{"id":858,"date":"2013-08-26T12:37:07","date_gmt":"2013-08-26T07:07:07","guid":{"rendered":"http:\/\/www.communicationtheory.org\/?p=858"},"modified":"2023-09-14T20:03:21","modified_gmt":"2023-09-14T14:33:21","slug":"diffusion-of-innovation-theory","status":"publish","type":"post","link":"https:\/\/www.communicationtheory.org\/diffusion-of-innovation-theory\/","title":{"rendered":"Diffusion of Innovation Theory"},"content":{"rendered":"

Introduction<\/strong><\/p>\n

Everett Rogers (1931 – 2004) was born at Carroll, Iowa in his family’s Farm. He was well-known Professor, Researcher, advisor and a former editor for a newspaper and reporter too. He earned his PhD in 1957 at Iowa State University of Science and Technology in the field of Sociology and statistics.<\/p>\n\"diffusion\n

Source: Alfaguarilla\/Adobe Stock<\/p>\n

Everett Rogers was well known for the book called “Diffusion of Innovation”(1962)  in which he explains the theory of how innovations and ideas spread across the populations. He says in a social system the innovation is communicated by the process of diffusion.<\/p>\n

Definition<\/strong><\/p>\n

Diffusion<\/strong> is the process by which an innovation is communicated through certain channels over time among the members of a social system (Everett Roger, 1961). An Innovation<\/strong> is an idea, practice, or object perceived as new by an individual or other unit of adoption (Rogers, 2003).<\/p>\n

Theory<\/strong><\/p>\n

The diffusion of innovation theory analysis how the social members adopt the new innovative ideas and how they made the decision towards it. Both mass media and interpersonal communication channel is involved in the diffusion process. The theory  heavily relies on Human capital. According to the theory , innovations should be widely adopted in order to attain development and sustainability. In real life situations the adaptability of the culture played a very relevant role where ever the theory was applied. Rogers proposed four elements of diffusion of innovations they are<\/p>\n\"four-elements-of-diffusion-of-innovation\"<\/a>\n