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Diffusion of Innovation.pptx

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MARIA NOREEN

This document discusses the diffusion of innovations as conceptualized by Everett Rogers. It summarizes Rogers' work, which built upon earlier studies of how new ideas and technologies spread, such as a 1943 study of hybrid corn adoption among Iowa farmers. Rogers identified key elements of diffusion, including the innovation itself, communication channels, time and the social system. He described how an individual passes through stages - from first awareness to adoption or rejection. Rogers also categorized different types of adopters and the role of change agents in diffusion. The study of diffusion has provided insights across many fields involving the spread of new ideas, practices and technologies.

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DIFFUSION OF INNOVATION 1 BY MARIA NOREEN
INNOVATION? DIFFUSION? Innovation is any new idea, new behavior, new product, new message i.e., a new thing that one brings to you for your adoption. Diffusion is defined as the process by which that innovation is communicated through certain channels over time among the members of a social system (Rogers, 1983) 2
BACKGROUND OF THE STUDY Industrial revolution and innovations Social and cultural changes Mass society 3
CONCEPTUALIZATION BY VARIOUS SCHOLARS Gabrial Tarde(1890): why people adopt 10 innovations out of 100.(laws of imitation) Pearl-Reed logistics(1920s) Gompertz F. Staurt Chapen H. Earl Pemberton(1930s) Abraham De Movie Ryan and Gross 4
IOWA STUDY OF HYBRID SEED CORN Development of hybrid seed corn(1920s) Depression of years of 1930s Great success of hybrid seed in Iowa(75% farmers adopted it). Study by Bryce Ryan and Neal Gross(published in 1943) 5
PURPOSE OF THE STUDY Why Had farmers altered their traditional practices? What information did the received, through what channels and how did it influence their decision making? 6
QUESTIONS EXPLORED IN THE STUDY What background factors influence the decision of farmers? How did this innovation come to their attention? How long did it take between awareness and action? What was the pattern by which the innovation spread over time? 7
METHOD Personal interviews Two small communities 259 farmers included All were male and had more than 20 acres in production 8
FINDINGS Most tried the seed at smaller plot Nearly half cited from salesmen 10% learned from radio advertisements 10.7% informed by articles in farm journals 14.6 named their neighbors Few learned from the universitys extension service Another small number received information from relatives 9
CONTINUED Interpersonal sources identified as most influential There was a modal time lag of 5 and 6 years between first hearing and adoption. 10
EVERETT ROGERS AND DIFFUSION OF INNOVATION Reviewed 506 studies of the process in 1962 Focused on pattern to process Defined innovation in straight forward way Clarified the work of Ryan and Gross Identified stages in the adoption process Types of adopters Process of diffusion 11
ELEMENTS OF DIFFUSION OF AN INNOVATION There are 4 key elements in the diffusion process: 1. Innovation: Any idea, object, or practice that is perceived as new by members of the social system 2. Channels of Communication: Means by which information is transmitted to or within the social system 12
CONTINUE 3. Time: rate at which innovation is diffused or the relative speed with which it is adopted by members of the social system 4. Social System: Individuals, organizations, or agencies that share a common culture and are potential adopters of the innovation 13
ATTRIBUTES OF INNOVATIONS The characteristics of innovations, as perceived by individuals, help to explain their different rates of adoption 1. Relative Advantage: Degree to which an innovation is perceived as better than the idea it supersedes. 2. Compatibility: Degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters. 14
CONTINUE 3.Complexity: Degree to which an innovation is perceived as difficult to understand and use. 4.Trialability: Degree to which an innovation may be experimented with on a limited basis. 5.Observability: Degree to which the results of an innovation are visible to others. 15
CONTINUE Innovations that are perceived by individuals as having greater relative advantage, compatibility, trialability, observability, and has less complexity will be adopted more rapidly than other innovations. 16
THE INNOVATION- DECISION PROCESS 5 step process through which an individual (or other decision-making unit) passes from first knowledge of an innovation: (i) knowledge, (ii) persuasion, (iii) decision, (iv) implementation, and (v) confirmation. 17
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Knowledge: When the individual is exposed to the innovation's existence and gains an understanding of how it functions Persuasion: When the individual forms a favorable or unfavorable attitude toward the innovation Decision: When the individual engages in activities that leads to a choice to adopt or reject the innovation Implementation: When the individual puts an innovation into use Confirmation: When the individual seeks reinforcement for an innovation- decision already made but may reverse the decision if exposed to conflicting messages about it 19
TYPES OF ADOPTERS (i) innovators (ii) early adopters (iii) early majority (iv) late majority (v) laggards 20
CHANGE AGENTS The sequence of Change AgentRoles 1. To develop a need for change on the part of clients 2. To establish an information exchange relationship 3. To diagnose problems 4. To create an intent to change in the client 5. To translate intentions into action 6. To stabilize adoption and prevent discontinuance 7. To achieve a terminal relationship with clients 21
IMPORTANCE OF THE STUDY Provided the foundation and conceptual framework for understanding the link between awareness, innovation , media and adoption. Set the stage for flood of research . Rogers estimated that by September 1993, more then 5,000 studies of the diffusion of innovation had been published. 22
CONTINUE. These studies have been widely pursued in such fields national development, public health, geography, marketing, adoption of media technologies, changes in manufacturing processes, educational innovations, new government policies, and dozens of others. 23
DIFFUSION OF NEWS News diffusion is a branch of mass communications research dealing with how news is circulated among publics. Two phases of research have occurred in news diffusion research. The first phase began after World War II and continued to the 1980s, and the second began with the arrival of the Internet and social media in the 1990s. Key questions raised during the first phase of diffusion research included whether media or interpersonal ties are the sources of information about an event; the type of event; and media structure. In the second phase, citizen journalists and others became participants in the news production and diffusion processwhich until the advent of new media had been entirely controlled by professional journalists. 24

