Diffussion of innovation research
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Diffussion of innovation research

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    Diffussion of innovation research Diffussion of innovation research Presentation Transcript

    • Paper 104, Communication for development.
    • The outline: The subject-matter. The advent of diffusion studies. How it works. Everett Roger’s S-shaped curve. The bell shape curve of adopters. The innovation decision/adoption process. Common scope of diffusion research. Purpose of diffusion research.
    • The subject matter: Diffusion is the process by which an innovation is communicated through certain channels over time among members of a social system. An innovation is an idea, practice, or object perceived as new by an individual or other unit of adoption. Messages concerned with new ideas are disseminated among the people so that the modern innovative ideas or products are easily accepted. Diffusion research revolves round the conditions which increase or decrease the likelihood that a new idea, product, or practice will be adopted by members of a given culture.
    • The advent of diffusion studies: First studied by the French sociologist Gabriel Tarde in 1903 and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius. In the year 1962 Everett Rogers, took into consideration the research from over 508 diffusion studies and produced a theory for the adoption of innovations among individuals and organizations. Everett Rogers identified six traditions that impacted diffusion research: anthropology, early sociology, rural sociology, education, industrial, and medical sociology.
    • How it works: Rogers proposed 4 main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system. Diffusion is the process by which an innovation is communicated through certain channels over time. Individuals progress through 5 stages: knowledge, persuasion, decision, implementation, and confirmation. It spreads via various communication channels and during communication, the idea is generally processed basing on the perceptions of the innovation which further influences diffusion.
    • Everett Rogers S-shaped curve The S shaped curve indicates the adoption of an innovation over time. The curve has a typical S-shape. Initially only a few innovators and early adopters are prepared to experiment with new techniques: about 16% of the population. As the idea gains ground, the majority—the next 68%—accept the innovation. Finally, the laggards take notice.
    • The bell shape curve of adopters: Consumers can be grouped according to how quickly they adopt a new product. Diffusion studies convey that adopter categories of a particular product can be divided into: (1) innovators, (2) early adopters, (3) early majority, (4) late majority, and (5) laggards.
    • The innovation decision and adoption process
    • Common scope of diffusion research The characteristics of an innovation which may influence its adoption. The decision-making process that occurs when individuals consider adopting a new idea, product or practice. The characteristics of individuals that make them likely to adopt an innovation. The consequences for individuals and society of adopting an innovation. Communication channels used in the adoption process.
    • Purpose of diffusion research To depict the successive increase in the number of adopters over time.  Permits prediction of the continued development of the diffusion process.  Facilitates a theoretical explanation of the dynamics of the diffusion process.
    • That’s all.Thank you.