2. HISTORY OF THE THEORY
CONCEPT FIRST STUDIED
BY
FRENCH SOCIOLOGIST: GABRIEL
TRADE
GERMAN ANTHROPOLOGIST:
FRIEDRICH RATZEL
AUSTRALIAN ANTHROPOLOGIST: LEO
FROBENIUS
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
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
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
18.
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