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Diffusion of Innovation.pptx

  • 2. INNOVATION? DIFFUSION? Innovation is any new idea, new behavior, new product, new message i.e., a new thing that one brings to you for your adoption. Diffusion is defined as the process by which that innovation is communicated through certain channels over time among the members of a social system (Rogers, 1983) 2
  • 3. BACKGROUND OF THE STUDY Industrial revolution and innovations Social and cultural changes Mass society 3
  • 4. CONCEPTUALIZATION BY VARIOUS SCHOLARS Gabrial Tarde(1890): why people adopt 10 innovations out of 100.(laws of imitation) Pearl-Reed logistics(1920s) Gompertz F. Staurt Chapen H. Earl Pemberton(1930s) Abraham De Movie Ryan and Gross 4
  • 5. IOWA STUDY OF HYBRID SEED CORN Development of hybrid seed corn(1920s) Depression of years of 1930s Great success of hybrid seed in Iowa(75% farmers adopted it). Study by Bryce Ryan and Neal Gross(published in 1943) 5
  • 6. PURPOSE OF THE STUDY Why Had farmers altered their traditional practices? What information did the received, through what channels and how did it influence their decision making? 6
  • 7. QUESTIONS EXPLORED IN THE STUDY What background factors influence the decision of farmers? How did this innovation come to their attention? How long did it take between awareness and action? What was the pattern by which the innovation spread over time? 7
  • 8. METHOD Personal interviews Two small communities 259 farmers included All were male and had more than 20 acres in production 8
  • 9. FINDINGS Most tried the seed at smaller plot Nearly half cited from salesmen 10% learned from radio advertisements 10.7% informed by articles in farm journals 14.6 named their neighbors Few learned from the universitys extension service Another small number received information from relatives 9
  • 10. CONTINUED Interpersonal sources identified as most influential There was a modal time lag of 5 and 6 years between first hearing and adoption. 10
  • 11. EVERETT ROGERS AND DIFFUSION OF INNOVATION Reviewed 506 studies of the process in 1962 Focused on pattern to process Defined innovation in straight forward way Clarified the work of Ryan and Gross Identified stages in the adoption process Types of adopters Process of diffusion 11
  • 12. ELEMENTS OF DIFFUSION OF AN INNOVATION There are 4 key elements in the diffusion process: 1. Innovation: Any idea, object, or practice that is perceived as new by members of the social system 2. Channels of Communication: Means by which information is transmitted to or within the social system 12
  • 13. CONTINUE 3. Time: rate at which innovation is diffused or the relative speed with which it is adopted by members of the social system 4. Social System: Individuals, organizations, or agencies that share a common culture and are potential adopters of the innovation 13
  • 14. ATTRIBUTES OF INNOVATIONS The characteristics of innovations, as perceived by individuals, help to explain their different rates of adoption 1. Relative Advantage: Degree to which an innovation is perceived as better than the idea it supersedes. 2. Compatibility: Degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters. 14
  • 15. CONTINUE 3.Complexity: Degree to which an innovation is perceived as difficult to understand and use. 4.Trialability: Degree to which an innovation may be experimented with on a limited basis. 5.Observability: Degree to which the results of an innovation are visible to others. 15
  • 16. CONTINUE Innovations that are perceived by individuals as having greater relative advantage, compatibility, trialability, observability, and has less complexity will be adopted more rapidly than other innovations. 16
  • 17. THE INNOVATION- DECISION PROCESS 5 step process through which an individual (or other decision-making unit) passes from first knowledge of an innovation: (i) knowledge, (ii) persuasion, (iii) decision, (iv) implementation, and (v) confirmation. 17
  • 18. 18
  • 19. Knowledge: When the individual is exposed to the innovation's existence and gains an understanding of how it functions Persuasion: When the individual forms a favorable or unfavorable attitude toward the innovation Decision: When the individual engages in activities that leads to a choice to adopt or reject the innovation Implementation: When the individual puts an innovation into use Confirmation: When the individual seeks reinforcement for an innovation- decision already made but may reverse the decision if exposed to conflicting messages about it 19
  • 20. TYPES OF ADOPTERS (i) innovators (ii) early adopters (iii) early majority (iv) late majority (v) laggards 20
  • 21. CHANGE AGENTS The sequence of Change AgentRoles 1. To develop a need for change on the part of clients 2. To establish an information exchange relationship 3. To diagnose problems 4. To create an intent to change in the client 5. To translate intentions into action 6. To stabilize adoption and prevent discontinuance 7. To achieve a terminal relationship with clients 21
  • 22. IMPORTANCE OF THE STUDY Provided the foundation and conceptual framework for understanding the link between awareness, innovation , media and adoption. Set the stage for flood of research . Rogers estimated that by September 1993, more then 5,000 studies of the diffusion of innovation had been published. 22
  • 23. CONTINUE. These studies have been widely pursued in such fields national development, public health, geography, marketing, adoption of media technologies, changes in manufacturing processes, educational innovations, new government policies, and dozens of others. 23
  • 24. DIFFUSION OF NEWS News diffusion is a branch of mass communications research dealing with how news is circulated among publics. Two phases of research have occurred in news diffusion research. The first phase began after World War II and continued to the 1980s, and the second began with the arrival of the Internet and social media in the 1990s. Key questions raised during the first phase of diffusion research included whether media or interpersonal ties are the sources of information about an event; the type of event; and media structure. In the second phase, citizen journalists and others became participants in the news production and diffusion processwhich until the advent of new media had been entirely controlled by professional journalists. 24