2. Rogers’ diffusion of innovations Model
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”
Rogers' Diffusion of Innovations (1995) is a framework of change and
work as an excellent guide for practitioners. It consists of five
variables that determine the rate of adoption of innovations:
1. Attributes of innovations
2. Type of innovation- Decision
3. Communication channel
4. Nature of the Social System
5. Extent of change Agents’ Promotion.
3.
4. Variables Determining the Rate of Adoption of Innovations
•The degree to which an innovation is perceived as better than the idea it
Relative supersedes.
advantage •The greater the perceived relative advantage of an innovation, the more rapid
1. Attribute of innovations
its rate of adoption.
•the degree to which an innovation is perceived as being consistent with the
existing values, past experiences, and needs of potential adopters.
Compatibility
•The degree to which an innovation is perceived as difficult to understand and
Complexity use.
•the degree to which an innovation may be experimented with on a limited
basis. If an innovation is trialable, it results in faster adoption.
Trialability
•the degree to which the results of an innovation are visible to others. The
easier it is for individuals to see the results of an innovation, the more likely
Observability they are to adopt.
5. Variables Determining the Rate of Adoption of Innovations
Collective
Optional
Innovation can be
adopted or rejected
by either an
Authority
individual members
or the entire social
system
2. Type of innovation –Decision
6. Variables Determining the Rate of Adoption of Innovations
3. Communication Channel
Communication is “the process by which
participants create and share information
with one another in order to reach a mutual
understanding.”
Diffusion is specific type of
communication to exchange a new idea
with one or several others.
Communication channel: is the means by
which massages get form one individual to
another.
Two types: Mass Media or interpersonal
7. Variables Determining the Rate of Adoption of Innovations
4. Nature of the Social System
A social system is defined as a set of interrelated
units that are engaged in joint problem solving to
accomplish a common goal.
Diffusion occurs within a social system.
The social structure affects the innovation's diffusion
in several ways:
The social system constitutes a boundary within
which an innovation diffusion.
System norms.
Roles of opinion leaders and change agents.
Types of innovation decisions and
consequences of innovation. (Rogers, 1995)
8. Variables Determining the Rate of Adoption of Innovations
5. Extent of change Agents’ promotion efforts:
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
Change Agents should have the knowledge,
skills and tools to implement change in the
workplace or society.
Change Agents have the ability to achieve
results through facilitating groups of
people through a systematic processes to
develop, organize, and sell new ideas.
9. Main Elements in the Diffusion of innovations
The Innovation: is new idea,
practice such as training and
instruction to the individuals.
Communication Channels: is
diffused through certain channels
and then adopted 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 (people and the
organization).
11. References
Ellsworth, J. B. (2000). Surviving change : A survey of educational
change models. Syracuse, N.Y.: Clearinghouse on Information &
Technology, Syracuse University.
Rogers, E. (1995). Elements of diffusion. In Diffusion of innovations
(4th ed., pp. 1-37). New York, NY: The Free Press.
