15358_lec01_02_diffusion
DESCRIPTION
technology transferTRANSCRIPT
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?