By: Amber Ward, Jaquoy Castelli,
Kaelynn Studebaker, Meredith Law,
Raquel Blamires
Introduction
Term
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
•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 Background
 Popular in rural
sociology from 1940’s to
1950’s
 Everett Rogers
 Pursued the theory in
Doctorate degree
 1962- 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.
•
An idea, practice or product that is
perceived as new
Attributes of Innovation
Cost
Innovation
Perceived Relative
Advantage
Clarity of Results
TIME
The interval
between
becoming
aware of an
idea and
adopting the
idea
 Facilitate adoption of new
innovations over time
Communication Channels
 Links between those who possess the know-how
regarding the innovation and those who have not yet
adopted that innovation
Types of Communication Channels
 Mass-media
 Interpersonal
 Interactive Communication
Social
System
People in
society
connected by a
common goal
 Facilitate adoption from
person to person
 Use homophilous agents
 Use social networks
 Use change agents
 Use opinion leaders
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 SystemManagers=Change Agents
Ski Patrollers=Opinion Leaders
Conclusion
 Summary: 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
 Has existed for over 100
years
 Thoroughly tested and
refined
 Offers several advantages in
guiding the adoption of
something new or novel
WEAKNESSES
 Diffusion occurs slowly
 Complex process occurring
across multiple levels and
settings
 Not very useful for current
problems that everyone is
already knowledgeable
about