as they evacuate the old areas and
relocate to new ones. The most common form of
relocation diffusion involves the spreading of
innovations by a migrating population.
Relocation Diffusion
• This occurs when the people migrate and
take their cultural attributes with them.
• De Blij pg. 28 vs. Rubenstein pg. 38
Migrant Diffusion (a form of Relocation
Diffusion?)
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1. Idea enjoys strong, (perhaps brief,) adoption in
hearth
2. Idea travels elsewhere (& thrives)
3. Idea fades out back in the hearth
Ex. Disco in Egypt
Ex. “Baywatch” in Europe
Ex. Communism
Ex. Old cars
One more look…Wal-Mart as both
___________ and __________diffusion – WHY?
BARRIERS TO DIFFUSION
• CULTURAL BARRIERS
• Some practices, ideas, innovations are not
acceptable/adoptable in a particular culture
• Cultural taboos e.g. pork, alcohol, contraceptives
• PHYSICAL BARRIERS
• Physical barriers on the surface may prohibit/inhibit
adoption
• Not as relevant today b/c of technology
• TIME-DISTANCE DECAY
• Farther from the source & the more time it takes, the
less likely innovation adopted (more likely the same
trait will develop differently)
• Technology makes this less important
Distance Decay Graph
• Learn to think about
distance decay in a
“spatial” context
• Think of distance decay in
terms of an ‘x’ and ‘y’ axis
Random Thoughts on Diffusion
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Expansion Diffusion
Contagious
does not necessarily have a not a specific pre-existing structure for transmission
disease contagion is a prime example
the spread of products from a forest fire(particles/gases/heat) dissipate from the source(the
fire) throughout the adjacent atmosphere.
Measurement system - System International (Metric)(meters/grams) has spread from Europe
throughout the world except for the US(and a couple small countries) US retains its
modification of the British Imperial system of measurement (miles/pounds)
Hierarchical
requires a pre-established structure to channel the flow ie 'chain of command'
International Business hierarchy, National, Regional, Local
Relocation Diffusion
Movement of people and things
Europeans moved to the Americas and brought their culture with them