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Diffusion of Innovations

Diffusion of Innovations . By: Amber Ward, Jaquoy Castelli , Kaelynn Studebaker, Meredith Law, Raquel Blamires. Introduction. The idea of this theory deals with the dissemination of new ideas and their adoption by people in a systematic manner It is a tool for social change .

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Diffusion of Innovations

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  1. Diffusion of Innovations By: Amber Ward, JaquoyCastelli, Kaelynn Studebaker, Meredith Law, Raquel Blamires

  2. Introduction • The idea of this theory deals with the dissemination of new ideas and their adoption by people in a systematic manner • It is a tool for social change

  3. Historical Background Can be traced back to the 1900s Gabriel Tarde, French sociologist, wrote The Laws of Imitation Described how innovations (new ideas, concepts, etc.) are accepted Georg Simmel, German philosopher, introduced the concept of a stranger A member of a system but not strongly attached to it Empirical work began with hybrid seed corn study Sociologists Bryce Ryan and Neal Gross at Iowa State University Tried to find out how long it would take farmers to fully adopt or accept the innovation (the use of the hybrid corn seed) Took an estimated 12 years for full diffusion

  4. Historical Background • Popular in rural sociology from 1940’s to 1950’s • Everett Rogers • Pursued the theory in Doctorate degree • 1962- wrote the book, Diffusion of Innovations • 2003- 5th edition of book • Foremost authority on this theory The diffusion model has now been around for a long time, almost 60 years. Is diffusion dead or dying? It is not declining. The number of diffusion publications completed per year continues to hold steady. Unlike most models of human behavior that begin to fade after some years of use, the diffusion model continues to attract interest from scholars.

  5. Innovation An idea, practice or product that is perceived as new

  6. Attributes of Innovation Cost Innovation Demonstrability Reversibility Complexity Pervasiveness Compatibility Reinvention Perceived Relative Advantage Clarity of Results

  7. The interval between becoming aware of an idea and adopting the idea TIME • Facilitate adoption of new innovations over time

  8. Communication Channels • Links between those who possess the know-how regarding the innovation and those who have not yet adopted that innovation

  9. Types of Communication Channels • Mass-media • Interpersonal • Interactive Communication

  10. People in society connected by a common goal SocialSystem • Facilitate adoption from person to person • Use homophilous agents • Use social networks • Use change agents • Use opinion leaders

  11. Go Sun Smart (GSS) Reducing UVR exposure and sunburns Target: Ski Resort Employees

  12. Diffusion of Innovations in Action! Innovation- Employees Wear: Sunglasses, Hats, and Sunscreen Communication Channels- E-mail Time-Dec thru March Social System- Managers=Change Agents Ski Patrollers=Opinion Leaders

  13. Conclusion • Summary: Diffusion of innovations deals with adoption of new ideas and practices over a period of time. • Four main constructs: 1. Innovation-9 attributes 2.Communication Channels 3. Time 4. Social System

  14. STRENGTHS WEAKNESSES • Has existed for over 100 years • Thoroughly tested and refined • Offers several advantages in guiding the adoption of something new or novel • Diffusion occurs slowly • Complex process occurring across multiple levels and settings • Not very useful for current problems that everyone is already knowledgeable about

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