Social Change Diffusion of Innovations Source: Rogers, Everett M. Diffusion of Innovations, Fifth Edition. NY: Free Press.

Social Change Definitions An innovation is an idea, practice, or object that is perceived as new. What might seem familiar to some is new to others. Innovations can be material or nonmaterial. Diffusion is a process whereby an: (1) innovation is (2) communicated through certain channels (3) over time (4) within social systems. Creating social change requires: (1) a flexible political system (democracy), (2) a willingness to change by people, and (3) a process of mobilizing resources for change.

Social Change The Innovation-Decision Process People and organizations typically follow a predictable process of steps in adopting innovations. 1.Knowledge: Information acquisition. 2.Persuasion: Evaluation of information based upon the opinions of others. 3.Decision: The acceptance of the innovation as a good idea. 4.Implementation: Trying out the innovation. 5.Confirmation: Deciding to permanently adopt the innovation.

Social Change

Adopter Categories People and organizations typically can be classified according to the timing of their adoption of new innovations. 1.Innovators: Adventuresome, high risk. 2.Early adopters: Thoughtful, early adoption. 3.Early majority: The first to follow the lead of opinion leaders. 4.Late majority: Responding to pressure to adopt. 5.Laggards: Do not adopt for a variety of reasons.

Social Change

The Keys to Gaining Adoption of Innovations. Education (information dissemination) is a necessary, but not sufficient factor of adoption. People are understandably skeptical at first. Opponents will disseminate negative information. Negative information carries disproportionate weight in the short run. Persuasion by opinion leaders can overcome skepticism and the negative inputs of opponents. Opinion leaders are respected, outside agencies with no perceived vested interest in the innovation.

Social Change The Diffusion Effect. Persuasion by Opinion Leaders. Opinion leader adoption deems the innovation as “ok.” The new idea/practice becomes socially acceptable. Persuasion by Group Influence. As more and more persons adopt, social pressure builds for others to adopt. What once was “deviant” becomes “expected.”

Social Change The Diffusion Effect.