2. Two Types of Diffusion Expansion – Stays strong in the core Relocation – Gets weaker in the core

3. Expansion Diffusion EXPANSION DIFFUSION EXPANSION DIFFUSION – Spread of an innovation/idea … in such a way that the # of those influenced grows continuously larger, resulting in an expanding area of adoption. (de Blij/Murphy – 7 th ed., page R-20)

4. Expansion Diffusion This occurs when an idea or trait spreads from one place to another. This occurs when an idea or trait spreads from one place to another.

5. Kinds of Expansion Diffusion 1.Hierarchal Diffusion – spread of an idea through an established structure usually from people or areas of power down to other people or areas – Urban areas to other urban areas and then spread to surrounding areas Rap music Rap music High-end fashion trends High-end fashion trends – Wealthy people to middle class to lower class Any technological invention Any technological invention

6. Expansion Diffusion 2.Contagious Diffusion – spread of an idea/trait/concept through a group of people or an area equally without regard to social class, economic position or position of power. Flu epidemicFlu epidemic Gossip in school??Gossip in school?? Your book says information on the web is Contagious… do you agree???Your book says information on the web is Contagious… do you agree???

7. Diagram of Contagious Diffusion ‘A’ is a diagram of contagious diffusion. Notice virtually all ‘adopt.’ ‘A’ is a diagram of contagious diffusion. Notice virtually all ‘adopt.’ ‘B’ is a diagram of hierarchical diffusion. Notice the leapfrogging over some areas. ‘B’ is a diagram of hierarchical diffusion. Notice the leapfrogging over some areas.

8. Expansion Diffusion Stimulus Diffusion – the spread of an underlying principle even though the new groups “remix” your idea Stimulus Diffusion – the spread of an underlying principle even though the new groups “remix” your ideaOR Stimulus Diffusion - involves the transfer of an underlying concept or idea, without the specific accompanying traits due to some cultural or other barrier to the movement of the idea Stimulus Diffusion - involves the transfer of an underlying concept or idea, without the specific accompanying traits due to some cultural or other barrier to the movement of the idea

9. Stimulus Diffusion ex. (Michael Ayres) McDonald’s in India  “Maharaja Mac” McDonald’s in India  “Maharaja Mac” Sesame Street  OVER 30 Countries have adopted principles of this show Sesame Street  OVER 30 Countries have adopted principles of this show Sesame Street Sesame Street Coca Cola and its different tastes around the world http://www.youtube.com/watch?v=1VM2eL hvsSM

10. RELOCATION DIFFUSION Sequential diffusion process in which the items being diffused are transmitted by their carrier agents as they evacuate the old areas and relocate to new ones. The most common form of relocation diffusion involves the spreading of innovations by a migrating population.

11. Relocation Diffusion This occurs when the people migrate and take their cultural attributes with them. This occurs when the people migrate and take their cultural attributes with them. De Blij pg. 28 vs. Rubenstein pg. 38 De Blij pg. 28 vs. Rubenstein pg. 38

12. Migrant Diffusion (a form of Relocation Diffusion?) 1.Idea enjoys strong, (perhaps brief,) adoption in hearth 2.Idea travels elsewhere (& thrives) 3.Idea fades out back in the hearth Ex. Disco in Egypt Ex. Disco in Egypt Ex. “Baywatch” in Europe Ex. “Baywatch” in Europe Ex. Communism Ex. Communism Ex. Old cars Ex. Old cars

13. One more look…Wal-Mart as both ___________ and __________diffusion – WHY?

14. BARRIERS TO DIFFUSION CULTURAL BARRIERS CULTURAL BARRIERS Some practices, ideas, innovations are not acceptable/adoptable in a particular cultureSome practices, ideas, innovations are not acceptable/adoptable in a particular culture Cultural taboos e.g. pork, alcohol, contraceptivesCultural taboos e.g. pork, alcohol, contraceptives PHYSICAL BARRIERS PHYSICAL BARRIERS Physical barriers on the surface may prohibit/inhibit adoptionPhysical barriers on the surface may prohibit/inhibit adoption Not as relevant today b/c of technologyNot as relevant today b/c of technology TIME-DISTANCE DECAY TIME-DISTANCE DECAY Farther from the source & the more time it takes, the less likely innovation adopted (more likely the same trait will develop differently)Farther from the source & the more time it takes, the less likely innovation adopted (more likely the same trait will develop differently) Technology makes this less importantTechnology makes this less important

15. Distance Decay Graph Learn to think about distance decay in a “spatial” context Learn to think about distance decay in a “spatial” context Think of distance decay in terms of an ‘x’ and ‘y’ axis Think of distance decay in terms of an ‘x’ and ‘y’ axis

16. Random Thoughts on Diffusion Expansion Diffusion Contagious does not necessarily have a not a specific pre-existing structure for transmission disease contagion is a prime example the spread of products from a forest fire(particles/gases/heat) dissipate from the source(the fire) throughout the adjacent atmosphere. Measurement system - System International (Metric)(meters/grams) has spread from Europe throughout the world except for the US(and a couple small countries) US retains its modification of the British Imperial system of measurement (miles/pounds) Hierarchical requires a pre-established structure to channel the flow ie 'chain of command' International Business hierarchy, National, Regional, Local Relocation Diffusion Movement of people and things Europeans moved to the Americas and brought their culture with them