Diffusion is the process by which an innovation spreads through a social system over time through communication channels. It involves spreading new ideas and insights, such as what qualities make an innovation spread, the importance of peer networks, and understanding different user needs. Rogers developed the diffusion of innovation theory in 1962 to explain how, why, and at what rate new ideas and technologies spread through cultures. The theory describes the process of adoption where individuals first learn of an innovation, then form an opinion, make a decision, implement the innovation, and seek reinforcement. There are five stages of adoption - knowledge, persuasion, decision, implementation, and confirmation.

2.  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.

3. 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

4.  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.

5.  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.

6.  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.

7.  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.

8.  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

9.  Adoption stage- The individual decided to
continue full use of the innovation.
Adopter Categories
Innovators
Early Adopters
Early Majority
Late Majority
Laggards

11.  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.

12.  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

13.  The Role of Social Systems- Opinion
Leaders
 Public and Private Consequences
 Benefits and Costs
 Failed Diffusion
 Diffusion of Innovation and Modernisation

14.  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).

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