Transcript 5 Diffusion.

Introduction to
Theories of Communication Effects:
Diffusion Theory
A service of the
Communication Science & Research
Resource Group
Recap: Theory map
MODEL
Message
learning
Reasoned
action
Social
learning
Diffusion
STAGE (Early --> Late)
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 modernization
Green 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
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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
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Innovation-decision process
Attributes of innovations
Adopter/audience categories
Homophily-heterophily
Opinion leaders
Strength of weak ties
Innovation-decision process
Diffusion curve (S-curve)
100
Cumulative
percent
who have
adopted
0
Time
Rate of diffusion
100
Cumulative
percent
who have
adopted
Take off
0
Time
Rate of diffusion
100
Cumulative
percent
who have
adopted
Faster
diffusion
0
Time
Rate of diffusion
100
Cumulative
percent
who have
adopted
Faster
diffusion
Slower
diffusion
0
Time
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?
1. Attributes of the innovation
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?
2. Attributes of the audience
2. Attributes of the audience
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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:
Homophilyheterophily
4. Communication system
Key concept:
Strength of
weak ties
Diffusion Theory
Key concept:
Opinion leader
Communication Network Among Women in a Bangladesh
Village with Jiggasha Group Membership Indicated
Jiggasha Member (28%)
Trishal Village No. 7, 1992
JHU/CCP & MITRA & Associates
Putting it to work
Where is your audience?
What can you tell them and how?
Confirmation
Implementation
Decision
Persuasion
Knowledge
Diffusion Theory addresses
all stages in the hierarchy of
effects, but is particularly
useful for thinking about
Knowledge and Persuasion.
Using Diffusion Theory in Programs
Identify 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
Looking ahead
Next Week:
Bounded normative influence
How an innovation becomes
a norm