By: Amber Ward, Jaquoy Castelli, Kaelynn Studebaker, Meredith Law, Raquel Blamires Introduction Term Definition Diffusion The process by which a new idea, object, or practice filters through various channels in a community over time Innovations The new ideas, objects, or practices that are to be adopted Theory Indicates that this model has been tested thoroughly •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 •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 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. • An idea, practice or product that is perceived as new Attributes of Innovation Cost Innovation Perceived Relative Advantage Clarity of Results TIME The interval between becoming aware of an idea and adopting the idea  Facilitate adoption of new innovations over time Communication Channels  Links between those who possess the know-how regarding the innovation and those who have not yet adopted that innovation Types of Communication Channels  Mass-media  Interpersonal  Interactive Communication Social System People in society connected by a common goal  Facilitate adoption from person to person  Use homophilous agents  Use social networks  Use change agents  Use opinion leaders Go Sun Smart (GSS) Reducing UVR exposure and sunburns Target: Ski Resort Employees Diffusion of Innovations in Action! Innovation- Employees Wear: Sunglasses, Hats, and Sunscreen Communication Channels- E-mail Time-Dec thru March Social SystemManagers=Change Agents Ski Patrollers=Opinion Leaders 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 STRENGTHS  Has existed for over 100 years  Thoroughly tested and refined  Offers several advantages in guiding the adoption of something new or novel WEAKNESSES  Diffusion occurs slowly  Complex process occurring across multiple levels and settings  Not very useful for current problems that everyone is already knowledgeable about