Diffusion of innovation refers to the process by which an innovation is communicated over time among members of a social system. The key elements are the innovation itself, communication channels, time, and the social system. Change agents play an important role in introducing innovations and guiding their adoption through a systematic process involving knowledge, persuasion, decision, implementation, and confirmation. Adoption occurs gradually as different members of a social system choose to adopt the innovation at different times.

1. Diffusion of Innovation According to Rogers By Karen Girton-Snyder

2. What is Diffusion? According to Rogers, “Diffusion is the process in which an innovation is communicated through certain channels over time among the members of a social system” The innovation is any new idea that can be implemented and gradually applied through a process of social construction.

3. Main Elements of Diffusion The Innovation A new idea such as training, instruction, etc. Communication Channels Sharing information top to bottom, bottom to top etc. Who are the key players? Time Decision process in which an innovation is adopted A Social System Members of that society engaged to accomplish a common goal

4. Key Players Change Agents Change agents are people who introduce innovations into a society (workplace) that they expect will have consequences that will be desirable, direct, and anticipated. They are the invisible hands that turn vision into action. i.e. President Bill Clinton, Child Nutrition Act will require that schools offer more nutritional foods, vending machines will be stocked with water and juice instead of soda. i.e. You!

5. Applying Change How can the Change Agents apply change successfully? Agents who have the knowledge, skills and tools to implement change in the workplace or society as a whole, achieve results through their ability to facilitate groups of people through a systematic processes to develop, organize, and sell new ideas. In President Clinton’s program there are several key players. How did he get the vending companies to change from soda to water? In an educational or training setting that agent could be you. What change is needed? How, Why, and When would you apply it? However, it is never done alone. Change occurs in masses!

6. Process of Change Systematic Process Knowledge Persuasion Decision Implementation Confirmation

7. Adoption of Change The rate of adoption of innovations usually occurs in an “S” curve. The variation in the slope is due to the rapid or slower rates of adoption. Individuals who are involved with the change fall into adopter categories. Adopter Categories Innovators Early adopters Early majority Late majority Laggards

8. Adoption of Change Decisions to implement change or reject the diffusion of new ideas are also influenced by individuals of that social system. Three types of Innovation-Decisions Optional Collective Authority Three Classifications of consequences of innovations Desirable vs. Undesirable Direct vs. Indirect Anticipated vs. Unanticipated

9. Adoption of Change Perceived Attributes of Innovations Relative Advantage Compatibility Complexity Trialability Observeability

10. Confirmation of Change Confirmation of change is challenging but not impossible. Look at the Internet. Throughout this course you will be researching and stepping outside the box to learn how to “diffuse innovations”. What innovation do you want to research? What innovation do you want to implement?