Diffusion theory, first articulated by Everett Rogers in 1962, explains how innovations spread among individuals and organizations through communication within social systems. Key components include the innovation itself, the categories of adopters, and stages of diffusion such as knowledge and persuasion. The theory was notably applied by the Planned Parenthood Federation of America in the 1960s to promote family planning methods, demonstrating varied acceptance across different regions and communities.

1. DIFFUSION THEORY

2. HISTORY OF THE THEORY
CONCEPT FIRST STUDIED
BY
FRENCH SOCIOLOGIST: GABRIEL
TRADE
GERMAN ANTHROPOLOGIST:
FRIEDRICH RATZEL
AUSTRALIAN ANTHROPOLOGIST: LEO
FROBENIUS

3. ANTHROPOLOGISTS
GERMAN AUSTRALIAN

4. STARTED IN RURAL
SOCIOLOGY AND APPLIED
IN VARIOUS CONTEXTS
MEDICAL SOCIOLOGY
COMMUNICATION
MARKETING
DEVELOPMENT STUDIES
HEALTH PROMOTIONS

5. INVENTION OF THE
THEORY
IN 1962
EVERETTE MICHAEL ROGERS, A PROFESSOR
OF RURAL SOCIOLOGY, PUBLISHED HIS
SEMINAR WORK ‘‘DIFFUSION OF INNOVATION
THEORY’’WHICH PRODUCED A THEORY OF THE
ADOPTION OF INNOVATION AMONG
INDIVIDUALS AND ORGANIZATIONS, HENCE
THIS LED TO DIFFUSION THEORY ALSO
KNOWN AS THE DIFFUSION OF INNOVATION
THEORY

6. EVERETTE ROGERS

7. BASICS OF THE
THEORY
•INNOVATION:
SOMETHING THAT
IS NEW TO AN
INDIVIDUAL. THIS
COULD BE NEW
IDEAS, PRACTICE
OR AN OBJECT

8. BASICS
•DIFFUSION: SPREAD
OF INNOVATION TO
OTHERS HENCE IT’S
A PROCESS OF
INDIVIDUALS TO
OTHER
INDIVIDUALS,
INTERPERSONAL

9. ACCORDING TO
EVERETT
DIFFUSION OF INNOVATION IS THE
PROCESS BY WHICH AN INNOVATION
IS COMMUNICATED THROUGH
CERTAIN CHANNELS OVERTIME
AMONG THE MEMBER OF A SOCIAL
SYSTEM

10. ELEMENTS OF THE
THEORY
INNOVATION
ADOPTERS
COMMUNICATION
CHANNELS
TIME
SOCIAL SYSTEM

11. STAGES OF DIFFUSION
KNOWLEDGE
PERSUASION
DECISION
IMPLEMENTATION
CONFIRMATION

12. ADOPTERS
CATEGORIES
oINNOVATORS
oEARLY ADOPTERS
oEARLY MAJORITY
oLATE MAJORITY
oLAGGARDS

13. THE S- SHAPED CURVE

14. PLANNED PARENTHOOD
FEDERATION OF AMERICA
1960 (PPFA)

16. • IN THE 1960 PPFA INNOVATED THE USE OF FAMILY
PLANNING METHODS AS BIRTH CONTROL
METHODS
• MEDIA REFUSAL TO ADAPT AND SELL THE
COMPANY’S PRODUCT AND GOVERNMENT
• PEOPLE OF LATIN AMERICA ACCEPTED THE
CONTRACEPTIVE USE TO CONTROL HIGH NUMBER
OF BIRTH RATES AND UNWANTED PREGNANCIES

17. CONT
• USED OPINION LEADERS IN PRESS CONFERENCES
FOR TESTIMONIES
• FACE TO FACE TALK WITH PEOPLE
• LATER THE MEDIA ACCEPTED THE EFFECTIVE
COMPANIES WORK
• SOME RELIGIONS REFUSED AND STIIL REFUSE
• SPREAD LATER TO AFRICA ,ASIA

19. THEORY INCORPORATION
• Innovators- planned federation
• Early adopters –Latin America people ,opinion leaders
• Early majority- the rest of Americans, opinion followers
• Late majority-Asia, Africa
• Laggards – some religions, government and the media(the
two later converted to late majority)
• At times some laggard cannot refuse things anymore
since change is seen by all but some still live in denial

20. STEPS INCORPORATION
• KNOWLEDGE;DURING INVENTIONS, CAMPAIGNS.
• PERSUASION;THROUGH PUBLIC LEADERS AN
FACE TO FACE COMMUNICATION
• DECISION; EARLY MAJORITY MADE A DECISION
• TRIAL;DONE WITH EARLY MAJORITY: THE LATIN
AMERICA
• ADOPTION;INTO OTHER CONTINENT AMERICA
,ASIA ,AFRICA

21. FAILURE AND CRITIQUE
OF THE THEORY
•BENEFITS VS
COSTS