communication theoy

2.  Diffusion is the process by which an
innovation is communicated through certain
channels over time among the members of a
social system.
 It is a special type of communication, in that
the messages are concerned with new ideas.

3. Valuable insights provided by
diffusion of innovation are :
 What qualities make an innovation
spread in society
 Importance of peer-peer communication
network
 Understanding the needs of different user
segments

4.  19th century-Franz Boas (United States),
Gabriel Trade (France) Friedrich Ratzel
(Germany ) were the proponents of
diffusionist theory.
 Gabriel Trade- First to propose the S-
shaped curve of diffusion. Wrote about
the important role of opinion leaders or
change agents in the diffusion or
imitation process.

5.  Developed by E.M. Rogers in 1962, a professor
of communication studies, popularized the theory
in his book Diffusion of Innovation
 Explain how, why, and at what rate
new ideas and technology spread
through cultures.
 The theory explains how, over time, an idea or
product gains momentum and diffuses (or
spreads) through a specific population or social
system.

6.  The end result of this diffusion is that people, as part
of a social system, adopt a new idea, behaviour, or
product.
Adoption means that a person does something
differently than what they had previously.
key to adoption
 perceive the idea, behaviour, or product as new or
innovative. It is through this that diffusion is
possible.

7.  Knowledge- Information is passed through mass
media or interpersonal contact.
 Persuasion- Individual evaluates and discusses with
others about adopting the new idea.
 Decision- Whether to adopt or reject the innovation.
 Confirmation-Seeking Validation, evaluating the
consequences of the decision.

8.  Awareness stage- The individual was exposed to the
innovation but lacked complete information on it
 Interest stage - The recipient sought more
information on the innovation. Apparently there was
more interest regarding the innovation.
 Evaluation stage- The individual mentally deciding
whether an innovation was compatible with present
and future needs and took the decision of trying it on
the limited scale at the trial stage

9.  Adoption stage- The individual decided to
continue full use of the innovation.
Adopter Categories
Innovators
Early Adopters
Early Majority
Late Majority
Laggards

11.  Relative Advantage - The degree to which an
innovation is seen as better than the idea,
program, or product it replaces.
 Compatibility - How consistent the innovation is
with the values, experiences, and needs of the
potential adopters.

12.  Complexity - How difficult the innovation is
to understand and/or use.
 Triability - The extent to which the
innovation can be tested or experimented
with before a commitment to adopt is made.
 Observability - The extent to which the
innovation provides tangible results

13.  The Role of Social Systems- Opinion
Leaders
 Public and Private Consequences
 Benefits and Costs
 Failed Diffusion
 Diffusion of Innovation and Modernisation

14.  Does not foster a participatory approach
to adoption of a public health program
 Doesn’t take into account an individual's
resources or social support to adopt the
new behaviour (or innovation).

15. THANK YOU