For an innovation to not only come into fruition, but to also find success, it must follow a systematic format called diffusion, which is defined as “the process by which an innovation is communicated through certain channels over time among the members of a social system.” Diffusion is divided into four chronological elements: the innovation, communication, time, and the social system.
The first element, the innovation, is crucial to enticing individuals to adopt new ideas; people must be convinced that the innovation is advantageous, compatible, and comprehensible.
The second element, communication, is used to introduce individuals to the innovation through communication channels; mass media channels are used to create awareness while interpersonal channels are used to form attitudes towards the innovation.
The third element, time, consists of three different branches: the innovation-decision process, the innovativeness of individuals, and rate of adoption. The innovation-decision process is a five-step procedure through which individuals accept the innovation; (1) people become knowledgeable about the innovation, (2) they decide whether or not the innovation is suitable to their needs, (3) they choose to adopt or reject the innovation, (4) they implement the innovation, and (5) they evaluate the results of their decision. Innovativeness describes how members of a social system adopt the innovation. Rate of adoption illustrates the relative speed with which people, as mentioned previously, adopt the innovation.
The fourth element, the social system, comprises of “interrelated units that are engaged in joint problem-solving to accomplish a common goal”; the social system is ultimately the area within which an innovation diffuses and effects needed change.
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Last updated: June 10th, 2021
