introduction to theories of communication effects: diffusion theory
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Introduction to Theories of Communication Effects: Diffusion Theory. A service of the Communication Science & Research Resource Group. Recap: Theory map. MODEL. STAGE (Early --> Late). Message learning Reasoned action Social learning Diffusion. - PowerPoint PPT PresentationTRANSCRIPT
Introduction toTheories of Communication Effects:
Diffusion Theory
A service of the
Communication Science & ResearchResource Group
Recap: Theory mapMODEL STAGE (Early --> Late)
Messagelearning
Reasonedaction
Sociallearning
Diffusion
Attention…….Comprehension…….Yielding…..Retention……………….. Action
Attitudes Subjective norms.….Intention to act……………………………. Action Perceived control
Attention...Retention...Reproduction...Motivation…………………..Performance
Knowledge……Persuasion...Decision…….Implementation….Confirmation
Origins of Diffusion Theory (Everett Rogers)
George Washington Carver (1896)Iowa State agricultural extension system and “movable schools”
Gabriel Tarde (1903) The Laws of Imitation - the S-curve
Ryan & Gross (1943)Diffusion of hybrid corn varieties 1930-1940
Post-WWII modernizationGreen Revolution, family planning
News diffusion studies (1960s)Kennedy assassination
What is diffusion?
“The process by which an innovation is communicated through certain channels over time among members of a social system.”
Rogers, 1995
What is diffusion?
“The process by which an innovation is communicated through certain channels over time among members of a social system.”
Rogers, 1995
What is diffusion?
“The process by which an innovation is communicated through certain channels over time among members of a social system.”
Rogers, 1995
What is diffusion?
“The process by which an innovation is communicated through certain channels over time among members of a social system.”
Rogers, 1995
What is diffusion?
“The process by which an innovation is communicated through certain channels over time among members of a social system.”
Rogers, 1995
What is diffusion?
“The process by which an innovation is communicated through certain channels over time among members of a social system.”
Rogers, 1995
Innovation = any idea, attitude, or behavior that is new to the members of a social system
Critiques of diffusion
• Pro-modernity, anti-tradition bias• Pro-technology bias• Ignores structural inequity• Widens the have-have not gap• Manipulative and top-down
--> Like any theory, diffusion can be and has been misused
Key concepts
• Innovation-decision process• Attributes of innovations• Adopter/audience categories• Homophily-heterophily• Opinion leaders• Strength of weak ties
Innovation-decision process
Diffusion curve (S-curve)
Time
0
100
Cumulativepercent
who haveadopted
Rate of diffusion
Time
0
100
Take off
Cumulativepercent
who haveadopted
Time
0
100
Fasterdiffusion
Cumulativepercent
who haveadopted
Rate of diffusion
Time
0
100
Fasterdiffusion
Slowerdiffusion
Cumulativepercent
who haveadopted
Rate of diffusion
The KAP Gap
The KAP Gap
What predicts rate of diffusion/ adoption?
1. Attributes of the innovation
2. Attributes of the audience
3. Environmental constraints/facilitators
4. Characteristics of the communication system
1. Attributes of the innovation
Relative advantage> Does the new behavior offer any
advantage over the current behavior?
Compatibility> Is the new behavior compatible with
current behaviors, beliefs, and values?
Complexity> How difficult is the new behavior to
perform?
Trialability> Can it be tried without too much risk
before making a decision?
Observability> Are there opportunities to see what
happens to others who adopt this behavior?
1. Attributes of the innovation
2. Attributes of the audience
2. Attributes of the audience
• Education• Literacy• Social mobility• Size & connectedness of networks• Degree of social participation• Attitude toward change• Tolerance for ambiguity & risk• Exposure to media• Exposure to interpersonal channels• Information seeking behavior
2. Attributes of the audience
3. Constraints & facilitators
• Access to education• Access to information & means of
communication• Access to the innovation • Normative pressure• Disposable income, ability to absorb loss
4. Communication system
Key concepts:Homophily-heterophily
4. Communication system
Key concept:Strength ofweak ties
Diffusion Theory
Key concept:Opinion leader
Communication Network Among Women in a BangladeshVillage with Jiggasha Group Membership Indicated
Trishal Village No. 7, 1992JHU/CCP & MITRA & Associates
Jiggasha Member (28%)
Knowledge
Putting it to work
Confirmation
Persuasion
Decision
Implementation
Where is your audience?What can you tell them and how?
Diffusion Theory addresses all stages in the hierarchy of
effects, but is particularly useful for thinking about
Knowledge and Persuasion.
Using Diffusion Theory in ProgramsIdentify how audience thinks of the innovation• Relative advantage, complexity, etc?
Identify people who are key network members• Who is nodal?• Who is an opinion leader?
Identify messages that address concerns about the innovation
• Show the benefits• Show how to do it in simple terms• Show what happens if you do it• Show how new behavior fits with or grows out of
current practices• Motivate or provide opportunities to try• Encourage discussion
Next Week:
Bounded normative influence
How an innovation becomes a norm
Looking ahead