DIFFUSION OF INNOVATION THEORY:Innovators, Early adopters

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Theories of Communication MCM 511

LESSON 14

DIFFUSION OF INNOVATION THEORY

In 1962 Everett Rogers combined the information flow researchfindings with studies about the flow of

information and personal influence in several fieldsincluding anthropology, sociology and rural

agriculturalextension work. He developed a diffusion theory. So although it is classified as an important

theory in the field of communication, diffusion of innovations there has knownpractical application in

manyother disciplines likedsociology, rural sociology,economics and medicalsociology.

What Is Meant By Diffusion of Innovation

DIFFUSIONis: "The process by which an innovation is communicated throughcertain channels over

time among the members of socialsystem"

INNOVATIONis: "An idea, practice, or object perceived as new by an individual or other unit of

adoption

Everett Rogers in hisclassic work analyzedthousands of diffusion studies in various disciplinesover

the years and found similarities. All the studies involved an innovationcommunication form one person

to another a society of community setting and the element of time

Diffusion of innovation theory statesthat an innovation (i.e., an idea, new technique, newtechnology)

diffuses or spreads through outsociety in a predictable pattern. A few people will adopt an innovation as

soon as they hear of it otherpeople will take longer to try something new and stillothers will takemuch

longer.The pattern is that of an S-shaped curve.

When a new media technology or otherinnovation is adopted rapidly by a great number of people, it is

said to EXPLODE intobeing.

Socialscientists have borrowed a phrasefrom physicists to describe thisadoption phenomenon, the

concept of the critical mass.

In physics, the critical mass has to do with the amount of radioactive agentsneeded to produce a chain

reaction. In mass communication, the criticalmass describes the pointwhen adoption of an innovation

takesoff, when the greatest number of people begin to adopt it,and the dramatic upward line on the S-

shapedcurve begins itsascent.

Rogers and other diffusion researchers have identified five separateinnovation-adoption categoriesinto

whichall people in a society willfall.

Innovators

Earlyadopters

Earlymajority

Latemajority

Laggards

1. Innovators

Innovatorsare described as venturesome and ready to try new things.

Their social relationships tend to be more cosmopolitan than those of other groups.

Suchpeople tend to form cliques and communicate with one another despite geographical distances

2. Early adopters

Earlyadopters are more localitethan cosmopolite.

Due to their integral part in the local society, this adopter category produces the mostopinion leaders of

anyother category. They are sought for information aboutinnovations, and their advices arevalued.

Those in this adopter category have the respect of others in the community because of their success and

willingness to try innovations.

Theories of Communication MCM 511

Therespect of others in the community is important to the early adopter, and actions are gearedtoward

preservingthat respect

3. Early majority

This adopter category includes peoplewho do not wish to be the first to adopt newtechnologies or new

ideas.Instead, the early majority prefers to deliberate, often for someperiod of time, before itsmembers

make a decision to adopt. Thesepeople serve the importantfunction of legitimizing and innovation, or

showing the rest of the community that the innovation is useful andadoption is desirable.

4. Late majority

Members of the late majority areskeptical and cautious about the benefits of adoption. They waituntil

most of the community has alreadytried and adopted the innovation beforethey act. Sometimespeer

pressure or social pressures serve to motivate the late majority. In other cases, economic necessity

induces them to adopt the innovation.

5. Laggards

Members of this group are the last to adopt. The laggards are tied to the past, to the traditional way of

doingthings, and are veryreluctant to try anythingnew.

Many of these people interactwith others of the samemind-set. E.g. microwave,mobile phones. Once a

laggardadopts an innovation, the rest of society may have moved so farforward that the `innovation'

hasbecome outdated.

Conceptual Roots

In the 1960s Albert Banduradeveloped a comprehensive learning theorysteeped in psychological

principles.The psychological explanationsfor these events, in terms of social learning theory are:-

Learning about the innovation

Symbolicmodeling- (e.g. an innovative behavior shown on television that is subsequently imitated by

viewers.) is the most common source of influence at the beginning of the diffusion process.Early

adoptersare usually those whoread newspaper or watch television.

If an innovation is hard to understand and difficult to put to practicaluse, it will not be adopted as

quickly as an innovation that is relativelysimple to use.

