15358_Lec01_02_Diffusion

Lecture 01 Part 02Diffusion

Diffusion

It is the process in which an innovation is communicated

through certain channels over time among the members of a

social system.

Communication

A process in which participants create and share information with one another in order to

reach a mutual understanding.

• A convergence or divergence process

• A 2-way process

Diffusion as Communication

Diffusion is a type of communication in that the

messages are concerned with new ideas.

• Newness is the character of diffusion

• Some degree of uncertainty involved

• A lack of predictability, of structure, of information

• Information reduces uncertainty

Social Change

The process by which alteration occurs in the structure and function of a social system.

Diffusion as Social Change

When new ideas are invented, diffused, and adopted or

rejected, leading to certain consequences, social change

occurs.

Formal Definition of Diffusion

The process by which

(1) An innovation

(2) Is communicated through certain channels

(3) Over time

(4) Among the members of a social system

Focus of Diffusion Study

How to speed up

the diffusion of an innovation?