WHAT IS DIFFUSION THEORY?
JOHN EKOW MENSAH
Diffusion theory explains how individuals, societies or
cultures embrace or reject innovation idea or technology and how it spreads to
gain acceptability or otherwise amongst or within those societies or cultures
over time.
This phenomenon can be largely successful
by understanding the dynamics of the
society or culture prevalent at a particular time. There are five categories of
innovation categories and how these
impact acceptance and diffusion of information of an innovation. These
categories are innovators who are largely risk takers and are willing to adopt
new ideas. It is less stressful to get them to change or accept an innovation.
Early adopters mostly opinion leaders are aware of the need to change and are
very comfortable adopting a new idea. The early majority groups are mostly
leaders.They need proof or assurance that a particular innovation or idea will
work before embracing it.To dissuade such category of adopters, you need to
tell them the success stories and evidence of the innovation effectiveness. The
late majority are largely conservative to change and can embrace change after satisfying
themselves that a greater part of the populace have adopted the innovation
successfully.The laggards are highly skeptical of change and are difficult to
embrace an innovation.The use of fear appeals , statistics can help change
their attitude.
There are five stages that aids the process
of adoption.Firstly is knowledge where the individual is aware of an idea or
innovation but need information about it.For example, Computer usage.Untill
society learn the usage of computers it becomes nothing but moribund
technology.
The next stage is persuasion where the
individual seek knowledge about the innovation.How it will impact their
lives.Example, how will they operate the computer?
The persuasion will lead the individual to
make a decision to embrace the innovation.The critical issue here is that, the
individuals weighs the merits and demerits of the innovation to aid him/her to
make a decision.For example, what advantages has the computer over the
typewriter?
The fourth stage is implementation where the
individual or society embraces or rejects the innovation and lastly the
confirmation stage, where the society either reject the innovation or accept
and use it for a very long time or period.
However certain factors aid or limit the use
of an innovation.Simplicity of use of an innovation will motivate its
usage.Secondly if the innovation is better than what predates its
inception.There are moral issues a well.If an innovation affects the moral
values of an area, people will frown on such an innovation.Example, the
introduction of or promotion of alcoholic drink in a moslem society or community.
Diffusion Theory is a very vital approach in
changing attitude and dissemination of information to aid change in society and
it is important to understand the theory to help fashion out strategies to effect the needed change
required in their area of endeavour.