Someinnovations must be spreadthorough interpersonal contact and in such situations,physical

proximity affects adoption

Adoption of the Innovation

Whether or not a person USES or ADOPTS the new behavior or innovation depends uponmany

different factors. Research has shown that the greater the benefits, the More the incentive to adopt a

particularbehavior. E.g. Internet in business.

Adoption of innovations is also affected by SELF-EFFICAY or belief in one'sown abilities. Before a

persondecides to try something newthat person usually asks the question, Can I do it?Status

incentivesare some of the mostpowerful motivational factors foradoption of something new. E.G latest

hairstyles,new fashions or use of MP3 once the majority has adopted those items or styles, their

values status symbols is hone and the earlyadopters must find othernovel items or styles.

Adoptionalso depends upon a person's individual values and perceptions of self. If new behaviors or

innovationsconflict in some way withthose values or perceptions, the person is less likely to adopt.E.g.

smoking,drinking.

Developingsocial networks afterAdoption

Thethird step in successfuldiffusion of an innovation involvesinterpersonal communication among

casualacquaintances- the weaker links of the communication network. Researchhas shown that

cohesive, close groups or clusters of people(immediate family, closefriends, clubs, co-workers

religiousfriends etc) learn of innovationsthrough these weak social ties.

Theories of Communication MCM 511

In the diffusion and adoption process,research has shown thatpublic channels of communication, or

communication by way of mass media, usuallyserve to spread the awareness of an innovation much

faster than interpersonal channels.Interpersonal communications often proveessential in influencing

people to adopt the idea or innovationthat mass media have introduced to them.

Fourkey steps that effectivelysummarize the diffusion process are:-

1. Knowledge

2. Persuasion

3. Decision

4. Confirmation

1. Knowledge

A person or members of a communitybecome aware of some newinnovation or communication

technology, e.g. software program forhome computers.

At this first step in the diffusion process, information is passed through some channel of

communication,usually mass media or telecommunications media, but sometimes by way of

interpersonal contact.

2. Persuasion

Steptwo of the diffusion processtakes place mostly within the mind of the potential adopter.The

individualweighs the advantages that the new technology would bring to him or her personally.Based

uponthese evaluations and discussionswith others, the individual begins to learn toward eitheradoption

or rejection of the innovation

3. Decision

Withthis step, the individualmakes the final decision of whether to adopt or reject.

4. Confirmation

Once a decision is made, the individualnormally seeksvalidation.

Whether the decision was to adopt or to reject, the person continues to evaluate the consequences of the

decision.

If the decision was to reject,new information or economic pressuresmight compel the person to adopt

the innovation

ImportantDiffusion Studies

IowaHybrid corn seed

· To increase yields by 20 percent

· Slow to adopt reason beingprice no more seeds for the next season,agriculture

innovations were rare so farmers were notready

· Diffusion of news

· Aboutagricultural innovations such as fertilizer and pesticides

· Newdrug (tetracycline) amongst physicians

· Innovationsrelated to health information family planning

· Advancedknowledge about politicaland social sciences

· rise of new media technology

SUMMARY

After a number of empirical researches he tried to show that when newtechnological innovationsare

introduced,they will pass through a series of stages beforebeing widely adopted

· First the most people will becomeaware of them, often throughinformation from mass

media.

· Second the innovations will be adopted by a verysmall group of innovators or early

adopters

· theiropinion leaders learn form the early adopters and try the innovation themselves

Theories of Communication MCM 511

fourth if opinion leaders find the innovation useful, theyencourage their friends the

opinionfollowers

Finallyafter most people have adopted the innovation a:

Diffusiontheory is an excellent example of the power and the limitations of a middle-range

theory. It assigns a very limitedrole to mass media.

Mediaonly create awareness of newinnovations. Only the earlyadopters are directly

influenced by media content .Others adoptinnovations only after beinginfluenced by other

people.

He recommended that diffusionefforts be led by changeagents, people who could go out

intorural communities and directlyinfluence early adopters andopinion leaders

Mediaare used to draw attention to innovations and as a basis forgroup discussions led by

changeagents. Extremely useful in USAID to spread agriculturalinnovation in the third

world.

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