WHAT IS DIFFUSION THEORY?

 

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.