Unraveling Diffusion Innovations Theory

By:Tammy BeachPatricia Hartley

Missy Hampton-HoganJeanie Robinson

What is the What is the Diffusion Innovations Theory?Diffusion Innovations Theory?

The manner in which a new technological idea, artifact, or technique migrates from

creation to use.

5 Stages of Diffusion5 Stages of Diffusion

1. Innovators: 2.5% of the change happens at this point.

2. Early Adopters: 13.5%

3. Early Majority: 34%

4. Late Majority: 34%

5. Laggards: 15%

Innovators

Venturesome More intense education Higher social economic status The ability to understand and apply

complex technical knowledge The ability to cope with a high degree

of uncertainty about the innovation

Early Adopters

Respected by peers Vested member of the staff Natural leadership ability Role model for others to follow Few media literacy skills

Early Majority

Interacts frequently with others Have to think things through

They LOOK before they LEAP. One of the largest categories

Late Majority

Succumb to pressure from peers to make changes

Very skeptical Extremely cautious Have to see the economic necessity Many fall into this category as well

Laggards

Always makes reference to what has always been done…refers to the past.

Not media literate Keeps to oneself Wary of the innovators Debate over new technology/ideas Very limited resources

Sigmoid Curve

It models the S-curve of growth. The initial stage of growth is approximately exponential; then, as saturation begins, the growth slows, and at maturity, growth stops.

S-Curve

How does this apply to Media Literacy?

Application #1

Provides the framework for why certain people adopt media literacy while others do not. The theory explains and predicts

why or why not media literacy is spread.

Application #2

Media technology is constantly changing. Must have a solid

understanding of how to introduce new ideas.

Application #3

Provides several models on how to spread media literacy. Helps understand who needs to

be reached first and how it will then spread to others.

Resources http://en.wikipedia.org/wi

ki/Diffusion_of_innovation

http://en.wikipedia.org/wiki/Image:Logistic-curve.svg

http://www.istheory.yorku.ca/diffusionofinnovations.htm

http://www.westga.edu/~byates/applying.htm