Diffusion is the process by which an

innovation is communicated through certain

channels over time among the members of a

social system.

It is a special type of communication, in that

the messages are concerned with new ideas.

Valuable insights provided by

diffusion of innovation are :

What qualities make an innovation

spread in society

Importance of peer-peer communication

network

Understanding the needs of different user

segments

19th century-Franz Boas (United States),

Gabriel Trade (France) Friedrich Ratzel

(Germany ) were the proponents of

diffusionist theory.

Gabriel Trade- First to propose the S-

shaped curve of diffusion. Wrote about

the important role of opinion leaders or

change agents in the diffusion or

imitation process.

Developed by E.M. Rogers in 1962, a professor

of communication studies, popularized the theory

in his book Diffusion of Innovation

Explain how, why, and at what rate

new ideas and technology spread

through cultures.

The theory explains how, over time, an idea or

product gains momentum and diffuses (or

spreads) through a specific population or social

system.

The end result of this diffusion is that people, as part

of a social system, adopt a new idea, behaviour, or

product.

Adoption means that a person does something

differently than what they had previously.

key to adoption

perceive the idea, behaviour, or product as new or

innovative. It is through this that diffusion is

possible.

Knowledge- Information is passed through mass

media or interpersonal contact.

Persuasion- Individual evaluates and discusses with

others about adopting the new idea.

Decision- Whether to adopt or reject the innovation.

Confirmation-Seeking Validation, evaluating the

consequences of the decision.

Awareness stage- The individual was exposed to the

innovation but lacked complete information on it

Interest stage - The recipient sought more

information on the innovation. Apparently there was

more interest regarding the innovation.

Evaluation stage- The individual mentally deciding

whether an innovation was compatible with present

and future needs and took the decision of trying it on

the limited scale at the trial stage

Adoption stage- The individual decided to

continue full use of the innovation.

Adopter Categories

Innovators

Early Adopters

Early Majority

Late Majority

Laggards

Relative Advantage - The degree to which an

innovation is seen as better than the idea,

program, or product it replaces.

Compatibility - How consistent the innovation is

with the values, experiences, and needs of the

potential adopters.

Complexity - How difficult the innovation is

to understand and/or use.

Triability - The extent to which the

innovation can be tested or experimented

with before a commitment to adopt is made.

Observability - The extent to which the

innovation provides tangible results

The Role of Social Systems- Opinion

Leaders

Public and Private Consequences

Benefits and Costs

Failed Diffusion

Diffusion of Innovation and Modernisation

Does not foster a participatory approach

to adoption of a public health program

Doesn’t take into account an individual's

resources or social support to adopt the

new behaviour (or innovation).

THANK YOU